Massage for the Aging Body

The baby boom generation, being those born between 1946 and 1964, continues to have a significant impact on the U.S. culture, economy, and institutions due to its sheer numbers.  PRB (Population Reference Group) a source for global population data and insights describes the growth of this demographic as unprecedented. PRB cites U.S. Census Bureau forecast that the number the Americans 65 and older will increase from 58 million in 2022 to 82 million by 2050 (a 42% increase), and the 65-and-older age group’s share of the total population will rise from 17% to 23%. [1]

With aging comes age-related illnesses, among them diabetes, cardiovascular disease, cancer, Parkinson’s, and dementia. Osteoarthritis is another age-related condition characterized by joint pain and swelling. It occurs more often among women. Another disease affecting bones, causing them to weaken and thin, is osteoporosis. The risk of osteoporosis increases with age. Bone breaks are a serious result of osteoporosis. The condition also can seriously affect posture since osteoporosis can cause vertebral compression fracture leading to a stooped or forward-leaning posture.

Understand needs of massage for the elderly

By providing relief from joint and muscle pain and inflammation, improving circulation, enhancing balance and flexibility, and nourishing skin, geriatric massage therapy in a growing niche in the wellness industry. It presents a significant opportunity to expand your business.

You may need to adapt your techniques for massage for the elderly to improve circulation, relieve pain, and increase range of motion, taking into consideration aging skin and muscles. Skin thins with age and is more susceptible to bruising and tearing, and muscles harden and get tighter due to more inactivity. Before you perform a treatment, find out about client health issues, which may become an issue during the massage.

Geriatric massage therapy generally should focus on

·         Lighter strokes

·         Gentle stretching eases muscle tension without damaging the skin

·         Mild stretching

·         Keep sessions short – usually no more than 30 minutes

Also consider needs for helping elderly with dressing and undressing and lowering table height to make it easier for on-off access. Special methods also need to be considered for elderly people in wheelchairs.

Research on benefits of geriatric massage

Research on the benefits of geriatric massage therapy shows that in addition to physical conditions, many elderly experience depression, anxiety, and loneliness. The gentle touch of massage therapy can be of great comfort to elderly patients to help decrease stress and improve state of mind. Seniors who have limited social interaction can greatly benefit from massage.

One study published in the International Journal of Older People Nursing involved the review of online databases. Ultimately fourteen studies from 1993-2012 met the criteria for inclusion in the research. The studies found that clients perceive massage therapy to have a positive effect on pain, sleep, emotional status and psychosocial health. The evidence also pointed to the benefits of geriatric massage therapy to reduce the necessity for restraint and pharmacological intervention. Researchers concluded that massage can be used to enhance the health and well-being of older people in residential care.[2]

Another study investigated the effects of hand and foot massage in 12 elderly people in long-term care. Researchers divided the participants into groups A and B. Group A received hand massage and Group B received foot massage, both for 15 minutes. The results showed in both groups that the massage created a high degree of pleasant, relaxed and refreshed feelings. [3]

Grow your business with geriatric massage

You may want to consider taking special courses online or in-class to expand your business to focus on massage for elderly. Certification is available with many continuing education programs.

Also, as with any other demographic, there are messages and marketing channels that will be most successful in reaching this target audience. Things to know about seniors that can help your outreach:

Highlight solutions: Seniors want to know how geriatric massage is going to help them. While cost is important, they are more concerned about meeting a need. If they are convinced your service can help, they will be less concerned about the price.

One size doesn’t fit all: Even though they want solutions, seniors don’t want one-size-fits-all. They want solutions that speak to their individual needs. When you have the chance to talk to a potential senior client, personalize the message. Talking about your ability is important but especially in the context of how it will help resolve their problem.

Keep it simple: Make your message clear. Whether ads, displays in your spa or massage practice, or your website, make the message about what you have to offer straightforward. You don’t want to use jargon or ever come across as patronizing or condescending to someone older. Simple should also apply to visuals. Don’t overload your marketing materials with too many images that will confuse the reader.

Don’t overdo the technology: While many of today’s seniors are on social channels – Facebook most notably – others still aren’t comfortable with all the latest tech trends. Offline marketing channels still are effective when targeting seniors. Do remember if you are going to send a text, you need to get permission first.

Word of mouth matters: For this age group, word of mouth is particularly important.  If you have clients who are seniors, ask them to help spread the word about your spa or massage practice to their friends. Also, you’ll want to become visible in your community through volunteer work or participation in organizations where you have a chance to connect with seniors.

Partner with other service providers: Reach out to chiropractors, physical therapists and even senior care service providers to recommend your geriatric massage services. You might want to identify professionals in your community you would like to work with and ask them to meet to discuss co-marketing potential.

Make special offers: Everyone loves a deal, but some seniors on fixed incomes especially appreciate the buy one, get one free offer. You might be able to introduce seniors to their first session though a discounted service offering.

Through massage for the elderly, you can play a part in helping seniors feel better emotionally and physically and enable them to be more active and enjoy their golden years.