From a marketing / patient acquisition perspective, there are two different ways to interpret findings from a recent survey conducted by The Harris Poll: You should direct your outreach to the younger generation (because they're more receptive to chiropractic care); or you should focus on older adults, who are less likely to be receptive – but perhaps in more pressing need – of the services you provide.
"After more than two decades of the nation's opioid crisis, it is not surprising that younger Americans would choose effective, drug-free and non-invasive chiropractic care to manage neck and back pain and avoid risky and costly surgical approaches," commented Dr. Sherry McAllister, president of the foundation.
These findings add to previous evidence suggesting chiropractic's potential to reach younger adults. For example, a 2017 Pew Research Center poll found that more 53 percent of U.S. adults ages 18-49 access chiropractic and other forms of "nontraditional" care – also a higher acceptance rate compared to older Americans. And a 2020 foundation study of Gen Z noted that the majority experienced chronic neck, shoulder or back pain prior to the age of 16; and more than six in 10 were "somewhat" or "very" interested in chiropractic care, with one in five already visiting a DC.
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