resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
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.
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.
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.
News in Brief
D'Youville Vet Program Gets High Praise; A Moment of Silence for Dr. Paul Reginald ("Reg") Hug.
"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."
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.
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.
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?
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."
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."
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.
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.
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.
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.
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.
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 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."
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?
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:
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.
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.
June, 2013, Vol. 13, Issue 06
Creative Strategies to Boost Your Business
By Ann Brown, LMT
Years ago I realized the truth behind the saying that the definition of insanity is doing the same thing over and over and expecting a different outcome. I find that so many people, either personally or professionally, are "insane" by that definition.They want a different outcome or they want a different life or they want more business, but they are almost paralyzed to know how to make a shift, to redefine themselves a bit and to attract what they truly want. Do you know anyone like this?
Massage therapists are no different from most people in that it's easy to get stuck in a comfort zone. They want to serve their clients and enjoy a nice living through that work. You likely didn't become a massage therapist because you enjoy sales or looked forward to the tasks that come with running your own business. But, in order to be successful – and, in some cases, simply survive when times are lean – you have to look at your practice in new ways and that might mean leaving your comfort zone behind.
As a spa director of a large resort spa in the Midwest, I found out quickly in 2008 how doing the same thing we'd always done could mean failure. Like many businesses, ours dropped pretty drastically in late 2007 and we had to adjust quickly to get back some of the business that simply wasn't coming in the door anymore. Our team was providing the same great massage and experience that we had been since we opened in 2000, but we had 18 percent less business. Factor in the same fixed expenses and we were left with – you guessed it – less profit.
Less profit not only meant less money to the bottom line for our spa as a company, but it also meant fewer massages and, therefore, less money for the therapists. We had to become creative quickly, and we had to play a game that we had not played before: Discounting.
In the resort spa business, up to this point back in 2007, almost no one had to discount and we were all riding high on volume and full-price paying clients. But after the sharp economic downturn, we had to react to retain the same staff, keep them engaged and enable them to maintain a similar income. I sat down with staff and together we came up with a more comprehensive wellness program than what we had been offering. We designed the program to facilitate a relationship between the guest, the practitioner and the spa and give them some incentives to come back and see us again. These incentives included some discounts with expiration dates, but they also included some complimentary perks so the client felt their experience was a value.
Our new program featured customization and personal attention, including some complimentary seminars and specific reading materials focused on our guests' interests of weight loss, stress reduction, better sleep, etc. We wanted to offer a wellness service they could not afford to do without, so we focused on wellness and prevention and shared as many statistics and studies about massage and its benefits as we could. We even added two complimentary hydrotherapy circuits a day at the spa so that clients could learn about thermalism, the effects of hot/cold water contrast, and the benefits of baths and hydrostatic pressure. We conducted reflexology classes for couples so they could "take" the experience home with them and feel that they could take better ownership of their own wellness/prevention.
When developing new, creative ways to bring in more guests, promoting a percentage off or the dollar amount of savings isn't the most important thing for success. How your clients and prospective clients perceive the value of your offer is what it important. In fact, you might not even have to take anything off your regular price. Offer the use of your sauna or give them a choice of essential oils for their specific program like weight loss, stress reduction, skin firming or better sleep so that the treatment is specific to their needs and helps them reach their wellness goals. Add-on's like these really do work.
So you may be wondering if we made up that 18 percent right away? No, we didn't. But we did come close to 10 percent and we discovered something else out ... word of mouth marketing really works! Guests don't often find such personalized experience in a resort spa, an environment that more often sees once-a-year guests instead of weekly or monthly regulars. Once guests discovered the value and the greater level of care and intent they could receive at our spa, they were hooked and talking.
Of course, word of mouth marketing isn't a new campaign to follow. It's not a campaign at all. It's a way of doing things. It's a way of thinking about what you do so that you build the potential for this to spread into everything you do. What if all the clients you gave a massage/treatment to last month were given an incentive for a friend to visit your business, and what if 20 percent of them handed it to a friend? You might take in a little less revenue for the work you perform for those friends, but you bring in new clients (who have the potential to return and pay regular price) without an up-front marketing expense.
How many times does a client call your business and ask, "I want the best massage therapist, please," Or, "I have heard Joe is good, is he? I really want someone good." Clients want to know that the money they spend with you will be worth it and that comes down to getting the right person providing the hands-on service. They want the best therapist in order to get the best value and the best way to find out where to go is through testimonials from a friend. Equip your clients with incentives to share with friends and you'll be targeting great prospects. If they are friends with your current client, they're likely fitting a similar profile. These friends may walk in the door with a discount, but by booking a treatment with your business through the recommendation of a current client, they are ready for a relationship, not just a one-time visit.
Andy Semovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking, offers four rules for success:
Make incentives easy to give because if it feels like work, your client is not going to do it. If they feel they have to "sell" to their friends, it simply won't work because they simply will not do it. So, make it easy and make it a nice offer. Give them a reason to want to share about their massage experience with you so they can speak first-hand about the oils or sauna or how you added 15 minutes to a normal 60-minute massage.
Look at the clients coming into your spa as a walking, organic sales force for you. Help them to help you. Maybe you have a CEO or local executive who comes for weekly massages. How about an incentive that he can share with his employees? Again, this doesn't have to be a discount but should be a personalized offer, specific to his company, something that feels like a value to him and them. His word-of-mouth testimonial seals the deal when he shares the offer with his employees.
Want to increase your reach even more into a new area? Research companies that operate near you. Which ones hold the best prospects – those that may need your wellness touch and/or have the income level that fits your target market? Visit the HR director and offer her a complimentary, sample treatment to find out about what you can offer the employees in exchange for a write-up in the company newsletter or the opportunity to distribute a special offer. You've introduced her to your business and set up the opportunity for a testimonial that could speak volumes.
I do want to mention social media for two reasons: 1. we can all get hung up on it and 2. it is helpful. It makes things more efficient. It helps word of mouth spread more quickly. It helps get the word out on a much bigger scale. But it's easy to get worked up wondering what is the latest, greatest thing and thinking we have to be everywhere – Twitter, Facebook, Instagram, Pinterest, you name it – but being on every available social media outlet is not a magic answer to bring in more business. Take a strategic approach to how you want to foster your relationships with clients online. Consider how to best enable your clients to share their experience at your business with their friends. To start with, find out where your people are already hanging out and then participate in that platform. Covering one social media platform – the right one for your clients – is worth much more than a mediocre showing on multiple social media outlets.
Strategy should always start with assessment – whether for social media marketing or your life in general. If you need a new direction, look at the habits and practices that are right in front of you. Stopping to take that look is the first step to stopping the insanity of doing the same things you've always been doing. It's the first step in getting new results for your business and your life.
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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