resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
AAAOM: Facing An Ultimatum
On the heels of the growing discontent with leaders of the AAAOM, the Council of State Associations (CSA) recently took it upon themselves to present the organization with an ultimatum: for all board members to resign from the board and turn the organization over to the CSA or they will proceed on their own to become the primary representative of the AOM profession.
Dry Needling is Acupuncture: Anatomy of a Legal Victory in Oregon
On January 23, 2014, the Oregon Court of Appeals overturned the Oregon Board of Chiropractic Examiners "dry needling" administrative rule, which allowed chiropractic physicians to perform acupuncture after only 24 hours of training.
Socializing In My Slippers
When I graduated college, I had grandiose dreams of becoming an amazing acupuncturist. I wanted to build a great practice and make a good living. For four years, 13 semesters to be exact, I had a spreadsheet.
News in Brief
In Remembrance: A Moment of Silence for Dr. Dick Versendaal; NYCC Named Chiropractic College of the Year by ACA; National University Partners With Indiana VA Facility.
San Zhen Protocols Part II: Case Studies
In my last article, I presented a collection of three-point acupuncture combinations which can provide effective clinical results.
Are You Driving Patients Toward Dependence on Big Pharma?
Over the years I have had the opportunity to talk to doctors of chiropractic about health promotion, wellness and preventive care in chiropractic practice.
How Much is Enough?
One of the primary arguments used against acupuncture care is the overuse of treatment. Some people say, "once you go, you have to go forever."
Evaluating Prenatal and Pediatric Automobile Injuries
Often in a family practice, one of your patients or an entire family is in an automobile accident and you are sought out to provide care for their soft-tissue injuries.
Chiropractic Management of Sports-Related Tendinopathy
Tendinopathy is increasing in prevalence and accounts for a substantial percentage of sports injuries. Despite the magnitude of the disorder, research on chiropractic treatment is limited.
Enhancing TCM with Enzymes
Herbal formulations are an integral component for most Traditional Chinese Medicine (TCM) practitioners. One of the best ways to enhance their effectiveness is the addition of plant-based enzymes.
Making Sense of Chronic Inflammation
Inflammation is big business, evidenced by not only the laundry lists of medications patients bring me aimed at managing inflammation, but also the never-ending stream of advertisements for anti-inflammatory supplements that constantly find their way to my desk.
Colorado to Have the First Acupuncture Medical Reserve Corps in the U.S.
In the summer of 2012, Colorado was on fire. Literally. Many acupuncturists from around the state, especially those who had received disaster response training through AWB, wanted to help those affected by the fires as well as the first responders and tireless state and local officials, with the healing and stress-relief of acupuncture.
Dietary Supplement Research: Contradictions, Bias, Misinterpretation and Confusion
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
Your Chance to Go Back to High School
As the father of a student who recently entered high-school sports (soccer), I have come to recognize an untapped opportunity for the chiropractic profession.
Alternatives to the Rainy Day Fund: Better Things to Do With Your Money
Google "rainy day fund" and you'll find the predominant and traditional advice given today is that you need to have three months of living expenses saved for an emergency. Some even recommend six months or more.
We Get Letters & E-Mail
Shouldn't the Pentagon Know More About Chiropractic Care? Office Flow: Have You Reviewed the Patient Experience Lately? Let's Stop Confusing the Public About Chiropractic; Cutting Down the Cherry Tree.
The Recliner Test
"Hi, Bill, how are you?" "Oh, I'm OK, Doc. I've got pain down the leg again, so I thought I would stop by and get you to check it."
No Whining on the Yacht
This admonition – no whining on the yacht – may sound familiar to you. Many claim its origination.
Revisiting the Neurological Exam
In spinal trauma or disease, the neurological exam chiefly aims to determine whether one (or more) of three basic neurological conditions is present: myelopathy, radiculopathy and peripheral nerve disorder.
Chinese Herbs Debut at the Cleveland Clinic
Chinese herbal medicine is now being prescribed at the Cleveland Clinic thanks to a trailblazing team of people.
Shoulder Strategies: Reduce Pain, Improve Function With Proper Taping
Shoulder pain / dysfunction is a common problem for chiropractic patients. Clinicians who utilize elastic therapeutic taping as part of their treatment approach know it can be effective for a variety of shoulder problems.
Anti-Aging: Educating Your Patients About The Skin
We know that cosmetic acupuncture works but what then? Education is a key part to the practice of Chinese medicine and when you practice cosmetic acupuncture, facial rejuvenation, etc., it is time talk about skin with your patients.
Arch Height and Running Shoes: The Best Advice to Give Patients
Because runners with different arch heights are prone to different injuries, running shoe manufacturers have developed motion-control, stability and cushion running shoes for low-, neutral- and high-arched runners, respectively.
The Right Idea at the Right Time
On Feb. 28, 2014, Virginia Governor Terry McAuliffe appointed David Brown, DC, as new director of the Virginia Department of Health Professions.
Environmental Toxins: Cause of Modern Illness (Part I)
Environmental toxins have created burdens on the human body that put demands beyond our evolutionary development. Modern diseases that historically did not exist to any great degree have been rising sharply in the last 40 years.
July, 2006, Vol. 06, Issue 07
Tips to Make Your Retailing Adventure a Success
By Angie Patrick
Adding retail to your practice is a sound business idea proven to add unlimited revenue dollars to your business, while providing a profit for your bottom line. You potentially can add 20 to 80 percent or more to your income over treatment offerings alone! Numbers like that are difficult to ignore, especially when they are so easily within your grasp.
So, now that you have made the decision to offer products to your customers, where do you start? With so many decisions to make from product selection, to pricing, to merchandising, it's natural to feel a bit wary about taking the first step.I will share with you some ideas that can help you avoid making a mistake when beginning your new retailing adventure.
The first thing to identify is the type of therapy your services provide. Is your practice geared toward sports massage, relaxation massage, eastern therapies, holistic, energetic, spa, rehab or something else entirely? Once you have established what kind of market your clients comprise, you can begin to select products appropriate to your practice, as well as offering the greatest possibility of sell through.
Let's use sports massage as an example. Products appropriate for retailing in this type of environment would be hot and cold packs, analgesics, stretching tools, muscle relaxing bath soaks, exercise balls and so forth. The clientele for this type of massage would be more inclined to buy these types of items from their therapist because this is in the same realm as the therapy they seek from you. Offering items such as body scrubs and candles might not work as well in this sports massage environment. Conversely, relaxation products such as essential oils, buckwheat pillows, lamp rings, bath salts, sugar scrubs, salt scrubs, and scented lotions would be ideal retail items for spa, holistic and energetic therapy types.
Choose products you believe in and would use. Choose products you are knowledgeable about. When you make your product line decisions, make sure you are going to be comfortable with providing information about the product to your client. Know and understand the usage, and be able to share this information fluidly. Stumbling over instructions or ingredients will not convey a confidence in the product, and might cause your client to feel a bit unsure about purchasing from you. The more you know about your product lines, the better your ability to sell through and create more demand.
Listen to the cues you receive from your clients. Listen for phrases that begin with: "Oh I love the way my skin feels!" "What was that wonderful scent you used?" "I wish my skin could feel this soft all the time." "I want to get some of that stuff you used on my shoulder, it really relieved the pain." These are all cues signaling the type of products your clients would buy following a treatment.
The second piece in a successful retail program is pricing. You likely will be buying your retail products from the same place you buy your professional products. Often, your professional supply company might offer specialized pricing for select retail items. Spending your time trying to match professional pricing found in professional catalogs and advertisements is not necessary unless you are trying to retail your goods to other professionals in your field. Your pricing should be a fair "consumer" market value for your product offering, keeping in mind a few important points. One: you will be offering specialized professional products clients typically can't find in their local discount department stores. Two: your professional advice and suggestion also accompany that product sale. And three: your client likely will never frequent the supply company catalog or Web site from which you purchase your products, and likely will never see the pricing offered from them. Offering your products at an increased price is not bad business. Typically, the Manufacturers Standard Retail Price (MSRP) is a good indicator of pricing for your retail venue, and should be available from your supplier. The client is benefiting from your expertise, instruction and personal evaluation of the products you offer, so make sure you don't sell yourself short!
And lastly, presentation of your chosen product offering is the key in successful retailing. Clean and thoughtful placement of your products speaks volumes about you. A display with ample product appears well-kept and maintained. Avoid allowing only one of any item to be presented because doing so makes the item seem like an afterthought rather than a promoted feature. Items should be grouped in minimums of threes whenever possible. Three is a number that will provide ample product stock, as well as a pleasing aesthetic look.
Too many signs can give the appearance of a yard sale environment. Avoid hand written signs and price stickers. These techniques do not present a professional appearance, and can detract from the image you would like to present to your clients. You can print labels and signs easily from any PC. Doing so will add a streamlined look and feel, with a more desirable effect on your sales.
By following these simple guidelines, you can make retailing a natural part of your therapy practice. It isn't difficult to share information about products you believe in and can talk about from a personal perspective. This type of sales approach is real and honest, and is greatly appreciated by your clients. I encourage you to ask questions of your suppliers to find the right product lines for your needs. You can start small with a few key items you think would be beneficial. Whether you begin with a little or a lot, the important thing is just to start. You will be glad you did! I would love to hear about your retailing success stories and ideas. Feel free to drop me an e-mail at .
Click here for more information about Angie Patrick.
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