Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Technology Meets Practice: Chiropractic Every Day
About a year ago, I had an interesting conversation with a DC who made house calls. When I asked why, she was quick to explain she learns much more about her patients when she sees them at home than she could ever observe in the office.
Aetna Updates 97140 Policy
In a development the Association of New Jersey Chiropractors is calling "a resounding victory for chiropractors nationwide," Aetna Insurance Company has updated its national reimbursement policy regarding 97140 (manual therapy), reaching an agreement two years after the association filed a declaratory judgment suit in federal court against the insurer.
It's Time to Wake Up
It is time for this profession to wake up and tell someone about the healing benefits of acupuncture. This is the time for Asian Medicine. Its popularity, growth and unusual acceptance is nothing short of amazing.
The Ethics of Herbal Prescribing
While teaching ethics classes, I often encounter licensed acupuncturists who are surprised that our use of herbs and supplements has a specific section in the material. It is often an aspect within ethics that clinicians don't think of in practice.
Treating LBP in Golfers: Beyond Basic Assessment
The drive to master the most efficient swing demands a tremendous amount from the lower back. Maintaining stability in a flexed posture, supporting torso rotation and repetitively supporting the golf swing all put the lower back in a vulnerable position.
Patient Retention Techniques
When talking about techniques to grow your business, we tend to focus on the "large" aspect of the patient base, that is, on strategies to attract new patients. However, it is important to remember that "loyal" is equally, if not more, important.
Lower-Extremity Overuse Injuries: Primer on Causes and Corrections
From ankle sprains to stress fractures, shin splints to plantar fasciitis, the research is clear: These common overuse injuries of the lower extremities – among dozens of others – may be related to abnormal foot function in your patients.
ASA Ready to Impact Profession
The American Society of Acupuncturists (ASA) is a 501(c)6 (pending), not-for-profit collaboration among state based, acupuncturist professional associations.
Making Public Health a Chiropractic Priority
As highlighted in this edition's News in Brief, Rand Baird, DC, MPH, FICA, FICC, editor and occasional author of our long-running column, "Chiropractic in the American Public Health Association", was recognized by the organization recently for 40 years of membership.
Treat Every Patient as an Athlete
Frontal-plane movement pattern dysfunction can set the stage for musculoskeletal injury. Frontal-plane stabilization is essential during the normal activities of daily living: think single-leg stance and gait cycle.
Online Marketing Basics: Website Creation
The various online marketing options make it a challenge, especially when all you want to do is help your patients feel better. With such a broad topic, I'm going to share some basics you should know about website creation.
Exercise Recommendations for Healthy Aging
Aging is inevitable, but how you age is not. Common physical signs of aging include decreased muscle mass, decreased muscular power, increased body fat, and decreased aerobic (lung) capacity.
News in Brief
Support of F4CP Continues With Latest Donations; Walter Reed Honors Dr. William Morgan; Recognizing 40 Years of Public-Health Activism; Allstate Decision Reversed.
Fish Oil: A Key Component to Positive Clinical Outcomes
Patients seem to be presenting with more complex problems, and many are responding to care more slowly or have completely unexpected results. Why?
Relationship Marketing: A Modern Approach
Remember when you used to get real letters in the mail? Not the automated type, but the real deal, hand written with a personal message just because someone was thinking about you? You know what I'm talking about.
Teaching Qi Gong to Children
Many of us have come to embrace Qi Gong or Tai Chi practice as a regular part of our lives. Qi Gong has been a stabilizing factor in my life for the last twenty years.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 1
All humans, by the very nature of being human, will experience moments of trauma and suffering. What, then, makes the difference in how the individual who experiences trauma, suffering, and spiritual loss reacts to such experiences?
What to do When Today Sucks
Have you ever had one of those days when nothing went the way it should have? The patient with migraines got worse instead of better from a treatment similar to one you've effectively used on him before.
Acupuncture Treatment of Trauma in the Canine
From 1972 until 1976, John Ottaviano and I were treating dogs at five different veterinary clinics in the Los Angeles county area. Usually, we were at a clinic for seven to eight hours.
ICD-10 Is Not Scary (and Not About Billing)
In my 13 years of consulting with doctors on billing and coding matters, ICD-10 has aroused the biggest combination of misguided fear and ignorance I can remember.
Data: The New Frontier in Health Care
Your practice is empowered with the data you need to improve patient health, run a more efficient (read: profitable) practice, get paid in timely fashion and help show the efficacy of chiropractic on the national stage in the midst of sweeping changes in health care!
Healing the Core: AWB Nepal Earthquake Relief Project
With almost 9,000 people killed during the earthquakes in April and May, another 23,000 suffering injuries, hundreds of thousands left homeless when entire villages collapsed, and many sacred sites destroyed, no one in this country of approximately 28 million has been left untouched by the disaster.
An Unexpected Superfood: All About Eggs
About 40 years ago, excessive dietary cholesterol was labeled a public health concern. Specifically, it was thought that there was a causal link between consumption of cholesterol-laden foods and increased risk of heart disease.
Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
Peaching to the Choir: How to Extend Our Reach Beyond the CAM Community
Professional conferences offer unique opportunities to network, be exposed to cutting-edge innovators, share your interests and work, and be inspired.
Learning the Transformative Language of the Channel System: The Sinew Channels
The Chinese medical classics describe the energetic terrain of the body in much detail. The acupuncture channel systems, as presented in the Ling Shu illustrate the various expressions our qi energy can take.
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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