resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Four Ways to Attract Patients
Acupuncturist A has been in practice for six years and has struggled since day one. She spends as much time and money on marketing as she can, but since her practice is slow, her budget isn't that big.
Pediatric Footwear: Function Over Fashion
As practitioners, it is not uncommon for parents to bring us their children to treat or ask us questions related to the pediatric population. Children's feet tend to be a perplexing region for parents and practitioners alike.
Decoding the Mystery of Medical Insurance Acceptance
In the constantly evolving profession of acupuncture, one of the least understood areas is medical insurance acceptance. The profession is filled with controversy surrounding this topic: Is it ethical?
Getting Paid by Medicare Is Getting a Major Adjustment
The 2015 Medicare Access and CHIP Reauthorization Act (MACRA) was signed into law to implement a new approach to clinician payments and replace the Sustainable Growth Rate formula.
Going Beyond Just Feeling Good
We all know that most patients come to us for some pain complaint: neck pain, back pain, sciatica, carpal tunnel, etc. We also all know that acupuncture is a great first-line care for these issues, as well as supporting overall health and wellness.
Dysautonomia: The Medical Condition You May Already Be Treating
TCM practitioners have spent thousands of years healing patients without knowing or needing the names of their diseases as defined by allopathic medicine. We have syndrome names that are both poetic and efficient.
Update from the International AIDS Conference
The 21st International AIDS Conference in Durban, South Africa, brought together more than 15,000 of the world's leading scientists, activists, funders, policy makers, and consumers from 153 countries.
U.S. Olympians Have a DC in Their Corner
It's probably old news to you that doctors of chiropractic play an increasingly prominent role in treating athletes, from youth sports participants to weekend warriors, to elite / professional competitors.
ITB Syndrome: Treat the Tensor Fascia Latae
Iliotibial band syndrome is usually the result of repetitive knee flexion, such as in runners or cyclists. Pain may be experienced in the knee and/or the hip. The patient may express a sense of the hip dislocating, popping or snapping.
Integrative Cancer Care: Chiropractic for Chemotherapy-Induced Hiccups
Hiccups (singultus) are a frequent occurrence during cancer treatment. The cause of the hiccups may be the chemotherapy drug itself, such as Cisplatin; or the prophylactic use of corticosteroids such as Decadron, which is used to prevent nausea and/or vomiting.
National Board Apologizes for Testing Issues
The National Board of Chiropractic Examiners (NBCE) has issued a formal apology following a series of computer-based testing malfunctions that impacted two separate examinations (March and June 2016) and caused "widespread confusion and frustration" to the nearly 1,500 examinees taking the tests.
Workers' Back Pain: Causes, Costs & Solution
You will want to share two important papers published in the past several months. Why? When read separately, each provides valuable information relevant to your patients, community and practice; together, they tell a compelling story.
Treatment Success at the Won Institute
According to the World Health Organization's 2003 report titled, "Acupuncture: Review and Analysis of Controlled Clinical Trials," acupuncture has been shown to improve many physical, emotional, and mental conditions.
Using the Lens of Chinese Medicine
One of the most common medications I see in clinical practice on a daily basis is fluoxetine or Prozac. Consequently, I hear many complaints concerning the side effects of this medication and am frequently asked by patients to help manage these side effects with acupuncture and Chinese medicine.
Natural Cancer Prevention: Pomegranate for the Prostate
In recent years, the ingestion of pure pomegranate juice (8 ounces per day) has been shown in clinical studies with human subjects to slow, and to some degree, reverse, the progression of prostate cancer – the second leading cause of cancer death in North American men.
Six Things Every DC Should Know About the Zika Virus
The Zika outbreak continues to spread across the continental United States and U.S. territories. We offer this brief overview on this important public health problem for the practicing doctor of chiropractic.
Treating Peripheral Neuropathy: Multi-Faceted Approach Including Laser Therapy
Peripheral neuropathy affects at least 20 million people in the United States1 and nearly 60 percent of all people with diabetes suffer from diabetic neuropathy. Many suffer from the disorder without ever identifying the cause.
First Annual ICD-10 Updates Take Effect
Yes, there was an update to ICD-10 codes on Oct. 1. It was a regular update to the diagnosis coding system and will take place every Oct. 1, just as it did when the ICD-9 system was in place.
Pediatric Asthma: A Case Study
I have had very good success with pediatric asthma, combining acupuncture with Chinese herbal products. Treatment is given over four to eight months, twice monthly, with herbal formulas rotated every month.
Upgrade to "Parker 2.0" in Las Vegas
Continuing your education and refining your practice: two key elements of a successful chiropractic career. Parker Seminars promises both as it celebrates its 65th anniversary in Las Vegas next February, according to Parker University President, Dr. William Morgan, and seminar consultant Dr. Mark Sanna.
Power to the Patient
Against a backdrop of splintered political parties, polarizations within nations, civil unrest, and distrust of established government (such as the growing anti-Washington, D.C. sentiment) comes the not-so-surprising finding that health care authorities and practitioners (with perhaps the exception of insurers) are turning over more and more powers to the individual patient.
Marketing Deep Tissue vs. Spa Massage
Recently, while I was staying with my wife at a resort hotel, which happened to have a beautiful spa on the premises, I purchased a vacation package that included, among other things, a Swedish massage for each of us. My wife and I typically get a massage at least twice a month, and have for many years. Personally, I hadn't experienced a Swedish session since the last time I ate a Swedish meatball, which was many moons ago. More for professional purposes as a marketing coach for massage therapists than for my body's own rejuvenation, I decided to sign up for that particular treatment, instead of upgrading for $10 more for deep tissue. I figured since it's been such a long time since I've experienced a Swedish session, let me see what some of my deep tissue-oriented massage therapist clients of mine were competing against.
How Sweetish it Wasn't
The best way that I can think of depicting the 50-minute massage I received — which, by the way, was only 45 minutes on the table — was the rubbing on of oil. To say that the therapist's touch was light would be a bit of an insult to the word light. Now, to be fair, she did apply some pressure on the two areas that I told her were hurting when she asked what was going on in my body. But the word "some" is the way I'd characterize the pressure that she used. Light is probably a better way of characterizing her touch on the troubled areas; remember the rest of her massage was light lite. If Miller Lite beer used to be promoted with the campaign theme, "Everything you always wanted in a beer and less," her touch would best be described as, "nothing you always wanted in a massage and less."
If you go into a conscious eating establishment, you may very well encounter the expression "gluten-free," to explain, for example, how the bread was baked. I'm very familiar with gluten-free bread; I hadn't been familiar before with "glute-free" massage. That's how I'd have to depict the therapist's manner of treating my gluteus muscles. Well, free isn't exactly fair; she did spend almost one minute on each glute — over the sheets.
Knowing what I do about massage, having received many hundreds of massages during the course of my lifetime, I would never describe the three quarters of an hour that I spent on her table as anything like therapy. I'd have to call it relaxation, at best. (Although, I have to admit that the frustration I felt with her virtually no-pressure touch was anything but relaxing. But I laughed to myself when I realized that I did, after all, sign up for Swedish massage, so there it was, Swedish lite.)
Now, if you're a massage therapist who specializes in doing do deep tissue work, and there are a lot of therapists in your area who do principally relaxation massage, or if there are spas in your market that are popular, marketing yourself as a massage therapist who does massage therapy, as compared to relaxation massage, can be very strategic and an effective way to build your business. You might even tell people that Swedish massage is like deep tissue massage the way a fruit punch at a heavily chaperoned high school prom dance is like heavily spiked rum punch at a Caribbean local bar.
Swedish vs. Deep Tissue
The first thing I'd recommend in your advertising communication is to show the superiority of deep tissue massage versus relaxation massage. You could say that relaxation is a by-product of massage therapy; it needn't be the goal. (This is not to say that there's no value in giving or receiving a relaxation massage. In our highly stressed and tense world, where people spend 10 hours a week or more commuting to work in crowded trains, buses, and highways, relaxation is a highly valuable asset.) Even if a considerable amount of pain is felt in a deep tissue treatment, there's still some relaxation that results by the time the session is complete. It's expected that a client will leave a massage therapist's table relaxed and more free of pain. To be perfectly honest, I felt more relaxed waiting for 15 minutes in the waiting room next to a delightful flowing fountain than I did during, or after, the session I took at the spa.
A headline that you could use to compare your deep tissue treatments to the fluff and buff of some competitors, who specialize in relaxation massage, or spas, which do a great deal of Swedish sessions, could say the following:
MASSAGE IS THERAPY, NOT JUST RELAXATION. Body copy in the ad could then go on to cite research on massage that shows in a scientific manner just how much physical healing actually occurs with therapeutic massage.
Another headline could speak to the shortness of spa treatments. It could say: MY MASSAGES ARE AN HOUR, NOT JUST 50 MINUTES. Body copy might also indicate that your hour-long sessions often spill over an hour, while spa treatments often are just 45 minutes on the table.
You could also conclude either ad with a touch of humor: You could show a picture of the CBS-TV news program, 60 Minutes, and have a caption that says, When a show is called 60 Minutes, it goes for 60 minutes, not 50 minutes. Or you could say: Deep tissue vs. Swedish is more like therapy vs. "sweetish." Sweet is nice, but then so is candy. But you wouldn't use candy to heal your body — maybe to heal a broken heart, but not to heal tense and tired muscles.