The key to diversifying your chiropractic practice

Chiropractic offers many benefits, the American Chiropractic Association (ACA) outlining just a few of them, such as helping patients overcome chronic headaches or problematic back or neck pain.

They add that chiropractic also aids in the treatment of musculoskeletal disorders and injuries, oftentimes relieving the pain these issues can create, among providing other advantages related to improving a person’s total health and wellness.

Massage therapy provides many benefits as well. According to the American Massage Therapy Association (AMTA), in addition to assisting with the relief of back pain, massage also helps relieve stress and reduce anxiety. It can be used to improve sleep quality, lower blood pressure and help increase range of motion.

Though each of these treatments are very effective on their own, but what happens when you combine them?

Specifically, what if you were to incorporate massage therapy into your chiropractic practice? What benefits would this offer?

Benefits of incorporating massage

Part of what makes superstore giants such as Walmart and Target so successful is that customers like to take care of all of their shopping without having to go to a number of different stores. Whether their list contains groceries, clothing or toys, they can get everything they need all in one convenient location.

That’s the type of experience you can offer your patients by adding massage therapy into your current practice. You become a one-stop-shop for a variety of their health-related needs. You are the one place they think of going when they’re injured, stressed, not feeling their best or just want to improve their health.

Bringing a massage therapist into your facility also gives you greater access to your target market, those who already have an appreciation for natural health prevention and treatment remedies. When massage clients in your office, you’re able to better educate them as to the benefits of adding chiropractic to their current health regimen.

How to create a seamless incorporation process

Should you decide that adding massage therapy to your current practice would provide you with enough benefits to make it worth it, creating a more seamless transition involves considering factors such as:

• How much space you have to offer the massage therapist(s). Do you already have an extra room or would you need to create one? Would they need part of your office space as well, to handle their administrative needs?
• How you will structure the deal financially. Will they be on your staff or will you simply rent them the space? If you rent them space, will they make a flat-rate monthly payment or will the deal be commission-based?
• Whether they’ll use your software. If you choose to let the therapist use your scheduling and invoicing software, it may make it easier for patients who have consecutive appointments. But if you use separate programs, how will you handle patients who want both services? Will they have to fill out separate forms or do you need to create one that works for both?
• How expenses will be split. Adding another service to your practice means additional expenses related to utilities, office supplies, and other business costs. If the massage therapist isn’t part of your staff, how will these expenses be split?
• Equipment considerations. Who is responsible for the purchase and upkeep of their massage therapy table? Do they need any additional equipment, such as a laundry area to wash their table coverings?

Marketing a new dual-purpose practice

The final area to consider if you incorporate massage therapy into your chiropractic practice is how to market to let others know that you now offer this additional service. One option is to do some type of press release. Notify area news agencies that you’re expanding to include massage. Some may choose to run a story on you, offering free publicity.

Another alternative is to hold a grand re-opening or expansion party. Provide tasty snacks and drinks and give attendees the opportunity to win prizes. Let them meet the new massage therapy staff and ask any questions they may have. Get them excited about the expansion so they’re more likely to use the additional service.

For your current clients, send out postcards to notify them of the change. Maybe even give them the opportunity to book their first massage at a discounted rate. Likewise, if the massage therapist has pre-existing clientele, they can send postcards to their clients, offering a discount on their first adjustment.

Ordering new letterhead with both of your logos can help both sets of clients get used to you now being one joint team. Keep this in mind with other correspondences as well, like when signing emails or sending texts.

Chiropractic and massage are like peanut butter and jelly. Each on its own is good, but put them together and it can make a lot of people smile.