With passion to heal and hearts full of desire to give back to the community, Creative Wellness was founded as a holistic health center by six partners, including Irene Savoyat and me, in 1990. We immediately began focusing on community education and service, which are shared passions and an instrumental part of the way we still do business.  While pursuing our public service in this manner, we began to see business goals met and clientele grow.

As we realized the link between community education, service and growing our business, we began incorporating service into our marketing plans, employee manual and compensation structure. We are grateful for the generous support of the community and we in turn give back to individuals and nonprofit organizations. When hiring, we look for healthcare practitioners who, in addition to knowledge and skill, possess a commitment to giving back to the community.  Giving back is good for a business’ reputation, soul and bottom line.

Studies support this strategy and the benefits that come from incorporating service into one’s business plan. A DePaul University study found that “businesses with a defined commitment to ethical principles perform better financially than businesses that do not.”  In addition, a recent Cone/Roper survey indicated that “Two-thirds, 130 million, [of Americans] said they're more likely to trust businesses that are aligned with social issues.”

Examples of the public service events that our staff participates in include donating hours of service at community events, donating gift certificates to nonprofit groups to help in their fundraising efforts (including community groups and schools), raising funds directly through service and providing complimentary direct care to people with special needs.  We have a part-time marketing/public relations employee whose sole job description is to book such events, organize our practitioners to be at the events and arrange for the distribution of gift certificates at the events.

One example of a family specifically touched by our community service work is the Magnusson family. Micah was a senior in high school when he was admitted to the hospital with bleeding in his brain. His journey has been long and hard, but the community has reached out to him to show support. Creative Wellness has donated a significant number of massages to Micah throughout his recovery. The benefits he receives from them are numerous.  For instance, they rate his sleep on a ten point scale every night and he is usually rated a four. However, if he has had a massage, the rating jumps to a seven or eight.  His circulation improves following a massage as well. His mother said, “Every time you [Creative Wellness] put your hands on him, he gets better.” This would not be happening if we did not have our public service program.

Another example of our public service came after the tragedy of 9/11. Our staff wanted to help and came to us with a proposal to host a Healing Hands fundraiser for the Red Cross. A day of service and class instruction was donated, as well as our space and administrative support; we raised approximately $2,000 for the Red Cross.

A final example of our public service is our work at the women’s expo every year.  At the event, we provide samples of our services (i.e., chair massages), answer questions and distribute literature. We charge a minimal fee per service with 100 percent of proceeds going to the charity of the staff’s choice. For the past two years, the staff voted to donate the proceeds to the Humane Society.

Our original staff consisted of six practitioners and offered massage therapy and reflexology services to the Greater Lansing community. Today, there are over 40 people on our staff.  We offer a diverse selection of natural health services (massage therapy, reflexology, acupuncture, chiropractic), movement and well-being classes (Pilates, yoga, NIA, tai chi), health aids and inspirational gifts and special workshops throughout the year that focus on balance, wellness and healthy living. In 2004, we were honored with the Lansing Regional Chamber of Commerce’s Outstanding Small Business award.

We view our business plan as a win-win marketing strategy. Public education plus public service equals public relations. We know that the work of our practitioners sells itself. We also feel that it is the best way to give back to Lansing and the surrounding areas, which is how the concept originally began 18 years ago.

We encourage other local businesses to pursue community service as an integral part of their business plans.  Working in this way benefits the community and your business.  Reach beyond your office walls and show our great community your services. Offer them your expertise through community education and service. We have seen the benefits of this approach come full circle repeatedly over the years. Make our community believe in your business by donating your time. The benefits will continue to multiply.

To learn more about Creative Wellness, stop by at 2025 Abbot Road, Suite 200, or visit www.creativewellness.net.

		Christine Reay is co-owner of Creative Wellness in East Lansing. Reay is nationally certified in massage therapy and bodywork, and specializes in clinical and sports massage.