Issue link: https://www.massageandbodyworkdigital.com/i/72312
Ground breaking studies on alternative medicine use have shown increased use and acceptance of massage as not only a viable healthcare modality, but a valuable one. An unsettled issue for massage as a healthcare modality is whether greater use of insurance reimbursement would have a positive or negative impact on the profession. This issue has been discussed with more detail in other articles. However, the main points of contention pose several legitimate questions that those in the profession should think seriously about prior to pursuing this course. Will, for example, insurance reimbursement truly lead to greater access for the consumer? Will the cost per massage then increase, as it did with physical therapy, thus reducing access by those without insurance? What will be the avenues and processes for approval by health insurance companies? How will this impact the profession? Will practitioners make more money? What are the true costs/ benefits for practitioners doing insurance reimbursement? History has shown that professions that have become enmeshed with the insurance reimbursement system have lost autonomy in determining treatment for their patients. There are other concerns not mentioned here. Suffice it to say that insurance reimbursement is one of the issues facing massage that could seriously alter the profession's course. Clearly, the current climate of increasing insurance reimbursement has both pros and cons. The trend toward increased insurance reimbursement in massage makes me nervous because corporate greed has a way of superseding what is best for the consumer/patient in many cases, especially in the current U.S. healthcare system. PERSONAL CARE MASSAGE Ask the average person what he thinks of when you mention massage therapy and he is likely to describe an image straight out of popular media—someone with a blissful expression getting pampered in a luxurious resort. This aspect of the profession is considered a personal care service—that which someone uses for overall wellness enhancement, general relaxation, and to feel good, not for specific pain, injury, palliative care, or other ailment. A majority of practitioners offer personal care massage and work in diverse settings such as home- based practices, private clinics, spas, and high-end resorts. With the development of chair massage, a plethora of settings has emerged—from corporate offices to airports to malls. The fastest growing environment for this sector in the last decade is the spa industry. Spas in the United States employ more than two hundred fifty thousand people and massage therapy is the most requested service.5 The spa industry is experiencing a high growth rate, an estimated 15–16 percent per year.6 One area where health and personal care styles of massage are beginning to converge is in medical spas. Medical spas offer similar services to traditional spas but also frequently employ licensed physicians or other healthcare providers. Treatments at medical spas often address not only wellness or beauty enhancement, but also various health problems as well. This innovative development could provide a greater degree of communication and participation between the healthcare and personal care sectors of massage. However, medical spas will need to employ practitioners with the skill base to adequately accomplish spas' advertised healthcare massage services. Another trend likely to continue Spas provide a distinct employment advantage for some massage therapists, especially those fresh out of school. A new therapist needs to gain confidence and experience by working on a large number of people. In addition, the economic pressures of setting up a private practice may be overwhelming when combined with remaining school expenses. We can expect steady growth in the spa sector for at least several more years. in the coming decades is the growth of massage franchise businesses. Advocates for these businesses claim to offer longer hours and charge less in an effort to make massage more accessible to a greater number of people. Some practitioners are uncomfortable with the franchise business model because they believe the lower cost may undercut services provided by private individuals or independent clinics. However, franchise businesses could serve an important niche in making massage more visible and accessible to those who might not ordinarily pursue it. On the other hand, there are concerns about how it will affect the overall perception of massage therapy by the general consumer. It remains to be seen how or if franchise businesses—where treatments are designed to be similar and greater emphasis is placed on business success for the franchise owner—will change the nature of personal care massage. In general, there are concerns about quality with the franchise setting. This issue is discussed below in education and training. Given the demand for personal care massage therapy, the outlook is quite positive for these practitioners. There are increasing opportunities and lots of room for the entrepreneurial creativity of massage therapists. massagetherapy.com—for you and your clients 33