resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Different Way of Looking at It
The way you and your chiropractic colleagues access information has changed over the past decade. According to a recent survey conducted by Dynamic Chiropractic, almost half (48 percent) of DCs read online articles on their personal computer or laptop daily.
In This Current Age of Anxiety
Anxiety, also referred to angst or hysteria, goes by many names. One, popularized by the sagacious Zhang Zhong Jing, who many practitioners of Chinese Medicine may be familiar with, is known as Restless Zang/Fu disorder.
Low Fat vs. Low Carb & the Power of Protein
A science-based website recently posted a nice summary of 23 randomized, controlled trials from peer-reviewed journals pitting low-carb diets against low-fat diets.
Parker University Embraces New Era
Change is in the air at Parker University, which recently announced the selection of both a new president and a new consultant for its seminar program.
With Low-Back Pain, Sometimes Little Things Matter
Typical treatments for low back pain involve large muscles like the quadratus lumborum, iliopsoas, and piriformis. However, there are situations when a very small muscle, the multifidus, can play a significant role in the diagnosis and treatment of low back muscular or spinal injury.
Billing One-on-One, Direct Patient Contact
This is often misunderstood and leads to trepidation when documenting and subsequently billing timed services.
Prostate Cancer Risk
A large study published in January 2016 in the American Journal of Clinical Nutrition showed that men who are vegans had a 35% lower risk of developing prostate cancer compared to non-vegan men. The study followed more than 26,346 men who are part of the Adventists Health Study-2.
Streamline Your Front Desk
Your front office can be your greatest source of efficiency or it can be a constant bottleneck. Increasing the productivity of this area, while not sacrificing the quality of patient interaction, can be a little tricky. However, with some focused effort and intention, your front desk can keep your practice running smoothly.
Hip Flexor Contractures & LBP in Above-the-Knee Amputations
Patients with above-the-knee amputations (AK or AKA) are particularly prone to developing hip flexor contractures. Not to be confused with muscle tightness, contractures are a permanent shortening of tissues which cause deformity or distortion.
The Need for Standards
ISO-TC-249: You may look at these letters and numbers and wonder what they are and what they might mean. They turn into: International Standards Organization- Technical Committee – 249. There is a global organization called The International Organization for Standardization.
Building Bridges with Discipline
As practitioners of traditional Chinese herbal medicine, our role is to educate patients and medical practitioners about the various safety aspects of our medicine. Medical doctors that embrace Chinese medicine want to collaborate and include Chinese herbal medicine in more aspects of clinical care to support their patients.
Sleepless nights, anxiety, mood swings, euphoric energy bursts, obsessive thinking, and a strange feeling in his chest. That is what Matt was experiencing when he first entered my practice. Rather than being concerned, he was loving every minute of it.
Distal Style Treatment of Neurogenic Pain
Treat locally or distally? This question has frequented my thoughts for the treatment of pain throughout my acupuncture career. Each style has strengths and weaknesses, thus the versatile practitioner would do well to forgo dogmatic adherence to any one style in deference to the needs of the individual patient.
Understanding Levels of Evidence
The concept of levels of evidence is a cornerstone of research literacy and a great starting point for understanding basic principles of how research works.
A Whole-Body Approach to Chronic Tension Headaches
Nearly every day in our practices, we see patients with chronic headaches that have not responded to traditional treatment. They present in our offices with a feeble hope that "maybe" a chiropractor can help.
Billing Timed Services
Q: I do not always use physical medicine services but in my state I do have a scope of practice that allows me to provide many of these services. I am trying to understand what "direct one-on-one patient contact" means in relation to physical medicine services.
Holistic Skin Care and Modern Technology
Anti-aging is a concept that we hear in reference to skin rejuvenation and growing older on a daily basis. Aging begins as soon as we are born; therefore "pro-aging" is embracing all stages of life gracefully, with vitality, wisdom, joy, and gratitude as the goal.
Living Well: Lessons From Our Oldest Old
Aging is a significant public health problem, important to chiropractors in practice and important to DCs who teach students training to become chiropractors.
One of the most common trends to see in clinical medical practice and public health is the cycles of health "buzzwords." These come and go depending upon the current cultural zeitgeist. One year, "parasites" are causing all the issues, and the next year it's "candida."
Transforming Las Vegas
On a warm spring day in Las Vegas, Sonia Kim, clinic front desk staff, is busy preparing for a full day of intern shifts at Wongu Health Center. She greets patients, makes sure documents are properly signed, and lets the interns know that their patients have arrived.
Discovery: Finding Insights and Each Other in Different Disciplines
Recently I've been thinking about all sorts of things which are hidden from our daily direct experience. That general category is what links nearly everything that catches my attention and then demands some kind of investigation.
Constructing Our Reality, Part 2
My last article discussed perception and its relationship to the primary channels. Before we get to the channels most commonly used to treat sensory disturbances, the small intestine and triple heater, we should first talk about the bladder channel.
Keeping Malpractice Allegations at Bay
It has been suggested that in the litigious environment in which we live, the practice of chiropractic should be defensive and practitioners should constantly be watching their backs. An element of defensive practice is a good idea.
Finger (Pad) Pointing: Repetitive-Use Injury Waiting to Happen
"My wrist and hand hurt. I spend all day working on computers and then I come home and spend more time on a computer, usually playing video games."
How to Reach Your World With the Chiropractic Message
My latest effort to share chiropractic occurred in mid-May while I was sitting at an introductory parent information night for high schoolers. The IT instructor informed us that each student would be receiving a computer for all their studies.
February, 2016, Vol. 16, Issue 02
Massage Specialization as a Marketing Tool: Focus on the Client
By Michelle Burns, BSRN, BSAlt.Med., LMT, BCMT
One message frequently given to massage therapists is to "find your niche." For so many therapists, this can be one of the biggest challenges — defining their preferred target market.And often, massage therapists have a challenge building a successful business without defining their niche.
A common thought in the massage community is to focus on learning new techniques that will then guarantee more clientele. So, many therapists invest hundreds, and sometimes, thousands of dollars in continuing education to learn techniques to try to increase their clientele and revenue. Sometimes it works well, but sometimes it doesn't. Part of the reason it may not work is because, too often, the public (read-potential clients) have no idea what those techniques do, and how the techniques may help them. That is not to say specializing in a technique is bad, because it isn't. But specializing goes way beyond a six or 12 hour weekend class. And the more specialized a practitioner becomes, the more important client education as a part of marketing becomes. Potential clients have to understand the mechanism and indication for the specialty before they will commit to participating in a session. While we, in the massage community, may know what Airrosti or Bowen or Pfrimmer is, how it works and what it does, that does not help people who might benefit from the work understand how it may help them.
Focusing on the outcome of the session rather than specific techniques that will be used helps a potential client make an informed choice. For example, telling potential clients that you specialize in helping people with shoulder injuries to regain ROM and decrease pain, as opposed to telling them you specialize in myofascial release. The first statement has two advantages:
Why It's Important To Focus On The Client
Too often, people in a profession have internalized profession specific information and language and forget that those outside the profession don't understand the "insider" language. Those not in the profession may have no idea what a specialty can or cannot do or how it is done. For many people seeking help dealing with pain, injury repair, and rehabilitation, the myriad of practitioners available can be overwhelming. If the specialties being offered are unfamiliar, the person seeking help becomes even more confused — "where should I spend my limited monetary resources for the most benefit?" When faced with a description of services that lists unfamiliar specialties in which a therapist is trained or certified, it can lead to additional confusion and overwhelm. The client may just choose something that sounds familiar and hope it works. They may be lucky and find someone who can help them, or they may find a therapist that doesn't really understand their problem or help them achieve their goal. The client may then become frustrated and reticent to try a different therapist.
When communication is focused on the specialty, the information becomes about the therapist — "Look at me! I can do this and this and this!" – and not about what the client needs. When communication is focused on offering a benefit that the client can relate to, the techniques used to accomplish the goal becomes less relevant. For example, a musician with repetitive use injury of the wrist is less interested in what technique the therapist knows than they are whether or not I can help them play again without pain. Telling a musician that the practitioner is certified in myofascial release does not answer their question as to whether or not that therapist can help them specifically. However, if the therapist tells a musician that they specialize in preventing wrist injuries or helping decrease wrist pain and supporting healing, the musician is much more likely to see the benefit and feel more confident working with the therapist that addresses their needs.
A Powerful Tool
Deciding to specialize in: a specific population, such as pregnant women, athletes, or geriatrics; conditions, such as fibromyalgia or migraines; or a body part, such as the shoulder, hip, or ankle, rather than a technique, opens the door to using a variety of techniques depending on the individual and situation.
One of the attractions of becoming a technique specialist is that the workshops are focused on bodywork techniques, often with lots of hands on practice time. Massage therapists are often more comfortable learning techniques than sitting in a didactic, data rich class. Becoming a specialist in working with specific areas of the body or specific populations involves a lot more in-depth knowledge about the body part or the population. It can't be obtained in a weekend CE class. And it doesn't rely on just one technique. To become a specialist in serving specific needs and populations, a therapist must invest time and focused attention on learning everything they can about the population or body area. That may include:
A therapist who commits themselves to a deep understanding of a population or body region has a built-in niche and a ready market. Marketing to the target population becomes much easier as the market understands exactly what you can do for them and recognizes your confidence in your skills.
Finding Your Specialty
If you still aren't sure what you want to specialize in, think about your clients. Is there a particular condition or injury that several of your clients present? Maybe you have several clients who indicate they have fibromyalgia or play golf. Gaining an in-depth understanding of their condition or hobby will result in several of your clients all benefiting from your new focus. As you develop your skills and understanding of this condition or population, they will spread the word to others with similar problems or focus. Word of mouth marketing is built in when focusing on a specialty that speaks to clients. Specialization can be a powerful marketing tool. Choosing specializations that speak to a target market increases the power of your message.
Michelle Burns currently owns Advanced Holistic Healing Arts in Austin, Texas. She has more than 20 years of experience managing a professional massage practice and is an NCBTMB-approved continuing education provider.
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