Think Chiropractic: The Next Phase

I attended a recent presentation of the Foundation for Chiropractic Progress that marks another phase in the foundation’s efforts to create more positive press for the chiropractic profession. The presentation, which took place at the Florida Chiropractic Association’s National Convention & Expo this past August in Orlando, included the unveiling of prototype print and radio ads that will attempt to persuade the public to “Think Chiropractic” for treatment of ailments other than just the neck, back, and spine. The campaign theme is, “Think Again—Think Chiropractic!”

Among the campaign’s objectives are “to give chiropractic more positive media exposure,” “to motivate the general public to consider and ultimately utilize chiropractic services,” “to create an identity of professionalism, which is consistent with consumer expectations,” and “to give the chiropractic practitioner the marketing support s/he needs to build and maintain a successful practice.”

One of the prototype print ads shows photos of a man straining while working out. The ad reads, “Are the small things in life becoming a major workout? Think again! Think Chiropractic!” And in a portion of one of the prototype radio ads, a male narrator says, “If you have aches and pains, dizziness, or nausea, chiropractic care can get you on the road to feeling better. Think again. Think chiropractic.”

Most of the campaign’s second phase—which is to establish a foundation board and present to the industry a prototype of what a media campaign could look like—has been completed. Foundation President and CEO Gene Veno said that Phase 2 will continue by “getting doctors excited and mobilized to believe in a campaign for chiropractic.” The foundation is asking DCs to commit $100 per month or more for the next 5 years to support the project. Phase 3 will be to actually run the ads on television, radio, and in national print publications, and Veno said he hopes for this to begin by January 2006.

The campaign already has its supporters in the chiropractic profession. Kent Greenawalt, CEO of Foot Levelers Inc, founded the campaign in 2003 and pledged $200,000 per year for the next 5 years toward the project. Among the foundation’s board members are Gerard Clum, president of Life Chiropractic College West; and Michael Flynn, former chairman of the board for the American Chiropractic Association. Several state chiropractic associations, chiropractic vendors, and DCs have pledged funding for the project.

When I asked DCs for their opinions on the project, several were supportive. “We may need more than just this program, but first let’s test this program and then decide. Every chiropractor needs to be behind this effort,” said Kim D. Christensen, DC, DACRB, CCSP, CSCS, who is a Chiropractic Products editorial advisory board member. Another DC who did not want his name used said that while the idea for the project was good, it needs to be more of a long-term project, and he did not think the project could get the necessary funding for such a long-term effort.

The industry needs all the positive press it can get, and it’s great that the foundation is making this effort. The foundation’s Web site, www.foundation4cp.com, has information on how you can contribute to the cause. I think it would be in everyone’s best interest to get involved.

Daryl Lubinsky
dlubinsky@ascendmedia.com