resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Zen Art of "One Point"
We were always told in our Zen Shiatsu training (by Japanese and Japanese American instructors) that our ultimate aim was to to find that "One Point." To be so focused we could touch just one point to transform Qi throughout a client's body.
The Short Leg Dilemma
When evaluating a new patient, it is common to note a relative shortening of one leg to the other. Some patients will even tell you they have one, and then pull out the store-bought heel lift they read about online.
Acupuncture Rising: From Acupuncture Anesthesia to Assisted-IVF, Part 1
Acupuncture's cultural and historical roots go back to the emergence of Chinese civilization. For more than 2,000 years, acupuncture needling has been continuously practiced on the largest population in the world.
Managed Care Subverts Chiropractic
A study published in the American Journal of Managed Care underscores why so many chiropractic patients go out of network in order to get the care they need: Managed care may be effectively locking them out.
Do Some Good and Grow Your Business with Cause Marketing
Cause marketing is truly one of the best ways that you can promote your services as a acupuncture professional. Cause marketing refers to a type of marketing where a business partners with a non-profit organization to help bring awareness to a charitable cause.
Improving Communication Between AOM and Biomedical Providers
How comfortable do you feel talking to Western medical providers? If you are like me, you may not feel as comfortable as you would like. Some of my interactions with MD's haven't been the fruitful steps toward integrative medicine for which I had hoped.
Fertility and Poly-Unsaturated Fatty Acids
Starting or expanding one's family is a major milestone. It's something that more and more people seek out health care advice and support for.
Thinking About Cohen's Kappa
Let's think about some notions of reliability and validity, and about what it means for diagnostic examiners to agree in meaningful ways. Diagnostic tests must obviously be both reliable and valid.
Getting a YES: An Effective Strategy for Overcoming Patient Objections
Patients make more excuses for declining care from an acupuncturist than perhaps any other type of doctor. Various reasons hold them back from making a commitment to care.
Modernization of Chinese Medicine
Language – written, spoken, signed, or otherwise is learned as a means to express our individualized perceptions about the world around us. Language is designed to communicate our personal experiences.
The New Age of Communication
In the age of technology, everyone, including the patient, is seeking faster, easier ways to communicate. With a wealth of social media, blogs, websites and videos, we are constantly barraged with information – to the point of overload.
Dietary Fat and Prostate Cancer: An Important Update and Review of Mechanisms
K.M. Di Sebastiano and M. Mourtzakis published a review paper examining the role of dietary fat on prostate cancer development and progression late last year that does a stellar job of summarizing the available data on fat and prostate cancer.
A Tribute to a True Chiropractic Leader
President of Texas Chiropractic College (alumnus, class of 1950) and the American Chiropractic Association (ACA) Board of Governors. President of the Texas Chiropractic Association and twice-appointed member of the Texas Board of Chiropractic Examiners.
Practicing with Authenticity
To extrapolate from the above quote, patients love healthcare providers they can trust. One way to earn the trust of your patients is by practicing with authenticity. What does that mean, exactly?
Nuts Reduce Risk of Heart Disease, Cancer and Other Health Problems
Several recent studies suggest regular consumption of nuts may provide a significant degree of protection against certain types of cancer, heart disease, possibly type 2 diabetes and some neurodegenerative diseases.
An Acupuncturist's View of Medicinal Marijuana
The use of cannabis for medical purposes is very controversial. Use as a panacea by physicians uninitiated to the proper application of herbal medicine, as well as an excuse for recreational use have greatly confused the issue.
Why More Patients Don't Come to Your Office
Every so often, something turns out to be much easier than anticipated. It's like ordering a piece of furniture or a child's toy that comes in 167 pieces.
Troubleshooting: Billing Multiple Fees for the Same Service
I am afraid I may doing something illegal. I have heard I cannot bill different fees for the same service.
Healing Trauma: Cultivating Resilience and Presence Through Mindfulness, Part 2
In the last issue of Acupuncture Today, the first part of this article introduced the topic of trauma and resilience, and their relationship to the autonomic nervous system response and the concept of the spirit being grounded in the body, and suggested the importance of mindfulness as a tool for healing.
When Patients Lie (Bribe or Flatter)
Recently, a new patient told me about what I thought was a novel twist on the doctor-patient relationship. She felt she had to lie to her DC to discontinue her treatment.
Oriental Medicine on the World Stage
"Let me win. But if I cannot win, let me be brave in the attempt." This simple, yet powerful statement was lived out time and time again by so many of the athletes from around the world during the Special Olympics World Games in Los Angeles.
The Food Conversation: Nutrition and Your Practice
It's morning and your first patient rolls in with a triple espresso steaming in one hand and a frazzled, desperate look in her eye. "You gotta help me, doc, I am constipated unless I drink one of these, and I am exhausted and anxious all the time."
Active Care for Ankle Sprains
An ankle sprain is a common injury, since this joint is required to perform complex movements under high forces during normal walking. In fact, 10 percent of all emergency-room visits are ankle-sprain related and an estimated 25,000 ankle sprains occur in the United States daily.
We Get Letters & Email
It was with great interest that I read "Trouble in the Wellness Waters?" in the May 1, 2015 issue of Dynamic Chiropractic. I heartily applaud Dr. Hayes for his insightful and informative article.
Do You Have a Post-ICD-10 Strategy?
Post-ICD-10 planning is critically important to the health of a practice, in part because ICD-10 is brand new to providers, payers and related affiliates alike.
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.
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