resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Recliner Test
"Hi, Bill, how are you?" "Oh, I'm OK, Doc. I've got pain down the leg again, so I thought I would stop by and get you to check it."
Alternatives to the Rainy Day Fund: Better Things to Do With Your Money
Google "rainy day fund" and you'll find the predominant and traditional advice given today is that you need to have three months of living expenses saved for an emergency. Some even recommend six months or more.
Evaluating Prenatal and Pediatric Automobile Injuries
Often in a family practice, one of your patients or an entire family is in an automobile accident and you are sought out to provide care for their soft-tissue injuries.
Dietary Supplement Research: Contradictions, Bias, Misinterpretation and Confusion
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
Chinese Herbs Debut at the Cleveland Clinic
Chinese herbal medicine is now being prescribed at the Cleveland Clinic thanks to a trailblazing team of people.
Dry Needling is Acupuncture: Anatomy of a Legal Victory in Oregon
On January 23, 2014, the Oregon Court of Appeals overturned the Oregon Board of Chiropractic Examiners "dry needling" administrative rule, which allowed chiropractic physicians to perform acupuncture after only 24 hours of training.
We Get Letters & E-Mail
Shouldn't the Pentagon Know More About Chiropractic Care? Office Flow: Have You Reviewed the Patient Experience Lately? Let's Stop Confusing the Public About Chiropractic; Cutting Down the Cherry Tree.
Environmental Toxins: Cause of Modern Illness (Part I)
Environmental toxins have created burdens on the human body that put demands beyond our evolutionary development. Modern diseases that historically did not exist to any great degree have been rising sharply in the last 40 years.
Making Sense of Chronic Inflammation
Inflammation is big business, evidenced by not only the laundry lists of medications patients bring me aimed at managing inflammation, but also the never-ending stream of advertisements for anti-inflammatory supplements that constantly find their way to my desk.
Anti-Aging: Educating Your Patients About The Skin
We know that cosmetic acupuncture works but what then? Education is a key part to the practice of Chinese medicine and when you practice cosmetic acupuncture, facial rejuvenation, etc., it is time talk about skin with your patients.
Revisiting the Neurological Exam
In spinal trauma or disease, the neurological exam chiefly aims to determine whether one (or more) of three basic neurological conditions is present: myelopathy, radiculopathy and peripheral nerve disorder.
Colorado to Have the First Acupuncture Medical Reserve Corps in the U.S.
In the summer of 2012, Colorado was on fire. Literally. Many acupuncturists from around the state, especially those who had received disaster response training through AWB, wanted to help those affected by the fires as well as the first responders and tireless state and local officials, with the healing and stress-relief of acupuncture.
Your Chance to Go Back to High School
As the father of a student who recently entered high-school sports (soccer), I have come to recognize an untapped opportunity for the chiropractic profession.
Chiropractic Management of Sports-Related Tendinopathy
Tendinopathy is increasing in prevalence and accounts for a substantial percentage of sports injuries. Despite the magnitude of the disorder, research on chiropractic treatment is limited.
AAAOM: Facing An Ultimatum
On the heels of the growing discontent with leaders of the AAAOM, the Council of State Associations (CSA) recently took it upon themselves to present the organization with an ultimatum: for all board members to resign from the board and turn the organization over to the CSA or they will proceed on their own to become the primary representative of the AOM profession.
Through the Eyes of a Child
Once upon a time there was a girl name Lucy. Lucy had cancer, but she had a heart filled with love and compassion. Please come along to hear this story of an amazing child, her tenacity and her dream to help other children.
The Right Idea at the Right Time
On Feb. 28, 2014, Virginia Governor Terry McAuliffe appointed David Brown, DC, as new director of the Virginia Department of Health Professions.
Shoulder Strategies: Reduce Pain, Improve Function With Proper Taping
Shoulder pain / dysfunction is a common problem for chiropractic patients. Clinicians who utilize elastic therapeutic taping as part of their treatment approach know it can be effective for a variety of shoulder problems.
News in Brief
In Remembrance: A Moment of Silence for Dr. Dick Versendaal; NYCC Named Chiropractic College of the Year by ACA; National University Partners With Indiana VA Facility.
Are You Driving Patients Toward Dependence on Big Pharma?
Over the years I have had the opportunity to talk to doctors of chiropractic about health promotion, wellness and preventive care in chiropractic practice.
San Zhen Protocols Part II: Case Studies
In my last article, I presented a collection of three-point acupuncture combinations which can provide effective clinical results.
No Whining on the Yacht
This admonition – no whining on the yacht – may sound familiar to you. Many claim its origination.
Arch Height and Running Shoes: The Best Advice to Give Patients
Because runners with different arch heights are prone to different injuries, running shoe manufacturers have developed motion-control, stability and cushion running shoes for low-, neutral- and high-arched runners, respectively.
Socializing In My Slippers
When I graduated college, I had grandiose dreams of becoming an amazing acupuncturist. I wanted to build a great practice and make a good living. For four years, 13 semesters to be exact, I had a spreadsheet.
How Much is Enough?
One of the primary arguments used against acupuncture care is the overuse of treatment. Some people say, "once you go, you have to go forever."
August, 2013, Vol. 13, Issue 08
Are You Just Doing Massage? Combine Services for Value-Added Options
By Ann Brown, LMT
Are you just doing massage? I have worked in the resort spa industry since 1994, and the resort-type of "spa-ing" is really all that I know. Sure, I understand the gamut of the spas in the industry – med-spas, day spas, chiropractic, small massage business and more – but my focus is on marketing to a resort/leisure/vacationing client.These clients come to resort spas wanting and needing an escape, a true getaway from their everyday lives and stresses. They seek out resort spas, utilizing their vacations as their excuses and their annual rituals to pamper themselves. Looking at our clientele and how they add on spa services at resort spas, I have to wonder, why don't more small massage businesses add more treatments to the menu that give monthly clients the same feeling as being on vacation?
Our spa-goers today want to feel better. They want to let go, relax and walk away restored. Massage is at the heart of what we do in the resort spa business – still our number one treatment. So, while resort spas capitalize on the same treatment you do every day, I think that today's small massage businesses can also capitalize on what the resort spas do.
The same clientele we see on vacation are the ones that will book monthly for massage treatments closer to home. I know that many of you readers of Massage Today operate small businesses, and many of you work independently trying to secure and fill your books with people in your town/community. Even though I do think the economy is starting to come back, it is still tough to grow your business at the rate we were all growing in 2006. The challenge is to change with the times, to reinvent ourselves and to not look back at historical data, including financials, booking pace, new clients and how quickly existing clients rebook. It's time to come up with some new ways and fresh ideas that allow our guests and clients a respite and a bit of a vacation while they are on the table.
While massage is still the most frequently booked spa treatment, our body treatments are not nearly as readily booked as back in 2006. We decided some time ago to become a bit more creative with how we package items together and call them "specials." One of things we look for in a profitable "special" is how to add something to our existing most popular treatment – massage – in a way that our guests will want to get more out of the treatment through the special offer, while minimizing any increase in our delivery costs.
While adding on special mud masks or salt exfoliations are good treatments, they require the use of wet rooms and incur product costs. In contrast, one of the simplest ways to enhance a massage is to add a dry exfoliation. The body benefits are still great for the client and the cost to provide the extra service is minimal to our resort spa – and completely within the realm of possibility for a small massage business to offer.
I have always been a big proponent of body brushing and it was a long time staple on our resort spa menu. As more and more spas have adopted the practice, we've sought a way to perform the exfoliation in better, different ways to bring a "wow" factor to the guest and deliver incredible body benefits. One of our "specials" at the resort spa that has really taken off is a physical exfoliation using a new exfoliation mitt and then a massage. We package them together for an 80-minute service.
I love this mitt because we do not need any products with it and it offers a different, more modern way to treat the guest. A derivative of the aerospace industry, the honeycomb mitt has "memory," the ability to repeatedly return to its original shape. Naturally, anti-fungal and antibacterial, it dries quickly and is great for re-use in the treatment room because it can be properly sanitized/disinfected.
Any time you consider adding on to the massage, consider what takeaways you can give your client. What about the treatment you are offering can they take home with them to continue the health and wellness benefits on their own? While you talk about at-home practices with your client, make sure to equip them with the right tools. When offering exfoliation – either with a body brush or the mitt – you have the opportunity to make an easy retail sale, one that gives your client a great at-home tool at an easy, low, price point.
We offer the mitt for sale directly to the guest for them to use at home and educate our guests on how to use it, but our professional staff will always perform a more satisfying exfoliation in the treatment room than the guest can do at home. The professional treatment is more thorough and feels so good. The exfoliation really excites the nervous system through the vibrant friction of the mitt on the skin. There is a point where you can just see the client become totally relaxed, so ready for the massage to follow. After the exfoliation, we use a seaweed oil that is so good for the skin, and as a spa therapist, it is rewarding to see the guest's skin look vibrant, youthful and highly moisturized.
Guests love this treatment and it costs me no more in professional treatment costs because we do all the work with the mitt that can be disinfected at the end of the treatment and used again. Topped off with a great retail sale for the mitt, and it is a win-win for us and a great treatment for the guest. We even offer 20 percent off if the guest buys the mitt that same day of their massage treatment combo. So far, we have almost 80 percent closure on the sale of the mitt at the end of the treatment, a terrific return on investment for the spa and it gives our therapists some retail money in their check, too.
You can add on some money to your massage and bundle an exfoliation – dry body brushing or with a specialized mitt – as your summer special, or you can give the exfoliation as a complimentary item for booking a massage on a day of the week you need to boost your appointment volume. There are many ways you can make a new or existing client feel valued and the need to do so is a given today: our guests and clients must feel there is value in what they are paying for! You could even give them the mitt or body brush after the service and put into the cost of the treatment the wholesale cost of the mitt. In doing so, you would be out nothing more than a bit more time to do the exfoliation and would they see the value in that? YES!
Maybe you've been in business for a while and maybe you feel that massage is enough. But I think that clients want to try something new from someone they trust and you don't need a wet room or a wet table or even water to offer this extra wellness service. Why don't you try it next month and offer it one day a week (again, when you need extra services) and tell me know it goes? You can email me at with any questions or comments. I am eager to hear from you!
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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