resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
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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