We believe words matter: clear, concise, consistent positive phrase social marketing using proper terminology for Massage Therapy affects public perception of Massage Therapy. When proper words are used, it educates the public, helping create a safer work environment for therapists as well as fostering more acceptance into the healthcare community.
Delegates Briana Cudly and Holly Doring, on behalf of the AMTA-NE Chapter, have submitted a Position Statement Proposal to National AMTA asking them to adopt this type of social marketing to promote Massage Therapy and Therapists. Read more below. You can learn about the process of a Position Statement here.
We want to provide all NE LMTs with easy tools for messaging and communication. We encourage everyone to help spread the word of what Massage Therapy IS and who Massage Therapists ARE.
Ever been annoyed by words used in a social media post about massage therapy? Needed a quick response to nasty comment from a caller? Been stressed by comment in session and need a quick response? Wanted a quick reply to a news article? We have you covered. "Nebraska Massage Therapists are educated, licensed, professional part of your healthcare team."
Even better to be proactive and educate as you go! Post this on your social media accounts. Create a window cling for your office door or car. Add it to all your brochures and flyers. Print it on t-shirts and sweatshirts. Add it to your email signature and website.
Proudly display these graphics where you deem fit - and please send us pics!
We have 14 graphics to choose from, free to all NE LMTs.
Proposal Summary:
Massage Therapy (MT) has been in the news a lot over the last few years, often in a negative light. News organizations, politicians, and the general public use outdated terminology invoking negative stereotypes of the profession, mixing MT and illicit businesses/activities in the same category. The use of improper terminology creates a narrative solidifying the mindset that illicit activities are the socially accepted norm in MT and allows those seeking these activities to feel justified in their requests. This also impacts the acceptance of MT as a healthcare profession in the minds of other healthcare professionals.
A 2020 survey revealed 74.8% of Massage Therapists experienced sexual harassment by clients.5 We acknowledge that nothing we do will totally eliminate these stereotypes. As an organization, we can do more to move the perception of MT away from the negative mindset by using social marketing on a nationwide platform, replacing negatives with positive messaging of what MT IS and who Massage Therapists ARE.
There’s a definite void felt throughout the profession, evidenced by other entities starting social marketing campaigns. We feel these campaigns are not able to accomplish the goals they set for because they unintentionally use negative patten phrases rather than positive pattern phrases. They also lack national reputation, membership, and budget. AMTA should strive to fill this void with positive pattern social marketing to set expectations of what Massage Therapy IS and who Massage Therapists ARE.
A nationwide campaign gives chapters and Massage Therapists tools for safety, while educating the public, and helping build the reputation of the profession. Doing this nationally will have a bigger impact on the profession overall than doing it individually or state by state.
Changing social behavior and perception of MT needs a multifaceted approach. One crucial part of this approach must include a clear, concise, consistent nationwide social marketing campaign using positive phrasing on what MT IS and who Massage Therapists ARE. Specific language affects memory and expectations. Words matter.
The Nebraska Chapter has already begun combating negative stereotypes. We have learned through the legislative process that calls to action are extremely effective when they are clear, concise, and consistent. We have been very successful getting our message across to lawmakers using this marketing approach and it can have a positive impact on public portrayal of MT in media as well as help Massage Therapists communicate in difficult and stressful situations. But the impact is small and short lived without a united national effort.
We have centered our efforts most recently around producing a positive phrase tagline to use in all communications with the public: “Educated, Licensed, Professional Part of your Healthcare Team.” We have created a seal to accompany any messages we put out and printed materials to educate our members and the public. We have encouraged our members to display this logo on their websites, social media, email sign offs, on handouts, and in office. When news outlets or politicians use wrong terminology - whether in print or social media - Massage Therapists, clients, and other healthcare professionals can quickly comment what MT IS: Nebraska Massage Therapists are educated, licensed, professional part of your healthcare team.
When Massage Therapists have someone try to solicit on the phone or on the table, this easy to remember message helps them reply in any uncomfortable or stressful situation and remove themselves more easily from the conversations. Not only is it easy to remember but they also have it printed and displayed in office, social media, and website for easy reference.
Once again, A nationwide campaign gives chapters and Massage Therapists tools for safety, while educating the public, and helping build the reputation of the profession. Doing this nationally will have a bigger impact on the profession overall than doing it individually or state by state.