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How Assessment and Social Media Grow a Holistic Health Practice
Friday, October 30, 2026, 11:57 AM
What does it take to build a successful holistic health practice? Through the experience of one of our members, learn how commitment to client-centered care and a strong social media strategy can work together to support a thriving massage therapy practice today.
Member Spotlight: Dryden Benoit
Meet Dryden Benoit, an NHPC member of seven years based in Regina, Saskatchewan.
Members may recognize Dryden's name from our 2026 Connections Cafe season, where he spoke with Candace Pichonsky (NHPC Practice Competency Manager) about growing a business and the NHPC Standards of Practice.
Dryden's interest in massage therapy was sparked by a car accident. Seeking treatment for whiplash, he visited a massage therapist, which opened his eyes to the career. "Something clicked," he says.
After graduating from massage therapy school in 2019, Dryden ended up working at the clinic that he was first a patient of.
Following the pandemic, he started his own business called La Pae Massage Therapy, which stands for peace. He also returned to school as a Teaching Assistant at the Western College of Remedial Massage Therapies to refresh his knowledge.
New massage therapists often think marketing is about finding the next new client, but your most important client is the one that's already in your treatment room.
Taking an Assessment-Based Approach
As Dryden continued to grow his career in massage therapy, he quickly developed a passion for an assessment-first approach. For him, assessment was not just a box to be checked off, but a significant portion of treatment before the client even lies down on the massage table.
This means more time to discuss treatment goals, health history, consent, and physical assessment to wholly understand the client's pain and dysfunction before creating a treatment plan.
The importance of assessment presented itself in a big way in Dryden's first week of practice. He met a new client who had been referred by a doctor, but something about the client's symptoms didn't sit right with him.
After completing an initial assessment, Dryden decided not to proceed with treatment and recommended the client return to their doctor.
The client sought treatment at the hospital, where a more serious issue in his lungs was discovered. If he hadn't sought further medical attention, the outcome could have been much worse. The client and his family were extremely grateful for Dryden's decision.
This experience cemented Dryden's approach. He dedicated himself to practising ethical assessment thoroughly, and it led him to open his own clinic with this approach as the foundation.
"If you're not assessing, you're guessing," he says.
Dryden now welcomes students for practicum experience, hoping to impart the importance of assessment to the massage therapists of tomorrow.
Using Social Media to Grow a Practice
Many business owners today understand the value of having an online presence, but maintaining one takes time, effort, and a willingness to learn. Dryden recognized this early on. "I knew that my learning couldn't stop after my 2,200-hour massage therapy program."
He took courses in digital marketing, social media, business management, and other topics to become a more well-rounded practitioner and business owner.
His commitment paid off. He began posting on TikTok and has since amassed over 1.6 million likes across his videos.
Dryden's friendly, conversational videos often start with, "I have five minutes before my next client…" and cover topics such as how the muscles work in your body, breaking bad habits tied to your daily routines in your job or sport, and nervous system regulation.
What started as sharing a few educational videos on TikTok grew into a meaningful way to drive new clients to his door. When Dryden looked at responses to "how did you hear about me?" on intake forms, he began seeing a trend: more and more clients were coming from TikTok.
"People would see my videos on TikTok and then book in to the clinic." He was unknowingly building trust with future clients, so they felt comfortable taking that next step to book with him.
The videos helped demonstrate his knowledge and professionalism as well as ease any hesitation clients may feel when booking for the first time.
Try posting educational content online that relates to your modality. What common questions do you receive from new clients? Start there.
Saying Yes to Opportunity
Dryden admits it wasn't an easy start. Besides social media, he credits the programs that helped his business get on its feet, such as the Gabriel Dumont Institute scholarship, SaskMétis Economic Development Corporation (SMEDCO) fund, and the Clarence Campeau Development Fund.
Dryden also recognizes the impact of community outreach, networking, and partnerships. "It's often the unpaid time spent outside of the treatment room that got me where I am."
With these opportunities and new connections, he's worked with the Saskatchewan Roughriders, police service, local schools, and recreation leagues. "You're welcome, Roughriders fans," he jokes, following their Grey Cup win in 2025.
What's Next?
Dryden is ready to tackle the tough conversations about massage therapy: it deserves a seat at the broader health care table.
He wants to remove negative perceptions, particularly when it comes to the sexualization of the industry, as well as discourage the view that massage is a last step or "backburner" therapy.
He dreams of opening a practitioner facility where interprofessional collaboration thrives — massage therapists, chiropractors, nurses, exercise therapists, and other professionals working under one roof and changing patient care.
Until then, at his clinic, Dryden is currently focused on learning about different dysfunctions that occur from specific careers, like the strain that results from desk jobs.
When asked his advice for other practitioners, Dryden shares: "New massage therapists often think marketing is about finding the next new client, but your most important client is the one that's already in your treatment room."
He encourages practitioners to invest in their current clients. They are the ones who will rebook, refer, and review. "Tell yourself: to grow my practice, it is MY responsibility to get them to rebook."
Take time to make a treatment plan with each client, communicate the importance of sticking to it, and get them back into your calendar for their next session.
Connect with Dryden
You can find Dryden at La Pae Massage Therapy in Regina, Saskatchewan. He invites interested therapists based in Regina to contact him to discuss opportunities.
Connect with Dryden on TikTok @lapaemassagetherapy.