resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. After two treatments for back pain, a patient presents for a third session complaining of rapid breathing and wheezing that is made worse during cold weather.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
What's New in the NCCIH Strategic Plan
The NIH National Center for Complementary and Integrative Health (NCCIH) released its draft strategic plan 2016-2021 for public comment in early spring of 2016.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
March, 2016, Vol. 16, Issue 03
Do Well to Do Good: How to Plan for and Measure Success
By Marshall Dahneke and Lynda Solien-Wolfe, LMT
Most wellness professionals find their motivation through the clients they help, the aches they ease, the lives they improve. This aspiration to make a difference can fuel a promising and fulfilling career. After all, as early motivational author Napoleon Hill wrote: "The starting point of all achievement is desire."
The massage therapists who thrive over time, however, possess more than good intentions and a healing touch. They also have a handle on the financial side of their business or practice. Even if passion — not profit — drives them, they know they need to understand basics like revenue, marketing, and client activation and retention to remain in this profession.
In a twist on the way the saying usually goes — "it's not just personal, it's business." Success can mean doing work you love, having clients who appreciate you, and giving back to the community. But knowing you can pay your bills, keep the lights on, and invest in a clean, peaceful space frees you to focus on the fulfilling aspects of your role. In other words, you must "do well to do good" over the long haul.
For the purposes of this column, we're defining success in financial terms. We're not advising you on how to squeeze the most out of every penny. Rather, our goal is to emphasize basics essential to building and maintaining a sustainable practice.
Start on Solid Ground
Successful businesses, including one-person massage therapy practices, begin with a plan. Before you open your doors, sit down and sketch out the funds you'll need to operate. Consider expenses such as rent, equipment and supplies, utilities, gas and mileage if you're mobile, and laundry.
Once you know the costs of operating a practice, think about how you will recoup them. The money you bring in is revenue, but it doesn't transform into income until it surpasses your costs. How many clients do you need, and how much do you need to charge them? Don't set your rates based only on what everyone else is charging. Consider your financial goals before you place a value on your time.
Take into account, too, your pro-bono and lower-cost work. Providing these types of services — for instance, free massages for local educators during National Teacher Appreciation Month or sliding-scale rates for community members in need — allows you to give back while building your business. However, you'll have to factor these into your calculations. Without doing well enough to keep your practice going, your service efforts will not be sustainable.
Love Your Clients
Priority one is to build your client base — the key to long-term success. Your business plan should include a marketing component spelling out how you plan to attract clients. Word of mouth remains powerful in this profession; your marketing efforts could include outreach to friends, family, and even clients you had in school. Also consider joining the Chamber of Commerce, connecting with physicians and other health care professionals to secure referrals, and even reaching out to local media.
Once people find you, do everything within reason to keep them. According to the White House Office of Consumer Affairs, attracting a new customer costs six to seven times more than keeping an existing client. Businesspeople refer to this as client retention, and staying on top of retention requires a bit of organization. Use a program, system, or database to store client information, including names and addresses, their areas of pain and tightness, and insurance information, if you use it.
Of course, tracking clients alone won't bring them back. Ensure each person has a positive experience; beyond a high-quality treatment, provide convenient parking, an efficient check-in process, a clean and relaxing atmosphere, and simple billing. We've moved beyond the service economy into the experience economy — people value memorable experiences. Nailing the details and adding personal touches, such as remembering clients' preferences and stories, will keep them coming back for more, and referring their friends.
Build on Your Foundation
Your schedule's booked. Your clients leave rave reviews. You track your expenses and revenue each month, and you're coming out ahead. Perhaps you're even doing well enough to hire help, take a few days off, or weather a dry spell without worrying about paying rent. Congratulate yourself on your success, but don't stop planning, tracking, and reviewing. Successful practice owners not only know where they stand on a given day or month, they take some time each year to reflect back on the ups and downs of the past 12 months and look ahead to what they can do differently or better.
During these reviews, consider your bigger aspirations and how to reach them. If a sustainable solo practice makes you happy, you don't have to grow. Deciding to specialize in a particular technique or a given population, such as sports massage or pregnant women, could increase your practice. Or, you might aim to make the same amount of money while working fewer hours, leaving more time for service, travel, or other pursuits.
Perhaps you dream of expanding, hiring a staff, even opening a wellness center. If so, research what it will take to get there. Break this dream down into smaller, shorter-term goals, such as adding a staffer one year and renting a larger space the next. Check in annually on these objectives — you might find you're speeding toward them or need to revise your plans.
Of course, while it's important to nurture your practice, never lose sight of your passion for healing and helping. As Albert Einstein advised, "Try not to become a man [or woman] of success, but rather try to become a person of value." Recognize that financial success is an enabler that creates options to add value to the world, and you'll set yourself up for a truly rewarding career in every sense of the word.
Marshall Dahneke, CEO, is responsible for global management of Performance Health's business, including people, talent and strategy development and execution to better serve customers and promote growth. He holds a Bachelor of Arts in Economics and a Master of Business Administration, both from Brigham Young University in Provo, Utah.
Lynda Solien-Wolfe is Vice President, Massage and Spa at Performance Health. She is a Licensed Massage Therapist and has been in private practice in Merritt Island, Florida for more than 20 years. Lynda graduated from Space Coast Health Institute in West Melbourne, FL.
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