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Treating Menopausal Women in Your Practice
I love what I do for a living. It's a great way to trade health for bread. And no topic of health, with the right bedside manner, is taboo.
Implications of Section 2706: The Non-Discrimination Provision Survey
In late April 2014, NCCAOM diplomates received an email survey with the subject line: "End discrimination against acupuncturists" polling CAM practitioners for a Request for Information from the Department of Health and Human Services, released in mid-March.
Following the Thinking of the Classics
I have heard about the "best time of day" to carry out certain examinations or therapies. For example, I remember making a note years ago that early morning is the best time to take someone's pulses.
Giving Chiropractic Some Much-Needed PR
Public relations has not always been the chiropractic profession's strong suit, a shortcoming that has subjected the profession to countless attacks on its legitimacy and seemingly perpetual confusion among the public and the health care world as to the skills and services doctors of chiropractic provide.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
The Power of Mu Xiang to Treat Irritable Bowel Disease
Bloating and gas pain is something that everyone has had to deal with at one point or another; however, that's usually reserved for holiday dinners and other large gatherings.
"Turn, Turn, Turn"
Many people are credited with saying, "If you remember the '60s, you really weren't there." Given the fact I didn't become a teenager until 1970, I actually do remember the '60s (or at least part of it). And as a child of the '60s, I was, of course, influenced by the music.
Micro-Needle Dermal Roller Use in the Treatment Room
Recently micro-needle dermal rollers have been getting a lot of media attention. As a practitioner who specializes in acupuncture facial rejuvenation, I know that skin needling with a dermal roller (also known as collagen induction therapy), promotes the natural reproduction of collagen and elastin, making the skin feel smoother and tighter.
Correcting Dysfunctional Movement Patterns – Is Local Treatment Enough?
It is widely believed that mechanical, non-traumatic back pain is largely related to dysfunctional or compensatory movement patterns the body has adopted over time.
It Pays to be a Foodie
If there is an inner foodie in you, just waiting to burst out—this article is for you! Do you want to know how I know? I'm that girl. My middle name might as well be "Foodie." I love food! And if my patients are any indication, many of them do as well.
Chronic heightened emotional states create a perfect breeding ground for illness. Through my practice I noted the increasingly obvious relationship between one's mental focus on negative thinking, emotions, resistance to experiencing feelings and disease.
The Acupuncture Now Foundation: What Our Profession Needs
Although acupuncture is growing in popularity it continues to be underutilized due to misunderstandings about its true potential. Only a fraction of those who could be helped by acupuncture know enough to seek it out.
Treating Chronic Depression with Acupressure
In Traditional Chinese Medicine there already exists a comprehensive theory linking the body and mind.
Alcohol Consumption Strongly Linked to Risk of Colorectal Cancer
Alcohol intake is one of the primary risk factors for many human cancers, and is strongly associated with cancers of the oral cavity, pharynx, larynx, esophagus, liver, breast, and notably, the colon and rectum.
Meat in the Middle
Have you ever wondered what's the truth about meat? Is it really as bad as many people think?
Five Element Acupuncture Can Enhance Your Practice
For eight years I have been teaching and supervising TCM students at an acupuncture college in Colorado, in Five Element acupuncture.
Drug War Rages in Wisconsin
Based on its actions over the past 15 years (review the sidebar in the app version of this article), controversy and the Wisconsin Chiropractic Association seem to go hand in hand.
Introduce Your Patients to Collagen Induction Therapy
Cutaneous (skin) aging generally occurs from either intrinsic or extrinsic processes. Intrinsic aging results from natural skin tissue damage and degeneration.
News in Brief
Foundation for Chiropractic Progress Enrolls Second Group Member; Focus on Chiropractic Education at WFC-ACC Conference in Miami; Are You Ready for Another "Have-a-Heart" Campaign?
Chinese Medicine: The Natural Way to Children's Wellness
As a child, I did not like going to the doctor. For the most part, when I had to go I wasn't feeling good to begin with, and I was heading into a sterile environment to be awkwardly probed by a man in a white coat for a very short, impersonal period of time.
Inspire Your Patients to Make Healthy Choices
Have you tried to get your patients to change their eating habits or their diet and couldn't get them to succeed? Were they confused and unsure of what the right thing was to eat? You are not alone!
Capturing the Essence of Tai Chi
Over the last 12 years, I have been working on one of the few documentaries about Tai Chi. It's called The Professor: Tai Chi's Journey West and it's about Cheng Man-Ching who moved to New York in the 1960s.
The Bottom Line ... From a Surgeon Who Knows
Regardless of individual relationships between providers, there continues to be a type of Hatfield-McCoy feud between the philosophies of medicine and chiropractic, particularly when it comes to musculoskeletal ailments.
Peer Points: Promoting TCM Knowledge
When Elaine Wolf Komarow, LAc, received her first acupuncture treatment in 1989, she said it changed her life. "I felt more aware, calmer, and happier. I was so fascinated by the changes that I began to learn everything I could about the underlying philosophy of Chinese medicine," said Komarow.
The McGill Approach to the Lower Back (Part 1)
Stuart McGill, PhD, brings a unique combination of tools to the table. He is a scientist who also functions as a clinician. He describes himself as a medical consultant who is referred challenging patients. He is both evidence based and practical.
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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