resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
News in Brief
Updated Neck Pain & Whiplash Guideline; Attention, IHS DCs; New VP of Institutional Advancement At Palmer; N.J. DC Interns At U.S. Olympic Training Center; Chiropractic Society Of R.I. On The Front Lines.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
August, 2012, Vol. 12, Issue 08
Don't Be Afraid of Retail Sales
By Angie Patrick
I am not sure who started it or how it ever took root and I am absolutely baffled as to why it is still prevalent.
While not everyone subscribes to it, many still do and my goal is to help put an end to it. What is it, you ask?
It is the notion that massage therapists should never retail or work to make an above average living because in some crazy unwritten understanding, some feel that earning money is bad. And if earning some money is bad, then earning more money than other therapists must be horrific. At some point in time, this pervading notion came along that some therapists have bought into hook, line and sinker: you should feel guilty for charging a fair price for your services and making money while helping people is a bad thing. While working to help a client alleviate stress, manage pain, or make strides towards greater levels of wellness is a good thing, certainly supplying them with appropriate professional goods better suited for their needs rather than those found at a drug store such as those big box private label goods is evil and wrong.
I'm not sure exactly where this perception originated, but it is toxic, and it should be removed from the minds of therapists across the planet. My goal is to share with you the reasons why you owe it to your client to be the best therapist you can be, and provide as many solutions as possible within your scope of practice, as well as respect your ethical boundaries.
It Starts With Education
You have made the active choice to practice massage therapy. You began by choosing a school and paying money for that education. This is money you had to find, earn and shell out for this education. Then, there is your time. Your time going to school varies from state to state, but you did spend time in a classroom and at home or in the library studying. You have learned the required curriculum to become a therapist and you passed your exam. Now, you are a therapist and your education continues. Continuing education classes cost money as well, not to mention your time, too. Staying abreast of new techniques, new developments and new research discoveries for your chosen field also require time and money. Your insurance costs you money. Your marketing and phones cost you money. Your equipment and product, as well as the tools and space to practice or means to get there all cost you money. Then there is the care and upkeep of you as a human being to consider. You need a bed, a home, three meals a day, electricity, water, internet, license and every other thing you can think of in your life that you need to survive costs money and time. Gas costs money. Food costs money. Your own health and wellness requirements likely cost something. Doctor's do not see you for free.
Which brings me to my point: if all these expenses were to be factored in and you looked at your chosen profession and actively believe in the viability of the notion that you should provide your services at less than standard rates, or that you should somehow feel badly when you see a client reaching for their wallet vexes me. Do not misinterpret my meaning here. I am not saying never to do charity work. What I am saying is you are not a charity. You are a Professional Massage Therapist, a Health Care Provider in every sense of the word. You are an educated professional who has chosen massage therapy as a respected and well utilized alternative healthcare provision as the your own core competency. Believe in yourself, your knowledge and your abilities enough to call yourself what you are: a Professional. Doctors certainly have no problem letting you know how much their time is valued. Neither do physical trainers, surgeons, veterinarians, psychologists, chiropractors, or anyone else in the universe for that matter. Why on earth would you see yourself and the value of your time as anything less?
Your client has CHOSEN YOU
Out of all the potential practitioners in your area, your client has chosen you and your skill set to help them with an issue important to them. They look to you to help improve their health and provide smart solutions that you as a professional may well be aware of that main stream consumers may not. Your role in this relationship is that of a trusted health care professional, prepared to suggest and try anything within your scope of practice that could assist with achieving the client's wellness goals. This is a two-fold requirement on your part. From a treatment perspective, education and technique are key. It is important you are up to date with developments and treatments than can have a positive impact on your client. Your knowledge and skills should be based on current findings and you should always look to learn more. But secondarily, another important part is sharing your knowledge of professional products or tools that you feel may enhance the benefit the client receives from your treatment, and can assist them in managing and caring for their own health between visits with you.
These can be made available very easily in your office, massage room or practice. Availability of these professionally recommended goods within your practice is a time saver and no doubt a cost saver for your clients. This is especially true if your client has spent money for everything on the analgesics aisle and can still find no relief. It just makes no sense that you would choose to not augment your treatment regime with any product or tool you feel can help achieve the desired positive outcomes simply because you are reticent or feel guilty for people paying you a fair price for your goods, services and professional recommendations. You are qualified to make recommendations. You are qualified to share information about a product that can help. What you are NOT is a snake oil salesman trying to make a fast buck. When you are responsible and careful about the recommendations you make and you and make them with the best interest of your client first and foremost, then you are being a responsible healthcare provider. There is nothing wrong with making a living helping others find products to help them feel better and providing them an opportunity to buy them within the parameters of your practice.
If you have never retailed and are stuck about what to offer and how to price it, I think I can provide a little help here. Let's just suppose you would like to begin to supplement your income by adding just a few items available for purchase in your waiting room. Keep in mind, it doesn't have to be a huge showroom of goods. I know your fear of buying and then having that money tied up in products that just waste away on your shelves because you really have no idea how to sell them is gnawing at your gut as you go back and forth about it. How do you choose the right products?
Well, let's make it simple. What do you use? What would you, as a professional massage therapist, reach for when you have pain? Would you bolt to the drugstore for some generic topical analgesic? Or would you pick up a catalog or go online to find the best product you can buy as a professional? I am betting you would ask your other therapist colleagues what they would recommend and then call a professional products dealer and place your order. Why not save your clients time, and have a small selection of the product you would use on hand. After you use this product in your practice and they feel better as a result, selling it is easy. All they will need to know is that you used it on them during the treatment and you would use it on yourself. This kind of recommendation is exactly what I am referring to when I say you owe it to your client to provide answers that can help them feel better.
Let's consider the therapist who does spa treatments. Let's say you are thinking of breaking into retailing and the same fears plague you. What do you offer? I would ask you the same question. What do you use? When you are performing an exfoliation using a sugar or salt scrub, which do you use? Do they come in scents? Does you client prefer specific scents? Perhaps you begin with just a few small containers of scrub, and while you are at it, maybe the client might enjoy a bit of a home spa experience and look at the matching body butter or massage oil to match. Consider how excited your client might be if they learned they can take home a bit of the spa so they can pamper themselves at home, too. You have provided a service and a product that enables the client to feel confident about their purchase because they found this product with the help and advice of their therapist. Do you see how this works? All you need to do is think about what you already do, and then think about what products would go with that.
Keeping consistent with your treatment offerings and carrying accompanying products can be a very easy way to enter into retailing without a huge investment and without having to really learn how to sell. Just price your product competitively and make sure the price is on the product or shelf. Clients will ask you about the products and all you need to do is speak about them from your heart. "I like this because it________." "I would recommend this because it has _____ in it and I would use it on myself."
Let's talk about competitive pricing. There is a name for a pricing methodology in retail that seems to be the basic rule most follow. It is called "Keystone." The idea is you double your money. If you buy a widget at a $5 cost to you, then you would turn around and sell the widget at $10. When you are buying your retail items from a professional product provider, you are typically getting "professional" pricing. This means it is a safe bet your client will not be buying this product in any store, and they surely will not be buying it for the same prices you are because they are not a therapist. Retailing goods that cannot really be purchased anywhere else except through professional product outlets means you should have "unique to the customer" goods that will intrigue their interest and have added value as it is recommended by a professional.
So now that you have taken the firsts steps and things have gone well, you have made a small profit and you did not compromise your ethics to do it. Now what do you do? Well, if something is working, then my advice is stick with it. Maybe you could consider expanding your product lines a little bit. Maybe you add some exercise bands for stretching, or some candles. Think about other items your client may be interested in and then venture out and try it. You might try a number of things that work like a charm, and then you may try a few that flop. Don't worry, sales come and go in cycles sometimes. It is a moving target. Recognizing a trend, or preparing for a season is always a great idea in retailing. Holidays, seasons, vacations, all are great starting points for choosing retail goods for your practice. Always believe in whatever product you are selling. Know it inside and out, and be able to answer questions about it. Between the advice and instruction, as well as your honest endorsement, you can continue your "sales without really selling" program and continue to help your bottom line.
At no point in your education did you accept a vow of poverty. A career as a massage therapist didn't turn into a charity. I am pretty confident there is no set curriculum for this, and I would also bet that you did not set out in your career as a massage therapist with the thought that you did not want to make money. What was it about becoming a massage therapist that made you think you should never work to provide yourself a stable income, an above average income or even a prosperous and thriving practice based on compassion and caring along with strong business and profitability principles? I hope hearing a bit about the positive side of retailing has perhaps alleviated some of your fears about providing goods for your clients to purchase. As you can see, it is absolutely natural, and actually rather expected. Serve your client. Act always in their best interest. Suggest only items they need, and do not be pushy. Have a supply of goods you recommend on hand. Offer the item you recommend to them at a fair and competitive price. In doing this, you are truly looking after the client while in your care, as well as at home between office visits. The beautiful natural progression is an income you need not feel guilty about earning, and a client base that appreciates your professionalism and expertise. This is a sound win on both fronts!
Click here for previous articles by Angie Patrick.
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