Beyond Individual Branding: Strengthening Massage Therapy’s Professional Identity

By Dan Wonnocott

Massage therapy is a diverse field, encompassing clinical settings, wellness, and relaxation services. While this diversity is a strength, it is also a barrier to establishing a solid, unified professional identity.

The choices made by therapists in the services they offer, the standards they uphold, and the way they present themselves to the public all contribute to shaping the broader perception of massage therapy.

Members of the public encounter a wide range of “modalities”, offered by both formally qualified therapists and unqualified practitioners. This lack of consistency presents a challenge for the profession because it means that the massage therapy brand is substantially shaped by the individual choices and marketing strategies of therapists, both qualified and unqualified. This, in turn, hinders the development of a unified brand. And when qualified therapists offer services that the profession is trying to distance itself from, this further compromises the massage therapy brand.

The presence of unqualified practitioners advertising similar offerings in the marketplace confuses the public even more.

Qualified therapists who provide clean, safe, and ethical services, usually thrive regardless of the lack of a unified industry identity. Reputation, driven by word-of-mouth recommendations, often outweighs collective branding in a local area.

The Role of Associations

Professional associations play a crucial role in shaping standards and advocacy. However, their effectiveness is strengthened when individual therapists align with their principles and standards.

Some associations adopt a narrow focus, endorsing only specific modalities and qualifications, while others are more inclusive and broad. This makes unified campaigns and advocacy between associations challenging. Balancing diverse member interests with high professional standards is a complex task.

Associations educate members about upholding standards, including national codes of conduct, and keep them informed of legislative changes, like the Fair Work Legislation (Closing Loopholes No. 2) Act 2024 amendments. They also handle disciplinary matters and liaise with insurers, government bodies, and law enforcement, often behind the scenes. While vital, the necessary privacy and due process can make it seem like systemic issues aren’t being addressed. Ultimately, associations can only be as strong as their members’ collective commitment to professionalism.

The Role of Self-Regulation

Associations are often expected to “fix” issues but they don’t control legislation or government bodies. When concerns  repeatedly raised by the Associations aren’t addressed through government policy and laws, progress is difficult. In addition, the wheels of bureaucracy turn extremely slowly. For example, in 2015 the COAG Health Council approved the adoption of a National Code of Conduct to regulate non-registered health practitioners. Nearly a decade later there are still two Australian jurisdictions finalising the process of enacting that Code (it is now close to implementation in both Northern Territory and Tasmania, the two remaining jurisdictions).

While government regulation and association guidelines play a role in maintaining professional standards, self-regulation at an individual level is equally critical. Every therapist contributes to the overall image of the profession by:

• Upholding and modelling ethical practices: Consistently adhering to high ethical standards, following national codes of conduct, and ensuring a safe, professional environment builds trust with clients and reinforces the legitimacy of the profession.
• Educating clients: Proactively informing clients about qualifications, evidence-based practices, and ethical service offerings helps distinguish qualified practitioners from unqualified providers.
• Commitment to professional development: Engaging in ongoing professional development ensures that therapists remain knowledgeable and skilled, further strengthening the industry’s reputation.
• Transparency: Clearly communicating pricing, treatment approaches, and qualifications ensures public confidence and discourages misleading or unethical practices within the profession.
• Reporting concerns: Addressing unethical practices when encountered, whether through peer accountability or official channels, maintains industry integrity.

A stronger professional identity also hinges on therapists actively participating in advocacy efforts. Consider these questions:

• Are you visibly displaying the Code of Conduct for Unregulated Healthcare Workers in your clinic, ensuring that clients have access to this information?
• Have you taken steps to report questionable contracting arrangements you have experienced, and sought legal advice or guidance from the Fair Work Commission?
• Do you take the time to complete industry surveys? These responses are crucial for informing decisions and discussions with government and non-government bodies. (Editor’s note: Happily, our industry has a strong track record of engaging in survey. See our previous blog post for a recent example of this).

The Path Forward

Media coverage in recent years has highlighted some deeply troubling unethical practices and assaults, sometimes involving qualified practitioners. These stories have increased public awareness. Clients are now more likely to report unqualified or unethical providers and seek direct personal recommendations. This shift presents an opportunity to reinforce our commitment to high standards and ethical practices.

Meaningful change requires government engagement with professional associations to address regulatory gaps. While associations have long sought this engagement, progress has been slow. Public concern about unethical practices, combined with ongoing advocacy, may finally prompt government action. In the meantime, individual therapists must take their professional obligations seriously, adhering to codes of conduct, continuously improving skills, and holding peers accountable.

Building a Stronger Future

The massage therapy profession stands at a crossroads. Its diversity and adaptability are strengths but they also challenge the creation of a cohesive professional identity. By prioritising professionalism, collaboration, and ethical practices, therapists and associations can elevate the industry. As public awareness grows and regulatory efforts evolve, the profession can solidify its reputation as a trusted and essential part of the healthcare landscape.

Ultimately, the profession’s success depends on the collective efforts of individual therapists and associations. By embracing their shared responsibility to uphold standards and advocate for meaningful change, we can build a bright future for the industry.

About the author

Daniel Wonnocott is a massage therapist based in Ipswich, Queensland. He is genuinely curious about potential links between lactose dependence and toilet paper consumption during natural disasters based on recent shopping trends in times of crisis.