Over the last years, the spa industry has experienced a strong change regarding the way it implements its service offerings. Treatments for patients suffering from cancer are only one approach the spa industry has been considering as an additional option for expanding its services. Although there are still many obstacles to overcome in order to achieve proper integration between spas and these type of treatments, the health sector offers the spa industry a great opportunity for growth.
El sector del spa ha vivido durante los último años un fuerte cambio con respecto al modo en el cual está implementando sus servicios. Los tratamientos para pacientes que sufren de cáncer son sólo uno de los enfoques que la industria del spa ha considerado como una alternativa adicional para ampliar su oferta de servicios. Si bien quedan todavía muchos obstáculos que superar para lograr una integración adecuado entre spas y este tipo de tratamientos, el sector de la salud ofrece grandes posibilidades de crecimiento para el sector del spa.
Evolution of The Spa Industry
In recent years, the spa industry has been redefining its service offering approaches. In fact, little by little our industry has been moving away from the idea of being a field targeted only to a privileged group of people. Thanks in part to the emergence of budget spas, the spa industry has managed to disengage from the idea of exclusivity and luxury that has traditionally been associated with this sector.
Along these lines, the spa industry has also started to consider other options that go beyond the wellness concept playing a more active role in the health field. It is precisely in this context that treatments and services for patients with cancer have recently made their debut in the spa industry.
The Inspiritas Case
One of the pioneer spas offering treatments for patients with cancer is Inspiritas, a wellness centre located in the United States. Inspirita’s success is mostly based on its ability to deliver proven effective treatments provided by a network of well-trained professionals.
Thanks to the combination of traditional Western medicine with complementary therapies, Inspiritas provides services and treatments that not only tackle physical pain but also help the patient to improve his/her mental state. By helping patients to develop a positive mindset, which ultimately strengthens the immune system and accelerates healing, this centre provides patients with the opportunity to feel better about themselves.
Obstacles
Inspiritas’s success is largely based on the ability of this centre to overcome some of the obstacles that currently prevent the spa industry from incorporating cancer treatments into its service offerings.
Recently, Tracy Walton, owner of Tracy Walton & Associates LLC, listed some of these obstacles in Spa Business Online. The most important obstacle of all deals with the poor level of training and qualification in massage therapy. In fact, many massage therapists were trained with the idea that massage might spread cancer by promoting blood circulation.
This lack of training can also produce harmful effects for patients with cancer. For instance, if not properly applied, heat-based treatments or those dealing with detoxification and skin care can aggravate symptoms and produce lifelong complications.
Tracy Walton argues that massage therapists should work on increasing the knowledge of the patient’s medical history so they can adjust the type of massages provided. She also suggests a continuous education in oncology massage.
A different approach to deal with this issue can be a stronger collaboration between spas and alternative medicine centers in order to get more professional assistance where perhaps a therapist might not feel comfortable without the ‘go-ahead’ or ‘prescription’ of a practitioner.
Another obstacle is related to the business model that surrounds spas. According to Lisa Starr, a consultant for Wynne Business, one of the challenges is that of turning the spa business model into a more medical service less focused on economic revenue.
Along those lines, the current spa business model also offers an additional obstacle. Although the lack of uniform or global regulations regarding treatments has allowed the spa industry to maintain a certain level of innovation, this also means that one cannot control the quality of treatment (or education) promoting a lack of consumer confidence in spa services.
Opportunities
Despite the obstacles mentioned above, many professionals in the spa industry are optimistic about the integration of this sector with health-related services. Lisa Starr sees a future where the worlds of spas, wellness, and healing morph into a new type of business model.
In short, if the spa industry wants to successfully move into the realm of health-related services, which include treatments for patients with cancer, it should pay attention to two factors: The training of professionals and the review of its business model so it can move from the current retailed-oriented model to a more medical one focused exclusively on the patient. If the spa industry pays attention to these two variables, it will move toward a strong future in the delivery of health-related services including those for patients suffering from cancer.
In the end, the ideal scenario here would be to strike a balance between two extremes as we do not particularly want to face the stringent and inflexible regulations of the medical sector. However, we do need to embrace the need for raising the bar on the level of education therapists receive as well as the need for updating our business model and adapting it to the market’s demand.
Evolución del Sector del Spa
Durante los últimos años, la industria del spa ha venido redefiniendo su enfoque de servicios. De hecho, poco a poco dicho sector se ha ido alejando de la idea de ser una industria orientada sólamente a un sector privilegiado. Gracias en parte a la aparición del los spas de bajo coste, la industria del spa ha logrado desligarse hasta cierto punto de la idea de exclusividad y lujo que tradicionalmente ha sido asociada a dicho sector.
De la misma forma, el sector del spa ha comenzado a contemplar otras opciones que van más allá del simple concepto de bienestar para asumir un papel más activo con respecto a su participación dentro del sector de la salud. Es precisamente en dicho escenario en donde los tratamientos y servicios para pacientes con cáncer han hecho recientemente su aparición en la industria del spa.
La Experiencia de Inspiritas
Uno de los spas pioneros en la oferta de tratamientos para pacientes que padecen de cáncer es Inspiritas, un centro de wellness de los Estados Unidos. El éxito de Inspiritas se ha basado por encima de todo en su capacidad de ofrecer tratamientos con eficacia comprobada y suministrados por profesionales con amplia preparación.
Gracias a la combinación de medicina tradicional occidental con terapias complementarias, Inspiritas provee servicios y tratamientos que no sólo se enfocan en los dolores físicos sino que también ayudan al paciente a mejorar su estado mental. De esta forma, este centro le da la oportunidad al paciente de sentirse mejor consigo mismo ayudándole a desarrollar una mentalidad positiva que en últimas refuerza el sistema inmunológico y acelera la curación.
Obstáculos
El éxito de Inspiritas se basa en gran parte en la capacidad de dicho centro para superar algunos de los obstáculos que impiden actualmente al sector del spa lograr acomodar tratamientos para pacientes con cáncer dentro de su oferta de servicios.
Recientemente, en la revista Spa Business Online, Tracy Walton, propietaria de Tracy Walton & Associates LLC, enumeró algunos de dichos obstáculos. El más importante de todos se relaciona con la pobre preparación que existe en la aplicación de masajes terapéuticos. De hecho, muchos terapeutas de masaje fueron formados con la idea de que estos ayudan a propagar el cáncer a través del cuerpo de los pacientes que sufren de esta enfermedad.
Dicha falta de preparación puede además producir efectos nocivos para pacientes con cáncer. Por ejemplo, el suministro de tratamientos basados en el calor o encaminados a la desintoxicación y el cuidado de la piel pueden agravar síntomas y dejar complicaciones para toda la vida.
Tracy Walton sostiene que los masajistas de los spas deben conocer con mayor profundidad la historia clínica del paciente con el fin de que puedan ajustar la tipología de masajes suministrados. Igualmente, sugiere una continua formación de masajes oncológicos.
Un enfoque diferente para tratar esta cuestión radica en dearrollar una colaboración más estrecha entre spas y centros de medicina alternativa. De esta forma, se podría suministrar una ayuda más profesional dento de un contexto en donde el terapeuta no se sentiría cómodo sin el ‘visto bueno’ o la ‘receta’ de un médico.
Otro obstáculo se relaciona con la modalidad de negocio bajo la cual operan los spas. De acuerdo a Lisa Starr, consultora de Wynne Business, uno de los desafíos radica en poder adaptar la modalidad de negocio del sector del spa a un ámbito más médico que no esté enteramente centrado en la obtención de un rendimiento económico.
Siguiendo con lo anterior, el modelo de negocio actual de los spas también ofrece un obstáculo adicional. Si bien la falta de una regulación uniforme o global respecto a los tratamientos ha permitido a la industria del spa mantener un cierto nivel de innovación, esto también ha producido una falta de control sobre la calidad del tratamiento (o la educación) pronunciando de esta forma la falta de confianza del consumidor con respecto a los servicios que ofrecen los spas.
Oportunidades
A pesar de los obstáculos anteriormente citados, muchos profesionales de la industria del spa ven con optimismo la integración de este sector con la oferta de servicios encaminados a la salud. Lisa Starr vislumbra hacia el futuro un modelo híbrido en donde podrán convivir los spas, el wellness y los tratamientos de cura.
En resumidas cuentas, si la industria del spa quiere moverse con éxito hacia la oferta de servicios de salud, los cuales incluyen tratamientos para pacientes con cáncer, debe prestar atención a dos factores fundamentales: La formación de los profesionales del sector y la revisión de su modelo de negocio que le permita moverse desde un ámbito netamente orientado al rendimiento económico hacia uno más médico centrado exclusivamente en el paciente. Si la industria del spa presta atención a estas dos variables podrá encaminarse hacia un futuro sólido en la prestación de servicios de salud que incluirían como consecuencia los tratamientos para pacientes que sufren de cáncer.
Al final, el escenario ideal en este caso sería encontrar un equilibrio entre dos extremos de tal forma que no caigamos dentro de las estrictas regulaciones y falta de flexibilidad que cobijan el sector médico. Sin embargo, es necesario que aceptemos la necesidad de elevar el nivel de la educación que reciben los terapeutas, así como la necesidad de actualizar nuestro modelo de negocio y adaptarlo a las demandas del mercado.
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