Pain Relief is Not a Luxury: Keeping Your Business Relevant in a Recession
Lisa wrote a post last week about lifestyle changes adopted by middle-class America in order to survive an economic slowdown. Among these changes she listed personal luxuries, such as getting our hair or nails done, going to the spa, or getting a massage.
As a massage therapist, I have to comment! For many people, getting a massage is most definitely not a luxury. (See my previous article, Massage: Good Investment or Frivolous Luxury?) Sure, I know people who view massage as something only rich people get, or something always involving scented oils and New Age music, or only as part of a “spa day” including facials and salt scrubs.
Don’t get me wrong ‘” I don’t think there’s anything wrong with spas and salons. I adore herbal wraps. I’ve grown to love fancy-pants pedicures with chocolate-scented scrubs. And it’s such a pleasure to get a scalp massage while getting shampooed. I have so much respect for the work of estheticians and hair stylists. (On a related note: I had an anxiety dream last night in which a salon owner wanted me to give a client a haircut ‘” assuming that I knew what to do with scissors and a comb because I’m a massage therapist. How weird is that?!)
Of course, some reports like this one on NPR have suggested that some people are getting massage instead of going on big expensive trips. They’re spending money on small, affordable luxuries that make them feel extra-special.
But as a massage therapist in private practice, luxury is just not what I do. Oh, it feels like an indulgence when you’re on the table, all right. But in order to survive as a new business in this economy, I have been working hard to market myself as someone you might see for pain relief in addition to your doctor, osteopath, chiropractor, or physical therapist. I’ve been positioning myself as part of an overall medical team. And this is not overreaching! More and more, massage therapists are seen as legitimate by the medical establishment. I’m not diagnosing, I’m not prescribing ‘” but I am offering an additional option that can complement what you’re already trying.
Here are a few things I’ve done to make sure my services are perceived as a necessity rather than an indulgence. Hopefully, these things will keep massage off of the budgetary chopping block when times are tight.
I take a short medical history whenever I see a new client, and write a detailed summary of each session that goes in the client’s file. In addition to providing useful information for me, and a memory jog for when they return, it lets the client know that I’m approaching the session from a health perspective. And should they need to submit documentation for insurance reimbursement, I have notes available.
I’m taking seminars on orthopedic massage techniques focused on pain relief from injury. I see massage as part of an overall medical approach to addressing pain, and I want my clients to know it. Even though I’d like to learn more about Reiki, Hawaiian Lomi Lomi massage, and other modalities, an orthopedic approach gives me legitimacy within the existing medical establishment.
When friends ask me what it’s like to be a massage therapist, I say “I love my job ‘” it’s so gratifying. People come into my office in pain, and they leave with less pain.” The more I mention being pain-free, the more clients show up! No one likes pain.
I encourage active participation from my clients. I email them links on getting the most out of your massage, and during the session I might have them do some active assisted stretching or breathing techniques. I want my clients to be engaged, active participants in their own health.
My point here is not to disparage luxury, or to say that it’s wrong to love indulgences. But so far, branding my services in this way has really helped attract clients when many businesses are failing ‘” especially here in super-practical Maine.
Those of you who are small business owners, how are you planning to survive the downturn? Are you engaging in niche marketing, or specializing in a certain way? What distinguishes you?
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Jan lives in Portland, Maine with her partner of nearly ten years. She graduated from massage therapy school in July, and is looking forward to writing more for Queercents now that her life is calming down. In addition to being a massage therapist, she is a belly dance teacher and computer programmer, and enjoys balancing these three very different occupations!
Photo credit: stock.xchng.
One of my good friends is a massage therapist and she approaches her job much the same way you do. I really appreciate the knowledge that she’s looking out for my health, not just my sanity, and in fact, have found her more helpful than a doctor when dealing with certain aches and pains. You’re right- a massage can be much more than just a relaxing indulgence.
Jan: Welcome back! I have to admit that I’m one that still considers a massage in the “luxury” category and found that I’ve cut back in the last couple of years (not necessarily because of the economy, but because our expenses increased). Last year, I only paid for two massages… in years past, I would go every 6-8 weeks. Even when I think of scheduling one now, I find my self-talk something like this, “ahh, you really shouldn’t be spending money on that right now.” But your post is a good reminder that it isn’t a luxury, but something healthy I’m doing for my body and soul. Thanks for writing!
Oh I hear you! I commented on the other article you reference as well. When I was laid off in 2007 the one thing I refused to remove from my budget was my massage and energy work. While I cut back a hair from every other week to every 3-4 weeks, I wouldn’t be caught dead without what many people (my parents included) see as “luxury”. It keeps me healthy so I am more effective in my business. It keeps me pain & injury free so I can “play” (my biking, hiking, kayaking, guitar, etc.).
Thanks for the excellent article & while you’re preaching to the choir (me!) – I LOVE reading someone else sharing the same message.
I agree with Paula – I don’t consider a massage a luxury, any more than I consider my acupuncture or chiropractic appointments a luxury. I don’t have health insurance, and my acupuncturist is my “primary care physician.” I only go for appointments when I need them, but for carpel tunnel and back spasms, these are the only treatment methods that work for me. I refuse to pop a pill. I’d rather let my body heal itself. As a writer, I can’t afford to not be able to use my hands because my wrists are locked up or a back spasm has me in bed. My massage therapist is absolutely the greatest and I’ll eliminate hair cuts and lattes from my budget before I give her the axe.
Serena – you’re so right about letting the body heal itself! I’ve found that this approach is so much longer-lasting than the “take two & call me in the morning” approach.
I have a friend and colleague who says, on her website: “YOU are your primary care provider.” So true.
You make a good point. I should know this. My wife, Pam, has a chronic back injury from an accident years ago, and wouldn’t give up her chiropractor or massage therapist for anything!
I’m on a very tight budget at the moment, and I get a one -hour massage every week! I wouldn’t be able to work without it – I would be in too much pain. For me, massage is a cost for bringing in income – just like the cost of travelling to and from work.