Opinions on massage marketing...getting away from "relaxation"?

Replies to This Discussion

Permalink Reply by Marilyn St.John on March 10, 2011 at 6:29pm

It's so nice to see another Michigan therapist on here!  You pose a really good question, it's been interesting reading the posts on this one.  I'm in a similar situation, and offer "relaxation" massage, plus a LOT of neuro-muscular and deep tissue work which is practical for my environment (chiropractic.)  The office I work from is not at all relaxing sometimes, so it can be a challenge for people to get from the session what I know they need--and that is to relax and just breathe. That said, it's the type of work I love and I get great success and lots of return business.  Like you, I am building a plan to eventually afford my own establishment, so I say, keep working toward your own vision.  Your people will return to you for what you offer and there are certainly enough people to go around.

On another note, if your employer is taking "insurance clients", I sure would love to know how she's able to do that, since my understanding of the law says MI prohibits MT's making insurance claims.  Any insurance $$ paid to me must be billed through a physician or chiropractor, so I'm curious to know how she gets around that?  In any event, just make sure it's done legally.  In addition, insurance claims rarely pay the full price of what you probably charge.  The majority of clients I see are teachers who have coverage, but the client then pays the additional compensation, 

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Permalink Reply by Lisa on March 10, 2011 at 11:15pm

Nice to meet you Marilyn,

In response to your comment about insurance I am not sure the specifics on insurance as I haven't had the opportunity as of yet to work with that area but to my current understanding, most if not all of the insurance clients that come through our office (which is a very small handful) are auto insurance claims and (I am not 100% on this) I believe that we offer reciepts for services and the client is reimbursed for whatever percentage of the fees. I do know there is a lot of extra and specific paper work involved and there has to be a physician's referral. One of the things I was supposed to learn when I started working at this office was insurance but there are so few insurance clients that I have not had the opportunity yet. I've thought about taking a course but I am waiting for the licensure applications to be available so I can get a better handle on the specifics of our "scope of practice". At this point I cannot find any information on what we can and cannot do under the massage scope of practice. Such as I am trying to design some custom facial massage treatments but there is no clear information as to if I am allowed to apply a mud mask to a client's face or any other part of the body for that matter. For now, I am taking in all the information I can and trying to organize it to help me in the future, I have a bit of spare time in between clients at the moment so why not use it for education until I can get busier is how I see it.

Marilyn St.John said:

It's so nice to see another Michigan therapist on here!  You pose a really good question, it's been interesting reading the posts on this one.  I'm in a similar situation, and offer "relaxation" massage, plus a LOT of neuro-muscular and deep tissue work which is practical for my environment (chiropractic.)  The office I work from is not at all relaxing sometimes, so it can be a challenge for people to get from the session what I know they need--and that is to relax and just breathe. That said, it's the type of work I love and I get great success and lots of return business.  Like you, I am building a plan to eventually afford my own establishment, so I say, keep working toward your own vision.  Your people will return to you for what you offer and there are certainly enough people to go around.

On another note, if your employer is taking "insurance clients", I sure would love to know how she's able to do that, since my understanding of the law says MI prohibits MT's making insurance claims.  Any insurance $$ paid to me must be billed through a physician or chiropractor, so I'm curious to know how she gets around that?  In any event, just make sure it's done legally.  In addition, insurance claims rarely pay the full price of what you probably charge.  The majority of clients I see are teachers who have coverage, but the client then pays the additional compensation, 

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Permalink Reply by Lisa on March 10, 2011 at 11:22pm

Sharon, you are so right about the economy and what is seen as a need or a want. I found that in the salon setting I previously worked in (we had one massage room and I was the only therapist) most of the salon clients found massage as a luxury they didn't need and wouldn't spring for but they would easily spen $120 on their hair every 2 months. I found that amazing. My biggest priority is to keep massage and any other treatment I offer affordable to all economies.

Sharon Seller said:

Initially when I started my business I also wanted to offer more spa type services i.e. body scrubs, etc.  I have learned that my clients do not want all that.  They will go for the foot scrubs and paraffin treatments.  I have several clients that love the Bellanina Facelift Massage.  But other than that, they just prefer a good old therapeutic massage. 

I offer a client rewards program giving the client a complimentary massage after their 6th session.  More often than not, that is when they will book the Bellanina.  And that is when they get hooked on it and will start booking it more regularly.  Same with foot scrubs and paraffin treatments.  I'll offer a complimentary treatment in a Valentine's Day promotion and find that clients will then book it as an add-on service.  Another spa-type service that is picking up for me is the dry body brushing.  Again, I'll offer it complimentary and find that clients will start requesting it with each massage. 

I believe clients enjoy the spa treatments but need massage.  In today's economy they can't always afford both so they stay with the tried and true therapeutic modalites. 

 

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Permalink Reply by Landon Wiedenman on March 11, 2011 at 1:03am

  Take note that she's said "the word relaxation."  From a marketing/pitching perspective it's overused and boring. Everyone in the industry uses it to describe their work, and so to the client it means less and less.  In my marketing I strive to never use the word "relaxation."  Other words in this category are: rejuvenate, replenish, indigenous, unique = blah, blah, blah, boring. Everyone in the country already associates massage with relaxation.  You don't need to tell them again. Massage does a lot more that people don't know about. To build effective marketing I want to say something different, I want to niche my business and create a point of difference from my competition. To do this I have to use different language.

  Before you start your own practice, and you should, read "The Art of the Start" by Guy Kawasaki.  And your opinion of her may change.

 

ENSO Spa | Profile Massage

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Permalink Reply by Kay Warren on March 18, 2011 at 9:31pm

 I'm a medical therapist.  I enjoy doing the detective work, and relaxation work bores me to tears. Please don't get me wrong, there is a huge need for it. But for my personal tastes it's way too repetitive. However, the amount of client/patient education I have to do to get people to understand the differences, and why they should see me when their leg really hurts instead of the relaxation  therapist they usually see is frustrating.  I've got specific training in working with the enitre kinteic chain, and differential assessment skills honed by 26 years in practice.  I can usually find & fix whatever is messed up in 1-3 sessions.  For somethings it runs more, but not by much.  I also charge more.  Most people have a desperate need for relaxation & decompression in this crazy world we live in, and I don't have a strong desire to do that.  There are other therapists who are MUCH better suited to it.  I'm delighted when a client finally gets it that you use the right tool for the right job.  See me when something isn't resolving, and your regular therapist when you need to relax. 

 

Issue #1: I ran a clinic in Sacramento years ago, we had 2 medical therapists, and 2 relaxation therapists who did hot stone and other more spa-like treatments.   It worked very well, the client could use who they needed when they needed it, and their money stayed with us rather than hunting all over town for a relaxation massage. We could meet all their therapy needs in one place. Perhaps pointing this possibility out to your practice owner could help you both meet your needs, and those of your clients. I think it's worth suggesting.

 

Issue #2:  Sweatpants, No.  Jeans... Not at work, to movement restrictive for what I do. At an event where you're doing chair only? Maybe to jeans. I'd definitely go with a polo type shirt. something clean, neat and approachable.  You'd need to adjust it to your area of the country and your audience.

 

Issue #3: Body wraps and other more spa-like treatments. The markup can be quite good on these, a big profitability booster, but your marketing has to be really good to make the initial investment pay off. As for facial toning, there are other issues with that.  Some states will require a cosmetology license.  I'd investigate that. 

Now, in the interest of telling the truth, I suck at marketing. Actually, I do worse than suck at it, but there isn't a remotely polite word for how bad I am at marketing.  But once I get my hands on them, I convert them to clients very quickly, and they get very loyal once I fix something that their MD couldn't figure out. They see me for the pain issues, and often see someone else for relaxation, and as far as I'm concerned, it's ideal. I just live in a po-dunk little town, and don't meet enough people to convert, and thus, I am beyond broke. 

 

If you've got the kind of eye for style, detail, and surroundings that it takes to attract the customers who happily spend money for relaxation on a regular basis, and the skillset to make them adore you, go for it!  Opening such a facility can run you 100-200 per sq. foot for the build-out. Finding a place that's already leaning in that direction and working out something with the owner by which you buy into the business and eventually take it over would be ideal if your practice goals are in line.

 

I also tend to write small novels once I get going.  I hope this has helped, and Good Luck to you.

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Permalink Reply by Eliza Van Epps on September 6, 2011 at 10:03am

I strongly disagree that "relaxation" massage is boring.  First of all, touch in general is calming and relaxing...unless of course you are the type of therapist that feels the need to practically assualt your clients, telling them it is a "necessary part of the process!"  The relaxation aspect of massage is what makes it an art, allowing you to use your creativity (provided you have any)  It is what allows a client to feel human again.  It is only boring if you are stuck in a type of routine

and do not have the ability to connect with your client and the needs of their body (lacking intuition(

 

I offer many forms of massage THERAPY to my clients but I also realize that there is a line between a massage therapist and a physical therapist.  I've heard many stories from my clients telling me that certain MT's try to act as though they are PT's, and in some cases, like Dr's!  (Yes, there are SO many self righteous MT's out there  who want more credit that is owed them)   A quality MT is not afraid to work hard, has confidence balanced with humility.  Yes, we have to be competent (not a "fluff and buffer") but we also have to remember that we are dealing with human beings...not just bodies. Massage is so much more complex than manipulating body parts.  

  I also have  a HUGE problem with MT's that claim they can "fix" something.  The fact is, the body is self healing and massage encourages this healing.  Many problems cannot be fixed, only managed with ongoing care (including self care)

With our knowledge of A&P and kinesiology, we can do out best to assess (never diagnose as we are NOT Dr's) a problem and approach it within out scope of practice.  Please, please, please, do not think you are "fixing" anyone as I truly believe this is a deeply delusional statement/belief.  This profession is not about giving yourself credit & kudos, rather it is about humbling yourself as another human being has placed trust in you to care for them and there are MANY

factors that lead to why they are physically hurting! 

Kay Warren said:

 I'm a medical therapist.  I enjoy doing the detective work, and relaxation work bores me to tears. Please don't get me wrong, there is a huge need for it. But for my personal tastes it's way too repetitive. However, the amount of client/patient education I have to do to get people to understand the differences, and why they should see me when their leg really hurts instead of the relaxation  therapist they usually see is frustrating.  I've got specific training in working with the enitre kinteic chain, and differential assessment skills honed by 26 years in practice.  I can usually find & fix whatever is messed up in 1-3 sessions.  For somethings it runs more, but not by much.  I also charge more.  Most people have a desperate need for relaxation & decompression in this crazy world we live in, and I don't have a strong desire to do that.  There are other therapists who are MUCH better suited to it.  I'm delighted when a client finally gets it that you use the right tool for the right job.  See me when something isn't resolving, and your regular therapist when you need to relax. 

 

Issue #1: I ran a clinic in Sacramento years ago, we had 2 medical therapists, and 2 relaxation therapists who did hot stone and other more spa-like treatments.   It worked very well, the client could use who they needed when they needed it, and their money stayed with us rather than hunting all over town for a relaxation massage. We could meet all their therapy needs in one place. Perhaps pointing this possibility out to your practice owner could help you both meet your needs, and those of your clients. I think it's worth suggesting.

 

Issue #2:  Sweatpants, No.  Jeans... Not at work, to movement restrictive for what I do. At an event where you're doing chair only? Maybe to jeans. I'd definitely go with a polo type shirt. something clean, neat and approachable.  You'd need to adjust it to your area of the country and your audience.

 

Issue #3: Body wraps and other more spa-like treatments. The markup can be quite good on these, a big profitability booster, but your marketing has to be really good to make the initial investment pay off. As for facial toning, there are other issues with that.  Some states will require a cosmetology license.  I'd investigate that. 

Now, in the interest of telling the truth, I suck at marketing. Actually, I do worse than suck at it, but there isn't a remotely polite word for how bad I am at marketing.  But once I get my hands on them, I convert them to clients very quickly, and they get very loyal once I fix something that their MD couldn't figure out. They see me for the pain issues, and often see someone else for relaxation, and as far as I'm concerned, it's ideal. I just live in a po-dunk little town, and don't meet enough people to convert, and thus, I am beyond broke. 

 

If you've got the kind of eye for style, detail, and surroundings that it takes to attract the customers who happily spend money for relaxation on a regular basis, and the skillset to make them adore you, go for it!  Opening such a facility can run you 100-200 per sq. foot for the build-out. Finding a place that's already leaning in that direction and working out something with the owner by which you buy into the business and eventually take it over would be ideal if your practice goals are in line.

 

I also tend to write small novels once I get going.  I hope this has helped, and Good Luck to you.

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Permalink Reply by Kay Warren on September 6, 2011 at 1:41pm

Do you enjoy spitting venom, throwing accusations, and engaging in personal attacks? Is there a moderator around?

 

I could write a much longer rant, pages in fact, but I'll keep this short so you'll understand it.

 

Did you fail to note that I said "differential assessment skills"?  Perhaps you don't have the training to understand the difference between "differential assessment skills"
and "diagnosis". If the Doctor's diagnosis is Chondromalacia, and the
patient has a prescription for massage, which of the 23 muscles affecting the
knee would you treat? What would you start with, and why? Without differential
assessment skills you can't document a reason behind your approach to
treatment. Sorry sweetie, but an insurance company won't pay you based on your
"intuition". Do I use mine?  With every single client, every
single day. I just use my assessment skills to test the intuition, and make
sure I got it right. I would never assume that my intuition is 100% perfect.
Those same tests are the appropriate documentation of improper or incomplete
function, and the positive indications for treatment. None of that is covered
by the diagnosis of chondromalacia. My clients, my Doctors, and their patients,
all appreciate my thoroughness. Testing also gives the client/patient the
opportunity to tell me about all the little injuries they forgot to mention on
their intake form.   

 

You also clearly failed to note several statements I made concerning the massive need for relaxation therapy. If you've got the mindset to enjoy doing relaxation, please, go right ahead, but
don't denigrate the rest of use who choose to develop a different skillset.
Especially when many of us are like me, happy to have their clients see someone
specifically for relaxation, rather than thinking we are the end all & be
all of massage.

 

Did you fail to note that I said "differential assessment skills"?  Perhaps you don't have the training to understand the difference between "differential assessment skills"
and "diagnosis". If the Doctor's diagnosis is Chondromalacia, and the
patient has a prescription for massage, which of the 23 muscles affecting the
knee would you treat? What would you start with, and why? Without differential
assessment skills you can't document a reason behind your approach to
treatment. Sorry sweetie, but an insurance company won't pay you based on your
"intuition". Do I use mine?  With every single client, every
single day. I just use my assessment skills to test the intuition, and make
sure I got it right. I would never assume that my intuition is 100% perfect.
Those same tests are the appropriate documentation of improper or incomplete
function, and the positive indications for treatment. None of that is covered
by the diagnosis of chondromalacia. My clients, my Doctors, and their patients,
all appreciate my thoroughness. Testing also gives the client/patient the
opportunity to tell me about all the little injuries they forgot to mention on
their intake form.   

 

You also clearly failed to note several statements I made concerning the massive need for relaxation therapy. If you've got the mindset to enjoy doing relaxation, please, go right ahead, but
don't denigrate the rest of use who choose to develop a different skillset.
Especially when many of us are like me, happy to have their clients see someone
specifically for relaxation, rather than thinking we are the end all & be
all of massage.

 

• ▶ Reply

Permalink Reply by Eliza Van Epps on September 6, 2011 at 2:27pm

Spitting venom? I think not but it would seem that I've struck a nerve...hence your reaction.    Before I clarify my qualifications, let me say that your posts are filled with statements of "I" this and "I" that.  It appears as though you

have a deep need for recognition (ego trip) and I suppose my post was an indirect way of shining light on this.  Perhaps, rather than becoming so uptight, you could step back and be honest with yourself as to the possibility of there being

some validity to my point.

 

As for me, many years ago, I had a very suuccessful practice in the Boston area for over 10 years,  I have studied muscular therapy, not just massage therapy and have a total of 10 years of training in the health/medical field.  I have taught A&P at college level for 5 years and am married to a successful chiropractor.  My daughter is a PT and both of my parents were in the medical field their entire lives, so I do happen to know a thing or two about the body.  However, I did not need to come on here and brag about it.  In short, I get very negative vibes from you all the way from here!  This is not

good seeing as though you are in a healing, or as you would have it, "fixing" profession.

 

I wish you the best of luck in your work and whataver form of "marketing" you choose to embrace.

 

Mu husband and I run a wellness center in CA.  We work with many types of medical professionals as well as alternative healers.  We KNOW the human body, mind & spirit.  Your posting seemed somewhat arrogant.... as though your were above any kind of "relaxation: methods. 

Kay Warren said:

Do you enjoy spitting venom, throwing accusations, and engaging in personal attacks? Is there a moderator around?

 

I could write a much longer rant, pages in fact, but I'll keep this short so you'll understand it.

 

 

Did you fail to note that I said "differential assessment skills"?  Perhaps you don't have the training to understand the difference between "differential assessment skills"
and "diagnosis". If the Doctor's diagnosis is Chondromalacia, and the
patient has a prescription for massage, which of the 23 muscles affecting the
knee would you treat? What would you start with, and why? Without differential
assessment skills you can't document a reason behind your approach to
treatment. Sorry sweetie, but an insurance company won't pay you based on your
"intuition". Do I use mine?  With every single client, every
single day. I just use my assessment skills to test the intuition, and make
sure I got it right. I would never assume that my intuition is 100% perfect.
Those same tests are the appropriate documentation of improper or incomplete
function, and the positive indications for treatment. None of that is covered
by the diagnosis of chondromalacia. My clients, my Doctors, and their patients,
all appreciate my thoroughness. Testing also gives the client/patient the
opportunity to tell me about all the little injuries they forgot to mention on
their intake form.   

 

You also clearly failed to note several statements I made concerning the massive need for relaxation therapy. If you've got the mindset to enjoy doing relaxation, please, go right ahead, but
don't denigrate the rest of use who choose to develop a different skillset.
Especially when many of us are like me, happy to have their clients see someone
specifically for relaxation, rather than thinking we are the end all & be
all of massage.

 

Did you fail to note that I said "differential assessment skills"?  Perhaps you don't have the training to understand the difference between "differential assessment skills"
and "diagnosis". If the Doctor's diagnosis is Chondromalacia, and the
patient has a prescription for massage, which of the 23 muscles affecting the
knee would you treat? What would you start with, and why? Without differential
assessment skills you can't document a reason behind your approach to
treatment. Sorry sweetie, but an insurance company won't pay you based on your
"intuition". Do I use mine?  With every single client, every
single day. I just use my assessment skills to test the intuition, and make
sure I got it right. I would never assume that my intuition is 100% perfect.
Those same tests are the appropriate documentation of improper or incomplete
function, and the positive indications for treatment. None of that is covered
by the diagnosis of chondromalacia. My clients, my Doctors, and their patients,
all appreciate my thoroughness. Testing also gives the client/patient the
opportunity to tell me about all the little injuries they forgot to mention on
their intake form.   

 

You also clearly failed to note several statements I made concerning the massive need for relaxation therapy. If you've got the mindset to enjoy doing relaxation, please, go right ahead, but
don't denigrate the rest of use who choose to develop a different skillset.
Especially when many of us are like me, happy to have their clients see someone
specifically for relaxation, rather than thinking we are the end all & be
all of massage.

 

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