resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Home Sweet Medical Home
While the Affordable Care Act (ACA) has received its fair share of praise and criticism since its adoption, few question the value of its emphasis on collaborative, patient-centered health care.
Vibrational Medicine: Frequency Micro-Current and Color Acupuncture
Vibrational medicine involves the application of various forms of energy frequencies to the body for pain relief, healing and rejuvenation. Vibrational medicine will become a major growing trend in our medical systems for the following reasons:
Low Melatonin Linked to Risk of Advanced Prostate Cancer
Epidemiological and experimental studies suggest the hormone melatonin, which plays a role in regulating the sleep-wake cycle, may play a role in the development of prostate cancer, as lower melatonin levels have been associated with an increased risk of prostate (and breast) cancer.
Wellness: A New Buzzword at the Aging in America Conference
Aging in America is "the nation's largest gathering of a diverse, multidisciplinary community of professionals in healthcare, social service, government, business and philanthropy with expertise in providing services and products for older adults."
Shared Mechanisms Between Computer-Assisted Mechanical Adjusting and Contemporary Acupuncture?
Can contemporary acupuncture provide clues to the mechanisms responsible for pain relief provided by computer-assisted mechanical adjusting instruments, and clarify whether certain mechanical frequency combinations are superior to others for modulation of acute peripheral pain?
The Boston Benevolent Chiropractic Clinic: Standing Up for the Needy
Our chiropractic assistant, Bridget, greeted an arriving patient at the Emmanuel Church in downtown Boston. She said, "Hi, Michael, good to see you. It's been awhile. Have a seat and Dr. Ken will see you soon."
Deciphering the New CMS-1500 Claim Form
Q: I am confused about how and when to use the new 1500 form, particularly block 14 and block 15. What is required and how do I properly fill out these fields? And do I actually have to use this new form or may I continue using the old version?
New Leadership Era at the WFC
The World Federation of Chiropractic recently announced not only a new president, as is customary every two years, but also an incoming secretary-general, marking the first time since the WFC's inception in 1988 that someone other than David Chapman-Smith, Esq., will serve in that capacity.
Halt Allergies With Moxibustion Therapy
An allergy is an immune system disorder in which the body is hypersensitive to normally harmless substances in the environment.
Medical Qigong for the Heart: Part I
According to the Center for Disease Control and Prevention, heart disease is the leading cause of death in the United States, affecting people of all ages and backgrounds. Coronary heart disease, in just the United States alone, costs close to 109 billion dollars a year.
Working With The Yuan-Source Level: Resonance and the Extraordinary Vessels
How do we stay fresh with our medicine? As healers, how do we balance our medical selves with creative artistry? Chinese Medicine is not a fixed dogmatic entity, but a living system, reliant on a mysterious force called "resonance."
We Get Letters & E-Mail
Imagine What More Could Be Achieved With Your Support; A Lesson in Hygiene: What Do You Do in Your Office? Open Letter to the Profession.
Changes in Herbal Medicines from Ancient Times to the Present
The classical literature of Chinese medicine remains highly relevant in the modern era, as many of the basic theories and herbal combinations emphasized in clinical practice were first established in texts that are nearly 2000 years old.
Don't Trust What Your Patients Say
When a patient presents to the office for care, they typically have a specific complaint – lower back pain, whiplash, sinus congestion, sciatica, etc. They are often not interested or engaged in what they consider "unrelated" personal health history.
Replenishing and Restoring Jing
I learned an important principle from my great Taoist Master Sun Hak. He taught me that all people "leak" Jing, and that we can mitigate or stop this leaking, and as a result strengthen our life force, develop enhanced adaptability and lengthen our life.
Don't Trust What a Patient Says
When a patient presents to the office for care, they typically have a specific complaint in mind – lower back pain, whiplash, sinus congestion, sciatica, etc.
Medial Knee Pain: 11 Potential Causes (and Corrections)
We have all seen patients with medial knee pain that either has no traumatic origin or lasts well beyond when it should be resolved. How can we help these patients? Here is an overview of clinical scenarios and how we can provide conservative care.
CRREW Rallies for Ongoing Acupuncture Relief Effort in the Philippines
On November 8, 2013, Typhoon Yolanda (Haiyan) made her way through the Philippine Islands, leaving in her wake at least 7,000 people dead, millions homeless and complete communities destroyed.
News In Brief
Pacific College of Oriental Medicine obtains grant funding from NIH; Yo San University of Traditional Chinese Medicine Announces New President; Kentucky Gets Licensed; PCOM Receives Approval from WASC to Offer FPD.
"Doctor ... Always Do the Right Thing"
So says "Da Mayor" in the iconic Spike Lee movie. As a fresh grad questioning in-network versus out-of-network, it struck me that some doctors have explicitly skirted the issue, while others have argued adamantly for the latter and "sticking it to the man."
The Importance of Knowing Mainstream Lingo
There is a secret lingo within mainstream medicine of which the vast majority of acupuncturists and Chinese medical professionals are unaware.
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
Employers Need Chiropractic First and Sooner
From the Journal of Occupational and Environmental Medicine comes a study that gives excellent direction to employers (and insurers) regarding the management of low back problems (LBP).
The Search for the Origin of the Wiggle Technique
When Bob had adjusted me previously, most of the time I knew what he was doing. But this time, he had me lie on the treatment table in the usual side-posture position, and he "wiggled" my sacroiliac with the fingers of both hands, while stabilizing my pelvis with his forearm.
January, 2013, Vol. 13, Issue 01
Creating a Predictable Plan for Growing Your Massage Practice
By Stephanie Beck
If you are at a point in your massage practice where you need more customers, then this article is perfect for you. To get more customers, you need to adapt your current marketing plan. Most likely, you will need to increase your exposure to potential massage clients and this means increasing traffic to your desired source.What is traffic? Traffic is a common term some refer to as leads, potential customers, referrals, your tribe of followers or prospects.
Internet marketers get traffic from a ton of sources and we direct traffic to a desired source. This means that before we launch any campaign, we have to know what the desired outcome is. In other words, what is the purpose of the marketing campaign and what do you want them to do when they get to their desired source. That desired source might be one of the following:
Each of these desired sources can be increased by implementing various marketing tools to increase the amount of traffic to your desired outcome. I would caution that before you launch head strong into any marketing campaign, it would be best to know your conversion rate and have quick and easy ways to measure any marketing you choose to implement. You might be asking yourself, "What is a conversion rate?" Your conversion rate is a ratio of traffic to completed transactions. Your definition of completed transaction should be specific to your offer. For example, your offer might be to exchange a free report for someone's e-mail address. Or have a person sign up for a newsletter. Or it might be to book an appointment for a massage. To help you create a great offer, I've included a link to a blog post on how to do just that: http://blog.massagetoday.com/wibb/2012/05/25/how-to-create-a-great-call-to-action-cta/.
Today, most massage therapy business owners want to use the Internet to generate traffic. The most common ways to increase online traffic are:
As a massage practice owner (or manager for a massage business) you need to be able to justify any additional costs. How are you going to know if a marketing piece is working or not unless you have a way to measure it? And for those of you who are saying, "Hey, I'm a brand new therapist, I don't have any leads, traffic or anything to measure." Well, your conversion rate is currently 0%. So, you will have to implement some type of marketing campaign to increase your traffic to make any changes to this figure. An old way of increasing traffic is word of mouth. Now, with the popularity of social media sites, creating referrals and word of mouth digitally has seen tremendous growth for massage businesses.
For some massage practitioners, knowing you have more money than month at then of a 30-day cycle has been your form of tracking your business success. Many massage therapists work for years without knowing their conversions rates until they make a choice to have a predictable plan for growth. For some, that means working smarter and not harder, while for others, it means focusing on building an exit plan to retire. Others want a way to make more money. Still others just want the opportunity to touch more lives. Whatever your driving force, once you make the decision to grow your massage practice, you need to know how to create a predictable plan and do it in the most efficient and productive way. You will find that knowing conversion rates and your return on investment (ROI) really matter.
Why are conversion rates important? Consider this. A common practice to boost traffic for a website is to hire Search Engine Optimization services. Let's say you spend 6 to 12 months on SEO services to get yourself ranked on page one of Google. That's great to be on page one of Google, as long as you accomplished two goals:
The Importance of Analytics
In most cases, all traffic leads to a website. You can spend countless hours ranking for keywords and being on page one, but if your conversion rate is less than 1%, that is not enough to justify the time and money invested in the project. Common problems associated with low conversion rates are poor website design/navigation or simply because the offer needs to be fixed. How do you know if an offer is going to be a good converter? I would recommend you set up a website analytics and budget some pay per click before launching into any other marketing. Google provides Google Analytics for free on any website. Find out more at: www.google.com/analytics/.
Why add analytics? Because when you drive traffic to your source, you need to have a way of measuring to know that you are getting the best conversions possible at that source with the least amount of investment. All social media sites offer insights (analytics) to measure the traffic. Some even tell you what devices customers are using to access them. Mobile devices are rapidly growing segments of the online market so consider how your site will perform on a mobile device when you are revamping your website. We will discuss mobile marketing options in an upcoming article. Once you have analytics set up, now you are ready to start pay per click.
What is pay per click (PPC)? For online marketing, the quickest way to start testing your offer is to pay Google or social media sites for certain ads for your keywords to a desired target audience, and then test to see how well they convert. You will need to make sure you have good copy, image and benefits so they produce. Set up a PPC budget for $200 or less per month or a daily budget of $20. Then bid on your keywords and start by testing how they perform. You will only be charged when people click on your ad. That is why you will see it referred to as, pay per click. The beauty of this is that you can have PPC up and running in one day and you can have results the same day without making it costly. It is also the least expensive way to give you data because you can stop a PPC campaign at any time, as well as make any adjustments to it.
Your results are fairly easy to measure. If no one clicks on the ad, then you need to adjust your ad. If people click on the ad to your website, but no one purchases or you lose them at any point in your process, then you need to fix your website. Meaning you need to evaluate the way people are interacting on your site. Either your offer needs to be adjusted or the process to get the offer needs help. Also, realize you won't get 100% of the people to take advantage of the offer.
Let's put some real numbers to the equation. Let's say you place an ad and you know 100 people click through on the ad to your website and you know that 10 of those people bought your offer. That means you have a 10% conversion rate. This, by the way, is really good. Usually, 6% is considered exceptionally good for Internet buying and most companies are happy with 2% to 4%. You do need to understand the value of a client when you are evaluating your conversion rate. We will discuss the value of the client in a future article as well.
If you are considering investing in media buys, you can use PPC to test your message/offer to your targeted audience before investing hundreds or even thousands into a full ad for several months of print, radio or television exposure. You might think you have the best magazine, television or radio ad copy in the world, but if your offer is bad or your website doesn't convert, you don't get a chance to get that money back. At least with PPC, if the ad gets clicked but does not convert, you can stop the ad, make adjustments to your website and test again before you invest the BIG dollars. This is why you will need to monitor your PPC daily.
Once you know how the process works and converts, now you can make arrangements to invest into systems to increase your traffic from even more sources like SEO services, social media campaigns and media buys because you know what to expect your conversion rate to be. As long as those tools are used effectively to produce the right traffic, you should have return on your investment. Of course, nothing in life is guaranteed. Make the effort to minimize your learning costs by utilizing the tools and services available so you can create a predictable plan for growing your massage practice.
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.