resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Multivitamin Supplement May Reduce Breast Cancer Recurrence
There is a great deal of controversy regarding the value of multiple vitamin supplements in cancer prevention.
Introducing the Acupuncture Today Digital Edition
In response to the changing habits of our readers, Acupuncture Today will introduce a digital edition of the publication (in addition to our print edition) beginning with the August 2016 issue.
Increasing the Value of Spine Care: CMS Approves New Low Back Pain Registry
The Centers for Medicare and Medicaid Services has approved the Spine IQ Low Back Pain Registry as a qualified clinical data registry for the Physician Quality Reporting System (PQRS) in 2016.
Tai Chi Documentary Premier
First Run Features recently announced the world theatrical premiere of Barry Strugatz's documentary The Professor: Tai Chi's Journey West, which premiered last month at the Laemmle Music Hall in Los Angeles.
Kansas Achieves Licensing Law
Kansas Governor Sam Brownback signed House Bill 2615 into law on Friday, May 13, 2016. HB2615 includes provisions for the licensure of acupuncturists in the state of Kansas.
Acupuncture's Impact on the World
For several years, I have been hearing about the town of Rothenburg, Germany. It seemed just a dot on a map until I arrived. It is the home of the TCM Kongress which began in 1968. It has been held annually for 47 years and it has only missed one year.
An Emerging Partnership Model
Maryland University of Integrative Health (MUIH) has educated integrative health and wellness practitioners for the last 40 years, originally as an acupuncture clinic and school. The institution's transformative, relationship-centered programs integrate traditional wisdom with contemporary science
A Long-Overdue Win for Oregon Medicaid Patients - and the Implications for Other States
Beginning July 1, 2016, Oregon Medicaid patients with spinal pain (cervical, thoracic, lumbar, pelvic) who are determined to be low risk based on a biopsychosocial assessment tool (STarT Back – Keele University) can receive four chiropractic visits per episode.
The Pertinent Negative
We all have to perform evaluations on patients. Most of us don't like doing it – exams take time, and worse it takes even more time after the evaluation to put together a narrative summary of the findings. Sometimes, this process becomes downright tedious.
What's New in Phytonutrition: Mangifera Indica, "The King of Fruits"
One hundred percent pure Indian green mango fruit (mangifera indica), harvested at a special degree of ripeness for efficacy and taste, can now be concentrated as a phytonutrient nutraceutical powder.
Chronic Pain: Become Part of the Solution
I have lectured to more than 7,000 chiropractic physicians over the past five years regarding the chronic pain and opioid epidemic in this country.
Sit or Stand? Analyzing a Mixed Message
I'm more than a bit confused. At my age, that seems to be a rather common occurrence. However, today more than ever, I'm getting a mixed message.
Believe it or not, an estimated one-third of your patients have eaten some form of fast food within 24 hours of their appointment with you.
Beating the Odds: Interview With Para-Powerlifter Adeline Dumapong-Ancheta
Since October 2015, the FICS Foundation, the charitable organization affiliated with the International Federation of Sports Chiropractic (FICS), has been supporting disabled athletes internationally.
Three Tips to Help You Analyze the Acupuncture Case Studies of the NCCAOM Exam
Confirm the answer quickly by the elimination method. Case study:
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.
Acupuncture Muscle Trigger Point and Oriental Medicine Sports Therapy
It is difficult to ascertain the internal condition of professional basketball player Lebron James during game one of the 2014 NBA finals, in which he developed debilitating muscle cramps that led to his premature removal from the game.
What You Say Isn't Always What Patients Hear
A few years ago, my aunt Edna (name changed for the purpose of this story) suffered a stroke. After a short hospital stay, she was transferred to a nursing home for rehabilitation. When she arrived at the nursing home, Edna requested a private room.
Adventures with the San Jiao
Those of us who have been in practice for several decades relish the way meridians and points reveal new diagnostic clues and new insights. I love to encourage my students to see this as an adventure that goes way beyond the textbooks.
Insuring Quality Control in Herb Importation: An Interview with Wilson Lau
Wilson Lau is the vice president of Nuherbs, a Chinese herb importation company based in San Leandro, California. Before joining Nuherbs, he trained as a lawyer specializing in FDA law.
AOM Hospital-Based Practice: A Future Reality?
The natural evolution of health care on the planet is integrative health. We may have some challenges ahead, but based on my research, all indicators are pointing in a positive direction. There seems to be an evolving consciousness among our patient population that is "getting it."
An MD Who Understands the Opioid Epidemic
Doctors of chiropractic have an important role to play in ending the opioid epidemic and dealing with chronic pain by conservative means (see our top story in this issue) – but who's to blame for opioid dependence and abuse in the first place?
How to Stay Sane During the Elections: Understanding Through the Lens of Chinese Medicine
In Chinese Medicine philosophy, everything consists of Yin and Yang. The law of polar opposites – one cannot exist without its opposite.
Treating Hip & Groin Pain With Abdominal Release of Upper Lumbar Nerve Impingements
Have you encountered patients with groin and hip pain you can't seem to solve? You know it's not a worn-out hip; you suspect the pain is somehow connected to the spine. But somehow, you just can't help them break through.
Low-Cost, Low-Tech Solutions to Gain Clients
Gaining and retaining clients is one of the most important tasks you will face in your career as a therapist. You may be one of the world's most naturally gifted therapists, proficient in multiple modalities, with a strong and impressive education and certifications to cover the walls. You may have a beautifully finished table, with the most comfortable and luxurious appointments, and a treatment space that is tranquil and healing. You may even have harps and violins playing live in your space! But in the end, none of this is financially fruitful for you if the client does not know about it, experience it, and return for more.
You may think your role is that of a therapist; but as an entrepreneur, your role is far wider than that. One of the most important roles you fill is that of being a proficient marketer. Marketing is not scary, and in reality, it can be quite fun. Even if it is not in your nature to "sell," you should definitely learn how to gain interest for your practice with the public, give a compelling and interesting reason for them to try your services, provide a unique and positive experience whilst on your table, and learn to engage them on a regular basis to keep them coming back for more. I know there are therapists out there who are not tech savvy, or are afraid of building business pages on social media. What I am about to share with you is about as low-tech as you can get, so anyone can do it. This process is really not as hard as it sounds, and if you can think a season, a need, and a likely place to find candidates, you can build on that.
Let's use spring as the example. We all love spring, and with the flowers and blossoms come a number of opportunities to utilize in order to reach out to potential clients in a meaningful way. Spring is a season when people get out into the yard and begin caring for their lawns, pools, and gardens. After long months of looking at the inside of their homes, they look forward to the time when they can get in the sunshine and work up a sweat. While everyone can appreciate the work that goes into keeping your place in tip top shape, this can also mean these clients with green thumbs and sparkling pools have sore muscles. This would be the need, a potential client in need of massage to help with sore muscles after overworking them. In order to find likely candidates who may be experiencing issues, consider reaching out to your local nurseries, home stores, and pool supplies and see if you can leave a stack of business cards along with a framed sign with the details of your business, perhaps with the targeted message concerning your skill at helping with sore muscles resulting from gardening. Include an introductory offer, specially priced for customers of the business you have targeted. The business you approach will see this as an added benefit for their clients as you have a deal created specifically for them, and the client will feel a connection as you are speaking to the very thing they are experiencing at the moment; sore muscles from yardwork.
Consider spring as an opportunity to reach out to those who have been held captive by winter, to escape and go out to play the sports they love. These might include golfing, rock climbing, softball, baseball or even fishing. All of these sports require repetitive motion, and with this kind of motion, the opportunity for injury or soreness abounds. Sports massage is a highly sought after skill set, particularly if those who are playing the sports have been less active over the winter, or are weekend warriors. Let's take the same idea we had for the home improvement clients, and apply it to these sports enthusiasts.
You can reach out to golf courses, indoor sports arenas, sporting goods stores, and pro shops with the same outreach request. You can even target your local gyms. Tailor the message to meet the client needs of the establishment you approach. For example, you might look at a fishing pro shop, and have your sign speak about being sore from reeling in "the big ones," and how you can help relieve some of the shoulder and lower back issues these sportsmen may face.
You can likely come up with a number of scenarios and places you can connect with in order to reach potential customers. In every case, you should provide an incentive for them to call in the first place. An appealing introductory price is a great start. You may also wish to include an incentive for an additional perk should they also bring a friend. This perk can be an add-on treatment at no charge, or a small gift with purchase. Maybe even a deal that allows the client to buy one treatment session, and get another for a friend at 25% off. The goal is for them to bring you another potential client to the table, and allow you the opportunity to book them an appointment as well.
Once you have established your relationship with the businesses in allowing your cards and information to be shared on their premises, you might inquire if they have a weekly, monthly or quarterly newsletter that goes to their clients. In many cases, these businesses market in a host of arenas, not the least of which may be a targeted email to their client base with information the client may wish to read. If they do, you should inquire as to whether they would entertain an ad, or an offer for your services to be included. They may well charge a fee, and if so, weigh out the cost to see if it makes sense for you and your budget. Seeing your business name in alignment with a company they already frequent and trust can serve as a manner of endorsement, and keep your name top of mind should they have a need, or hear of someone in need of a therapist.
Once you have a robust list of clients, you should consider your own newsletter. In this newsletter, you can share information that massage clients may find interesting. You can create your own content, or you can also share research findings showing the efficacy of massage therapy in specific instances. In each newsletter, I would suggest making an offer of some kind to engage the client, and compel them to book an appointment. Again, this can be a discounted price, a buy one get one offer, or even something as simple as a free beverage in the quiet room before a treatment. Your imagination is your only limit.
In a world filled with technological marketing solutions and social media advertising, it is still possible to find ways to inform the public of your existence, your abilities, and your business using a less technical approach. This is not to say you should forsake all technology. In fact, I suggest you do embark on educating yourself on the proper uses of social media, online marketing and website development. But if you are looking for grass roots, low cost-low tech means to get the ball rolling, I am in hopes you will find these suggestions of use. I would love to hear your success stories. To share your grass roots marketing story, email me at email@example.com.