Q:
Please help me. I am the CA in our office, and I am going crazy with the
question "Does the chiropractor do massage with the treatment, or do they
just go in and crack the back?". I do not have an intelligent answer for
this question. I end up saying, "the chiropractor will take xrays and
assess the situation with the spine. Then if there are tight areas, he will
stimulate those areas with pressure, but it is not considered a "massage".
Massage therapists massage people". I know that some chiros and osteos
massage before an adjustment, so I guess people are expecting that. 

What can I say that sounds intelligent? Do you have any stock answers, or
is my answer okay?  


A:

Thank you for your e-mail .. especially from a C.A. wishing to help their practice grow. 

As far as a perception of what a chiropractor does or doesn¼t do the best approach is to ease into it .. 
this is true for those that have experience with a PT or osteopath and massage as they do where you 
are. It wouldn¼t be wise to express what you do is superior to what they do .. the best idea .. both 
works but what you do is different and the difference makes the difference.

For example a person calls on the phone or is a new patient and asks if you do a massage as well as 
chiropractic your response can be:

„The doctor specializes in chiropractic. As you may be aware there are many muscles that attach to the 
spine and it is this area he/she focuses on. Although a massage feels great and is very beneficial .. the 
cause of many health concerns is rooted in the spinal region .. we call this a subluxation and is the  
purpose of chiropractic care which we call an adjustment. This is not duplicated by any other health care 
provider. If a patient is in pain or has a health concern the best thing we can do is locate the cause and 
correct it. A massage may help but our best approach is to eliminate the cause and work with the effect 
as we go along. If the doctor feels that massage therapy would beneficial he/she may refer them to a 
competent massage therapist for their evaluation and care.¾

They may respond ..  „well .. the last time I went to a chiropractor they had a massage therpaist and it 
felt great .. it was part of the fee. I¼ll wait and see if I can find his phone number and call them first.¾

If this is the case .. go on:

Or (if they ask if massage is offered)

„Our office concentrates on chiropractic. Whenyou went to a chiropractor before .. how many times did 
you go? Did the doctor discuss with you what the word subluxation is .. or did he offer you the option of 
relief or corrective care? Did the doctor treat you with chiropractic adjustments? Our doctor specializes 
in spinal care .. and we focus our attention on the spine. If a patient needs to see a massage therapist .. 
often we can handle the problem and really get to the cause of the problem strictly with chiropractic care 
.. he/she will refer them to a competent therapist.¾ 

Now .. this may be a consideration if you feel you cannot get over the massage part. If I were making a 
business decision where you are and I felt that people would not see you unless you they received a 
massage .. I¼d have two options. Option one is to take a strong position and deny massage in your 
office (which I do .. I¼ll refer someone out but not have someone in my office) and run the risk of new 
patients going elsewhere. Option two has an a .. b .. c and d. a) I can hire a massage therapist to be in 
my office during certain times of the day and ask for a 50/50% split. b) have an alliance with a therapist 
and send the patients there. c) Purchase a massage device such as the Thumber (great name) offered in 
many of the chiropractic journals for a few hundred dollars .. hire a CA to give them a 5 minute rub down 
with it .. while you concentrate on educating them and getting them to appreciate the adjustment and 
chiropractic care. d) Purchase a rolling type table (Spinalator type) which is what most DC¼s have here 
in the states .. I do .. that qualify¼s as a massage .. so to speak .. but you can tailor it as an adjunct to 
the adjustment and they will be satisfied. I¼m sure these tables exist where you are .. they cost a few 
hundred a piece and can be shipped to you if you really are interested.

So .. I hope I haven¼t confused you. Business requires business decisions. As with my previous e-mail 
.. you must educate these people once they come in .. but if there is a barrier preventing people from 
coming in and seeking care elsewhere .. you have to break down the barrier and then grow from there. 
The other option is to linger with less than your potential being met.

Have a Great Day

Dr. M