Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
I just got finished with a ...
resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Melatonin: A Promising Natural Agent in the Prevention of ALS
A number of years ago, experimental studies suggested melatonin could block key steps in the development of Alzheimer's disease, primarily by acting as a brain antioxidant and inhibiting the build-up of beta-amyloid plaque in the brain.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
Online Marketing Basics: Google Ranking, Part 1
We all know there is so much opportunity with online marketing. And, let's face it, if you don't have a presence online with a website and social media, you are probably not where you want to be.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
Medicine as Metaphor
The practice of medicine is both an art and a science. We study and learn the system so that when the time comes to apply it, there is a greater possibility of successfully helping others.
The Integrative Medicine Puzzle: Putting the Pieces Together
The conversation is changing in the broader healthcare community with patients actually moving the discussion toward more integrative topics. Patients today want to know their options.
Exploring and Learning from the Gift of Life
I'm grateful to have had the opportunity to teach cadaver dissection classes and workshops with Stephen Cina at the New England School of Acupuncture over the past seven years, first through the Sports Medicine Acupuncture Program and later as a NESA elective course.
Can Acupuncture Treat Knee Pain?
Recently, an article in the Journal of the American Medical Association concluded that, "neither laser nor needle acupuncture conferred benefit over sham for pain or function" among older chronic knee pain patients.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
Adding Microneedling to Your Clinic for Results and Profit
Microneedling has taken the beauty world by storm over the last 10 years. Under the names dermaroller, microneedling or skin needling you will see these treatments listed in the services of nearly every fashionable beauty salon and day spa in the country.
The Art of Creating a Healing Space
I always advise my graduates to examine their group practice or treatment rooms with fresh eyes after they leave my CE workshops. I tell them, "Ask yourselves - is your space qi filled, welcoming and healing? Or is it cold and clinical?"
Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
The Source-Luo Point Combination, Part 3
Dr. Nguyen Nghi (NVN) was born in Vietnam and is one of the most important scholars, writers, teachers and practitioners of modern time. Many of his theories and applications are the source of modern teachers from Europe and the United States.
The Roots of TCM in Depression Treatment
In traditional Chinese medicine, there is historical precedent for the treatment of so-called "Shen" (Heart-Mind) disorder, or disorder/dysregulation of the spirit, which is also considered as distinct but not separate from the cognitive function of the brain.
Merger Creates New Model of Care
Two San Francisco powerhouses of holistic healing, the American College of Traditional Chinese Medicine (ACTCM) and California Institute of Integral Studies (CIIS), are merging. Together they are building a visionary approach to applied integral health.
Abdominal Acupuncture for Eye Healing: The Sacred Turtle and Ba Gua Map
Our ideas about western medicine have shifted in recent decades, while the public is asking more from health care providers.
November, 2012, Vol. 12, Issue 11
Following the Marketing Recipe for Success
By Stephanie Beck
Every since I was nine years old, I have enjoyed cooking and I have learned that you find lots of various types of cooks out there. Some feel that a recipe is merely a "suggestion" and they know enough to make substitutions and are able to make it come together and work successfully most of the time.Then you have the cooks who adhere strictly to the letter and will not deviate and who 99.9% of the time have success. Other types of cooks are innovators or creators that automatically understand what their desired results are and know the perfect combinations of ingredients to make the perfect dish by making up their own recipe. These creative geniuses, in my opinion, are few and far between.
Nonetheless, I think all business entrepreneurs have a certain level of creative genius when it comes to developing a great marketing recipe. A large percentage of massage therapists are self-employed and must have skills of a business entrepreneur in order to keep the business delivering appetizing services to acquire more customers. Whether you are a novice or a genius in the kitchen, you need to have a certain balance of ingredients to make a dish successful. I find marketing is similar to cooking. You can deviate from a recipe and add in some of your own ideas, however you still need to have a good balance of key ingredients to achieve your desired results.
Whether you are an independent massage business of ONE or you manage a large 20-room massage clinic, you still need to find the perfect marketing recipe that cooks up the right amount of delicious results. For example, every good cook has a plan of what they want to achieve before they start. In business, planning is the key to getting started. You see five customers every week; you want five more every week. So, you need to determine if you can simply double your current marketing recipe to achieve the result, or decide if you need to try something different. Maybe the current marketing recipe you are using isn't producing a packed dinner crowd like it did before, or your current recipe is very labor intensive and you want to know how to do some quick cooking to achieve your new goal. The plan doesn't have to be an elaborate French dish, especially if comfort-food is what you are more comfortable serving.
You might have business plan for your massage practice, however you see the plan as merely a "suggestion," allowing substitutions and deviations as long as the ultimate desire is achieved. Keep in mind, not all deviations are 100% successful 100% of the time, but you like the flexibility and adding in the "spice of life" from time to time so your business recipe can be as simple or complex as you like depending on what fits your lifestyle. You might find that you fit into one of the common types of massage business owners when it comes to business planning.
Type A Massage Business Owner
You might be the Type A massage business owner if you are a cook who creates the ultimate massage business recipe, has detailed outlines in a three-ring binder with lots of colored tabs, graphs and you follow it strictly to the letter. You do not allow for deviations or substitutions in your recipe. If the recipe calls for nutmeg and all you have are cinnamon and ginger, you won't deviate but you will go out and get nutmeg. Your plans are followed through completely and will most likely be successful 99.9% of the time.
Type B Massage Business Owner
Maybe you are the Type B massage business owner who knows what they want to achieve and has a rough sketch of how to achieve it. You are one of those unique individuals who have a complete understanding of what ingredients you need to bring together to achieve the desired results. You are well versed with all types of spices to add in or avoid so you create the perfect dish. Depending on your level of skill and understanding, your success rates can vary. However, due to your level of experience and knowledge, you can almost create a masterpiece 100% of the time simply by knowing what extra ingredients to add to your dish to make it successful in the end. With the understanding that it might not be "exactly" what you intended when you first started, you are still pleased with the end result.
You can find very few creative geniuses in the kitchen and I am not recommending this type of planning for any massage practice. One thing is certain; they all require some degree of planning. Whether it is a single page outline, a three-ring binder with graphs, or three words written on a white board, be sure you have set a desired out come and listed out the necessary steps to achieve the goal.
Whether you are the Type A or Type B marketing chef, you must realize not all ingredients fit your customer's palate. Let's face it, haven't we all cut a recipe from a magazine thinking it looked and sounded really good, but the results were not as fascinating when you tried it? That's when you have to make some decisions; did the recipe just need a little bit of adjusting for your customer's taste or was it the wrong recipe all together? This is where you need to be a little flexible and understand what you need to change. Too many times, I have heard from massage therapists that "blogging is a waste of time" or "social media doesn't work" or "why do I need a website, I am just one person." In the same breath, the therapists will also make reference to how broke they are and the fact that they need more customers. So, what are you going to change? If the "word of mouth recipe" is leaving you broke and hungry, I say it is time find a new recipe!
Find something you are comfortable using that leaves you what I call "Thanksgiving Day Full" (you know when you over eat until you can't eat no more!). Word of advice, keep it simple to start. Blogging, social media and websites are great ingredient choices and sometimes, if business owners try to add too many extra ingredients into a recipe, they might end up with burnt offerings to the marketing gods. Don't try to cook too many recipes at once. If you want to try blogging, than get the best blogging ingredients from someone that is a successful blogger. If you want advice on a good recipe using blogging, talk to any of the contributors of the Women In Business Blog (WIBB) on the Massage Today website. If social media didn't work, what kind of social media ingredients were you using? Adding social media to a marketing recipe is successful for more than 80% of the businesses using it, so perhaps you just need a new recipe or you need to make some ingredient substitutions in your current one. My blog and several others on WIBB offer very detailed ideas and guidelines for your social media success.
Why do you need a website? Well, let's say I'm throwing a dinner party and I invite 1000 guests and I fix enough food to accommodate them but on the invitations I only state that I'm in San Diego, Calif., and I will be serving from 6pm to 8pm so please come by. Do you think I have provided enough directions so that people will be able to find my house? When you have a website that is built with the right recipe, you are providing the right directions and information so your guests will show up for your dinner party. Before you quit cooking or before you start, even if you have previously created burnt offerings to the cooking gods, be sure you select a successful recipe.
Putting It All Together
Once you have selected your recipe you need to make sure you select the right ingredients to make it happen. Depending on your desired outcome, you may need specific ingredients. For example, in baking you will need both wet and dry ingredients, binding agents and some type of leavening agent to make it successful. The same is true for most marketing campaigns. You will need a combination of offline advertising and website; the social media component can be used as binding, and you can spice it up with the right amount of keywords, as well as adding in some nice search engine optimization leavening to raise your results. Now you should be serving up a tasty dish.
Understanding what your guests prefer and desire when searching to satisfy their tastes can make an impact on how well they like the dish. Just as in cooking, with marketing you have a variety of spices to add into your marketing dish. You need to understand what your IDEAL guests' tastes are and where you need to find them. Some cooks prefer to keep it simple and only have a limited amount of spice focusing on the basic food flavors. This can produce delicious results. Others like to offer variety and want bold flavors to accent and really make an impression on their guests. The same is true in marketing recipes; you can have success keeping it simple utilizing smaller ads, one or two direct mail pieces, a website and one social media site to achieve your desired result. Or you can be bold, spicy or sweet and savory, and go for a WOW factor with several ads, multiple mailings, and utilizing a variety of social media sites for more dramatic and quicker results.
Your marketing choices must understand your ideal customers' needs and what they like to "dine on" while they are spending time reading your ad, visiting your website or connecting with you on social media. Make sure you provide them with information and answers they are "hungry for." Like any great cook, you want to make sure all your guests have a great time so they will tell others and become fans, friends, subscribers and customers. Not all recipes are the same, but they all take planning, advertising/inviting and social contact/connections in order to achieve delicious dishes that leave a lasting and flavorful taste in your customers' mouths.
Click here for more information about Stephanie Beck.
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.