Contributors Welcome

This Week's Contributing Writer
Book Building In A Struggling Economy
Bobbi Dilling CMT | Esthetician

Contributing Writer
How to Get Massage Therapists to “Ethically” Sell
Deirdre Lovell LMT, MTI

Welcome to SpaStats.com, an informational site designed to provide useful data to the Medical Spa, Day Spa and Alternative Health Services Industry. This site is simple, all you need to do is root around for useful information. You will draw your own conclusions once you have collected that information.

We will do our best to provide as much "good" information as possible. Remember, trade journals and organizations tend to skewer information in a way that make the industry they represent "look good". That does not mean their information is all bad it just means that sometimes it is not as neutral as government statistics.

Our goal is to temper the bad and ugly information with the good and accurate information.

Good luck snooping around. If you have interesting comments you'd like to share please email us at info@spastats.com and we'll consider putting it in one of our weekly updates. Please make sure what you are sharing is useful and accurate.

Thanks & we hope you find something worth using.

 
Media &  Marketing Tips

What to Look for In an Ethical Consultant
 

Breast Cancer Awareness

Website Feature
Selling In A Tough Market
November 8, 2011

Selling to Clients or Patients in an "Altered State of Mind"

How can it be true that selling to someone in an "Altered State of Mind" is good?  To understand this the Health Services Business must understand what an altered state of mind is.  Here are two examples:

• A Person Who Is Relaxed:  In the therapeutic massage environment people often doze or fall asleep.  This is one version of an altered state of mind.  This person is drifty and may be pliable or easily influenced by the attending therapist.
• A Person Who Is In Pain:  In this case the client or patient may be in severe pain.  For example, a woman in labor or a man that has just crushed his hand in a construction accident.  In these cases the person cannot think clearly and are easily influenced by the attending health services provider.
• Emotional Stress:  In this case a person may go to a plastic surgeon after she has been told by others that she is, in some way, unattractive.  She now presents herself to the doctor and wants to change herself, literally and physically. 

Most people know "sales" to be a negative term.  The idea of using sales skills to influence a person who is relaxed or in pain is distasteful and generally thought of as unethical in the health services community.  If a health services provider were to "sell" something to a client/patient, in the same way that a stereo or car is sold it would be unethical.  BUT, is done in a "Client-Centric" way then selling is perfectly fine. 

 What does client centric selling mean?  It simply means selling a person what they need, when they need it.  It means that the client/patient is always in control and there is no pressure from the provider to "make" the client/patient purchase something they don't need.  It is a way of selling that facilitates healing.  In short, money is NEVER, the reason something is suggested to the client/patient. 

For more information on this kind of approach check out some of the below links.

Harvard Business Review on The Ethics of Selling

Sales Ethics:  Oxymoron or Opportunity

Sales Caffeine

We look forward to your responses.  info@spastats.com

Website Feature
SpaBoomBlog.com
May 19, 2010
by Leni C. Wiltsie 

The spa industry's online presence has a unique marketing niche.  The trick, of course, is finding your business' place within that niche; this can be an exhausting endeavor with all the marketing plausibilities available on the web.  At SpaBoomBlog.com, the team of bloggers devotes time to writing articles about and examining opportunities for spa professionals to create or renovate an effective marketing system.

The articles featured on the blog allow members of the spa industry to stay on top of up-and-coming marketing opportunities and technologies, in addition to continuously updating information on how to best utilize current technologies and social media marketing tools. These useful tidbits not only relay information on how changes to social media sites (i.e. Facebook, Twitter, etc.) will affect business, but also the repercussions the changes have for consumers (to see a great example of this, read the article "A Little Disruption Can Be a Good Thing," which gives information on how the new iPad and iPhone applications can make business simpler for both business owners and their clients).  This approach gives insight on the dual role technology plays in marketing: on the business level and on the consumer level.  In the spa industry, this is a particularly important point when tending to our marketing niche, making sure the information provided meets the proper audiences with the technologies available.  

In addition to the regularly updated blog, SpaBoom offers resources on ways to increase business revenue.  The Spa Marketing Guide provides a bulleted "rules of thumb"-style amalgamation of information on things to consider when devising an effective marketing program.  The topics in this guide range from "search engine optimization" and "choosing keywords" to a variety of suggestions on ways to fully optimize a business' online presence.  

The team at SpaBoom also offers their marketing expertise to spa professionals in the creation of appealing websites.  Moreover, they provide an opportunity for brand expansion by offering businesses the ability to supply online gift cards and online booking for consumers.  These options give consumers a convenient and quick way to access a business' services.  

SpaBoom's own online presence is multi-faceted: with both a Facebook page and a Twitter account.  As they routinely update their information on marketing resources, spa professionals can keep abreast of developing marketing options.

All information and resources used are courtesy of SpaBoom.  You can access their website here: SpaBoom.

Website Feature
Healthy.Net 
February 25, 2010
by Leni C. Wiltsie 

Healthy.Net is a website archiving a variety of articles on health and wellness.  This comprehensive site offers a variety of features on complementary and alternative medicines (or CAM).   

The focus of Healthy.Net is the integration of alternative and complementary medicines into the mainstream medicinal practices.  As this is the site’s primary goal, it does feature and rely heavily on the opinions of those directly involved in this field.  Thus, the site offers more pros than cons.  However, Healthy.Net has an incredibly large compendium of information on a variety of CAM and alternative health practices. 

To start with, there is the Wellness Inventory.  For a fee, Healthy.net will analyze a person’s health and wellness needs, designing a program to assist the client in achieving his or her goals. 

Next, there is the Alternative medicine center: an A-Z guide on alternative therapies from aromatherapy to reiki to herbal medicine. This section features articles on benefits of all these therapies, and tracks the frequently searched topics; this eliminates larger searches for those interested in popularly researched therapies.

Additionally, Healthy.Net offers a nice selection of at-home resources.  These resources are easily accessible for consumers and practitioners alike, allowing them to devise proper health and wellness daily routines, utilizing resources on fitness, nutrition, and age-appropriate modifications.

The Healthy Kitchen Center provides nutrient-rich recipes, and even accommodates for those who follow raw food or vegan diets.  The Fitness Center uses a wellness-based approach to fitness routines.   Moreover, Healthy.Net offers separate sections for all of the following age or developmental groups: the healthy woman, the healthy man, the healthy child, the healthy family, and healthy aging.  Depending on the stage of life you are in, Healthy.Net has the proper resource center for you.  These sections even offer reading and research materials, and each has their own newsfeed, with topics and updates related to that particular field.

Additionally, consumers are able to search for a CAM practitioners, using Healthy.Net’s listing of certified professionals by discipline or specialty.

However, Healthy.Net not only provides news and resources for the consumer, but also has resources for practitioners.  The Health University feature has a calendar of upcoming events for continuing education opportunities.  There is also a list of universities and colleges for those interested in pursuing a career in a wellness-related field. 

Finally, the Healthy Shopping center gives information on which stores offer wellness-based foods and alternative medicines.  This includes physical stores consumers and practitioners can visit, as well as online stores.

Overall, Healthy.Net and its contributors seem to have a passionate and comprehensive approach to providing easily accessible resources to the general public, as well as those involved in alternative medicinal fields.  A great starting point for anyone seeking general information on alternative treatments, complementary and alternative medicine.  

All information and research information is courtesy of Healthy.Net.

Website Feature:
National Center for Complementary & Alternative Medicine
February 10, 2010
by Leni C. Wiltsie 

 
Keeping up-to-date on all the advances in complementary and alternative medicine can be difficult.  There is a constant influx of information on the latest supplements and health-based activities: what best relieves stress, what activities help keep our bodies and mind young.  Luckily, the National Center for Complementary & Alternative Medicine (NCCAM)'s website is a wonderful online resource for anyone involved in the Alternative Health fields.    

The easily navigable site features sections focusing on Health, Research, Grants, Training, and News & Events information.  All of these sections compile information, looking at both the pros and cons of alternative therapies, treatments, and supplements.  As an example, the Herbs-at-a-Glance fact sheet provides history and information on some of the most commonly used alternative herbal therapies from Aloe Vera to Yohimbe.  Additionally, they feature a section on "Dietary Supplement Wise Use": touting information on federal regulations, and the statistics on dietary supplement usage in the United States.    

NCCAM also releases a newsletter periodically featuring news, interviews, and other stories related to the complementary & alternative medicine, its advances, and its practitioners.  The most recent newsletter, November 2009, featured an investigative report on the use of cranberry and saw palmetto in the treatment of Urinary disorders.  Also in November 2009 was a study on the benefits of Tai Chi for older adults with knee osteoarthritis.  

In short, the NCCAM website provides up-to-date information in line with the National Institutes of Health.  The interactive features allow readers to easily tweet, blog, email, and facebook areas of the site they find of interest.  And with such a variety of information across all areas of the Complementary and Alternative medicine fields, there is sure to be plenty to comment and post about.

All information is courtesy of the National Center for Complementary & Alternative Medicine (NCCAM).  To see more details, go to their website: NCCAM.

Your Business & Social Media
January 18, 2010
by Leni C. Wiltsie
 

Nowadays, everywhere you look companies are starting up Facebook fanpages, Twitter accounts, and YouTube videos.  As the number of social networking options grows, it is important to decide which ones are best suited for your business venture.  But deciding where to start is not simply about doing research on each of the options.  It is equally important to explore and involve your consumer base: find out which social media outlets they frequent and would like to receive their news from.

According to Josh Smith's article, "Social Media & Advertising: What You Need to Know for Your Small Business," having an open online discussion with customers is a great way for business to both establish trust and gain exposure.  

By finding out which of the social media options a customer most frequents, the small business owner is able to deduce which online outlet is the most effective form of social media.  Allowing customers to have open input assists in building a repertoire for a business, making them an integral part of the process as a whole.

This feedback is extremely important before endeavoring into the muck of social media.  Once you have found the appropriate outlets, your customers will feel grateful for not having to meander through twitter, myspace, and a blog.  While an online presence is exceptionally important, the right online presence is even moreso.  By listening to your customer's feedback, you can avoid confusing your targeted consumer base, and focus on bringing them the most up-to-date news in the most timely fashion possible.  Allowing them to re-tweet, re-blog, link, comment, or post to your information immediately and regularly.

For more information on this topic, read Josh Smith's article: "Social Media & Advertising: What You Need to Know for Your Small Business."

Credit Card Trends: What to Expect in 2010

by Leni C. Wiltsie

Substantial changes are imminent for the credit card industry, this is clear from President Obama's CARD Act.  But what's equally surprising and uplifting is that consumers are changing the way they handle credit.  

According to Lita Epstein's article, "Credit Card Issuers Face Angry Customers and Lost Revenue," comScore has turned up some interesting changes in consumer credit choices in the past year.  

"comScore found that 97% of respondents changed the way they used a card if an issuer increased the interest rate, reduced the customer's credit limit, added fees or made some other change the customer didn't like."**

As a result, issuers have also changed the way the are doing business: sneaking in fees, finding loopholes.  The CARD Act will make these loopholes even more difficult to find; the bill, which takes effect February 2010, includes "restrictions on over-the-limit fees, the marketing of credit cards to adults under 21, and dramatic changes in how issuers can impose interest rate increases."**  Lita Epstein suspects that the card companies will find even more clever ins and outs around this bill, driving their customers further away.

Additionally, with consumers changing their attitude on credit cards, it is likely that we will see less and less credit card use.  This is in tandem with comScore's findings, which show that: 

• "55% of respondents indicated they had decreased the amount they spent using a card if the issuer changed terms
• 27% decided to stop using the card for purchases after term changes
• 12% closed accounts
• 9% applied for a new credit card with another issuer
• 8% transferred their balance to another card
• Only 3% reported spending more on a card after those types of changes were made"**

As 2010 draws closer, it is important to keep a positive outlook on these findings.  Instead of focusing on the negatives of loopholes, issuer fees, and closed acounts, focus on the smart financial choices of consumers.

**All statistics and quotes in this feature come from Lita Epstein's article, published December 17, 2009 on DailyFinance.com.  To access the original article: CLICK HERE.

What Plastic Surgery Statistics Indicate for the All Natural Body Contouring Industry

By Leni C. Wiltsie

As 2009 draws to a close, it is expected to take time and reflect on our business.  Upon reflection, you begin to remember what it was like around this time last year: where were you then; what has changed; have things improved or gotten worse?

 For those of us in the spa and alternative healthcare industry, there are not a multitude of sources for us to compile on the subject of business progression.  However, in the body contouring industry, we can rely on overall trends in beauty care.  

 So, with a fresh perspective, the 2008 American Society of Plastic Surgeons' report is an invaluable resource.  This annual report is thorough: providing information on everything from procedural trends by age, race, and gender, to a breakdown of the most popular procedures and percentage differences from 2007-2008.  

 A very important note was the change in minimally-invasive procedures.  In 2008, the amount of minimally-invasive procedures either rose or experienced no change in all age groups.  This was particularly prevalent in 40-54 year olds, which accounted for 5.1 million minimally-invasive procedures, and was a 6% rise over 2007. 

As expected, women accounted for the majority of all procedures, approximately 91%, with men compiling just nine percent.  However, amongst men there was still a 2% rise in the number of minimally-invasive procedures.  

This is great news for massage therapists and alternative body contouring techniques.  Modalities such as Lypossage (an all-natural body contouring technique) will likely flourish as minimally-invasive procedures continue to rise and people continually seek alternative routes towards achieving healthy bodies.  

To review the report in its entirety, Click Here

Build Your Company On It’s Ability to Collect,
Analyze and Act on Data

by: Charles W. Wiltsie III, Managing Partner of Pro- Actif Spa Systems International, LLC

Alternative Health Services and the Spa Business is awash in data. Data is often unorganized and skewed to hype a company or an organization's agenda. Consequently this information is virtually worthless to the average business owner. To compete effectively all this data needs to be analyzed and then made into a format that allows a business to process the information. After processing this information then business management and marketing becomes more science than intuition. There are all kinds of numbers thrown around in our business. $12 billion spent in the spa world, 10.2 billion spent in the spa world, 20% growth rates, ratios of men to women in our field, gender ratios for clients etc. While these numbers give us a clue about the size of our business on a national scale, they do not give us the scientific RP (Recursive Partitioning) or Predictive Modeling that result from first-rate Data Mining. In short, where is the “Business Intelligence”? P.A.S.S. has been gathering data for almost a decade and through subscription, will offer this information on a monthly basis. The time is right for our field to expand exponentially. With marketing predictions and business solutions brought about by reporting, accurately, our Business Intelligence will collectively and exponentially grow. Once a “job” has become a “field” there is finally the opportunity to take a “disorganized market” and organize it in such a way that everyone in it benefits by serving the customer and employee better.

Analytics & Marketing by P.A.S.S.

For the past 10 years Pro-Actif Spa Systems International, LLC and it’s related businesses have been collecting and analyzing the data of 1000’s of individuals and their motivations for buying into the Alternative Health Services and Spa Businesses. The future success of anyone in this business is based on knowledge and commitment to concrete data for the process of making intelligent decisions. As stated in the Harvard Business Review, January 2006 Issue in the article by Thomas H. Davenport page 105, Davenport says that today’s modern business can count on the following things: “Analytics competitors make expert use of statistics and modeling to improve a wide variety of functions.” Some of these functions listed by him, among others, are: · Supply Chain · Customer Selection, Loyalty and Service · Pricing · Human Capitol · Product and Service Quality · Financial Performance · Research & Development. Since 1991 we have been collecting data on several aspects of the visitor to the Alternative Health and Spa World. This data includes buying patterns as they relate to the general health of the customer. In future issues we will be sharing this data with subscribers.

Who Is Our Customer?

Our customers are: 1. The end user of our products and services. 2. The store front/spa/alternative health facility/health practitioner. This groups sells directly to the consumer. 3. The wholesaler is the individual or company that sells to the store front operator. 4. The manufacturer/distributor is the group that sells to the wholesaler. These are our customers and each customer requires a different app. With the use of tools available and complex data mining programs, ETL, Predictive Modeling and Recursive Partitioning, among other tools available, one can extract truthful data that not only stands up to scrutiny, but with proper analysis can be applied to business as a whole. In our own efforts to market training, we have used these techniques in the last four weeks of 2005 and first two weeks of 2006. The result has been an increase in Gross Revenues of more than $5000.00 This extra $5000 came from marketing efforts to less than 200 individuals and businesses via eNewletters and email.

A Warning!

Those who don’t record history won’t learn from it. Those who use history will expand at exponential rates. For example, Capitol One has exceeded 20% growth in earnings every year since becoming a publicly traded company because ‘Analytics” is the primary interest of that company. Growth comes from “excellent” knowledge. Without knowledge, an individual business can wither away like an atrophied limb on the body of a thriving industry whole.

Glossary of Terms for This Issue

•  App: Computer Application
• ETL: extract, transform and load (ETL), a form of Data Integration used to synchronize, transport and manage vast amounts of information.
•  Recursive Partitioning (RP): Going from a data matrix to a decision tree model. This can help a company make decisions based on “Pure Data”.
• Predictive Modeling: Predictive modeling is a process used in predictive Analytics to create a statistical model for future behavior.
• Data Mining: Searching large volumes of data looking for patterns that accurately predict behavior in customers and prospects. Data mining (or data discovery) is the process of autonomously extracting useful information or knowledge (“actionable assets”) from large data stores or sets. Data mining can be performed on a variety of data stores, including the World Wide Web, relational databases, transactional databases, internal legacy systems, PDF documents, and data warehouses.
• Disorganized Market: This is a market that exists but members of that market do not readily share information and/or the market is fairly new and data has not been organized enough to define specifics in the market.

Knowing your market is the most important thing you can do for your business. Sometimes the view of the world is better when we drive up the wrong side of the road. And if we do that maybe we survive and maybe not. Maybe we even enjoy the thrill of it, the way a sky diver does on the way down to the ground. But things aren't always what they seem. Even a sky diver wears a parachute, and, to minimize risk, probably checks the packing of the parachute as well. Intuition, conjecture, risk, gut feelings are only as good as the information behind them. The risk gets smaller with preparation and knowledge.

The famous lawyer, Gerry Spence, when asked why he never lost a defense case, answered by making two important assertions. First, he said he never took a case he knew he would lose. Second, he said he embraced that which most lawyers avoid, preparation and planning. This is what I hope you will gain from the issues ahead.

This newsletter will focus only on the Spa and Alternative Health businesses. These two businesses are becoming more entangled and are growing at an unprecedented rate. The Analytic Business Intelligence Newsletter will collect and disseminate the most accurate information available. The information in these letters will have no other agenda than to provide the best useable data available.

Contact us 

(860) 346-1156 or toll free 1.877.346.1156

Published by

Analytic Business Intelligence
Charles & Katherine Wiltsie
Located at:
Lypossage esthétiques International, LLC
PO Box 671
496 Saybrook Road
Middletown, Connecticut  06457