According to the Centers for Disease Control and Prevention, the use of complementary and alternative medicine by patients is on the rise. Today, more patients are realizing the benefits of chiropractic in improving their health naturally. What does this mean for chiropractors? Effective patient education increases patient satisfaction, which is the key to a successful practice.

Chiropractic Products interviewed personnel from four companies to give you a better understanding of how their patient education materials can benefit your practice: Herb Newborg is president at Chiropractic America LLC, Washington Crossing, Pa; Geoffrey Brown is senior marketing communications manager at Empi, St Paul, Minn; Gary Jacob, DC, is from OPTP, Minneapolis; Sharon Freese-Pettibon, BS, ST, is president at The Pettibon System Inc, Gig Harbor, Wash.

What patient education format do you believe works best within a chiropractic office?
Chiropractic America: Patient education is one of the fundamental keys to patient retention and referrals. Patients expect up-to-date, accurate information and are turning to the Internet for guidance about their health decisions. The Internet has changed the medical landscape by offering accessible and accurate information about disease and care options to the public. As a result, consumers have become better educated and play more active roles in health care decisions. Educating consumers on the benefits and documented efficacy of chiropractic care via the Internet is an amazing opportunity that we fully exploit.

Empi: We find it helpful to offer materials in a variety of formats, including print, online, and video, to accommodate patients' varied learning styles.

OPTP: I feel that the educational format that works best within a chiropractic office concerns the direct interaction between the chiropractor and the patient. It must always be kept in mind that educational products can only be secondary to that direct interaction. I look for educational products that approach what can be achieved person-to-person and eye-to-eye, and products that supplement or reinforce such interactions. Educational products that do not relate to what has been discussed in the clinic are not likely to be effective.

The Pettibon System: We use the patient's pre-x-rays and their weighted response to our treatment x-rays as our vehicle to educate patients and validate their need for our system of corrective care versus generic information.

What formats do you offer, and why?
Chiropractic America: Our company has only one service, which is a national communications campaign for broader recognition of the value of chiropractic in patient care and wellness. There are many facets to the program that work in synergy to accomplish our goal of increasing chiropractic awareness through patient education. Our efforts include online and offline marketing; media, public relations, and thought leadership initiatives; event-driven publicity; targeted advertising; patient advocacy; social networking, sponsored content, and other elements that are designed to drive visibility to the profession and reinforce key messaging, and ultimately educate health care consumers nationwide about the importance of spinal health, motivate them to seek chiropractic care, and direct them to exclusive local partner practices.

Empi: Empi offers a brochure and DVD, which provide background on a patient's condition as well as information and instructions about the device that has been prescribed for them to use. We provide a patient Web site, which includes patient stories, information about our devices, links to other resources, and contact information for support resources. We also provide a toll-free number for patients to call to speak directly with a clinical expert if they have questions or need advice about how to use their devices.

OPTP: I supply various books and pamphlets in order to promote appropriate, evidence-based knowledge, attitudes, beliefs, and skills on musculoskeletal complaints and their self-management.

How do you help a chiropractor present the patient education materials?
Chiropractic America: We drive online patient awareness and mobilization through a Web portal, www.yourspine.com, to get our story out to Americans who are seeking health information via the Internet. By pooling the resources of thousands of leading chiropractors nationwide, we have created a powerful marketing engine with a paid advertising and advanced Internet optimization strategy to put this information at the top of the search results for hundreds of health-related Internet search terms. We magnify that investment with funding from major corporate sponsors and resources from other partners. We engage and deploy an advisory group of chiropractic leaders from around the country to help guide and amplify our impact. We extend the impact and visibility of the site through ongoing media relations and direct patient outreach programs that serve to put chiropractic leaders in the mainstream media spotlight, while garnering additional visibility for the site.

Empi: We provide office displays and include patient education information in our product packaging.

OPTP: I am a private practitioner. Pamphlets and books are supplied to select patients.

The Pettibon System: We instruct them on the Internet and live on the step-by-step system to correct spines. There is no greater truth than personal truth and that lies in using the patient's actual information.

How complex or simple should patient education materials be?
Chiropractic America: Our message is simple: The spine is important, and overall health can be maintained and improved over a lifetime with chiropractic care. By using the Internet to convey the message, the patient can learn about the importance of spinal health, its connection to the central nervous system, the proper functioning of the human body, and our credible and documented role in maintaining health in as much or as little detail as they choose. We present overviews with videos and graphics. The patient can drill down deeper to learn more about current research and the latest news. This nonthreatening, interactive format also allows patients to share their knowledge with friends and family members that may benefit from it.

Empi: Patient materials should be easy to understand—we generally shoot for 7th to 8th grade reading level. Clear graphics that explain and support any text or script is also helpful.

OPTP: As simple as possible. Educational materials should reinforce the education that has occurred between the clinician and the patient. Educational materials should not provide information to the patient for the first time. It should repeat information provided by the clinician and may, of course, go into greater depth than the clinician has time for. In particular, handing out a list of exercises without monitoring the patient's form and pacing over a series of visits would not be prudent.

The Pettibon System: We advocate the use of pre-and post- x-rays with proper protection of privacy in the waiting areas. Patients want these corrections to be the same for themselves.

What type of information do you think should be included in patient info materials?
Chiropractic America: One key objective of our initiative is to achieve broader recognition of the research proving chiropractic efficacy among leading journalists and media outlets, so they will no longer be afraid to discuss and advocate chiropractic care. However, our most important role is to increase awareness in the hearts and minds of the public that the health of their spine is important. Chiropractors maintain the integrity of the spine in its role as protector of the brain stem, spinal cord, and nerve roots. Yet the average consumer has no idea that the brain stem, spinal cord, and nerve roots play any part in their day-to-day health. Nor are they aware of the myriad health benefits of a fully functioning nerve system. In fact, most do not know that chiropractic has anything to do with health, beyond the treatment of back pain, and are not aware that chiropractors have stood steadfastly against the overuse of prescription medications for more than 100 years.

Empi: The information that we provide falls into three categories: background information on the patient's condition; instructional materials to help them operate their devices; and contact information if they need support.

OPTP: Patient educational materials should educate the patient on evidence-based knowledge, attitudes, beliefs, and skills regarding the nature and self-management of musculoskeletal complaints. Educational materials should serve the patient's health care needs through promoting self-efficacy. Unfortunately, much of what is regarded as "educational materials" within the chiropractic profession promotes a particular technique paradigm or a chiropractic lifestyle, as opposed to promoting the self-efficacy of the individual.

The Pettibon System: We keep it simple: pictures of the 3D spine and their configurations and soft tissue complications.

Who writes or creates your materials?
Chiropractic America: Our campaign was developed in cooperation with Feinstein Kean Healthcare, a PR company. All of the material that they create for us is validated by Chiropractic America's Advisory Council, which is comprised of some of the industry's foremost chiropractors that have the experience and dedication to patient health needed to guide the creation of practical information for patients. The advisory council ensures that we present spinal health information from a truly chiropractic perspective.

Empi: Our internal marketing and marketing communications groups direct the writing and production of all patient materials.

OPTP: The educational materials I employ include the Treat Your Own Neck and Treat Your Own Back book, by Robin McKenzie, and the Whiplash and Back Book, authored by Gordon Waddell. I also dispense pictures of exercises to promote home care after instruction is performed in-office.

The Pettibon System: We have board-certified physicians with a PhD in education who help us write our patient brochures.

Do you offer patient education materials that could be customized? What levels of customization are available?
Chiropractic America: Because we only accept one doctor per zip code, each member of Chiropractic America is the exclusive beneficiary of the national campaign in his or her community. Once an Internet user elects to seek care, they simply enter their zip code and are directed to the exclusive local area member practice Web page. The page includes the office address, phone number, hours of operation, map to the office, college attended, areas of specialization and certifications, and a link to any existing Web site the practice has already established. It also provides a method for users to contact the local member chiropractor, without exposing a personal e-mail address to avoid spam and unwanted solicitations. The listing on the national site is completely customizable from any Web browser by the doctor or authorized representative.

Empi: Clinics and physicians can attach their business card or information to our printed materials.

OPTP: As a practitioner, the materials given to my patients are customized.

The Pettibon System: Yes, we include the name of the physician and their address on the back of the brochures.