resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
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.
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.