resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
News in Brief
Updated Neck Pain & Whiplash Guideline; Attention, IHS DCs; New VP of Institutional Advancement At Palmer; N.J. DC Interns At U.S. Olympic Training Center; Chiropractic Society Of R.I. On The Front Lines.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
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.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.