2013 marked another very successful year for the American Massage Therapy Association® (AMTA®) as it worked to promote massage therapy and AMTA members to the public. The year marked the second year of the association’s expansive consumer awareness program (including the AMTA Massage Therapy Tour), which reached hundreds of millions of Americans. Here are some of AMTA’s top Consumer Awareness Stories of 2013:
Sharing massage research with the public through national media
AMTA distributed two Research Roundups describing the health benefits of massage to national and local media in 2013, sharing them also with members and others in the profession.
The Roundups or their content were picked up by many major media outlets, including The Wall Street Journal, Yahoo!, Reuters, Business Week and business journals in most major cities. Between the two, the information was presented to more than 350 million readers.
Hitting the road to spread the word about massage and our members
The second year of AMTA’s Massage Therapy Tour traveled through the Midwest, South and South Central regions of the country this summer to promote the health benefits of massage and the importance of choosing an AMTA member. AMTA volunteers provided sample chair massage, handed out business cards and spoke to tens of thousands of people, while the AMTA van and display became a point of public education at 9 events.
National health organization partnership promotes massage for health and wellness
A unique stop of the 2013 Tour was at the U.S. Centers for Disease Control in Atlanta, to educate their staff on the health benefits of massage. The event was part of an ongoing wellness program for CDC employees. CDC is instrumental in improving the health of Americans.
Members of the AMTA Georgia Chapter shared the health benefits of massage, promoted AMTA members and distributed AMTA's Research Roundup.
Radio and TV interviews help AMTA reach millions of consumers directly
AMTA’s proactive media relations program brought AMTA’s messages about massage therapy for health to millions of Americans, with local radio and TV interviews and articles in national publications and on important websites. Important media pickups included Readers Digest online and information in Arthritis Today and Prevention magazine.
In December, AMTA’s proactive media relations resulted in an online member interview on Huff Post Live, where massage therapy was treated equally with advice from physicians on how to help avoid holiday injuries and to overcome the soft tissue injuries common in the winter. Following up on previous information from our Research Roundups, USAToday and The Doctors TV program posted and published information from AMTA on several health benefits of massage.
Targeted advertising touches millions of consumers
AMTA targeted 20 major media markets with advertising this summer, focusing on the importance of massage therapy for health and how to find an AMTA massage therapist. The combined radio and local newspaper campaign reached more than two million readers and listeners. AMTA also continued advertising AMTA’s Find a Massage Therapist national locator service on Google and expanded the advertising into Facebook and other social media.
National Massage Therapy Awareness Week gives platform for media exposure and member involvement
AMTA's 17th annual National Massage Therapy Awareness Week® (NMTAW) promoted the value of massage for health and wellness to the public. Now part of the association's ongoing consumer awareness program, NMTAW gives AMTA members the opportunity to promote the profession and their practices.
Major online publications and news services published information from AMTA's recent Research Roundup and annual consumer survey and featured stories on the growing use of massage therapy for health and medical reasons. AMTA was featured in outlets such as Reuters, Yahoo! Finance and BusinessWeek. AMTA’s multi-media press releases again brought publicity through a free electronic billboard in New York City.
AMTA chapters and members across the country reached out to the public with educational materials, massage demonstrations and other consumer awareness activities throughout the week.
AMTA and the Mayo Clinic collaborate on consumer awareness video
AMTA worked closely with Dr. Brent Bauer of the Mayo Clinic to produce a short video in which Dr. Bauer describes the benefits of massage therapy and how it is incorporated into integrative care at the Clinic. AMTA shared the video on YouTube and provided it to media outlets throughout the country.
AMTA Consumer Awareness Program receives top award for excellence
In late summer 2013, AMTA was recognized by Association Media & Publishing (AM&P) for the excellence of its Consumer Awareness Program launched in 2012. Noting that AMTA’s work displayed superior quality and innovation, AMTA was awarded a Gold EXCEL Award.