resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Treating LBP the Right Way: Think Natural
An updated clinical practice guideline from the American College of Physicians (ACP) recommends spinal manipulation and other non-invasive, non-drug therapies as first options for acute, subacute and chronic low back pain, rather than pain medications, as stipulated in the original 2007 guideline.
Chiropractic: A Great Fit for the White House
Dr. Eric Kaplan is a New York Chiropractic College alumnus; a No. 1 best-selling author whose books include Awaken the Wellness Within and The 5 Minute Motivator; a chiropractor for professional sports teams and elite athletes; and even served as an advisor under the Clinton Administration to the President's Council on Sports & Physical Fitness.
Good Works at the Canandaigua VA
Faculty and students of the Finger Lakes School of Acupuncture and Oriental Medicine (FLSAOM) of the New York Chiropractic College have provided acupuncture to veterans at the Veterans' Administration Medical Center (VAMC) in Canandaigua, New York since September of 2007.
Shedding Light on the Benefits of Heliotherapy
I can't imagine anyone not feeling good strolling in the sun on a beautiful spring day. The sun is responsible for all life on earth and is best illustrated along the equator touting the richest biodiversity on the planet, in stark contrast to the Arctic Circle and South Pole.
Treating the Terrain of Chronic Sinus Infections
Chronic sinus infections can be stubborn to treat, but the therapeutic path forward can be simplified when utilizing three distinct treatment principles which take into account the terrain of the body, and the way in which microbes grow.
5 Ways to Enhance Your Family Practice
Every practice has a personality style. A practice that caters to athletes, PI cases or adults, for example, projects differently to patients than a family wellness practice.
Give Your Patients the Ergonomic Advantage
Prolonged sitting contributes to low back pain and is a health risk. When I discuss my POLITE technique practice recommendations with patients, ergonomics may be last, but not least!
NSAIDs No Better Than Placebo for Spine Pain
A meta-analysis of randomized, placebo-controlled trials comparing the efficacy and safety of NSAIDs with placebo for spinal pain concludes that among 6,065 spine pain patients, "NSAIDs reduced pain and disability, but provided clinically unimportant effects over placebo."
The Qi Focus: A Guide to Managing Stress
Stress, are you experiencing heightened stress levels? Your own, and your clients? Is Trumpitis getting to you? I recently polled a cluster of acupuncturists, Asian Bodywork Therapists (ABT) and psychotherapy colleagues on the issue.
Help Save an Important Chiropractic Landmark
The chiropractic profession has a splendid and varied history. Sadly, many landmarks have been lost to bulldozers and wrecking crews, such as the Ryan Building, Little-Bit-O-Heaven, Spears Chiropractic Hospital, and Clearview Sanitarium.
Caring for Refugees in Greece
At the beginning of 2016 I had no idea what was in store for me, but I was looking forward to a personal retreat on the Greek island of Paros; a graduation gift to myself after 22 years of motherhood, and four-plus years of Chinese medicine school.
Scope of Chiropractic Practice: Why Now Is the Time to Expand
In my January article, "Scope of Chiropractic Practice: Is It Time for Change?" I discussed the use of the term primary spine care practitioner, the loss of privileges to diagnose in Texas, and the fact that the definition of "chiropractic" varied from state to state.
Making Sense of Liver Regulation
In Chinese medicine, the liver has the function of moving and storing qi and blood. In its moving function, the liver smoothly distributes qi and blood to the tendons, muscles and flesh through microcirculation.
News In Brief
A "Modern" Business Model. Acupuncturists may have a new professional atmosphere to consider, as a new concept is on the horizon - at least for one business.
Insomnia Treatment Based on the Yu Theory
In recent years, acupuncture has risen in popularity as a form of alternative or supplemental medicine for the treatment of many different types of disorders.
The Chiropractor's Guide to CRISPR
Science magazine's "Breakthrough of the Year" award for 2015 was described as "the gene-editing tool called CRISPR." CRISPR stands for "clustered regularly interspaced short palindromic repeats."
What's Bugging You? Probiotics and Your Health
An estimated 100 trillion microorganisms representing more than 500 different species inhabit every normal, healthy bowel. Gut-dwelling bacteria keep pathogens in check, aid digestion and nutrient absorption, and contribute to immune function.
Toxicity & Kids: The Importance of Environmental Intake
The old adage is true that children are not little adults. Traditional Chinese medicine (TCM) has long known that the physiology of children is unique, as are the diseases that plague them.
How to Correct a Cuboid Subluxation
Cuboid subluxation is a poorly recognized condition, even though it is not uncommon. It has been described in the literature under various names: cuboid subluxation, cuboid syndrome, locked cuboid, dropped cuboid, cuboid fault syndrome or peroneal cuboid syndrome.
The First (Only) Choice for Spinal Pain
The study on NSAIDs for spinal pain summarized on the front page of this issue is intriguing on a number of levels, the most obvious being the conclusion that "compared with placebo, NSAIDs do not provide a clinically important effect on spinal pain, and six patients must be treated with NSAIDs for one patient to achieve a clinically important benefit in the short-term."
Integrative Cardiology: The Heart of TCM & Western Medicine
Patient centered therapy is a growing trend in hospitals that are expanding to boutique services.
Waist Circumference: A Conversation Starter (Part 2)
Now let's discuss the clinical approach to reducing WC and implementation in today's chiropractic practice. The primary intervention centers around dietary modification and lifestyle habits aimed to reduce adiposity, improve insulin sensitivity and ultimately, diminish systemic metabolic dysfunction.
January, 2015, Vol. 15, Issue 01
Marketing Yourself to the Aging Population
By Sharon Puszko, PhD, LMT
Most people starting their careers in massage consider working in spas or resorts, working with athletes or working for themselves: but do they consider geriatric massage? Massage for the geriatric population has become increasingly popular over the past five years and I currently have a practice set up in three different retirement communities.
The statistics alone demonstrate that this is the largest growing demographic for possible clients.In the 2010 U.S. Census, Americans aged 65 and older numbered more than 40 million. By 2030, their population is projected to reach more than 72 million, which will be approximately one out of every five people in the U.S. Those are impressive statistics for those of us who work with the elderly.
With such a large constituency base to work with, it is important to learn how to market yourself to aging clients. I have outlined some basic information on promoting one's business to aging clients in assisted living facilities, as well as seniors living at home. Remember that more than 60% of senior citizens live at home. We tend to think that most of them are living in assisted care facilities, but that is not the case. You can expand your client base by directing your efforts towards the elderly who are still living at home. My experience has shown that some prefer to have massage in their own home, rather than drive to an office, so having a "mobile" business can give you an advantage.
Business Cards and Brochures
When working with geriatric clients, it is still important to create some basic promotional materials. Business cards, brochures and folders targeting elderly clients will resemble your other promotional materials, but with information tailored toward the needs of this specific clientele. I have found it useful to always have copies of these items on hand - I keep mine in a small box in the trunk of my car - because you never know when an opportunity might arise to build up your client base.
Your business card is one of the smallest pieces of marketing materials you will own, yet also one of the most important. It can be frustrating at times to think that this tiny little thing creates the first impression of you and your work for all who receive one. I find it much more difficult to write and design a business card, than to write and design a tri-fold brochure. Make a list of the key ideas or information you want to include in your card and brochure, and look at as many designs as you can to determine what looks you like or do not like. I believe the most important information to include on these pieces are: your name, qualifications, all forms of contact information and dates/hours available. Some information to include in your brochure might be statistics on how massage improves the quality of life for seniors, especially those living with ALS, Alzheimer's, fibromyalgia, Parkinson's and other muscular-skeletal conditions.
Folders are useful for introducing your work at assisted living facilities, special events, businesses and health fairs. Your folder should contain the following items:
When I first started practicing as a geriatric massage therapist, my promotional tools included phone books, phones and promotional postcards. Technology has revolutionized the way we communicate, making it easier and cheaper than ever to promote your business. Personal websites, Facebook, Twitter, Pintrest, and the myriad other online resources are easy ways to make your business available online. And don't think that seniors are unlikely to be online: the most recent research shows that 59% of senior citizens are online.
Area Agencies on Aging
Use the internet to research community, county, state and federal agencies connected with aging that could be an avenue to help you market yourself. Also, locate a few that could be a good resource when you or a client might need information related to aging. Some of these agencies might sponsor wellness fairs which provide excellent marketing opportunities. Many of these agencies also have online or print newsletters, in which you might be able to place a small advertisement. Advertisements in these publications are a great way to advertise to the senior community, but they do cost money. You want to make sure you get the most "bang for your buck," which means spending some time and money to create an effective advertisement. You might even have the option of discussing a trade with the editors: free staff massages for a discounted or free advertisement.
Large, planned events like conferences or conventions provide an opportunity to generate a lot of business in a brief amount of time. While they do not consist solely of elder clients, many who attend will be over 60. Keep in mind that because most of the people attending these events are not locals, it is unlikely that you will pick up a large number of regular clients. Instead, it gives you an opportunity to develop a relationship with those who organize conferences in your area, and people who work at the convention and visitors bureau. For example, I know that when the National Police and Firemen Convention comes to Indianapolis, massage therapists will be making a lot of money that week! Other events to consider are setting up a booth at senior fairs, 5k races, triathlons or fundraisers.
Retirement Communities, Nursing Homes, Assisted Living
Locate retirement communities or assisted living facilities in your area. Make appointments with as many administrators as possible to discuss the benefits of a geriatric massage program at their facility. Offer several free 1/2 hour massages during your visit and make sure one is for the administrator. Remember to bring your promotional materials with you to leave with the administrator.
Many retirement communities and assisted care facilities sponsor health and fitness fairs throughout the year. Local organizations are invited to the facilities to hand out information on their services and provide demonstrations, if applicable. Representatives of products the elderly might be interested in also attend to hand out samples and information. These fairs are excellent opportunities to market your services to nursing homes. I attended one such fair and offered five minute head and shoulder chair massages. The fair lasted three hours, and there was a line in front of my booth the entire time. It was a well-organized event and I made a lot of contacts through it not just with the facility that hosted it, but also with residents in other facilities that were invited.
No matter where or with whom you choose to work, geriatric massage can be some of the most rewarding work to do. When working with vulnerable populations, we have a responsibility to protect them, in whatever form that may be. Gaining their trust is well worth the effort; one simple touch can make the difference between someone having a bad day and someone having a great day. I feel honored to be able to help the elderly live a happier life and I hope you feel the same.
Sharon Puszko is the owner/director/educator for Day-Break Geriatric Massage Institute. She may be contacted at
or through her Web site: www.daybreak-massage.com.
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