Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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.
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.
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.
A War You Can Help Patients Win
The average American consumes approximately 60 percent of calories from sugar, flour and refined oils. A donut is a good example of a so-called "food" that represents these calorie sources.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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.
Preaching 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.
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.
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?
Integrative Sports Medicine
One of the most rewarding and challenging clinical scenarios is the treatment of athletes.
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.
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.
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.
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.
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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