resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
Transparency and Accountability: Q&A With the CCE
Every profession needs an organization dedicated to upholding the quality and integrity of its degree programs and educational institutions.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
March, 2014, Vol. 14, Issue 03
Developing a Solid Foundation: Client Retention Techniques
By Daniel Ruscigno
Successful massage clinics have several things in common, but perhaps the most important is a large and loyal client base. When talking about techniques to grow the business, we tend to focus on the "large" aspect of the client base, that is, on strategies to attract new clients.However, it is important to remember that "loyal" is equally, if not more, important. Why is that? Acquiring a new customer can cost five to sixteen times as much as retaining a customer (source).
Before discussing techniques to improve client retention, it is important to understand why clients leave in the first place. Almost always, it comes down to poor service. In fact, up to 82% of consumers stopped doing business with an organization due to poor customer experience. For massage clinics, common poor customer experiences may be: an unpleasant or unknowledgeable therapist, an uncomfortable treatment environment, or an appointment not starting on time. Additionally, clients are often lost due to the failure of the clinic to follow-up to schedule additional appointments.
With some understanding of why clients leave, we can focus on how to get them to stay. Clearly, the most important factor in client retention is superior service. This begins with the necessities: maintaining a highly knowledgeable staff and a focus on friendly, personalized experiences. First, you want to ensure that you have created a relaxing environment for the client – hygienic, warm and overall comforting. You want your client to associate your clinic with relaxation. Because each client is different, be sure to ask if they are comfortable before beginning the treatment.
Along with a comfortable environment, you want offer a highly personalized service to your client. While clinical basics of personalization involve understanding the client's source of discomfort, you want to go above and beyond to demonstrate that the client is important to you. One technique is to include personal notes along with treatment notes so that you can ask about children, offer them their favorite drink when they arrive, wish them a happy birthday or ask about a vacation they recently went on. Remembering important people and events can really make your client feel special and that will keep them coming back.
While personalized service and a comfortable environment are important, often the most frustrating experiences for a client happen outside of the treatment room. A professional clinic will reply to emails and phone calls in a timely manner. Not only is this important for showing the client that you value them, but it is also important for booking appointments. Clinics are also trending towards self-serve options like online appointment scheduling, so the client can book an appointment online at their own convenience. Lastly, something we have all experienced at one time or another is a prolonged wait in the clinic waiting room. It is important to respect your client's time and keep your clinic operating on schedule.
On top of offering outstanding customer service, a clinic should be proactive in booking follow-up appointments. That means not relying on the client to remember to book their next appointment, but rather reaching out to them yourself. The best technique for booking additional appointments is to ask the client to schedule their next visit as they are leaving their appointment. For those that opt not to book right away, many clinics make use of recall post cards. Recall cards are mailed to clients and often contain information on the health benefits of massage therapy, that they are due for their next appointment and where they can call or go online to book their next appointment. Practice management software will often automatically keep track of which clients are due for their next appointments and even email them on your behalf.
It is also important to stay in contact in between appointments. To do this, many clinics have adopted use of social media like Facebook or Twitter, as well as email newsletters. By frequently sharing your expertise, along with relevant and interesting articles and clinic promotions, clients will have repeated exposure to your brand, which may lead to increased appointments.
Lastly, it is important to ask for feedback. The only way to really know what you are doing well and what could use improvement is to ask your clients directly. Satisfaction surveys are great at capturing this data, but you will also want to talk directly with your clients (and especially with those that left).
While lost clients are inevitable, with a clinic-wide focus on a great customer experience and integrating smart business practices, your clinic can be truly successful.
Daniel Ruscigno is the co-founder of ClinicSense (previously PatientCal). ClinicSense offers practice management software that helps with scheduling, soap notes, billing, electronic insurance claims and more. For more information, visit www.ClinicSense.com.
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