Introduction

IMassage & Myotherapy Australia is the leading representative body for massage therapy, remedial massage therapy and myotherapy, currently supporting over 8,600 professionally qualified therapists.  

What didn’t they know?

Massage & Myotherapy Australia wanted to develop a clear and detailed picture of their members’ professional practices beyond basic demographics. Adding to their knowledge of gender splits and part-time work patterns, they wanted to gain a deeper understanding around clinical practice, what types of clients their members treated, how long treatments lasted, the health conditions they were treating, fees charged, career journeys, and weekly working hours and earning capacities.

For advocacy purposes, they lacked rigorous third-party data to support policy development. For instance, they suspected members treated a large percentage of people who have autism but had no concrete evidence to push for inclusion in relevant programs. They didn’t have the detailed insights into their membership profile, patient demographics, and treatment patterns, which prohibited them bringing credible and robust evidence to influence policy on behalf of their members.

What did they learn?

The research conducted by Survey Matters confirmed numerous and valuable insights for the association.

The research revealed that almost half of respondents to the research (47%) treat clients with chronic pain. This insight strengthened the association’s ability to advocate for the profession’s impact and role in managing chronic pain.   

The findings also provided a clearer picture of what their members actually do in practice, which has directly influenced the association’s focus areas; shaping continuing professional education (CPE), journal content, and conference topics to better support members.

An unexpected finding was the extent to which mainstream medical professionals refer clients and patients to massage therapists. The survey showed that members are receiving referrals from GPs, physiotherapists, and other healthcare providers—insights that were previously unclear.

The research also reinforced that membership engagement is strong, as participation levels were high, ensuring the data accurately reflected the profession.

How did they apply what they learned?

Massage & Myotherapy Australia integrated the data into policy submissions, marketing strategies, member communications, media releases, and advocacy efforts. They used these insights in skilled migration submissions and health policy discussions, such as Tasmania’s adoption of the National Code of Conduct for healthcare practitioners. By citing membership numbers and practice statistics, the association strengthened its position in regulatory conversations.

The data also played a key role in long-term healthcare planning. In Tasmania’s 10-year health strategy, Massage & Myotherapy Australia highlighted how its members treat a range of conditions that could help reduce emergency department strain. By presenting these insights, the association made a stronger case for its profession’s role in the healthcare system.

Beyond policy, the research informed discussions on employment trends. With a predominantly female membership, many working part-time as sole practitioners, Massage & Myotherapy Australia used the data to illustrate how its members balance work and family responsibilities while contributing to the economy. This was particularly important in reinforcing the value of the profession as a self-regulated industry.

Massage & Myotherapy Australia also used the research insights to establish a clear positioning statement on chronic pain; demonstrating that its members regularly treat individuals with chronic pain and autism. This data strengthened advocacy efforts, including submissions to the federal government's National Autism Strategy, ensuring the profession was recognised in relevant policy discussions.

The research also played a critical role in shaping the association’s strategic planning. Data-driven insights ensured that strategic decisions were more achievable and aligned with the actual scope of the profession.