resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
February, 2012, Vol. 12, Issue 02
Target Your Marketing for Success
By Diana Moore
When asked what clients they want to work with, many massage therapists answer, "Everybody." When you try to market to everybody, that's called "blanket" marketing. Blanket marketing is an approach you might already use as part of your marketing strategy.You're trying to get anyone and everyone's attention when you pay for coupons or ads in the yellow pages, or post flyers on grocery store bulletin boards. This might work for you at times, such as when you're just starting out, or during busy times for gift certificate sales like Christmas or Valentine's Day. Blanket marketing strategies are often the first steps people think of when beginning to market their practices. Keep in mind, however, they might cost more than they give you in return.
What is Target Marketing
"Targeted" marketing has the advantage of efficiency in money, time and effort. But this means you won't be working with "everybody." You won't reach everybody because everybody doesn't care and won't take the time to listen. Trying to market to everybody is a waste of your time and money. As a bodyworker, you have a set of skills that is unique to you. You have a type of client you prefer, and that's who you should target with your marketing.
Three Minute Exercise
Think about what kind of clients you are drawn to working with. Describe your favorite client or two. Then think about what condition or conditions you enjoy working with. Write down your answers. These are clues to the kind of people who are a natural fit for your skills and who will benefit the most from your gifts. Use this information to target your marketing. Spend your time and money on promotional materials that speak directly to those you most want to serve, whether they are seniors, busy parents, executives or people with certain conditions. Apply target marketing by sending a specific message to people who you know want to hear it.
Why should you spend money and effort on clients, a group of people who already know who you are? Because it encourages them to come in a little more often. It makes new clients feel welcome and valued (which will hopefully encourage them to visit regularly). And targeting your clients reminds them you are still available and interested in being part of their healthy life.
Your existing clients are a group whose interests and concerns you already recognize. Target them with messages that speak to them that language. Target all your clients with specials or beneficial services you offer. Target specific groups, say people with fibromyalgia, with a message about how you can help them maintain their mobility, for example. Target other groups, such as working parents, with a message that the whole family will be healthier if Mom and Dad better manage their stress.
To reach a specific type of new client, go where he or she would go. Are you an active person who likes to be around other sports and fitness enthusiasts? You can draw those folks into your practice. Contact running stores and gyms. See what kind of sports events you can get involved in. Does a nearby running store or cycling club mail a newsletter to people on their mailing lists? Ask if you can buy an ad or write an article in it.
Love to be with seniors? It's the same idea. Call or, even better, go to the senior center. See what it would take to offer one brief, low-cost massage once a month. Put up flyers at the senior center, library, health food store or other places health-conscious seniors go (always ask permission). If you would love to offer massage to people in long-term care, go out to health fairs to give chair massage. Showcase your skills while meeting health care providers and decision-makers.
Are you drawn to the field of pregnancy and childbirth? Ask if you can post flyers at a gym that caters to women. Or find out who teaches birthing or pregnancy yoga classes and ask if you can offer a lesson on self-massage. Think of classes and presentations as opportunities to have a conversation on how your work makes lives better and to encourage folks you meet to take the next healthy step.
It's pretty straight-forward. Once you decide what groups you want to target, brainstorm ways to reach them. Examine the potential costs of time and money for those ideas, and choose to implement one or more of them. Start with something small at first and do a test run.
Evaluate your results. Number one, keep track of the response you get from your outreach efforts. Are you gaining new clients? Are you enjoying their visits? Two, ask yourself how it felt to be at places you distributed flyers and brochures. Did it feel good to be at that long-term care facility, gym or hospital birthing class? If you are happy with both your experience and the results, you've got a focus for your practice plus a direction for targeting your marketing efforts.
Diana Moore has worked in marketing for more than 10 years. Currently, she works as a writer and editor for Natural Touch Marketing for the Healing Arts. Before her career in marketing she practiced massage therapy for 14 years, many of them as a hospital-based massage therapist in Olympia, Wash. Diana also teaches yoga to people with heart disease and other chronic conditions. Reach her at
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