weight loss. As well, and equally im- portant to the spa’s mission statement, for the outer self, clinical aestheticians, master stylists, hairdressers and colour technicians, full manicure and pedicure services, cosmetic acupuncture and a wide range of facials, anti-aging and full body skin treatments are available. “It’s the wow factor that generates discussion among people coming to our beauty and wellness centre,” smiles Dr. Jinnah. “Many are walk-in clients for our massage therapies, acupuncture (includ- ing anti-aging cosmetic acupuncture), hairdressing, aromessence facials, as well as the tea tree waxing services, and most are pleasantly surprised that we’re also a chiropractic clinic. That’s our philosophy – beauty and health go hand in hand, all of it provided under one roof.” CROSS-REFERRALS BUILD WELLNESS TEAMS A big part of this clinic’s strategy to team building hinges on cross-referrals, which can be initiated by any of Dr. Jinnah’s 24 staff members, including aestheticians, hairstylists, nutritional counsellors, and massage therapists. “It’s a kind of mutual benefit society we’re developing here,” nods RMT Lena Tchakmakian. “We are constantly edu- cating our clients about My Chrysalis’s other services and products. Dr. Jinnah sends her patients to me, while I, in turn, suggest an appointment with Dr. Jinnah for those clients experiencing prolonged pain or suffering due to illness. We work together to expand our clientele base.” Dr. Jinnah sees this cross-referral ap- proach as the cornerstone of her medi- spa’s growing success. “I have worked with RMTs from the fi rst practice I ever owned,” she states. “I feel they are a valu- able tool in treating patients both with acute and chronic conditions. I educate my patients so that they will understand, also, why massage therapy is impor- tant to their healing and how it makes a difference. And if patients understand and, therefore, comply with their treat- ment plan, you’ve won half the healing battle.” THE MAKING AND MARKETING OF THE MEDI-SPA But bringing the innovative concept of a medi-spa to reality is quite another battle, Dr. Jinnah admits, pointing out www.canadianchiropractor.ca there are a myriad of challenges involved in starting a facility like My Chrysalis, which runs seven days a week. One of the fi rst things to do, she rec- ommends, is to recruit the right special- ists for the project – from architects who can design the right plan for a medi-spa, to product and service mix, branding, layout and design, spa staffing and man- agement, and marketing. “I have a good sense of these, though I am, by no means, an expert in all of them,” remarks Dr. Jinnah. In order to cement the My Chrysalis Medi-Spa brand in the community, Dr. Jinnah’s marketing team has put together an effective campaign that includes a spe- cially designed website that’s also an ed- ucational tool to reach new patients. As well, the marketing team has organized mailouts, newspaper notices, local Yel- low Pages and Board of Trade magazine advertisements, and sandwich boards placed along main thoroughfares. By far, the most effective marketing tool in this enterprise is word of mouth, according to Dr. Jinnah. She says it’s paramount to recognize the importance of looking at what your potential market wants and how that dovetails with your own strategy and vision. DELIVERING A HOLISTIC APPROACH “In the end, it’s about promising service excellence to your patients and then staying focused on delivering that promise. Building trust does get people through the door, so you have to offer them what they want, while listening and discerning their needs from a holistic point of view.” Mahboobe Ghorbani, a case manager for a local home care agency, agrees. “I was having my hair done at My Chrysalis over a year ago and, in chat- ting with the stylist about my shoulder and back pain problems, she suggested I contact Dr. Jinnah. Well, she did such a marvellous job on relieving my aches, I’ve been a loyal patient ever since.” As for new services Dr. Jinnah plans to incorporate into her mushrooming regis- try of remedies, she sees Eastern health and beauty treatments such as Ayurveda massage and mud baths as ideal fits for My Chrysalis. “I’d like to expand the range of prod- ucts we offer, and create some specific products of my own,” she says. “We Spa Terminology AROMASSAGE: A full body, face and scalp treatment that helps reduce fatigue, stress and tension. It combines massage tech- niques, including Thai and Shiatsu, with the application of warm, envel- oping aromatherapy balms. It can ease such conditions as colds, flu, bronchitis, headaches, PMS/meno- pausal complaints, poor circulation, and sinus issues. HOT STONE MASSAGE: A healing therapy using warmed, smooth stones placed on the body at acupuncture points. Volcanic basalt rock is most commonly employed as these stones absorb and retain heat well. It is a soothing, relaxing form of massage in which the heat helps release tight muscles. INDIAN HEAD MASSAGE: An alternative medicine massage therapy in which the head, neck, and facial areas are massaged with the purpose of manipulating en- ergy channels. The goal is to clear blocks in these energy channels that cause a buildup of negative energy that is purported to cause ailments. The belief is when the energy does not fl ow properly, negative energy builds up, causing common ail- ments, including stress, pain and nociception pains and aches, and baldness or hair loss. AYURVEDA: A holistic healing science, based on the concept of balance representing health. It focuses on living life natu- rally, addressing not only illness and treatment but also a complete way of life that describes the activities, diet and lifestyle that enhance life. already have proprietary recipes for some of the products we use in the salon area, for example. I’d love people to be able to take them home. When you take a whole person philosophy towards health and beauty, like we do, the possibilities are endless. There’s absolutely no shortage of ideas.”• CANADIAN CHIROPRACTOR | MAY 2008 • 9
Chiropractic + Naturopathic Doctor May 08: Page 9
