Everything you need to know…
How to be successful with an AquaMED bed
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Anyone who has ever tried any Dry Hydrotherapy bed will normally agree that the massage felt wonderful, they would love to have one, and it would be a great addition to their practice.

Yes, it can be a great revenue source, a great help to your patients, and a differentiator for your practice.
However, many medical professionals are unaware of what it takes to be truly successful with AquaMED.

We're here to help. It is in our best interest for our clients to be successful with their AquaMED beds. With that in mind, we have compiled guidelines on the best strategies to be successful with your AquaMED. As the leading Dry Hydrotherapy manufacturer for nearly 20 years, we have the experience that allows us to share this valuable information:

1) How to be successful with your Dry Hydrotherapy Bed.

2) What sets AquaMED beds apart from our competition?

3) Who can succeed with a Dry Hydrotherapy bed?

How to be successful with your Dry Hydrotherapy bed.

First, why is marketing needed?
One of the most important things to remember when buying an AquaMED Dry Hydrotherapy bed is the importance that marketing plays in your success. If you are not willing to create awareness among current and potential patients, your AquaMED bed will most likely be unsuccessful. Even with the right practice and a substantial amount of traffic, your patients cannot purchase what they do not know exists.

Second, how do I market the bed?
Unlike some companies in the industry who believe that the purchase ends the relationship; AquaMED understands the importance of promoting the bed, and provides the material and suggestions to help you achieve success. Each AquaMED bed purchase comes complete with a marketing kit, which includes a marketing plan and a CD of marketing materials ready for future printing. We are constantly developing new marketing strategies and materials based on feedback from our most successful customers as well as concepts developed by our in-house marketing department.
"The marketing kit that comes along with the AquaMED bed is the best marketing kit I've seen with a piece of equipment I've purchased!"-Allen B., PT
Click here to view the rest of this testimonial

Here are a few examples of successful strategies:

10 Marketing strategies for success

1) Free Session Cards
This marketing tool is a small, business-size card with “Free 15 Minute Massage” and a picture of the bed printed on the front. The reverse of the card leaves room for the name and address of your practice, the time(s) of day the cards will be accepted, a representative or employee’s name, and any slogan you may wish to incorporate.

Suggestions: An easy way to promote the bed – give away free trials! Give them to your employees and patients so that they may hand them out to family and friends. This is a perfect opportunity to drive more traffic to your facility, helping to not only promote your AquaMED bed, but also your facility and the other services you may offer. It is also beneficial for you to have some of these coupons on hand at all times to hand out at business meetings, parties, etc. Important to remember: once your bed is installed, giving sample massages doesn’t cost you much, so keep it running-put everyone who comes into your facility on the AquaMED, even if they are not a patient.
"Not only do I put my patients on, but if they come in with a sibling, friend, or parent, I put them on the bed too. It is an opportunity to gain another patient as they only have to try it once before they fall in love with it!"-Michael T., DC
Click here to view the rest of this testimonial

2) Multiple session punch cards
Multiple Session Punch cards are 2-sided business sized cards that have an area for your practice name, address, and dollar amount of the sessions purchased, as well as circles at the bottom of the card to track the sessions.

Suggestions: Keep several of these on hand. When you have a patient who expresses interest in the AquaMED, offer a multiple session punch card and express the value of purchasing a larger quantity at once for a discounted price. If you generally charge $15 for a 15 minute session, you may want to sell a 5 session punch card for $50. This provides immediate cash flow for your practice and a discount to your patients.
"I sell the included multiple session punch cards as 5, 20 minute sessions for $140!"-Allen B., PT
Click here to view the rest of this testimonial

3) Gift Certificates
Gift certificates for AquaMED are perfect for unique birthday or holiday gifts. They are also a great form of revenue to you; especially if the recipient becomes a new patient. Gift certificates provided have room for the logo, name and address of your practice and any additional promotional message you might want to add. They also have an area to either type or write in the name of the recipient and the dollar or minute amount of the gift.

Suggestions: These may be sold on or off premises. Contact local businesses and attend local business meetings, school meetings, sporting events, and other group activities to generate new sales opportunities. AquaMED sessions are always a great gift, but even better is giving the recipient the control over the session, guaranteeing a satisfying experience.
**One customer sold $4,500 worth of Gift Certificates over the winter holidays, while another sold $1,800 for Valentine’s Day alone!

4) Gift Certificate Flyers
Gift certificate flyers promote the sale of gift certificates for major holidays and gift giving events. The flyers have room for you logo, name and address, as well as, other promotional messages / offers.

Suggestions: Place the gift certificate flyers in the brushed silver frame provided on your front desk or entryway to promote the sale of Gift Certificates. Hand-deliver them to the local grocery store (and, while there, give the manager a free session coupon!), drop them off to other local business offices or complexes for posting, or use it as a direct mail piece to existing or potential patients.

5) Coupon Books
AquaMED customers have indicated success from selling coupon books that they created for AquaMED sessions. The goal is to offer a large quantity of sessions for sale that may be redeemed individually by different people.

Suggestions: Consider approaching large companies in your area to sell these books. When the company purchases the book from you, you realize the cash flow immediately, and they can pass them out as employee appreciation rewards when they see fit.

6) Posters
Two large posters (sized 20”x30”) which advertise the Gift Certificates and the Multiple Session Punch Cards help increase awareness of the AquaMED bed in your facility.

Suggestions: Place the “Relaxed?” poster in the room where the AquaMED bed is located. It states, “It doesn’t end here” and suggests purchasing Gift Certificates for a friend and multiple session cards for themselves to guarantee future massages. The “Answer to Relaxation” is ideal for placing in the entryway to generate excitement over the AquaMED bed. It leaves an area for your logo and once again, suggests purchasing multiple session cards and Gift Certificates.

7) Informational Brochures
These tri-fold brochures provide information related to the benefits of AquaMED sessions and answers to frequently asked questions about the AquaMED experience. These brochures provide room for you to add your logo, business information and additional offerings or slogans.

Suggestions: Place the brochures on your front desk to generate awareness among potential patients about the AquaMED bed. Also, take them to the local businesses and meetings to promote your practice and the products or services you offer.

8) Self Awareness Program
Stress makes up a large part of your patients’ lives, whether they are aware of it or not. AquaMED has teamed with the “foremost” expert on self-awareness and past President of the Biofeedback society, Dr. Rich Sherman, to develop a program complete with audiotapes that work in conjunction with the AquaMED bed to help relieve everyday stressors.

Suggestions: This service may be offered to existing or potential patients as an added bonus to a AquaMED session. AquaMED offers posters advertising the Self-Awareness Program that may be placed inside your practice or on your windows. The program includes 17-20 sessions along with take home CD’s. Patients who receive benefit from the program will likely spread the word among friends and family.

9) Open House
Holding an open house is an ideal way to introduce the AquaMED bed and your practice to people in your community.

Suggestions: As soon as your new bed is installed one or more open houses should be scheduled. The most important part of an open house is getting potential patients into the facility. Once there, they have an opportunity to see the facility, the products and services offered (including, but not limited to the AquaMED) and may become a patient, especially when you impress them with a free session on the AquaMED!

10) Employee contests
A contest amongst your employees is a great way to motivate everyone to make the AquaMED a success.

Suggestions: Reward the employee who sells the most gift certificates, punch cards, or single sessions with a bonus, dinner for two, or some other form of recognition.

Third, how do I generate revenue?
Your new AquaMED bed provides a variety of income generating opportunities. By implementing most or all of these ideas, you can ensure that the AquaMED is a profitable addition to your practice.

The following are three ways to generate revenue:

1) Charge per minute/session
Charge a specific dollar amount on a per minute or per session basis. Most of our customers have success charging between $1.00 and $1.50 per minute.
"The AquaMED beds are a great source of revenue for my facility. I charge $20 for a 15 minute session"-Sandra M., AquaMED owner
Click here to view the rest of this testimonial

2) Sell Gift Certificates, Multiple Session Cards, Packages
Utilize the given marketing examples, such as the gift certificates and multiple session cards to sell sessions in a variety of dollar and minute amounts. Offer packages combining AquaMED sessions with other products or services offered at your facility.
**One customer sold $4,500 worth of Gift Certificates over the winter holiday, while another sold $1,800 for Valentine's Day alone!"

3) Insurance Reimbursement
AquaMED is listed with the FDA as a Physical Medicine Mechanical Massage Device. The AMA recommends CPT code 97039, unlisted modality. Please understand that we are a manufacturer and are unable to recommend codes. Reimbursement varies by carrier and location, however our doctors are typically charging, on average, $20-$25 for a 15 minute session.
Click here to read more about CPT coding and billing

3) Increased Patient Referrals
Many of our customers notice a dramatic increase in patient referrals to their practice that come directly from the AquaMED, ultimately resulting in an increase in revenue for their practice.
“I have found a direct correlation between the new patient referrals I receive and the patients who use the bed. Without a doubt, I receive 10 new patient referrals per month directly from the AquaMED. Each one of the new referrals is equivalent to $1500 per referral to my clinic”—Mark S., DC
Click here to view the rest of this testimonial

3) Increased Patient Retention
Many medical professionals know that patient compliance is a difficult issue to deal with as many patients are not motivated to continue their treatment once they begin to feel better. However, our customers have noticed that since introducing the AquaMED into their practice, their patients are more likely to complete their prescribed therapy.
"My average patient retention increased from 8-9 to 11-12 treatments per patient, which led to a 30% growth in my practice"--Dennis E.,PT
Click here to view the rest of this testimonial

Finally, how do I know which Dry Hydrotherapy bed to buy?
Even with the best marketing in the world, you can’t have success with a product that patients don’t like. While it’s always important, cost should not be the deciding factor. The 10 points below will give you a good idea of what to look for when comparing dry hydrotherapy beds.

What sets AquaMED apart from our competition?

10 factors that make AquaMED the first choice in Dry Hydrotherapy beds

1) Power
One of the best comparisons between two dry hydrotherapy beds is the power of the massage. Power refers to the physical force of the water that comes in contact with the user. When referring to power, you will see references to many different performance factors which affect the power of the massage including: voltage, horsepower, pump size, and PSI. However, the only real meaning of all this is the net result:
How strong is the massage?
How can you tell? Simple. Try it, you’ll know. If you want further proof, put each bed at its highest pressure without anyone on it. The results will shock you. The powerful AquaMED jets actually lift the barrier more than 7 inches. Other beds on the market don’t come close. AquaMED IS the most powerful Dry Hydrotherapy bed on the market.

2) Water-through-Air Technology
All Dry Hydrotherapy beds fit into one of two categories: “Water-through-Water” or “Water-through-Air” beds. If you have not tried either, both will feel good. However, Water-through-Air beds are significantly more powerful, allowing the user to receive a deep tissue massage. Here is an overview of both:

· Water-through-Water beds: Essentially, these beds are very similar to waterbeds with jets located at the bottom. The entire bed is filled with water, and the jets must propel streams of water through the bed to reach the user (imagine a garden hose underwater). For this reason, the power is significantly diminished from the moment the water leaves the jets to the time it reaches the user. As a result, this style bed may not provide the deep tissue massage desired by the user. Also, because the user is lying directly on top of the water, they are not fully supported. This may minimize the enjoyment of the massage due to excess motion of the water and excess heat which is spread to the entire body. One benefit is that these beds do typically operate more quietly than Water-through-Air beds because the water inside the tank generally muffles the noise.

· Water-through-Air beds: In contrast, when using AquaMED’s patented Water-though-Air technology, the user is comfortably and securely supported on a cushion above the jets. It simply requires enough water for the machine to operate smoothly, which keeps the jets above the water level at all times. As water leaves the jets, it only has to pass through air instead of traveling through water, allowing the pressure to remain virtually constant from the time the water leaves the jets to the time it reaches the user above. Even if both style beds had the same motors (which they don’t), the Water-through-Air bed would deliver a much more powerful massage. Also, this bed design allows the user to focus the heat on the specific area which is being massaged, versus the whole body being heated with the Water-through-Water bed. Many users listen to music with headphones, so excess noise is generally a non-factor.

3) Pressure levels
While maximum pressure is one of the best comparisons between two Dry Hydrotherapy beds, be aware that not all of your patients will enjoy the highest level of pressure. You must be able to provide a comfortable massage for patients ranging from a 300-pound football player to an elderly person with arthritis. For this reason, it’s necessary to have the ability to provide a powerful massage for the football player while accommodating the sensitivity of the elderly customer. AquaMED beds offer 10 different pressure levels ranging from 2-35 PSI.

4) Smooth, Traveling Jet System
When it comes to the jets that are used in the massage bed, there are two important distinctions to be made: 1) Do the jets release pulsating or smooth waves of water, and 2) Are the jet locations fixed or can they travel up and down the body? AquaMED beds offer the best of both options: smooth waves of water and traveling jets.

· Pulsating Jets: These jets produce a tapotement-like massage by shooting a series of rapid-fire streams of water at the user. The feedback we have received has indicated that at high pressure levels, this type of jet system makes some people itchy after 2-3 minutes of massage. AquaMED does offer pulsating jet units (AM100) but they only account for 5% of our sales.
· Smooth Wave Jets: These jets produce a constant, wave-like flow of water that massages the user, which is most closely related to receiving a Swedish massage. Our AM200 series beds have smooth wave jets. Due to user preference, sales of AM200 (smooth wave jets) account for over 95% of AquaMED sales each year.
· Fixed Jets: Beds with fixed jets are limited because the user can only receive a massage in the area of the body under which a jet is located. These jets do not move. A massage with a fixed jet bed may become bothersome because the jets always target the same areas. .
· Traveling Jets: Traveling jets allow the user to target any specific area of their body because the jets travel along a track inside the bed that runs the full length of the body. While AquaMED has manufactured fixed jet beds in the past, feedback was so overwhelmingly in favor of the traveling jets that we chose to discontinue production of fixed jet beds.

5) Bed Design (Open vs. Closed)
Dry Hydrotherapy beds are available in a variety of shapes and styles. There are some units on the market that are considered the “closed” design. These particular units require the customer to climb inside, lie face down on their stomach, and close the lid on top of their body, leaving only their head exposed. This does not allow for any airflow and leaves the user hot and sweaty after their massage.

AquaMED Dry Hydrotherapy beds, however, are an “open” unit design. This means that the customer may lie on any side of their body, with nothing closing on top of them or restricting their movement. For this reason, patients with even the slightest bit of claustrophobia prefer the AquaMED design over the “closed” unit design. The AquaMED “open” design leaves them refreshed, rather than hot and sweaty.

6) Temperature controls
As any Dry Hydrotherapy bed is used, the water temperature has a tendency to increase dramatically. Maintaining the water at a constant temperature over a long period of time is something your patients will value, because this is a big factor in the quality of their experience. Some people prefer very hot massages, while others may not be able to tolerate excess heat. Most beds do offer some sort of temperature control, however few have the capability to hold the temperature at a level you’ve selected for a long period of time, especially in a small room. The consequence of the water becoming too hot is that at some point, the bed may actually overheat.

AquaMED beds allow you to set the temperature anywhere between 85-105 degrees, and the temperature will remain within 2 degrees plus/minus of this temperature no matter how much you either use or don’t use the bed. This is because AquaMED is the only machine in the industry that includes an external refrigeration system, which is the most advanced form of cooling system on the market. Unlike every other Dry Hydrotherapy bed on the market, the AquaMED cooling system may even be installed in an adjacent room if space is a concern. This will further reduce any noise or heat emitted from the bed, giving the customer a more comfortable experience.

7) Treatment variables
AquaMED is the only bed on the market that allows for completely customizable treatments. Some units allow the user to focus on specific areas, and others allow for some adjustment to pressure (usually high or low). However, only AquaMED technology allows for the control and customization of every aspect of the treatment according to needs and preferences. This feature allows for massage on different parts of the body at different pressures (range 0-10), for different lengths of time. The massage treatment may also be programmed according to preferred temperature and speed at which the jets move up and down the body. Once programmed, the treatment settings may also be stored and recalled at a later date. This is an advanced feature that ensures that the patient receives the exact treatment needed, but also creates a sense of personalization that may bring them back after their therapy is over.

8) Therapeutic experience
AquaMED is number one in the industry because it offers the complete therapeutic experience. Unlike some Dry Hydrotherapy units which do not have the strength to provide a powerful treatment, or units which leave the user hot and sweaty, your patients will enjoy and look forward to each AquaMED experience. Plus, it's helping them heal! No other bed offers this combination of power, comfort, and massage customization.

New in 2006 is the addition of the AquaMED Touchscreen, which is the latest innovation from the AquaMED R&D Team. This feature replaces the traditional hand-held control device with an eye-catching 15” interactive monitor. Every function of the bed may be operated at the touch of a finger, allowing you to select each patient's treatment parameters. Beyond the treatment, the AquaMED Touchscreen also incorporates a full slate of multi-media features. The patient may watch patient education DVDs, listen to music, play games, or even browse the internet during their treatment. No other Dry Hydrotherapy bed on the market offers this level of interaction for your patients. In our short history with this new feature, the response has been overwhelming. By adding a visual component to the treatment, we have experienced significant increases in traffic and massage length at tradeshows we’ve attended. We are confident that our customers will experience the same positive impact.

9) Durability
When buying a product at this price level, durability is an important concern. The ability to hold-up under rigorous usage and receive upgrades as technological advances become available are major factors in the decision making process. All components of the AquaMED bed have been subjected to individual 5,000 hour testing to ensure stability. Best-in-industry materials are used for the tanks, barriers, pumps, electrical components, panels, etc. The JTL Enterprises (the parent company) R&D team are continually working to update and improve the AquaMED experience year-round. As a sample of the product durability, there are many beds still working that have been in use since 1990! All new beds sold even have the capability to receive software upgrades via e-mail. The combination of all these factors is why the NY Jets, Atlanta Braves, HEALTHSOUTH, the FSU football program and many others have all trusted JTL Enterprises to manufacture their Dry Hydrotherapy beds.

10) Company Background
AquaMED’s parent company, JTL Enterprises, began in 1989. Over its 16 year history, 10 different Dry Hydrotherapy bed models have been designed, prototyped, developed, and manufactured. Some of AquaMED’s older model beds are similar to the ones other companies are selling on the market today. JTL Enterprises has experimented with fixed versus traveling jets, half to whole body massages, pulsating jets versus smooth wave jets, and localized versus generalized heat treatments. Through trial and error, research and development, and customer feedback, AquaMED has developed a unit that has proven to be most favored among users. At their Clearwater, Florida based 40,000 square foot headquarters, AquaMED has full time sales & marketing, R&D, and technical support departments to answer any questions you may have.

Who can succeed with an AquaMED bed?

How much current / future traffic is required?
Do you have the right traffic flow to have success? Here is the math: Do you have the right traffic flow to have success? Here is the math: AquaMED beds generally cost somewhere around $19,900. By financing your purchase over a 5 year period, your monthly payment will fall somewhere around $400-430, based on your credit history. If you facility is open just 5 days a week, your ownership cost per day would be approximately $20. Now, for the upside. Based on the feedback from our customers nationwide, most doctors are charging approximately $20-$25 for a 15 minute session. So, the cost of your purchase per day would be covered by putting only one patient per day on the bed. Even better, many of our doctors are putting 20-30 patients on the bed per day; this translates to thousands of dollars of revenue per month directly from the AquaMED!

You must also take a look at your surrounding environment. Do you have any large businesses that may be a source of new customers? How about any sports complexes, clubs, or associations? An AquaMED customer in Florida sold nearly $3,000 in gift certificates to a large financial services firm that was looking for new ideas for employee appreciation gifts. Analyze your immediate surroundings before deciding to make a purchase.

How big does my facility need to be?
An AquaMED bed is not a small piece of equipment. A separate room is ideal for this equipment, because it creates a quiet and comfortable atmosphere; however it is not a must. Look-up the specs and measure out the area in your facility where you are planning to put the bed. Do you have enough space? Do you have room for people to comfortably get on and off the bed? We generally recommend dedicating an 8 x 10 area in your facility for the bed. Not sure if you have enough room? Call and ask to speak with one of our technicians.

80/20 Rule
Based on the customer testimonials that we have collected over the years, we know the financial results that are achievable with an AquaMED bed. We also know that 20% of our customers probably account for 80% of all revenue earned from AquaMED beds worldwide. Why? These customers don’t plug in the bed and wait for their patients to open their wallets. They are active in promoting their new device. Most of the marketing concepts we promote came from these successful customers. Realize that in order to have success with this product, you need to be proactive in your marketing efforts.

Summary

During our 16 years in this industry, we have seen customers succeed and fail because of their marketing, their choice of Dry Hydrotherapy bed, and their facility / environment. Each of these three components is vital for success.
If you have made it to this point in this article, we hope you are now wiser for it. Our goal is to give you the information necessary to make the right decision for you. If we have not touched on a question you have, or if you would like to speak with one of our customers, you may reach us at 1-800-699-1008 or EMAIL:info@aquamed.com

COPYRIGHT 2006 © JTL ENTERPRISES| ALL RIGHTS RESERVED