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Concerns Regarding CDC Guidelines for Pain Management
In response to the epidemic rates of opioid and heroin addiction, the Centers for Disease Control and Prevention (CDC) set new guidelines for physicians regarding treatment for pain.
News in Brief
F4CP MEmbership Milestone Reached; ICA Challenging New California Vaccine Law; TCC Names New President; New Provost at UWS.
Comparing Costs of Care: DCs, MDs or PTs - Who Costs More?
In a health care era where evidence is increasingly the benchmark for insurance coverage, patient care and even cultural authority, we get plenty of it courtesy of a retrospective cost analysis spanning 10 years, more than 660,000 "covered lives" and nearly 7.5 million claims from Blue Cross Blue Shield of North Carolina.
Letter to the Editor
On December 7, 1999, the U.S. FDA reclassified the status of acupuncture needles from class III (investigative devices subject to investigative device exemptions...) to class II (special controls).
CE Regulations Are Hurting Chiropractic
During my 35 years in the chiropractic profession, I have been forced to attend available continuing-education programs that were occasionally incredibly beneficial, but frequently not worth my time.
Six Things Every Chiropractor Should Know About Opioids
An increase in addictions and deaths due to opioids has raised significant concern and media attention. We offer this brief overview on this important public health problem for the practicing chiropractor.
HVLA Technique: Addressing Myths
In the annals of chiropractic history and literature, and in the imagination of the public, there is one manual adjusting technique that can produce a wide range of responses, both from patients and casual observers.
Infertility: Managing Irregular Menses
Infertility is an area where Chinese medicine is particularly helpful. In the main, in women below the age of 38 without organic disturbance, the success rate using TCM (Traditional Chinese Medicine) should exceed 85%.
Forward Head Carriage and the Feet: What's the Connection? (Pt. 2)
Clinical evaluation of standing posture using relatively low-tech tools has been confirmed as valid and reliable by several studies. The original device used to evaluate posture was the plumb line, which served as a reference line for the effects of gravity on body alignment.
We Get Letters & Email
Our Medicare Challenges Aren't an Education Issue; Passion to Succeed: More Pivotal Than GPA?
Why We Need to Fix the Mechanoreceptors (Part 2)
The muscle spindle, a particular type of mechanoreceptor, is located deep within the muscle belly, encapsulated in fascia made up of intrafusal fibers, all within the extrafusal muscle fibers.
The Drug Epidemic: Are You Guilty, Too?
Attention-deficit / hyperactivity disorder (ADHD) has become epidemic among children in the United States. According to the Centers for Disease Control and Prevention (CDC), the percentage of school-aged children diagnosed with ADHD has grown from 7.8 percent in 2003 to 11.0 percent in 2011.
Putting POLITE Into Practice
First came the acronym RICE (Rest, Ice, Compression, Elevation), which eventually became PRICE (Protect, Rest, Ice, Compression, Elevation). Then in 2015, we started hearing POLICE (Protect, Optimal Loading, Ice, Compression, Elevation).
Case Study: 2-Year-Old Suffering From Urinary Reflux
A19-month-old female child presented to my office for treatment. Her mother reported the child had been diagnosed with urinary reflux and associated urinary tract infections, recurrent bouts of otitis media and inability to sleep.
Acupuncture's Essential Role
Acupuncture should play a more prominent role in U.S. healthcare during and after this post-Affordable Care Act era when chronic care and population health management are key concerns for all healthcare providers.
Dealing with a Pain in the Butt
The patient came into my office with the classic antalgic stoop. She was bent over almost to ninety degrees, leaning on her husband for support and staggering to walk. She had been under supportive care for a long time, but this new pain scared her.
Physical Examination in an Evidence-Based World
I have always had a fascination with physical examination procedures, particularly orthopedic tests. The origin of my fascination began just after graduation when I began the chiropractic orthopedics program.
Sacroiliac Joint Fusion: Where's the Wisdom?
We should be very skeptical of the purportedly less invasive version of the already defrocked sacroiliac fusion surgery, "minimally invasive" sacroiliac joint fusion; and concerned this procedure simply represents the device manufacturer's attempt to find yet another new market.
University of Bridgeport Acupuncture Students Make Rounds at Sisters of Notre Dame
Nuns are not stereotypical acupuncture patients, Dr. Jennifer Brett acknowledges with a laugh. But then again, acupuncture has gone mainstream, just like cappuccinos and recycling. "It's changed a lot from the '70s and '80s," said Brett.
NBCE Fumbles Computerized Testing Process
Imagine being a student again, about to take one of the four tests required to become a doctor of chiropractic. You've studied almost nonstop for the past few weeks. You can feel your anxiety level rise as you sit down in front of the computer screen.
The Lung Official
The Lung is known as the "Official Who Receives the Pure Chi From the Heavens." The act of breathing in, known as inspiration, brings oxygen into the body from the atmosphere. Each exhalation or expiration removes and releases carbon dioxide, a waste product of the body, into the atmosphere.
The Most Important Vitamin You've Never Heard Of: K2
Imagine if one in every three patients who walked through your door was afflicted with a debilitating, yet completely preventable and treatable disease.
Acupuncture Earns BLS Unique Code
The United States Bureau of Labor Statistics recently announced that acupuncturists will have their own unique occupational code in the 2018 BLS Handbook. The new Standard Occupational Code (SOC) is 29-1291, will be included in the next edition of the BLS Occupational Handbook, which will be published in 2018.
February, 2013, Vol. 13, Issue 02
Help Clients Understand the Value of Unique, Signature Treatments
By Ann Brown, LMT
The unique selling point is a basic element of establishing your business. So, what's your unique selling point? How do you differentiate your massage business from the one down the street? Spas often find the answer in exotic treatments.From gold body masks to caviar facials, spas strive to offer the most unique and luxurious therapies to catch prospective guests' attention. So, with all the fancy therapies available, why is the Swedish massage still the most popular treatment on the menu? Because it's reliable. A treatment that guests trust.
Spa guests on vacation are more likely to try something new than local massage therapy clients, but Swedish massage remains number one on spa menus. In today's tough economy, spa and massage clients alike want to know what they are getting for their money. They want a treatment they know will be consistent with their past experiences, one that is a safe choice. Swedish massage fits the bill, particularly for newcomers to massage or spa therapy.
Exotic treatments catch attention, but they can be hard sells for first-time clients. In any business, it is good to sell your point of differentiation, but you have to keep your uniqueness in perspective and understand that the treatments you showcase aren't always your most popular. In the spa or massage industry, sometimes treatments are so exotic, they are a very hard sell for a first-time spa guest.
This challenge doesn't mean you turn away from differentiating your treatment menu. You do need to develop your services to reflect your distinctive passions for therapy, your education or even your heritage. By doing so, you create a more interesting, engaging business for your client to connect with and a more diverse service offering to keep your clients coming back for more. Just remember that, when offering a service that is not as mainstream as Swedish, you have a learning curve to address with your clients.
At the spa, we find that many guests are more likely to try something new when they understand the treatment. When they are educated about the treatment's benefits and know the treatment will meet their expectations, we lessen the unknown factor for them. When a client calls in for an appointment, you have the opportunity of conversation to up sell them from a Swedish massage into another treatment, but the phone is very rarely the prospective client's first point of contact with your business. The treatment descriptions on your web site and printed menu are key in educating the client on your more unique services.
Strive to create meaningful treatment descriptions that are both therapeutic and benefits-oriented. You want the client to feel the treatment on the surface and understand the benefits that lie beneath. Conveying this balanced, benefits-oriented modality doesn't stop with the description. It also must resonate with the practitioner or massage therapist performing the therapy. Your staff must believe 100 percent in the treatment/modality and feel confident in their training and certification, that they are qualified to deliver this exceptional, health-impacting experience.
If you offer a distinct, unusual treatment on your menu, you must make sure as many of your staff as possible are qualified to perform it. I have seen countless times where a spa has a very unique, "signature" treatment and only one or two therapists are certified to perform it. If those therapists are already booked for other appointments, or have the day off, the spa has to turn down the guest's request for their signature treatment. It doesn't matter if the spa is small (up to five treatment rooms) or very large (30 or more treatment rooms), if they can't deliver the promise they have established in their signature spa experience, the client is let down because their expectations are not met. Under-delivering is not a good beginning of a relationship. The potential guest does not usually rebook and it's not a great reflection on the spa/massage industry in general.
It is imperative that you have trained/qualified/certified staff to perform your signature treatment(s). Make sure they are knowledgeable about the description and the outcome of the treatment. Equip them with some home strategies to share with the client, to show how to keep the treatment benefits working for them at home. Clients should be leaving with homework or follow-up – show them you truly care that they continue on their path of wellness and prevention. This reaching out beyond the massage table is a very good opportunity to try and schedule a client's next appointment, re-booking a treatment that may be tailored to their specific needs or in line with their goals of stress reduction, muscle tension relief or any specific challenge that a massage/treatment could address.
Building a relationship and giving some specific goals builds a future client that is willing to try more than a basic massage. It is almost impossible to build a relationship after a massage with no dialogue, so it is imperative that the practitioner can give the client a few moments of personalized attention. I realize this "communication" time is not always possible, and in those cases I suggest having some copies of stretches, info from credible sources and even some retail products set aside with a brief, "how to use" description for at home use.
The client today wants personalization and some education about their bodies and further remedies to prevent disease. Whether it is a signature treatment or a basic Swedish, it is up to the practitioner to help the client with their goals. Massage is not a tangible item and once consumed by the guest, they will often ponder, "Was it worth it?" I think the details and simple extra touches can help in today's competitive market, in addition to strong relationships established with favorite therapists. These touches would include a heated massage table, a signature hot/cold beverage before or after the treatment, a foot cleansing, a specific scalp massage or a discount on the day of treatment for a single or multiple retail items. Show the client they are special and they cannot get all of these special details somewhere else. Give them a discount to book another treatment in the next 30 days. Be there to help them make decisions to further their health care.
Ann Brown, a licensed massage therapist, is a member of the International Spa Association's board of directors and serves as spa director at Spa Shiki at The Lodge of Four Seasons in Lake Ozark, Mo. She also provides management consulting services through Spa Insight Consulting.
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