MASSAGE ON DEMAND – is this what we really need?

Massage on Demand

Is this what we really need?

BY JENNIE PARKE MATHESON

In the same way that the membership value of PA’s is now a more pressing question, the way to access more clients, and rapidly, is becoming key. Covid ransacked our client bases, so rebuilding our businesses is the big challenge.

Added to which the supplementary equipment originally needed to make our workplaces covid safe, the additional paperwork required to ensure that we as therapists are safe has massively grown our workload - and costs. And now the recession on top of Covid is biting. Massage has slipped back into the “treat” approach instead of the “necessary” approach, as people simply can’t afford it. It also depends on where you live/work and the economy there. I see messages on social media wanting a good therapist – but on the cheap. It is as ever, but more pressing now. At least some are happy to pay, rather than the endless requests to provide massage for free.

So a whole new approach is potentially needed. Welcome the massage app. Gradually developed over recent years, they are designed to help easy access for clients seeking therapy. Focussed on mobile therapists.

They fall into a number of distinct categories. Initially either Multi-disciplined or Single Discipline.

Multi-disciplined apps offer a wide range of bookable trades people – for example carpenters, plumbers, electricians – and therapists of all types. There is massive choice. Although it includes many therapies, there is not a huge understanding of what it involves by those that set it up - so the marketing and terminology is slightly odd. An example of this type of app is BARK.

Single-discipline (for us) is therapy oriented – usually under the following headings: Wellbeing, Health & Beauty, Massage Therapy. Because they are

focussed on complementary therapy, they use recognisable terminology and are clear about the services on offer – though it does differ as to whether they call their personnel massage therapists or masseuse/ masseur. And the fixed prices vary according to where in the UK they are.

The value for you is that in joining such a team it can help augment existing business for you – or if you’re starting out replace the need for a personal website and generate all business.

It depends on what you want

In the simplest of versions, after a phone interview, you join their team. And you are then marketed via their website. A profile/bio, a photo – and contact details. Well known mobile organisations use this method – for example Urban and City. Importantly for the client, they are very diligent in vetting you. Checking qualifications, insurance, DBS, specialities, so there is a complete picture of who you are and what you do. But not all apps are that straightforward. They get more and more complex in terms of how they operate, or what services they offer.

Some replace what had been booking services, some are offering additional financial services – and some offer documentation facilities. To encourage the building or rebuilding of businesses without the heavy weight of business management. You need to be quite savvy to manage these services.

With some apps the client contacts you, either directly or via the app. With some you contact them – they provide “leads”, giving you the choice of who you approach. Some apps even offer template text or email approaches. In general these are short, over simplistic, and very generic.

To go with these apps, there is a new language. Therapists are now often referred to as the “pro”. As a client you get a chance to check with “the pro.” Make of it what you will….

They are very clear to the client that they are easing up the whole accessibility process. And how they vet their As a mobile therapist you are usually visiting the client in their home - or as is becoming more frequent, hotel rooms. It can leave therapists very exposed, in multiple ways. The question is how do you vet a client? Can you vet a client?

therapists for quality – qualifications, insurance, DBS etc. What is not so clear is how they vet the potential clients. As a mobile therapist you are usually visiting the client in their home - or as is becoming more frequent, hotel rooms. It can leave therapists very exposed, in multiple ways. The question is how do you vet a client? Can you vet a client?

Safety – Self Protection

The big question is how/whether these apps provide any support/ safety for you. It is clear the client is well covered. Are you?

There have been some widely reported incidents recently, both where clients have taken advantage of therapists, and where therapists have taken advantage of clients. With the support of a good PA, these individuals can be prosecuted. However, it is important to stress that these are extremely rare occurrences, though must not be dismissed. Our responsibility to ourselves is to selfprotect. Many PA’s have been exploring this, some offering verbal support via mentoring, others via physical training.

But what’s it like on a day-to-day basis, making assessments. Talking to one app, they advised me not to accept any requests for massage that came in after midnight. Which shows they have no way of vetting clients; therefore it is up to you. In this case if you make contact with the client, then they have your personal details. They can then call you. 99% of the time that’s fine, however… Therefore as a therapist you must trust your sense of self. Having the freedom to say No to any potential client if it doesn’t feel right. This is hugely important. If any app requires you to accept any potential advance, then their motives need to be questioned.

Finance

How does this operate? Does the client pay you and you then pay a percentage to the app. Or is it the other way round. The client pays the app, and they pay you – minus their percentage. What is the percentage? How far in arrears are you paid. Will the app also deduct extras. If so, what, when and why? What expenses can you claim? Travel, disposables etc. Some apps want an up-front fee from you and, should you respond to a “lead”, there are credits that you buy to make contact with those “leads”. The intention is to make back your investment, and there are always various incentives. However, there are no guarantees.

Managing the Business side

Whether clients come via an app, your own website, or word of mouth, you must still fulfil all the legal requirements. Accurate information, documentation, GDPR compliant etc. Some of these apps offer to do it for you, some will conduct initial checks with client. Some won’t. It’s up to you to work out the parameters – and to programme in the time required. You still need to have

copies of all the paperwork, whoever initiates the contact. So make sure you know what’s what before you commit.

It is also still vital (wise) to conduct a risk assessment for each new client. This will help you asses their suitability and your safety. Do not forget that each therapist has the right to say NO.

And finally, a good app will be there for you if you need support, whatever that support is.

Appraisal

For an appraisal of these apps, there are assessment pages showing which are most effective. The Massage Warehouse created such a list in 2020. Today it’s a completely different set.

So, questions to ask ◆ How does the booking work? ◆ What happens when a request comes in? ◆ How is the documentation managed? ◆ How do I communicate with the client? ◆ How is the finance managed? ◆ How am I protected?

Advantages

◆ The marketing (or some of it) is done for you ◆ Fills in gaps to your schedule ◆ Helps create a new business ◆ Helps develop an additional client base ◆ Fees are pre-ordained, so no need to negotiate ◆ They can offer the complete business package ◆ No spam emails coming via your website

Disadvantages

◆ Are clients adequately vetted. Can they be? ◆ What safety do you have? ◆ What support are you offered? ◆ The marketing package – is it sufficient? ◆ The finance package - how are the finances managed?

Do not forget that each therapist has the right to say NO.

Conclusion

There are clearly pros and cons to using an app. There are a lot of advantages, but whatever your choice it is a personal one, made by weighing up the whole situation. If it works for you, that’s great. If it doesn’t, then that’s great too…

JENNIE PARKE MATHESON is a soft tissue specialist and an accredited tutor, with 15 years’ experience. She has a private practice in North London and runs workshops & courses for both newcomers & qualified therapists. She served on the Boards of MTI, GCMT and CNHC between 2019-2021, and co-wrote the operational guidance for therapists throughout the covid pandemic.