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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Acupuncture Points: Broadening Our Scope and Diagnostic Work
As every practitioner knows, the correct diagnosis is everything. Most healing disciplines rely on the use of symptomatology for their treatment implementation. Beyond symptomatology, we have clinical tests to provide more objective findings.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
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.
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.
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.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols and treatment Timing: A course of treatments should be performed over a period of 12 weeks if possible. Microneedling should be performed once every two weeks.
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.
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.
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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