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Decompression-Traction: A Core Treatment Method in Chiropractic's Future
We're all competing for new patients. We're competing for new patients with physical therapists, massage therapists, medical specialists and hospital fitness centers. We're even competing with side-effect-ridden medications that quit working every four hours.
Building the DC-MD Bridge
From MDs practicing integrative holistic medicine to the family internist, many DCs are enjoying unprecedented attention from their allopathic colleagues.
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
Ringing in a Fiscal New Year With a Recommitment to Cost-Effectiveness
Back when the Foundation for Chiropractic Education and Research was in its heyday, I used to send out New Year's greetings and virtual noisemakers to some close friends on July 1 – the beginning of our new fiscal year – wishing for prosperity in the year ahead.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
Your Patients' Best Health Resource
There is nothing as powerful as information. The right information has won wars, saved lives and changed hearts; lack of information has led to hesitation, poor decisions and unintended consequences.
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
Don't Forget About the Performers
Donald Petersen Jr.'s recent article, "Your Chance to Go Back to High School" [May 1, 2014 DC], focused on the injuries incurred by high-school athletes and the subsequent opportunities for the chiropractic profession.
Take Care of Your Skin: Tips to Pass on to Your Patients
Many of our patients are not aware that the largest organ in the human body is actually the skin. Accounting for 16 percent of total body weight and covering up to 22 square feet of surface area, the skin is more than just a "covering," as originally thought.
News in Brief
Oregon Gov. John Kitzhaber (a medical doctor, no less) proclaimed October 2014 "Oregon Chiropractic Health and Wellness Month" in an official proclamation signed Aug. 25, 2014.
How to Find Your Ideal Patient – and Help Your Ideal Patient Find You
Just imagine: You're at the front desk looking at the scheduler and a smile creeps across your face. Row after row, name after name, hour after hour; you're blessed with an entire day of ideal patients. Every day should be like this, you whisper. Exactly!
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
The Life & Legacy of James Sigafoose, DC (1933-2014)
Surrounded by his family and closest friends, Dr. James M. Sigafoose passed away quietly on Thursday, July 3, 2014. With his wife of 60 years, Patsy, along with his children, Tina, Daun, Kieth, Selina and Carey – all chiropractors – at his side.
From the Other Side of the Table
People come to us to gain freedom from pain, to feel better, to live better. As D.D. Palmer stated, "We Chiropractors work with the subtle substance of the soul." Therein also lies the rub.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
Watch Out for Red Herrings
In clinical practice, when one condition mimics another, it makes it difficult to obtain an accurate and timely diagnosis.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
Detoxification for Athletes: The Key to Winning Performance
One of the most dangerous culprits that affects an athlete's ability to perform at an optimum level also happens to be one of the most elusive.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
July, 2012, Vol. 12, Issue 07
Turning a Daily Deal Into a Long Term Relationship
By Jenn Sommermann, LCMT
There is no doubt about it. Social media is today's hottest thing and clearly here to stay. Facebook, Twitter and LinkedIn are three of more than 100 social media sites that have revolutionized almost everything we do.The younger generation can't even recall what life was like pre-social media. From sharing photos to shopping for a restaurant, this new platform of communication has bridged political, social, religious and geographic gaps. Billed as a form of "social discovery," this computer mediated interaction is a way to share interests, activities, events and ideas. Furthermore, this relationship management tool has become the newest and most creative way to market products and services. Even Fortune 500 companies are on board with this medium, tweeting their ideas, posting links and creating a relationship with customers.
Enter sites like Groupon and Living Social. These are only two among dozens of similar "Daily Deal" companies. These deal-of-the-day companies feature deep discounts and have revolutionized online shopping. The trend is clearly contagious and membership is growing exponentially. So impressed by this medium, Yahoo and Google both attempted to buy Groupon and were turned down. To add to Groupon's credibility, it is being considered for an initial public offering, making it a publicly traded company on the U.S. stock exchange. But is Groupon a good way for a massage therapist to sell services? There are pros and cons on both sides of the coin so it's important to understand exactly what you are getting into and the follow-up required to make this daily deal turn into something that brings repeat business.
A daily-deal company offers one discount coupon per day in each of the geographic markets it serves. This is after the consumer registers with the specific website and designates geographic area. If a certain number of people sign up for the offer, then the deal becomes available to all (sometimes called a tipping point); if the predetermined minimum is not met, no one gets the deal that day. These companies make money by keeping approximately half the money the customer pays for the coupon, although this is negotiable. So, for example, an $80 massage could be purchased by the consumer for $40 and the daily-deal company and the massage therapist would split the $40. That is, the massage therapist gives a massage valued at $80 and gets approximately $20 for it. The consumer gets the massage, in this example, from the massage therapist for which they have paid $40 to the daily-deal company. Note that you are not lowering your fees. You are offering a deep discount to get clients in the door. Your actual retail price is listed on the advertisement so potential clients are fully aware what your going rate is.
At this point, I am sure many massage therapists are up in arms over the price issue and are saying, "I never discount my services." But is that really true? If you spend any money on marketing and advertising, you must include that in what it costs to secure a client or get a client in your door. This is called "Acquisition Cost per Client," and it is a calculation based on a simple formula. Divide your advertising and marketing dollars for the month by the number of clients seen. If you saw 40 clients this month and your advertising expense was $500, each client cost $12.50 to secure. If you regularly charge $100 per hour, your "discounted" rate is $87.50. Call it advertising budget or discount; it is basically the same thing: the cost to attract business. It is surely something to think about.
What You Should Know
There is no start up fee or up front costs to join. In other words, the acquisition cost is zero. You pay for actual sales, not advertising. But feeding off the example I gave, the cost to you is the discount you are planning to offer.
You set the expiration date, usually between 6 to 12 months from the purchase. You can also control and limit the hours you chose to accept these coupons. For example, "Coupons not accepted on Fridays" or decide to only see three daily-deal clients per week. Although you set the expiration date, this is in violation of the Gift Certificate Expiration Laws set in 2009 by President Obama. This law prohibits retailers from setting expiration dates less than five years after a gift card/coupon/certificate is purchased. There is a law suit pending with Groupon with this issue. Be aware that even if you set a one year expiration date, the law says you must honor the offer for five years.
You set the deal and the split between you and the daily-deal company. You will feel pressure when negotiating. The daily-deal company is in the business of making money so be firm. Make sure you are comfortable with all aspects of the agreement, especially the finances. If the deal feels too good to be true, it is. If it does not sound good or gives you a pit in your stomach, be willing to walk away from it. Many massage therapists have been wildly successful for a long time without the use of daily-deal companies. You've been warned! Ideally, I would not like to see any "deal" under $50, meaning you would get $25.
You set the number of coupons to be sold. Make sure you are realistic with this number. There is tremendous potential to sell A LOT of massages (often referred to as a "tsunami of bookings") and although this sounds like a good thing, be careful and realistic and set a quantity you can handle physically, emotionally and financially. For example, if you sell 200 coupons for a six-month period, you can expect to add approximately eight sessions per week.
Not all coupons will be redeemed so there will be some income for no work. This defeats the point of gaining clients but it is not always a bad thing.
The demographic for these sites tends to be women. Therefore, most of the offerings are health, beauty and fitness related. This is very much in line with our industry. However, as far as I can tell, no other medical professionals are using daily-deal companies to drum up business. If you want to ally yourself with the medical field, this may not be the best place for your advertising efforts. These sites are designed more for the beauty and wellness arena, a very lucrative and viable avenue for massage therapists but not everyone's way of practicing.
The business model offers efficient measurable marketing with online tracking. Often with paid advertising, there is no way to know if it worked. In fact, so much advertising is wasted because a client is not secured. With these sites, you are guaranteed new clients. Your business will have trendy advertising – You'll be the "talk of the town."
Dealing with the influx of calls for appointments can be daunting. Having the ability to schedule online makes this task easier to handle. Along with the influx of calls may be lots of questions. Having a Q&A on your website would be a good way to handle some of this administrative work. Remember, all the time spent answering questions and booking appointments is time spent not working.
The posting will increase your visibility and exposure. Even if someone does not purchase the coupon, your name is being advertised to a very large population. Daily-deal companies offer webinars and customer support to make the most of your experience.
There is no additional charge for the advertising and write-up that will be posted. Each buyer becomes an e-mail acquisition to add to your database. Many people pay hundreds of dollars to accumulate a database. Your list will grow based on the coupons purchased.
Purchases will be in your geographic location. If you live in a resort area, you can control this by adding a requirement of "local residents only." Purchase processing is included. You don't handle any of the sales.
Up front income (in full) is paid after sale closes. This can be very helpful during these economic times, but remember to budget that money, as you will likely not be getting more when the client actually comes in. Side note: never count on tips to pay your bills.
One of the major selling points of these companies is the average sale tends to exceed the coupon offer (according to Groupon, this figure is roughly $33 above coupon price). For example, a restaurant may sell far more than the meal that was offered in the coupon and increases income via beverages, desserts, bringing friends etc. This doesn't apply as much for massage therapists unless you sell products or can up sell services. Selling a package works well in this situation. For example, sell a 30 minute massage with aromatherapy and reflexology. The total package value may be $55 for the 30 minute massage, $15 for aromatherapy and $20 for reflexology for a total of $90. The offer is for $50. The client will know what the full value is and when they return, they are already trained to spend the $50, which is very close to your regular 30 minute price. If you sell a single item, you can suggest add-on items (such as the aromatherapy) for an additional cost to enhance their experience.
There is concern over the public's perception of massage and that daily-deal companies are not helping that image. Because the service is lumped in with beauty, it is not perceived as healthcare. Another concern is, by constantly suppressing price point and saturation of offerings (massage is one of the biggest successes with daily-deal companies), the value of our service will become lessened over time. This is yet to be seen and ultimately the responsibility of the therapist to alter people's perception of our industry, one client at a time. Of note is that I have been tracking Groupon's massage offerings since starting to research this article. In my geographic area, massage was offered less than once a week.
Money is taken out of the local economy. Especially in these tough economic times, towns are struggling with deficits. Since taxes are based on revenue, local infrastructure stands to lose by daily-deal companies taking a chunk of the profit. These companies are located out of town, sometimes out of state and can suppress the bottom line of our local economy, as well as your personal wallet.
Having spoken to several massage therapists about their experiences with daily-deal companies, there are several tips to share. Regarding the retention of the daily-deal client, offer a small discount (say $10) on their next appointment if they book one at the end of their session. This nugget proved invaluable for the therapist who said, "Often, a second appointment is a better experience than the first because the client is more familiar and at ease. If you get them to return for a second session, they are usually hooked for life." For a coupon that has expired, offer to apply it as a credit towards their session which will be paid at your regular rate. This shows good will and a willingness to accommodate. With customer service sorely lacking in today's world, this can be a memorable token. Don't book coupon clients when you regularly see your existing clients. Remember, you can control this and you are the master of your schedule. Don't run the risk of upsetting your steady clients by giving away their favorite time. Determine your up sell so you know what you are offering and can describe it to potential clients. Have a clear idea of the services and prices you offer. Educate the client about the value of your service and the therapeutic relationship from the beginning. This starts with the first phone conversation. WOW them! You've got to stand out.
Tough economic times, staggering numbers of therapists and the age of social discovery have us in an interesting marketing position. I firmly believe we need to be creative when it comes to gaining clients. One of the tried and true ways to attract business is through price point. Don't give away the farm and don't devalue the work, but I think it is okay to compete on price to gain a client. What kind of experience you offer and whether you retain them as a client is a whole other ball game.
Click here for more information about Jenn Sommermann, LCMT.
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