Massage is the only realistic way of dealing with these having had one myself and treated one on my horse!
The problem is that the blood in the pocket solidifies and will only go once the body reabsorbs it. This can be speeded up by physically breaking down the clot. This can be quite painful, but a light, gentle massage should be tolerable :)
I think you should use a cold water hose or an ice pack on the area. You should apply the cold compress for 15 minutes, and then rest the area for an hour. Then repeat the process. It is important to give this break in between cold applications.