Using Research to Market Your Massage Therapy Practice

Presented by

Laura Allen

Using Research to Market Your Massage Practice

What IS research?Conducting your own researchUtilizing existing researchApplying for grantsApproaching physicians and other

members of the health care teamPress

What is Research?

Many of us wouldn’t know a valid research study if it hit us in the head.

The majority of massage schools are doing little to teach research literacy.

Educating yourself to the basic terminology, and basic procedures associated with research, is a necessity—and—not as difficult as it sounds!

Since that’s the case, let’s do like Emeril and KICK IT UP A NOTCH!

Evidence-Informed PracticeAny time a client comes out of the

treatment room and says “I feel better,” yes, that’s evidence. It’s

anecdotal evidence, which is considered the weakest evidence

of all in scientific and medical circles.

Basic Terminology of Research

No need to look so scared!

INFORMATION BASED ON CASUAL OBSERVATIONS RATHER THAN SCIENTIFIC ANALYSIS. CONSIDERED THE LEAST RELIABLE EVIDENCE.

Anecdotal:

COMPARES PEOPLE WITH A CERTAIN CONDITION (CASE GROUP) TO ANOTHER GROUP OF PEOPLE FROM THE SAME POPULATION WHO DON'T HAVE THAT CONDITION (CONTROL GROUP).

Case-Control Study

FOLLOWS A SPECIFIC GROUP OF PEOPLE OVER A SPECIFIED PERIOD OF TIME, AND REPORTS ON WHAT HAPPENS TO THEM. CAN BE PROSPECTIVE OR RETROSPECTIVE.

Cohort Study

A STANDARD AGAINST WHICH EXPERIMENTAL OBSERVATIONS CAN BE EVALUATED. IN A CONTROLLED GROUP STUDY, ONE GROUP IS GIVEN A CERTAIN TREATMENT, WHILE ANOTHER GROUP –THE CONTROL GROUP– IS GIVEN THE STANDARD TREATMENT OR A PLACEBO.

Control

THE DEGREE OF RELATIONSHIP BETWEEN TWO OR MORE MEASUREMENTS OF THE SAME ELEMENT OR ATTRIBUTE THAT SHOW A TENDENCY TO VARY TOGETHER.

Correlation

RESEARCH CONDUCTED IN THE FIELD, LIKE A CASE STUDY.

Empirical Research

THE PROCESS OF HAVING OTHER EXPERTS IN THE FIELD REVIEW A STUDY IN ORDER TO ASSESS THE QUALITY, VALIDITY AND IMPORTANCE TO THE PROFESSION.

Peer Review

SOMETHING THAT WOULD NOT AFFECT SYMPTOMS OR OUTCOME IN ANY WAY—LIKE GIVING PARTICIPANTS IN A DRUG TRIAL A SUGAR PILL.

Placebo

ASSIGNING PEOPLE IN A STUDY TO GROUPS AT RANDOM, IN ORDER TO REDUCE THE LIKELIHOOD OF BIAS.

Randomization

ACHIEVEMENT OF THE SAME RESULT WHEN REPEATING THE SAME MEASURE OR STUDY AGAIN.

Reliability

A STUDY THAT DOES NOT HAVE A CONTROL GROUP TO COMPARE RESULTS AGAINST, SO YOU CANNOT BE SURE RESULTS ARE DUE TO THE TREATMENT.

Uncontrolled Group Study

THE DEGREE TO WHICH A RESULT IS LIKELY TO BE ACCURATE AND UNBIASED.

Validity

Conducting Your Own Research

The simplest approach to research is the case reportReport on the clinical intervention(s) used on

one clientUsually based on a series of massage sessionsBe careful not to use any other interventions

that could sway the study, such as adding aromatherapy or heat/cold into the sessions

Two Types of Case Reports

Prospective: Begins before the treatment series, and allows you to design the study to address specific research questions, such as “Does massage have an effect on __________(condition)?

Retrospective: Describes a treatment series that occurred in the past.

Literature Review

Standard procedure requires doing a review of existing literature on the condition being researched

Creating and implementing a treatment plan based on client’s needs and practitioner’s expertise

Reporting results, discussing outcomes, and offering suggestions for future study

Advisors for Case Reports

It may be helpful, though not necessary, for you to have one or two advisors for your study, such asResearch facultyMedical doctors or other health professionalsMassage school facultyOther massage therapists

Ethics/Legalities

HIPAA guidelines for confidentiality must be followed

Obtain the client’s informed consent to participate in the study

All case studies are to be written without the use of the client’s name

Client’s withdrawal or refusal to participate is to have no influence on quality of care expected from practitioner

The Elements of the Case Report

Cover pageAcknowledgementsAbstract/Key wordsIntroduction to the studyMethodsClient’s profile

Treatment planResultsDiscussionReferencesEnd of text listing

Identify the Research Question

Example of a poor question:“Is myofascial release

helpful?”

Example of a good question: Is myofascial release

helpful in increasing the ROM of the temperomandibular joint in those who have been diagnosed with TMJ dysfunction?

The Effects of Massage on Pain, Stiffness and Fatigue Levels Associated with Ankylosing Spondylitis: A Case Study

Gold Award Winner 2010Rosemary Chunco, LMT, BA, MScPlano, TXObjectives: To study the effects of massage on pain, stiffness, and fatigue in a patient recently diagnosed with ankylosing spondylitis (AS).

Methods: A 47-year-old woman with AS diagnosed 11 months earlier received 7 massages across a 28-day period. Her pain, stiffness, and fatigue were recorded using visual analogue scales daily during the study period. Spinal mobility was measured at each massage session with finger-to-floor measurements for both forward and lateral flexion. The client also used a daily journal to supply pertinent information on quality of life.

Results: Improvement was recorded in all dependent variables, with stiffness intensity showing the greatest improvement, to a final value of 0.75 from an initial value of 5. Duration of stiffness also showed improvement, to a final value of 1.2 from an initial value of 3.5. Improvement was also found in general pain (final value: 1; initial value: 4), fatigue (final value: 1.5; initial value 5), and forward and lateral flexion (forward flexion distance—final: 4 inches; initial: 6 inches; lateral flexion, left distance: final, 16.5 inches; initial, 21 inches; right distance: final, 16.5 inches; initial, 20.5 inches).

Conclusions: Massage shows promise as a treatment for symptoms associated with AS. Further study is needed to validate these effects and to determine the feasibility of massage as an adjunct to standard care for AS patients with mild-to-moderate symptoms of AS.Keywords: Ankylosing spondylitis , massage therapy , fatigue , painThis case report was published in IJTMB Vol 4, No 1. Read the full study here.

Utilize Existing Research as a Marketing Tool

Review existing research to find articles that are relevant to YOUR practice—sports massage, chair massage, hospice massage, or whatever you do.

Quote from research and provide the references in the form of client education handouts, opportunities for public speaking, etc, ala Mary White.

Community Service Grants

Can be a precursor to applying for the research grant

State chapters give community service grants

Requires less paperwork than the research grant

Allows you to help a population that needs massage and cannot afford it

Physicians & Other Health Care Providers

Use research articles and references to accompany letters of introduction to physicians and other health care providers

Search for articles that are specific to specialists, such as articles on fibromyalgia for rheumatologists, nerve impingement for neurologists, pregnancy massage for OBs, etc.

Letter of Introduction

Include your training and credentialsInclude information on specialties that you

practiceInclude pertinent research articlesInvite inspection of your facilityAssure of follow-upDO follow-upTYPOS ARE A NO-NO

Create your database. Once it is done, it’s easy to update it annually.

LauraAllenMTTHERA-SSAGE431 S Main St., Ste. 2Rutherfordton NC 28139828-288-3727

Dr. Marilyn ReeseRutherford Internal Medicine1 Medical DriveForest City NC 28043

June 1, 2011

Dear Dr. Reese,

I would like to invite you to attend our Open House for Medical Professionals, taking place June15 at THERA-SSAGE. Our staff members will be available to meet with you and speak with you about the benefits of massage therapy and how we could possibly collaborate with you in the care of your patients.

Research has shown that massage therapy can be helpful for many conditions. I am enclosing a study for you on the effects of massage on people who are suffering from anxiety and depression. During our Open House, we will have copies of many more research studies on hand for your perusal.

We’re also serving refreshments and offering free chair massage to everyone who attends. We hope you can join us. If your schedule doesn’t permit you to come during Open House, please feel free to stop into our office at any time. Our offices are open each day from 8am-8pm except Sunday.

THERA-SSAGE is staffed by Licensed Massage Therapists who are also Nationally Certified and dedicated to the evidence-informed practice of massage therapy.

Regards,

Laura Allen, Owner

The Press Release

Traditional outlet—print publicationsSocial Media—Facebook, Twitter,

LinkedIn, any networking sites that you use for business purposes and your own websiteAnnounce that you are accepting research

clientsAnnounce any publications you are inAnnounce any grants you receive

RESEARCH RESOURCES

Leave copies of research articles in your lobby for clients to read while they’re waiting and to take with them if they’d like.

They may not have the condition themselves but may want to share the information with a friend or family member who does.

DONATE TO THE MASSAGE THERAPY FOUNDATION

TODAY!

www.massagetherapyfoundation.org