Whether it's a presentation on coding and documentation, a seminar in risk management, or the latest advances in decompression, a chiropractic convention offers DCs a veritable cornucopia of enticing goods, knowledge, and services. But do all chiropractors see it that way? Opinions about conventions are as diverse as personalities, and different chiropractors may have very different views regarding convention offerings and the strategies involved in purchasing them.

Whereas one chiropractor might say that he has never been to a convention, another, such as Jeffrey Tucker, DC, DACRB, of Los Angeles positively relishes the thought of attending these events. "I love going to seminars, workshops, and exhibitions," Tucker says. "I think it's important spending time on our business, rather than just being in it." Tucker sees attending conventions as a means toward better serving his patients. "I look forward to getting new ideas for my clients. This can mean better results and more service. Most practitioners don't create the time to seek out new ideas that will help increase their skills and business revenue."

Regarding his buying habits at conventions, Tucker is "willing to spend money on workshops and exhibitors who provide direction and tools that will help me achieve more success with my patients," he says. The emphasis in his practice is on therapeutic lifestyle changes such as diet, supplements, corrective exercise, and getting good sleep. So for him, the most exciting things at a convention would be related to those topics. "I appreciate individuals who make efforts in these areas and will buy from those who produce DVDs, write books, and have products that focus on therapeutic lifestyles."

Prepare Early

Some say knowing what you want beforehand is essential. "I often check out the vendor list before even arriving," says Irma L. Palmer, DC, of Birmingham, Ala. "Once I register, I look over the seminar agenda, then the vendor map, and go from there. Bottom line, knowing what you're interested in seeing before getting there is useful." Palmer has a wait-and-learn attitude about new products that strike her fancy. "Of course, there are always cool new products available," she says. "For those I get literature, read it on my own time, and then go back with educated questions."

Stephen M. Savoie, DC, of Clermont, Fla, takes an analytical approach, carefully observing the buying habits of his colleagues. "In regards to buying habits at conventions, I would say they fall into two groups. The first is those who want something in particular—a table, a device, etc—and shop the various vendors until they find the right piece or the best price," Savoie says. "The second group would represent the classic impulse buyer. While perusing the various exhibitors, something catches the doctor's eye, either something they weren't aware existed or a really good deal on something they're familiar with and spontaneously decide to buy." Savoie views things from a heightened vantage point. "I am fortunate enough to have attended anywhere from 10 to 18 conventions a year and have watched both groups [exhibitors and attendees] in action. This behavior is especially notable at the August Florida Chiropractic Association (FCA) convention due to the large number of exhibitors."

Savoie says it's important to remember that a convention may be a DC's only chance to get a hands-on demonstration of a product or piece of equipment. "Looking at some of these things in a catalog or journal is not the same as getting your hands on it and being able to watch a demo."

Gerald A. Anzalone, DC, of Peekskill, NY, recalls a valued purchase he made at a show: two new Leander Eckard Advantage tables at a Parker seminar held in Toronto, Canada.

"I bought because I had the opportunity to watch Eckard adjust patients and attend his lectures for a few years before starting my own practice," Anzalone says. "I was able to speak with him about the type of mechanical flexion-distraction table I needed, and he encouraged me to buy a basic model without all the extras. I appreciated his honesty as well as the wonderful performance of the tables."

While not a buyer at conventions himself, Timothy Maggs, DC, of Schenectady, NY, recognizes that "a lot of DCs attend these events because they don't have access to all the different products that are available out there, and also because they figure they're going to get a discount by buying at the shows.

"To be honest, I don't think a lot is sold at conventions," Maggs says. "It's more a matter of being able to gain exposure. So I don't think that a lot of doctors actually buy there, but they learn a lot as to what products they want to consider buying."

Two Ohio chiropractors display pragmatism when it comes to conventions. Max Denton, DC, of Marion and Candace P. Duty, DC, of Chesapeake appreciate that they can see, touch, and try lots of products in one place. Denton makes it a habit to attend the American Chiropractic Association (ACA) conventions, most recently in March in Washington DC. He has made purchases ranging from small items such as Medic-Ice to big-ticket items like traction units and a Zenith flexion-distraction table. Unlike Denton, Duty tends to avoid the ACA conventions, which she regards as "too political," but she is a regular attendee at local conventions in her home state.

In Florida, the site of the FCA National Convention August 17–19, Nadia R. Malek, DC, with offices in Lake Worth and Pompano Beach, has good things to say about her experience with conventions. "They are my first choice when I am looking to buy something," she says. "I know I'll be able to walk around and look at many products, and also get a better price than I might otherwise." Malek doesn't miss an opportunity, having attended Florida conventions in February, March, and June, and is anticipating the August convention, where she hopes to purchase a new table, "most likely a Zenith because I like the drop." Beyond that, she is already looking forward to the Winter Convention in Naples, November 16–18.

So whether you're hoping to find a specific item you've been wanting at a good price, or you're just looking around to see what's new, a couple of old adages might well apply: "something for everyone," and "to each his own."

Alan Ruskin is a staff writer for  Chiropractic Products. Contact him at .