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Federation of State Massage Therapy Boards: All Talk and No Action?
I hear through the grapevine ...
National Small Business Week
The 50th anniversary of the ...
A Change for the Better at the Massage Therapy Foundation and AMTA
This past week the Massage ...

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Alternative Health News
Chiropractic Research: A Moral Issue
This year I've had the opportunity to go to three great chiropractic research conferences; the ACC-RAC, the Fédération Internationale de Chiropratique du Sport (FICS) Congress and the World Federation of Chiropractic Congress.
News in Brief
Cancer Treatment Centers of America Continues Support of Chiropractic; ACBOH Announces 2013 Practical, Written Exam Dates; PCORI Approves Funding for Research on Spinal Stenosis; Macquarie University to Cease Offering Chiropractic Program.
We Get Letters & E-Mail
Passing Over a Fertile Niche; I Treat Segmental Dysfunction.
Economics of Complementary/Integrative Care
Although this column doesn't usually feature a book review, we're going outside of our usual public health format to discuss a new book written by Patricia Herman ND, PhD.
Spinal-Cord Injuries: Saying No to Steroids
With steroids, epidural and otherwise, in the news lately for their overuse when treating back pain (and their danger when tainted by fungal meningitis), it was high time for a policy change, and we've got one, from the Congress of Neurological Surgeons and the American Association of Neurological Surgeons.
Telecommuting and Technology: Ergonomic and Worker's Comp Considerations
As our world becomes more and more reliant on technology, equipment becomes more dependable and we become increasingly more comfortable with e-mail, the fax machine, the Internet and the smartphone, it is becoming easier and easier to work away from the office.
Helping Infertility Patients with the Spirit Essence
As many of you know, when it comes to treating infertility, we are dealing with a patient population that is, generally speaking, in emotional turmoil. These patients often experience fear, anxiety, despair, hopelessness, grief and anger.
Repeating Bone-Density Tests
The U.S. Preventive Services Task Force recommends that women older than age 65 undergo bone-density testing. However, organizations in general have not stated when repeat bone-density testing should be done.

You are What You Eat Part II: Integrative Protocols
In the previous installment of this article I discussed important ideas concerning gastrointestinal health and foundational ideas from TCM, which can provide key insights into creating effective protocols for healing the gut.
Medical Payola (Part 2)
Not only has Medtronic made billions selling expensive screws and hardware for highly controversial spine fusions, but a Senate investigation also found Medtronic felt compelled to write and edit medical journal articles attributed to outside physicians that downplayed the risks of the company's best-selling bone graft, Infuse.
Covering Chiropractic as a Profession, Not a Single Service
Recently Dynamic Chiropractic published a front-page article about various state essential health benefits and referred to Oregon and four other states not currently providing chiropractic as a covered benefit.
The Pallof Press for Core Stability Evaluation
Many people become injured because of instability, weakness and poor neural-sequencing patterns in the core. Lack of bracing and support from the inner core cylinder during coronal and transverse movements makes the body vulnerable to compensation injuries.
Business Building: What's Your Strategy?
I know some in our profession love to debate about whether or not spinal curvatures change as a result of our chiropractic adjustment, but I have a question that hits a little more close to the belt than that: Are chiropractors capable of change?
The Spirits of the Points: The Gall Bladder Official
The Gall Bladder is known as The Official of Decision Making and Judgment. In any given day, this Official makes countless decisions – conscious and unconscious, which influence every aspect of our being.
Happenings in Our Evolving Profession
Good things seem to be happening for our profession and recent developments show we are all on board. Talking about being on board, this September The Veterans Express-Purple Heart Tour is expected to make its way out of the station.
Helping Patients Through Pregnancy Loss
There is a lot of focus in the acupuncture world on fertility and helping women get pregnant. It's exhilarating to hear the news that a patient is expecting a baby. The other side of that is pregnancy loss. That includes abortion, miscarriage or stillbirth.
Wisconsin Exam in the Spotlight
You've passed your national boards with flying colors, including Part IV, the practical examination, at a combined cost of more than $3,000.
There Are No Secrets: Treating Complicated Conditions with TCM
Including standardized extra points, there are just over 400 acupuncture points on the body. You get 400 and I get 400 - same. Yet, time and time again treatment protocols are coveted as if they were some secret formula only intended for the right and privileged.
Healing Leaders

Energy is a hot commodity. Society pays dearly for it and for the expertise of those who know how to cultivate it.


Herbal Medicine: Go Mainstream
When it comes to practicing herbal medicine in a mainstream setting, there are a number of important points to understand when it comes to prescribing formulas. Some important questions to ask are - what method of prescribing and dispensing is most effective in this setting?
Evidence-Informed Practice?
In a previous column, I discussed the history and definition of evidence-based practice (EBP), and expressed concerns with how the concept has been narrowly construed by some academics and payers.

A Freebie
Let's face it – patient evaluation takes time. Unless you are really into the diagnostic evaluation game, you probably have found the formal exam protocol tedious if not downright annoying.
Peer Points: Stories of Practice Success
When patients go see Arizona-based acupuncturist Jing Liu, it is to get top care from an practitioner well versed in all aspects of Traditional Chinese Medicine.
Exercises for Back Pain: Low-Compression Training Program
This program is intended for two groups of people: 1) those who want to engage in resistance exercises for the major regions of their body without developing back pain in the process; and 2) those who already have back pain and want to do resistance exercises, but consistently re-irritate their back when trying to do so.
History Repeating Itself in Wisconsin?
Thirteen years ago, the Wisconsin Chiropractic Association (WCA) "agreed to settle Federal Trade Commission allegations that [the association] orchestrated a conspiracy among WCA members to increase prices for chiropractic services and to boycott third-party payers to obtain higher reimbursement rates."
Calcium Supplements and Mortality
When the National Institutes of Health's AARP Diet and Health Study reported that men who took calcium supplements had a higher risk of dying from cardiovascular disease compared those who didn't, it was the third large cohort in six months with alarming findings regarding calcium supplements.


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Massage Today
June, 2012, Vol. 12, Issue 06

Women in Business Blog Exclusive: Mirror, Mirror

By Jenn Sommermann, LCMT

This is a visual profession. That means your appearance matters a lot. Consumers want to "see" their massage therapists. A visual assessment is often a determining factor in choosing a therapist, even over skill set.

In fact, studies show that advertising with a photograph is more effective than without. It is not important to be beautiful or thin; typical fashion rules do not apply in our industry. What potential clients are looking for is what I call "the picture of health" and is often displayed in the skin, the eyes and the smile.

Most massage therapists have a website or some sort of internet presence. Photographs accompany the profile and in fact, should. Yet I am disappointed, sometimes even horrified, by what some therapists think is appropriate, attractive or good marketing. Here are some tips for projecting the right visual image:

  • Get a professional to take the photo. Barter for it, if necessary. A candid shot at last summer's party (cropping out the rest of the guests) isn't going to cut it.
  • Take a high resolution image so it can be used in a variety of mediums. A photo can be made smaller but can't always be made bigger without losing integrity.
  • Mirror, Mirror Don't have your sunglasses on your head.
  • Don't flaunt your cleavage, your muscles, your legs or any other attribute you have worked for at the gym.
  • Dress the part. If you think you look too casual, you do. Always dress a little better than you think.
  • Don't be afraid to get a close up shot. Remember people want to see your face, your smile, your eyes.
  • Take an image of you working on a client. Remember to get the client's written permission to use the image.
  • Show a variety of images on your web page or social media site.
  • If your life isn't appropriate, consider NOT having an internet presence. Google yourself to learn what images already exist online.
  • Check for "tagged" photos on Facebook to make sure your best image is represented. Untag yourself if necessary.

This is clearly a short list but you get the idea. The photo you use to market yourself matters. When in doubt, ask a trusted friend or even a client. Make sure the image you show the world is a good one and if it isn't...change it.

Stay focused.

To read other posts from our expert panel, visit the WIBB blog at www.massagetoday.com/wibb/

Click here for more information about Jenn Sommermann, LCMT.

 

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