resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Diagnose Sprain Injuries in MVA Cases With Dynamic X-Rays (Pt. 1)
Am I the only person to notice hospitals are doing a seemingly insufficient job lately in their initial radiological workup of motor vehicle accident (MVA) victims?
The Concussion-Subluxation Complex
In the Aug. 1, 2014 issue of Dynamic Chiropractic, I reviewed some of the literature demonstrating the role of the chiropractic adjustment in post-concussive care.
North Carolina Acupuncture Board Files Dry Needling Lawsuit
In early September, the NCALB filed a complaint against the North Carolina Board of Physical Therapy Examiners over the issue of dry needling, a form of acupuncture that uses solid needles to puncture the skin and muscle tissue to relieve pain.
Syncretism: Acupuncture and Public Health in Cuba
"Syncretism" is defined as a union of diverse tenets or practices. On a recent trip to Cuba designed to demonstrate the integration of Traditional Medicine and biomedicine, our group witnessed this union firsthand.
Acupuncture and Oriental Medicine in the West
We know acupuncture and Oriental medicine as the indigenous medicine of East Asia; in particular China, Korea and Japan are the countries of origin of this wonderful healing system.
Pro-Con: Swaddling for Newborns
The practice of swaddling has been used for thousands of years and was popular until the 1700s, when it was slowly abandoned by many cultures that considered it old-fashioned or barbaric.
The Modern Application of Ancient Mei Rong
Chinese Medical Cosmetology (Mei Rong) has a well-documented and venerated history dating back to the Qin (221-206 BC) Dynasty.
Tailor-Made Knee Pain: The Sartorius Muscle
A patient was referred to my office after receiving treatment from various providers with no results. The patient was training for the Olympics as a marathon runner and was unable to run or walk without severe medial knee pain.
Too Many to Remember: Tips to Revive Your Ortho / Neuro Test Skills
When I was at Palmer in the mid-1980s, we were given a set of notes in one of our diagnostic courses. The notes covered approximately 70 orthopedic and neurological tests for various regions of the body.
Mechanism: Experimental Approaches to Understanding Acupuncture, Part 1
The clinical benefits of acupuncture are difficult to ignore, but also can be difficult to explain to a Western audience. For nearly 50 years, relentlessly inquisitive scientists and physicians have been working toward a conceptual model to explain acupuncture.
Targeting the Bad Apples in the Bunch
While everyone was focused on the conversion to ICD-10, the Office of Inspector General for Health and Human Services released a new report on chiropractic titled "CMS Should Use Targeted Tactics to Curb Questionable and Inappropriate Payments for Chiropractic Services."
Your Billing Questions Answered
I hear a lot of the following questions: I am afraid I may doing something illegal. I have heard I cannot have different fees for the same service.
Omega-3 Fish Oil: An Underappreciated Element of Men's Health
As a clinician with many male patients -- and as a man myself -- I am all too aware of the fact that we like to convince ourselves that we are doing great, when that may be the farthest thing from the truth.
Designing a Fitness Plan (Part 1)
It doesn't matter if you come to my practice for pain relief, weight loss, healthy aging or something else. The formula I talk about for each patient's fitness strategy is pretty much the same.
F4CP Making a High-Impact Impression
The Foundation for Chiropractic Progress has released details of its 2016 strategy, certain elements of which are already in play. The strategy includes ads, posters and other resources available to all F4CP members.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 2
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Chinese Herbs and Pulmonary Fibrosis: A Case Study
"Mary M."* recently celebrated her 90th birthday. Even the former sheriff dropped by to kiss the hand of this diminutive retired teacher, to honor the years she interpreted for him during interviews with Latinas and Latinos.
Making Sense of an Increasingly Obvious Conclusion
Where's U.S. health care heading? Like it or not, the list of telltale signs is growing to a point that stands out to even the most myopic observer. Consider this list of facts as you look into the future of health care in the United States:
Which Way is the Energy Going? Are You Burning Yourself Out?
One of the simple methods that I use to define Yin/Yang theory to patients is to ask the question, "Which way is your energy going?"
Dietary Fat and Prostate Cancer: An Important Update
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
Born to Energize the Human Spirit: Recollections of Sig Miller
Sig Miller, longtime executive director of the Association of New Jersey Chiropractors (ANJC), passed away on Sept. 17 after a long battle with cancer.
Footsteps of the Sages: An Apprenticeship with Dr. Kezhan Zhang
When I met Dr. Kezhen Zhang in May 2013, I was his translator and the integrity, creativity, and passion he demonstrated as a practitioner and advocate of the medicine convinced me to travel to Beijing to study with him.
It's Time to Review
It is amazing to see the changes that are occurring in the acupuncture profession. Let's look at some of the news and events that have contributed to this growth and awareness.
March, 2012, Vol. 12, Issue 03
Make a Resolution to End the Massage Therapy Discount
By Jenn Sommermann, LCMT
All too often, massage therapists discount their services in an effort to bring clients in the door. Sure, it is risky for a client to spend $100 and an hour (or more) of time on an unknown massage therapist.But why do many massage therapists feel it is their job to lessen this risk by providing deep discounts? Not only does this impact the bottom line of the massage therapist, but it also affects the perceived value of the massage. Furthermore, I believe it can have a negative impact on the industry in general.
The first point is obvious. If you discount too much or too often, you will not bring in the amount of money you planned to make, or need, or want to sustain your life. I've seen some therapists discount as much as 50% just to schedule a client and then be upset at the end of the month when they couldn't pay their rent. Well, whose fault was that? This is especially true now that deal-of-the-day sites are becoming more popular. The bottom line is, you can't give away the farm and still pay your bills.
Perceived value is the bigger point. It is up to the therapist to educate the client about the value of massage. This comes from discussing the benefits of massage, outcome of treatment, reputation, the relationship that is established between client and therapist and lastly, pricing. It is this perceived value that keeps clients coming back. After all, if it isn't "worth it," a client won't return and a successful practice is built on client retention. What does your pricing say about your product or service? Have you discounted yourself so much that your clients consider your services cheap or cut-rate? If you discount too much or too often, you run the risk of being viewed as less valuable compared to your competition. I have found that keeping prices steady and resisting the temptation to discount has long-term benefits for my practice and for the perceived value of my work.
This is true in so many other areas of life. Consider the vendor on the streets of New York City. If you have never been to the Big Apple, there are street vendors everywhere with deals that are sometimes too good to be true. When confronted with three of the same jackets at three different prices, I feel like a character in the Goldilocks story. One jacket is "too expensive" and one jacket is "too cheap." The third jacket is "just right." Why is that? It is human nature not to want to spend the most money for fear of being ripped off. Equally, spending the least amount of money symbolizes a cheaper or lesser product. The majority of consumers will pay the middle amount or what is considered fair market value. There is an underlying psychology behind every purchase you make and massage is no exception.
The psychology behind purchasing a product or utilizing a service is called neuro-marketing, a fast growing field. I recently read a book by Roger Dooley, called Brainfluence. In one study, the author points out that people who were given the same wine to drink thought the $45 bottle was superior to the $5 bottle, even though they were the same bottle of wine. In another study, 85% of the subjects given a placebo for pain relief reported a reduction in pain when they were told the pill cost $2.50 per dose. Only 61% reported pain relief when told the pill cost only 10c a dose. The pills had no active ingredients. The key point of these studies is that the price of a product or service has a very real and tangible effect on the perceived value. This perception is so powerful that people who thought they were drinking the expensive wine thought it tasted better and people who thought the were taking the expensive pill actually felt better. In other words, when you discount too much, you're damaging the perceived value of your service which, in the long-run, will reduce your ability to generate healthy revenues.
The industry has always struggled with the balance of what is the fair amount to charge a client and what is the appropriate amount a therapist should make. This battle happens annually as therapists debate whether to raise rates or not. I don't know a therapist who hasn't walked this line. Discounting too much or too often has ramifications on the entire profession. After all, clients will always have a plethora of MTs to choose from. Have you ever been asked, "Why should I schedule with you when I can go down the street for $30 less?" It's maddening, as I have to defend my position each and every time against the therapist who only wants to undercut my price. The answer lies in perceived value and that is where the conversation begins. You have the ability to boost the entire profession by not giving away too much. Consider these points and resolve to end the discount. It is win-win for everyone.
Click here for previous articles by Jenn Sommermann, LCMT.
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