ABMP's Article, "Franchises, Their Impact on the Profession"

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Permalink Reply by Ivy Hultquist on March 16, 2010 at 6:30pm

Hi Everyone,
My husband wrote a blog this week addressing how franchises will impact marketing strategies for most massage professionals.

Ivy

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Permalink Reply by Robin Byler Thomas on March 16, 2010 at 7:05pm

Good thread Deborah,

My biggest gripe about franchises is the ones I've seen around Tucson, and we have at least 4 different chains, aren't run by MTs. Although they haven't impacted my business negatively, for the most part, when I've run into these owners at networking events, in the past, they are promoting themselves in a way I can't relate to. It's obvious to me they don't know what they're talking about, but it's not obvious to the public who takes them seriously because they look so good and offer inexpensive work.

So, they're running a slave practice and the public initially thinks their way is the high way; until issues come up as expected; can't get the MT they want, no time for individualized sessions, often relaxation massage when they want therapeutic work.....I feel for the MTs who have to work there.

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Permalink Reply by Erica Bliss Winston on March 28, 2010 at 1:13pm

Great thread, Deborah.

I've been very pleased to read all the comments. A lot of good thought. I am an independent with 5 years of running my own one person practice. I am making a decent living at it... loving it ... and making a lot of people feel better, which is great.

1. I support the general consensus that for now at least the franchises are not a threat to a well-run, well-marketed independent practice - especially one where you can differentiate your service (full 60 minutes, specialized focus like medical or deep tissue, whatever) and have a gift for making your clients into relationships, and are willing to work the extra hours it takes to manage a business. They really haven't impacted me much, and I have one down the block and 4 in town.

2. I also share the concerns about the public impact of the franchises - public perception of what a massage is all about, the impact on schools and students (your analogy to fast food farms really hits home!), on the standards and "norms" of our industry.

We probably are now in the shoes of the Rolfers of a decade ago - how do we explain what we do is not "Stroke, stroke, outta here. NEXT!" It's subtle but tangible. I need to figure out where I stand and what small things I can to "hold the space" for practitioners like us. It's also important to show the young students coming up that there is an alternative to the ME model - many of them are gifted with their hands and we should support them to grow into more assertive, confident business people.

In that vein, just wondered if any of you remember the Florida Growers Association commercials a few years back. Probably 10 or more years ago.... the farmers banded together and created an independent farmers association to advertise and pull the market away from the big industry companies (which I believe were squeezing them on price, pun intended.) Would ABMP champion the independents like that? Probably not, given that the article we are discussing was very pro. The ME types are advertising heavily with them. But we could consider our own professional gig dedicated to our needs, including ads to promote the independents.. maybe one superbowl commercial with a big impact? The Doritos ad contest could be the format for getting the commercial, and we could all chip in to pay for one spot? One massage each to fund it -- and we'd actually have enough to do it! I know I'd support a campaign for the independent practitioners... dedicated, personal, and client-centered.

Thanks again, all of you, for your thoughts - I've been chewing on this article for several days and suddenly realized I might find a discussion here. It helped a lot!

Erica

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Permalink Reply by Deborah Herriage on March 28, 2010 at 2:59pm

Thanks for your insightful input, Erica! Your idea of independent therapists working together to campaign for ourselves is along the lines of what I was thinking too. While many people responded with sophisticated marketing tactics, data, stats, etc., the focus has not been on home ground. I'm wondering too, how are the schools going to be affected by franchise massage? There was a post mentioning that ME is forming its own school to provide its own brand of massage. How will that affect independents who have invested a lot of money in their training and specialties?

I'm attending a networking event this afternoon where some movie industry people will also be speaking. I intend to make contact and inquiry without specifics, but to move in the direction of some kind of educational video to broadcast over the internet. I've written a couple of articles too, and I may post them on my blog here or elsewhere.

I'm glad you're doing well. It really is about relationships with your clients. Massage is very personal and must be tailored to the individual client.

Thanks again for posting.

Kindest regards,

Deborah


Erica Bliss Winston said:

Great thread, Deborah.

I've been very pleased to read all the comments. A lot of good thought. I am an independent with 5 years of running my own one person practice. I am making a decent living at it... loving it ... and making a lot of people feel better, which is great.

1. I support the general consensus that for now at least the franchises are not a threat to a well-run, well-marketed independent practice - especially one where you can differentiate your service (full 60 minutes, specialized focus like medical or deep tissue, whatever) and have a gift for making your clients into relationships, and are willing to work the extra hours it takes to manage a business. They really haven't impacted me much, and I have one down the block and 4 in town.

2. I also share the concerns about the public impact of the franchises - public perception of what a massage is all about, the impact on schools and students (your analogy to fast food farms really hits home!), on the standards and "norms" of our industry.

We probably are now in the shoes of the Rolfers of a decade ago - how do we explain what we do is not "Stroke, stroke, outta here. NEXT!" It's subtle but tangible. I need to figure out where I stand and what small things I can to "hold the space" for practitioners like us. It's also important to show the young students coming up that there is an alternative to the ME model - many of them are gifted with their hands and we should support them to grow into more assertive, confident business people.

In that vein, just wondered if any of you remember the Florida Growers Association commercials a few years back. Probably 10 or more years ago.... the farmers banded together and created an independent farmers association to advertise and pull the market away from the big industry companies (which I believe were squeezing them on price, pun intended.) Would ABMP champion the independents like that? Probably not, given that the article we are discussing was very pro. The ME types are advertising heavily with them. But we could consider our own professional gig dedicated to our needs, including ads to promote the independents.. maybe one superbowl commercial with a big impact? The Doritos ad contest could be the format for getting the commercial, and we could all chip in to pay for one spot? One massage each to fund it -- and we'd actually have enough to do it! I know I'd support a campaign for the independent practitioners... dedicated, personal, and client-centered.

Thanks again, all of you, for your thoughts - I've been chewing on this article for several days and suddenly realized I might find a discussion here. It helped a lot!

Erica

• ▶ Reply

Permalink Reply by Erica Bliss Winston on March 28, 2010 at 3:32pm

An educational video is a great idea! And using the power of the internet... the video that really catches on could perhaps then be launched along other communication lines. I've even considered digital signs - which are popping up all over the place now. One in my office could play your video and make a big impact. It's up to us independents to keep our place in the industry - just like for me being an environmentalist is who I am - I do things and make choices to live up to that role l every day.

Keep us posted on what you find out!

Erica

Deborah Herriage said:

Thanks for your insightful input, Erica! Your idea of independent therapists working together to campaign for ourselves is along the lines of what I was thinking too. While many people responded with sophisticated marketing tactics, data, stats, etc., the focus has not been on home ground. I'm wondering too, how are the schools going to be affected by franchise massage? There was a post mentioning that ME is forming its own school to provide its own brand of massage. How will that affect independents who have invested a lot of money in their training and specialties?

I'm attending a networking event this afternoon where some movie industry people will also be speaking. I intend to make contact and inquiry without specifics, but to move in the direction of some kind of educational video to broadcast over the internet. I've written a couple of articles too, and I may post them on my blog here or elsewhere.

I'm glad you're doing well. It really is about relationships with your clients. Massage is very personal and must be tailored to the individual client.

Thanks again for posting.

Kindest regards,

Deborah


Erica Bliss Winston said:

Great thread, Deborah.

I've been very pleased to read all the comments. A lot of good thought. I am an independent with 5 years of running my own one person practice. I am making a decent living at it... loving it ... and making a lot of people feel better, which is great.

1. I support the general consensus that for now at least the franchises are not a threat to a well-run, well-marketed independent practice - especially one where you can differentiate your service (full 60 minutes, specialized focus like medical or deep tissue, whatever) and have a gift for making your clients into relationships, and are willing to work the extra hours it takes to manage a business. They really haven't impacted me much, and I have one down the block and 4 in town.

2. I also share the concerns about the public impact of the franchises - public perception of what a massage is all about, the impact on schools and students (your analogy to fast food farms really hits home!), on the standards and "norms" of our industry.

We probably are now in the shoes of the Rolfers of a decade ago - how do we explain what we do is not "Stroke, stroke, outta here. NEXT!" It's subtle but tangible. I need to figure out where I stand and what small things I can to "hold the space" for practitioners like us. It's also important to show the young students coming up that there is an alternative to the ME model - many of them are gifted with their hands and we should support them to grow into more assertive, confident business people.

In that vein, just wondered if any of you remember the Florida Growers Association commercials a few years back. Probably 10 or more years ago.... the farmers banded together and created an independent farmers association to advertise and pull the market away from the big industry companies (which I believe were squeezing them on price, pun intended.) Would ABMP champion the independents like that? Probably not, given that the article we are discussing was very pro. The ME types are advertising heavily with them. But we could consider our own professional gig dedicated to our needs, including ads to promote the independents.. maybe one superbowl commercial with a big impact? The Doritos ad contest could be the format for getting the commercial, and we could all chip in to pay for one spot? One massage each to fund it -- and we'd actually have enough to do it! I know I'd support a campaign for the independent practitioners... dedicated, personal, and client-centered.

Thanks again, all of you, for your thoughts - I've been chewing on this article for several days and suddenly realized I might find a discussion here. It helped a lot!

Erica

• ▶ Reply

Permalink Reply by Julie Onofrio on March 28, 2010 at 6:54pm

In the article it said that Corinthian Colleges that own Everest Massage Schools are in some kind of agreement to get students jobs there and they said they would be teaching people specifically to get jobs there...

That was one of my biggest concerns in all of this. What will they be doing differently?


Julie

Deborah Herriage said:

? There was a post mentioning that ME is forming its own school to provide its own brand of massage. How will that affect independents who have invested a lot of money in their training and specialties?

• ▶ Reply

Permalink Reply by Deborah Herriage on March 28, 2010 at 7:34pm

Hi Julie!

Thanks for your contribution. I've enjoyed visiting your blog from time to time and have found your marketing tactics helpful.

I am guessing that by using a college, credibility for skilled therapists will be the benefit for franchises, but in my experience teaching yoga, I see that some teachers coming out of a program still lack the years of practice and therefore the ability to be truly effective in teaching the complex biomechanics to advance without injury. Many of them don't teach any breathing exercises, or meditation exercises, which are traditional yoga components - so yoga becomes something other than real yoga. These teachers are not wrong in any sense, they are just not experienced and they can make mistakes in leading students who need to learn and not perform.

Anyone can get a one hour massage and feel the effects of endorphin release that occurs from it. Even an experienced massage therapist must be cautious to be fully present and listen to the needs of the client to really deliver an effective massage. If my client wants only an hour, I have a "system" in which I can do it, but there is almost never 50 minutes hands on, and soap notes are sometimes even extensive, depending on the needs of that client.

Anyway, I'm glad to see other therapists come to this thread and share varying opinions and thoughts on the subject. Its been very interesting. Thanks for sharing!

Deb

Julie Onofrio said:

In the article it said that Corinthian Colleges that own Everest Massage Schools are in some kind of agreement to get students jobs there and they said they would be teaching people specifically to get jobs there...

That was one of my biggest concerns in all of this. What will they be doing differently?


Julie

Deborah Herriage said:

? There was a post mentioning that ME is forming its own school to provide its own brand of massage. How will that affect independents who have invested a lot of money in their training and specialties?

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