resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Building the DC-MD Bridge
From MDs practicing integrative holistic medicine to the family internist, many DCs are enjoying unprecedented attention from their allopathic colleagues.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
Don't Forget About the Performers
Donald Petersen Jr.'s recent article, "Your Chance to Go Back to High School" [May 1, 2014 DC], focused on the injuries incurred by high-school athletes and the subsequent opportunities for the chiropractic profession.
Watch Out for Red Herrings
In clinical practice, when one condition mimics another, it makes it difficult to obtain an accurate and timely diagnosis.
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
News in Brief
Oregon Gov. John Kitzhaber (a medical doctor, no less) proclaimed October 2014 "Oregon Chiropractic Health and Wellness Month" in an official proclamation signed Aug. 25, 2014.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
Detoxification for Athletes: The Key to Winning Performance
One of the most dangerous culprits that affects an athlete's ability to perform at an optimum level also happens to be one of the most elusive.
Take Care of Your Skin: Tips to Pass on to Your Patients
Many of our patients are not aware that the largest organ in the human body is actually the skin. Accounting for 16 percent of total body weight and covering up to 22 square feet of surface area, the skin is more than just a "covering," as originally thought.
From the Other Side of the Table
People come to us to gain freedom from pain, to feel better, to live better. As D.D. Palmer stated, "We Chiropractors work with the subtle substance of the soul." Therein also lies the rub.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
The Life & Legacy of James Sigafoose, DC (1933-2014)
Surrounded by his family and closest friends, Dr. James M. Sigafoose passed away quietly on Thursday, July 3, 2014. With his wife of 60 years, Patsy, along with his children, Tina, Daun, Kieth, Selina and Carey – all chiropractors – at his side.
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
Ringing in a Fiscal New Year With a Recommitment to Cost-Effectiveness
Back when the Foundation for Chiropractic Education and Research was in its heyday, I used to send out New Year's greetings and virtual noisemakers to some close friends on July 1 – the beginning of our new fiscal year – wishing for prosperity in the year ahead.
How to Find Your Ideal Patient – and Help Your Ideal Patient Find You
Just imagine: You're at the front desk looking at the scheduler and a smile creeps across your face. Row after row, name after name, hour after hour; you're blessed with an entire day of ideal patients. Every day should be like this, you whisper. Exactly!
Decompression-Traction: A Core Treatment Method in Chiropractic's Future
We're all competing for new patients. We're competing for new patients with physical therapists, massage therapists, medical specialists and hospital fitness centers. We're even competing with side-effect-ridden medications that quit working every four hours.
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
Why the Answers are All in the Numbers
There is an expression in our culture these days that says that numbers never lie. I'm well aware that numbers are the domain of left-brained people. As the marketing coach for massage therapists, I'm also acutely aware that massage therapists typically are far more right-brained than they are left. Nonetheless, there are things you, as an MT, can learn from numbers — especially numbers that concern themselves with your field of massage.
When I gave the keynote address at the 2006 American Massage Therapy Association national convention, I did quite a bit of research to glean the current statistics on the massage therapy industry. Those numbers were very impressive at the time. They're even more so now. Consider the numbers that follow from a recent fact sheet supplied by the AMTA, which culled this information from federal government statistics, as well as through polls conducted among both MTs and consumers.
Massage therapy is currently a whopping $10 to $11 billion industry. There are nearly 90,000 nationally certified massage therapists and bodyworkers in the U.S. According to statistics I discovered independently of the AMTA fact sheet, 55,000 new therapists are trained each year and 45,000 leave the business annually. That means that an additional 10,000 net new MTs are brought into the marketplace every 12 months. It also means that, for those MTs who stay in business as the ball drops over Times Square on New Year's Eve, there's an even greater need to think more creatively with regard to marketing their services. That's assuming, of course, that the market itself doesn't grow. If you aren't doing anything with regard to marketing, you certainly need to start, because the numbers are not stacked in your favor.
That first year in business for new MTs isn't usually a good one, making as they do, on average, $9,585. (This figure was also obtained separately from the AMTA's online fact sheet.) That income grows, of course, with experience but the majority of these wonderful bodyworkers earn just a little more than $21,000 a year, even when they're seasoned, according to the AMTA. The U.S. Department of Labor's Bureau of Labor Statistics show different numbers: the average income for massage therapists was $35,970 as of May of 2012. Whether you accept the AMTA's salary numbers or the Dept. of Labor's, it's no wonder then, that 53% of MTs take another job to supplement their income from the work they do on their tables.
One reason that they're not making more money is that of the 619 (average) hours of training that massage schools typically provide, only about 20 of them — which equals 3% or less, is devoted to business. How can one expect to survive in the massage business when one has spent less than half a week learning business? That's why it makes so much sense to take business-related classes for continuing education. The irony, of course, is that right-brained MTs typically gravitate to more right-brained CE courses on modalities that they can practice on their tables, instead of focusing on the left-brained business and marketing classes that they need to bring clients to those tables.
Sixty-two percent of clients don't re-book an appointment (another stat I learned elsewhere.) That's often because they're not asked to, so start asking. These statistics were compiled prior to the advent of online booking software that enables the clients of many MTs to set up their appointments in the comfort of their own homes — in their pajamas by their computers, if they like — on their therapist's website. My intuition tells me that, since the development of online booking, this statistic on the lack of re-booking has further increased.
Eighty-one percent of massage clients polled (stat found elsewhere) said that they'd be more likely to refer family and friends of theirs to a licensed massage therapist who has a website than to one who doesn't have such a presence on the Internet. If you're an MT who doesn't have a website and this statistic doesn't jump out at you and get you onto the information superhighway in a New York minute, then I'm not sure if anything ever will.
If you like working in a spa, there's some good news for you. In 2011, there were nearly 20,000 spas operating in the U.S., that's nearly double the number of Starbucks stores (11,100 in the fall of 2012). Spa revenue for that year was a whopping $13.4 billion. Better yet, according to the U.S. Dept. of Labor, employment prospects for massage therapists are expected to increase 23% by 2022, faster than the average for all other occupations.
Will there be clients for all those extra MTs? According to the AMTA survey, 44% of adults say that they've used massage for medical or health reasons. Of these people, more than 9 in 10 see it as an effective means for reducing pain, and of general benefit to their overall health and wellness. What's more, there is a great opportunity for the market of people getting massaged to grow: a staggering 69 percent of grown-ups in our country have denied themselves, for more than five years, the benefits that massage offers.
What can you learn from this immersion in numbers? Hopefully, your eyes didn't glaze over while reading them. If they didn't, you have much to gain. I'll sum it up simply: more than two thirds of adults are crying out for relief for what you offer. If you don't market your work, there's a great chance that you will become one of those 45,000 MTs who leave the business every year. Or you may become one of those 53% of therapists who are forced to take on another job to make sure you make the rent or don't lose your home to foreclosure.
On the other hand, if you choose to use 21st century tools, like a website and a regular electronic newsletter, you have a great chance to not only stay in business, but to thrive as well.