Why are these important to my business? Who do I approach? How to I develop an Alliance?

Professional Alliances in Massage Therapy – The Why

By building professional alliances, your practice will flourish. Having a network with other Health Care, and Therapy Professionals,  will increase your market, and theirs.


Assignment One

Your first assignment is to make a list of Health Professionals you already know. Your:

  • Chiropractor
  • Physio Therapist
  • Massage Therapist
  • Doctor
  • Dentist (yep… Dentist)
  • Lawyer
  • Chamber of Commerce Members

Then add to that list of the same Professionals, and others, within you area of work. (This list will expand as you go).

Assignment Two

Do a Bio Letter of Introduction. In this letter, you will want to include:

  • Where you went to school for Massage Therapy
  • Graduation date
  • Association
  • Specialties Certified in
  • You goals for client treatment and care
  • How massage can benefit their patients or clients
  • Other professional History

Think of it as a Resume, but not a resume. You can add some personal information as to hobbies, if you wish, but keep it pertinent to the person you are addressing, or the profession of Massage.

The Approach

There are 3 ways to approach others. Face to face, by phone, or by letter/email, or any combination of these.

The letter you wrote, can act as a ‘script’ to keep you on track with face to face, or phone approach as a bonus.

Because forming an Alliance is so beneficial, you will want to offer them something to get to know you and your work. With your introduction, you can offer them (a limited time) promotion. This isn’t a sale price, it’s a Promotional Offer.

Promotional Offers with a Future Alliance

  • A gift certificate for a free 30-minute massage
  • 20%-50% Off of Regular Price (I hear you now… but that’s a sale price)!!! Yes, and no. Put on the gift certificate that it’s a Professional Offer Only. Non-Transferable (that means they can’t give it to someone else).
  • Free Gift

Why do this? You want to promote yourself, and your talent. You want the Alliance.

Barter System

This is another approach to forming an Alliance. Especially with other Health Care Professionals.

By trading treatments, and services, not only do you get to know their style, and work, they get to know yours. It’s a win for both parties.

Referring to Others

NEVER be afraid to tell a client that a problem may be out of your scope of practice! Integrity is key here. A client will admire your honesty, and appreciate a referral to someone that can treat the issue.

Not long ago, I referred a long-time client to a Sports Massage Specialist. I can do ‘Sport Massage’, but this was a sport related injury, and I’m NOT a Specialist in this modality. I am confident in my abilities, and I know when a client needs a different approach to an issue, so I refer them out. (The client did come back after the injury issue was resolved, complete with a Thank You, and recommendations from the other Therapist).

I have often referred to Chiropractic, or Physio Therapy, to be done instead, or in conjunction with Massage. When referring out, I do explain why. (I use Medical terms, with layman translation). Telling a client of your limitations will be a showing of your integrity, and honesty.

A client is more apt to refer a friend to you by saying,

“He/She helped ABC problem, but referred me to a Chiropractor for D, because of (yada yada). A very honest person, and a great Therapist!”

A quick, easy example of an introductory letter.

Your Name

Address, City, ST ZIP Code | Telephone | Email


(Chiropractor/ Massage Therapist/ Physio Therapist)




City, ST ZIP Code

Dear (Chiropractor/ Massage Therapist/ Physio Therapist):

I would like to take the time to introduce myself, as I am new to the area.

Professionally, I have 25 years of Massage Therapy experience, with specialties in Motor Vehicle Accidents, and soft tissue injuries.

The modalities that I incorporate into my treatments are as follows:

  • Relaxation & Deep Tissue Massage
  • Hot Stone Therapy
  • Cupping
  • Myofascial Release
  • Craniosacral
  • Assisted stretch techniques

I Graduate from X School of Massage in (year), and belong to (Association).

I would like the opportunity to connect with you, and your practice. Please accept this certificate as my way of saying Thank You for your time!



You don’t have to get fancy with it. Short, and to the point. You can use a template, but keep it simple. Too much clutter takes away from the content. If you have a Logo, do put that in.

How do you, or have you formed Alliances? Do you have any questions? Let me know in the Comments Section!!

Have a GREAT DAY!!