Cyriax's friction massage is a therapeutic technique that promotes healing in musculoskeletal injuries by using specific manipulations of soft tissue to enhance circulation and collagen healing. It involves careful application of transverse friction to reorient collagen, reduce pain, and prevent adhesion formation while maintaining patient comfort during treatment. The technique is indicated for various muscular, tendinous, and ligamentous lesions, though contraindications include conditions such as calcification and local infections.