Do You Know ChiroSpeak?

Grande skinny caffe mocha extra whip. For those wearing a puzzled expression, Starbucks-speak translates to: medium (grande) caffe mocha with non-fat (skinny) milk and extra whipped cream. I have witnessed attempts by patrons to resist saying tall instead of small, or venti instead of large. But resistance is futile because partners (employees) have been well-trained—when one says large, the employee reinforces venti. When people order in this manner at other coffeehouses, Starbucks has accomplished what no other coffee purveyor has done. And accomplished it so well that the language and culture has taken a life of its own. The company recognized and nurtured the part of human nature that wants to belong.

A recent article in The Wall Street Journal reported on the Harry Potter phenomenon where "Potterisms" are being used in everyday language not only by children, but also by adults. The children’s book series by JK Rowlings is a favorite of all ages, as evidenced by a father who was trying to reason with his 6-year-old daughter to return a pen. When he said expelliarmus—a Potter spell that makes people drop whatever they are holding—his daughter released the pen. The article also mentioned a Chicago Daily Herald columnist who had called an NBC Olympics commentator "the dementor of sports commentators, likening him to prison guards who suck the joy out of people." When I use Potter-speak, it usually piques the interest of those who have not read the books.

Is developing a distinctive language adopted by the public one of the keys to success? When your patients use chirospeak, their audience will be held captive by curiosity. No one remembers cumbersome technical terms or phrases, such as "manual manipulation to correct a subluxation." A catchy phrase—sublux fix, for example (I know you can come up with something much better)—can be used by your staff. Your patients will assume this arcane language because first, it makes them appear more knowledgeable to their friends and colleagues, and second, they want to belong to the chirospeak club. For those who are concerned that chiropractic may not be taken seriously because of the casual lingo, I recall that chiropractors were one of the first health care professionals to use advertising, which the medical community thought was beneath their dignity. The chiropractic profession has always been a harbinger in health care marketing. I cannot wait to witness the day when chirospeak spreads across the nation.

Miwon Seo
mseo@medpubs.com