resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
Introducing the Acupuncture Today Digital Edition
In response to the changing habits of our readers, Acupuncture Today will introduce a digital edition of the publication (in addition to our print edition) beginning with the August 2016 issue.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
After two treatments for back pain, a patient presents for a third
session complaining of rapid breathing and wheezing that is made worse
during cold weather.
Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
July, 2014, Vol. 14, Issue 07
Licensed Massage Therapist: Profession or Hobby?
By Terry Russell
Do you run your massage therapy practice as a profession or a hobby? This is a question every therapist should ask themselves. Whether you are a therapist that is new to the industry or a therapist that has been around a while, you need to evaluate your business practice on a regular basis. Not every week, but at least once or twice a year. While you may consider yourself a professional, the way you conduct your day-to-day business may dictate differently.
Have a Plan
Do you have a business plan? I am not talking about an elaborate plan that you need for a business loan, but just a basic plan that states where you want to take your practice and how you plan to get there. Without some type of plan or route, you are merely drifting in the wind and bound to get sidelined and stranded. Time to ask yourself a few hard questions. What is the state of your current practice? What kind of growth has it seen the past year? What kind of growth do you want to see this year? What hindered your growth last year? What do you plan on doing to reach that growth?
Business plans need to be more than just about how to make more money. Don't get me wrong, making more money should be at the top of your priority list. It just shouldn't be the only thing on your priority list. In addition to your revenue potential, one needs to consider getting new clients, current client retention and how to handle what the competition is doing.
What are some easy ways to increase your revenue? By now you have probably seen countless articles on the benefits of retailing. Why is it that many massage therapists do not consider themselves as sales people? Your clients come to you for a service just like one seeks a sales person for service. Same goes for your market cashier, mechanic and everything else that you bring into your life to make it better or easier. Isn't this more than just a mere coincidence? It begins with a need for something currently missing in your life and the search for a person standing by readily to offer professional assistance.
We as massage therapists have the luxury of having access to some of the greatest products on the planet. The manufacturers in our industry work hard every day to be on the cutting edge of science and innovation. There is constantly something new being manufactured to enable massage therapists to perform at their peak level. With all of the products at our fingertips, why is there such as disconnect when it comes to our clients? When you use a new product, take time to educate your client on what you are using and the reason why. Have a small size (4oz or 8oz are always a good start) to sell if that client seems interested. Don't wait for them to ask, but let them know it comes in retail sizes perfect for home use between sessions. If you are using it and believe in it, there is a good chance your client will follow suit.
Get New Clients
How do you attract new clients? Marketing is a key factor whether in social media, print collateral or community involvement. The most successful practice neatly combines all three aspects to get their message out to the masses. Social media is a great way to spread your news and keep up with what is going on around you. Print collateral such as business cards and flyers will never go out of style. Plaster you name and menu of services everywhere your town allows. Last, but not least, been seen in your community. Chair massage is a great way to let the community experience your touch without the potential client committing. Not only will this get your name out there, but it shows your support of the community.
To maintain quality credentials as a massage therapist, continuing education for certifications and licensure empowers massage therapists to expand their current tool box, step away from the old tried and true and keep abreast of the latest in trends and lifestyles. Expanding your modalities not only expands your menu of services, but allows you to market to new communities. This constant redefining of yourself keeps you vibrant and engaged in your community. Don't you think your clients deserve to share in your educational experiences? Share in the power of that new modality you just learned. If it is a totally new modality for you, sometimes offering a short 30-minute add-on to try it works great. When is the last time you bought something on impulse just because someone gave you a sample? Client retention is critical to defining a successful profession over a hobby of a career. The sampling I mentioned above is a great way to get your current clients engaged in your practice.
How do you use your down time? Do you set aside time to work deals during the day? This takes on a twofold purpose. First, from your client standpoint, social media is a good way to offer a special to fill that last minute cancellation or vacant spot on the schedule. Blast a special for 4 p.m. today only. You'll be amazed by the people ready to take you up on a deal. Losing 10% off your normal fee is better than not making anything at all for that hour.
Are your clients curious about your modalities? It is easy to market your modality with a general description of what it is, but does your client "get it?" To make sure they do, mention potential outcomes with the service. For example, Swedish is known for relaxation but changing it up to stress reduction and stressing reduced daily tension, better sleep and lower blood pressure may peak a curious client. Describe your services as part of wellness plans with possible benefits. This new approach over the traditional descriptions help the client understand solutions instead of appearing like a sales pitch.
Know the Competition
How well do you know your competition? If you don't know what they are up to, you stand the risk of losing clients to them. Combat the risk of losing clients to your competition by providing solutions to your client needs and constantly being aware of their changing needs and patterns. Ask your client questions with the objective of creating detailed client profiles. With this knowledge regularly updated, you are in a position to create a wellness plan specifically for them and keep them away from the competition. This personal approach can lower the risk of the client shopping and build loyalty along the way. The end results should be client retention, not to mention referrals to their friends, family and co-workers.
Now that you have had the chance to look over your day to day actions, the way you market your talents and how your fill your down time, ask yourself the cold hard questions. Do you have a business plan? Do you utilize the potential retail dollars of selling them what you use? Do you educate your clients about potential new modalities? Do you offer add-on services? Do you promote yourself? Learn what the competition is doing? And lastly, do you run your massage therapy practice as a profession or a hobby?
Terry Russell has been involved in the massage community since 1999. His previous career includes being a full time therapist at Spa Palazzo in the Boca Raton Resort & Club, as well as owning a successful private practice. As the Director of Sales – Schools, Distributors & Franchises Division at Universal Companies, his efforts are now focused on bringing schools, distributors and franchises the best of equipment and supplies with outstanding customer service. For more information, visit www.universalcompanies.com.
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