resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Waist Circumference: A Conversation Starter
New estimates suggest more than two-thirds of Americans are either overweight or obese. The medical significance of this statistic is astounding.
Latest Cassidy Study on Stroke Risk Published
The latest study to investigate whether a unique association between chiropractic manipulation and risk of cervical artery dissection / stroke exists has yielded similar encouraging findings, with the authors noting "no excess risk of carotid artery stroke after chiropractic care" and no significant risk difference between patients receiving care from a DC or a primary care medical provider.
Gather & Grow
I recently attended a faculty seminar held by one of the acupuncture schools. There was a facilitator who led us through some very interesting experiences. The attendees were a diverse group with varying opinions.
4 Things Every DC Should Know About Levels of Care & Prevention
As health practitioners, we help people with their health problems and assist them with health promotion and disease prevention.
AOM Residency at NUNM
Imagine you're a recent acupuncture graduate, worried about making enough income as you forge your new career and seek more in-depth training in a particular treatment style.
The Large Intestine Official
The large intestine (AKA colon) is the great eliminator, or as J.R. Worsley called it, "The Drainer of the Dregs." Dregs are defined as the remnants of liquid with its sediment left in a container, or the basest, least valuable portion of anything.
VF Works / DMX Works Epilogue: Almost Two Decades Later, the Lawsuits Continue
An article in the March 8, 1999 edition of Dynamic Chiropractic examined whether then-VF Works / Nu-Best Franchising was selling its franchises illegally to doctors of chiropractic.
A Brief History of Acupuncture and Oriental Medicine Doctoral Programs
A doctorate in acupuncture and Oriental medicine has been a goal of the profession since its beginnings in the late 1970s. At that time, however, the maturity of the educational institutions and the regulatory environment made it a goal with only a distant completion date.
Reader Beware: Consider the Source
The aftermath of last year's presidential elections brought a running conversation on the role played by "fake news" that was largely presented via social media.
News in Brief
The American Association of Acupuncture and Oriental Medicine (AAAOM) board members recently met with the Korean Customs Service, which is similar to the FDA, to discuss herbal safety and importation issues.
TCM & the Caregiving Population: Treatment Considerations & Our Vital Role
Informal caregiving is increasingly a reality for many Americans who find themselves providing unpaid care for a loved one or a family member with a long-term, terminal, or chronic illness.
Spiritual Initiation: Opening Your Higher Healing Abilities
People drawn to the field of acupuncture and Oriental Medicine tend to be those who march to the beat of a different drummer.
Paperwork Done Wrong, Done Right
I was visiting a doctor's office recently and a member of his staff brought a stack of forms to his private office and laid them on the doctor's desk. She informed him he needed to complete the forms for patients and a few third parties.
ICA Goes on the Vaccine Offensive
Have you watched the vaccination documentary, "Vaxxed: From Cover-Up to Catastrophe," by Andrew Wakefield MD, director, and Del Bigtree, producer? This is the documentary Robert DeNiro was pressured to remove from his Tribeca Film Festival.
The Acupuncture Channel System (Part 2)
The primary channels (main channels) are introduced in chapter 10 of the Ling Shu, these channels are referenced in many chapters throughout the Su Wen and the Ling Shu. The primary channels have become the main channel system used in TCM.
Helping Patients With Parkinson's Disease
Parkinson's disease (PD), a long-term degenerative disorder of the central nervous system that mainly affects motor function, has a slow onset over time.
Correcting Rib Dysfunction: Improve Patients' Pain, Posture and Breathing
As chiropractors, we tend to focus on the spine, and rightly so. Many problems our patients face can be corrected by manipulating the correct spinal level.
Chiropractic in Texas Is Under Attack
The profession of chiropractic faces an unprecedented challenge in Texas, an attack that is more aggressive, sustained and dangerous than anything previously seen. The medical lobby has launched a coordinated, multi-front assault.
Getting Unstuck: Healing From Trauma With TCM, Qigong & Movement
We all come into this world vulnerable, with seeds to grow into our strength. Some of us — through a combination of good fortune (i.e., family and culture we are born into, constitutional inheritance, or ability to learn) grow with minimal interruption from traumatic injuries and experiences.
Near-Infrared Therapy for Diabetic Neuropathy
The pain experienced by people with diabetes is a symptom of diabetic neuropathy. The impact on quality of life is significant. Pain makes walking difficult, sleep troublesome, and eventually contributes to a decrease in social interaction.
House Calls With Dad
My father was a chiropractor and he did house calls. On Wednesday nights, while my mother attended the weekly women's meeting at the Odd Fellows and Rebekahs hall in our small town, dad loaded up the portable adjusting table, fired up the Pontiac and drove off to treat a few patients in their homes. I went with him.
Treating the Lower Pelvis (Pt. 2): Midline Structures and Fascia
My previous article [October 2016 issue] outlined evaluation and treatment of pelvic issues involving the sacrotuberous ligament and the pubic symphysis. Now let's discuss two case studies that illustrate how to address additional problematic areas of the pelvis.
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
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.