Instructor Resources

Chapter 11: Marketing Hydrotherapy Programs

Purpose of Chapter 11

For the Student to understand:

• That marketing and promoting hydrotherapy treatments and programs to existing and potential clients, is an important aspect of a successful hydrotherapy program.
  
  
• Marketing hydrotherapy programs can be a creative and enjoyable process.
  
  
• Marking materials for hydrotherapy programs includes: brochures, one-page information sheets, DVD presentations and webpage presentations. 
  
  
• That a in-depth Client Interview can be valuable to determine the health & wellness goals of a client and make recommendations for treatment programs, including hydrotherapy programs.
  
  
• That it is important for all therapists and staff of a spa or wellness business to be educated about the hydrotherapy programs being offered.
  
  
• It is possible to develop a water theme in the decor and other aspects of the facility.

Lesson: Marketing Hydrotherapy Programs

Have the students read the chapter and then discuss the chapter during a classroom session. Refer to the textbook for detailed information for the discussion and teaching exercises discussed below.

• Discuss: What are the 3 main goals of the a marketing program for hydrotherapy.
  
  
• Discuss:  What is different about marketing hydrotherapy treatments as compared to the better known massage and esthetic treatments?
  
  
• Discuss: The different marketing materials and channels that can used to promote hydrotherapy programs. Discuss how some of these could be created and displayed.
  
  
• Exercise: Have the students create a sample one-page flyer or brochure promoting hydrotherapy programs and treatments. They can use stock photography example photos that they can find online at websites such as Shutterstock    www.shutterstock.com  Figure 11–1 Resort hydrotherapy program (courtesy of Marriott Hotels)
  
  
• Exercise: Have the students design a complete hydrotherapy marketing program. This could be a combination of brochures, flyers, DVD presentations, website and advertising they would include, with some detail into the design of each components. 
  
  
• Discuss: Why is a personal Client Interview can be helpful in promoting hydrotherapy programs?
  
  
• Discuss: Why would having all of the therapists and staff knowledgeable about the hydrotherapy programs be offered be of value in promoting the hydrotherapy program?
  
  
• Discuss: Ways to develop a hydrotherapy theme for the decor and other aspects of the spa or wellness facility.

Students Skills

After studying Chapter 11, as student should have greater skills and understand of how to market hydrotherapy treatments to existing and potentially new clients. The student should also have developed some great skills in developing marketing materials in different formats to promote hydrotherapy programs.

REVIEW QUESTIONS

1. What are the three key results of a successful marketing program? Answer: More current clients receiving hydrotherapy treatments. More new clients receiving hydrotherapy treatments. Greater client retention by offering hydrotherapy programs that produce a high level of client satisfaction.

2. What are some different approaches to market a hydrotherapy program? Answer: Brochure, Websites, DVD presentations, Client Interview, Water Theme Decor

3. What advantages does a Web site offer in marketing health and wellness programs. Answer: It can contain a large number of photos, video clips and text information. Also, once it is created, the cost is minimal to have the website online.

4. What advantage does an interview with a client offer to determine what treatments he or she wants compared to simply providing the client a spa menu? Answer: Clients are more knowledgeable about the benefits they are seeking, but not about what programs will help them achieve those benefits. The client interview allows a knowledgeable therapist or staff member, to make recommendations, including hydrotherapy programs.

5. Discuss how including hydrotherapy treatments as part of a “special package” of treatments can help promote a hydrotherapy program. Answer: Health & wellness programs at spas and wellness centers are generally a combination of several different types of treatment modalities, for example massage and skincare treatments. Hydrotherapy treatments can also be used in combination with a wide range of other treatment modalities to enhance the "total" therapeutic transformation taking place.

6. Discuss some ways a hydrotherapy theme could be added to a facility to enhance a hydrotherapy program. Answer: Several different ways to develop a hydrotherapy theme at the spa or wellness center are photos on natural water settings, sounds of water in natural settings, the use of water fountains and DVD presentations that include photos, audio and video water various water themes. A water theme can also be promoted in various marketing materials.

7. What are some guidelines to follow to help decrease the chance of a client having an unfavorable hydrotherapy treatment? Answer: Do not leave the client unattended for long periods of time. Make sure the client feels comfortable about informing the therapist if there is a problem, such as getting too hot or cold. Give the client as much persona attention as possible.