As the membership value of PA’s becomes a pressing question, how to access more clients, and rapidly, is becoming key. COVID ransacked our client bases, so rebuilding our businesses is the big challenge. On top of that, the supplementary equipment originally needed to make our workplaces COVID-safe, and the additional paperwork required to ensure we as therapists are safe, have massively increased 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 for free massage.
So a whole new approach is potentially needed. Welcome the massage app. Gradually developed over recent years, they are designed to give clients easy access to therapy. Focused 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 tradespeople – for example carpenters, plumbers, electricians – and therapists of all types. There is massive choice. Although it includes many therapies, those who set it up don't clearly understand what it involves, so the marketing and terminology feel 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 focus on complementary therapy, they use recognisable terminology and are clear about the services on offer, though it differs on whether they call their personnel massage therapists or masseuse/masseur. And fixed prices vary depending on where in the UK they are.
The value for you is that joining such a team 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. They check qualifications, insurance, DBS, and specialities, so there is a complete picture of who you are and what you do.
But not all apps are that straightforward. They're getting more and more complex in how they operate and 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, oversimplified, and very generic.
These apps come with 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 clients that they are easing the whole accessibility process. And how they vet their therapists for quality – qualifications, insurance, DBS, etc. What’s less clear is how they vet potential clients. As a mobile therapist, you usually visit the client in their home, or, increasingly, in 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 a good PA, these individuals can be prosecuted. However, these are extremely rare occurrences, though they must not be dismissed. Our responsibility to ourselves is to self-protect. Many PAs have been exploring this, some offering verbal support through mentoring, others through 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 massage requests that came in after midnight. That shows they have no way to vet clients; therefore, it is up to you. In this case, if you make contact with the client, they'll 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 an advance, question their motives.
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, and if you respond to a “lead”, you buy credits to contact 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 still must fulfil all legal requirements. Accurate information, documentation, GDPR compliance, etc. Some of these apps offer to do it for you; some will conduct initial checks with the 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 assess 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, assessment pages show which are most effective. The Massage Warehouse created a list like this 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 in 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?
Conclusion
There are clearly pros and cons to using an app. There are many advantages, but whatever you choose, it is a personal decision based on 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 and 2021, and co-wrote the operational guidance for therapists throughout the COVID pandemic.
