resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Interprofessionalism: What it Means and Why You Should Care
Interprofessionalism in education and in practice is a growing trend across health care in the United States. The idea that team-based care and collaborative practice can improve health care has been around more than 50 years.
Window of the Sky Points
The acupuncture points known as Window of the Sky are a modern creation. There is no reference in Chinese medical texts for an acupuncture point category called Window of the Sky.
Chiropractic Around the World: WFC Country Reports December 2015
The following country updates are reprinted with permission from the December 2015 World Federation of Chiropractic (WFC) Quarterly World Report. Information is excepted for space and edited to DC-specific style guidelines.
Lab Rats (Roaming the Streets)
The title of this article is an accurate description of American consumers (regardless of age) in the modern era.
Ethics: The Glue That Holds Us Together
Kudos to the National Certification Commission for Acupuncture and Oriental Medicine (NCCAOM) for creating a code of ethics for the nationwide profession and for deciding to make courses in ethics a requirement for certification renewal.
RAND Study Recruiting DCs
Dr. Ian Coulter, RAND / Samueli chair for integrative medicine and senior health policy researcher for the RAND Corporation, has issued a call for participation, recruiting doctors of chiropractic for a practice-based research study that will examine "the impact of evidence, outcomes, costs and patient preferences on the choice of treatment for chronic low back pain and neck pain."
Enhancing Performance in Cross-Fit Athletes
Cross-fitness centers are expanding in number and increasing in popularity. To remain relevant to this growing portion of society, practitioners need to learn about the exercises and injuries common to this group.
The Roots of Insomnia
One of the most common clinical presentations is insomnia. Next to digestive disorders, sleep disorders are one of the most common complaints the clinician will encounter in daily practice.
Do Doctors Lie to Patients? (Do You Lie to Yours?)
In a previous column ["When Patients Lie (Bribe or Flatter)," Oct. 1, 2015], I discussed the issue of patients lying to doctors, and the many reasons why this can occur.
Taking Another Step Toward a Secure Future
In 2008, the Council on Chiropractic Guidelines and Practice Parameters (CCGPP) released a literature review on chiropractic care for low back disorders.
How to Humanize Your Content to Create Stronger Relationships
Content marketing is about building relationships, whether that is through updates on social media, offers on your website, blog posts, email campaigns, or even printed material. Now days a business needs to make a human connection.
Is There a Neurological Basis and Correction for Macular Degeneration?
Macular degeneration, aka AMD (age-related macular degeneration), is a common eye disease and a leading cause of blindness in people age 50 years and older, according to the National Institutes of Health National Eye Institute.
East Meets West
Gung Hay Fat Choi. Welcome to the year of the Monkey. There will be fireworks for both January and February this year. What great celebrations.
Changing the Cultural View of Medicine
Many hospitals in the U.S. are incorporating integrative clinics that include Traditional Chinese Medicine. Cleveland Clinic has led the charge for adding a traditional Chinese herbal medicine clinic to their existing acupuncture program.
Diet, Nutrition and the Context of Risk (Part 1)
Food and supplement safety is a topic that often comes up when I speak to chiropractors for CE relicensing, even when it is not the advertised subject.
Billing and Coding for Moxibustion
Q: I am trying to locate a code for cupping and moxibustion, and have had various fellow acupuncturists indicate that they bill using the existing codes for heat, 97010 hot packs or 97026 infra-red for moxa and 97016 vasopneumatic device for cupping.
Asking the Insurance Rep the Right Questions
One of the first or last questions a potential patient often asks is: "Do you take insurance?" An ill-informed or optimistic, "yes" can result in delayed or non-payment. Instead, just say: "Let me check if you are eligible first."
Treating Pain: The Hypermobile Coccyx
When I write about the coccyx, I recognize that I am talking about a relatively small subset of patients. When I write for Dynamic Chiropractic, I am trying to reach 60,000 chiropractors.
From Antiquity to Modernity: Huang Qin Tang at Yale Medical School, Part 1
Traditional Chinese medicine is a coherent medical system with several unique characteristics: it originated almost 3,000 years ago; in its area of origin, it has been practiced without interruption since its inception.
Integrative Medicine Can Shape the Profession
As the AOM profession struggles to define the role of "integrative" medicine within their practices their schools and organizations, students, faculty, alumni and administrators at schools wrestle with discussions of how much, where, how, and what to "integrate."
The MRI: What to Do With the Results
As I wrote in my previous article on this topic, it is my goal for you, the doctor, to be an expert in interpreting MRI images yourself; and to be able to independently make decisions based upon a combination of clinical presentations and findings, followed by the MRI images.
Percussion Therapy: An Experiment
My study of qi began more than 20 years ago — long before my study of TCM, points or pathways. It all started with an awareness in my hands and physical manifestations in the way of blockages while working on clients.
The Clinical Versatility of Milk Thistle (Part 2)
Evidence is growing that the silymarin complex of flavonolignans from milk thistle can impact serum ferritin and iron overload in various clinical circumstances.
Yo San University Helps Make LA Communities Healthier
An element of healthcare training often overlooked is the residual benefit to communities served by Acupuncture and Oriental Medicine (AOM) schools nationwide.
July, 2014, Vol. 14, Issue 07
Grow Your Massage Practice with Online Advertising
By Daniel Ruscigno
When it comes to growing your business, trust and referral-based marketing is ultimately going to be the deciding factor in your massage clinic's success. Providing world-class treatment that inspires your clients to tell their friends and family should be your primary marketing strategy.But, in order to get the ball rolling on word-of-mouth marketing, online advertising is a great, relatively low-cost option to get new customers in your door.
When a potential client is seeking a massage therapist, their likely first stop is going to be Google, where they will search for an MT. While preference is to organically rank at the top of the first page of search results, there are only going to be a handful of people that can occupy those positions (those that have dedicated resources to a long-term SEO strategy). The alternative way to have your clinic listed on the first page is via Google AdWords - the top 3 listings in the search results and often also along the right side of the page.
What's great about Google AdWords is that you can target people in your area that are specifically looking for a massage therapist. When setting up your campaign, the location targeting is simple: enter your office address and set a 10 to 20 mile radius to advertise to. Your next steps are to create the copy for your ad and to choose the keywords you would like to target. For example, you may want your ad to show when someone searches for: massage therapist, massage therapy, hot stone massage and deep tissue massage.
Once your advertisement is ready, it will display in the Google search results and you will only pay when someone clicks on your advertisement. You will get the most out of your Google AdWords campaign if you have an up-to-date and trustworthy looking website that the potential client will feel comfortable enough with to pick up the phone or book their appointment online.
The other online advertising giant is Facebook. While setting up a Facebook ad is somewhat similar to Google AdWords, there are two big differences. First, your ad will include an image. The image is going to be the focal point of your ad so you want to avoid using low quality or stock photography images. This is your chance to be creative and get peoples' attention. The second major difference is how you target your ads. Rather than targeting based on keywords, you target based on elements of peoples' Facebook profile. For example: age, gender, location, marital status, education and even interests.
Like Google AdWords, you will only pay when someone clicks on your advertisement. Since so many people use Facebook (and the Internet in general) from their phones, you may want to consider a responsive website, a website that changes layout based on the screen size, so that those who click on your ad from their phone can easily navigate your site.
A third, and perhaps controversial, online advertising opportunity for massage therapists are group-buying websites like Groupon. This opportunity is controversial because it tends to attract people that are only seeking the best deal (and tend not to be long-term clients), you have to deeply discount your services (usually 40-50%), is not legal in some states, and most importantly, can end up costing you money.
With the warning out of the way, there are some massage therapists that have done very well with group-buying websites. To be successful, there are a few things you want to consider. First, what is your break-even price and how many deal-buying customers do you have to convert into regular clients to make the deal worthwhile. Second, set a limit for how many deals can be sold and consider conditions on the offer like "new clients only." Third, remember that the goal is to get regular clients, so make sure you provide your best service to every customer so that not only do they come back, but they tell their friends about you – kick-starting that ever important word-of mouth marketing strategy.
With new customers coming to your door via online advertising, there is a final online technique to discuss: email newsletters. This is more of a retention and referral-based strategy and involves sending monthly email newsletters to your existing customers. To start your email newsletter campaign, you must obtain permission from your clients to send them emails. You can do this by asking them to fill out a simple form (email address and a box to check to consent will suffice) in your office. When you are asking for their consent, be sure to tell them why they should subscribe to your newsletter.
The newsletter is a way to show your expertise and you want it to primarily be informational. Writing articles that your clients would find useful, such as "3-Minute At Work Stretching Routine," will keep them interested in receiving your emails, while also keeping you at top of their mind when it comes time to book their next massage. Once you've established trust via your email newsletters, you can then use that avenue to advertise any clinic promotions you are offering.
With only a few hours of work, these online advertising options are great ways to attract new clients to your clinic and help grow your business. If you are providing a service that's worth talking about, each new client that finds you online could potentially attract several more through word-of-mouth.
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.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.