Pain in the shoulders can be frustrating - trust me I have experienced it!
To start, you could try TCM or massage, especially if you have muscle tightness. However, if your pain is persisting, you could see a sports/musculoskeletal physician or physiotherapist for an initial assessment - they may organise early investigations such as an X-ray or ultrasound and then progress onto relevant treatments. Sometimes an MRI and surgical intervention might also be required.