resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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 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."
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.
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.
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.
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.
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."
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.
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.
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.
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!
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.
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.
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.
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.
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.
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.
Integrative Cardiology: The Heart of TCM & Western Medicine
Patient centered therapy is a growing trend in hospitals that are expanding to boutique services.
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.
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.
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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