resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
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.