Dear Dr. of Chiropractic:
There are more than 200,000 people involved in automobile accidents every year in Colorado.
What do we do? Each week we provide you copies of the most current accident reports available. The reports contain the names, addresses, and phone numbers of persons involved in auto accidents in Boulder County that need your care. I have enclosed a sample of a completed accident report for your review.
What do you do? That's up to you. A personalized direct mail piece offering a free consultation, followed up by a telephone call from either yourself or a knowledgeable member of you staff, has proven to be successful. Remember, you can customize your mailing and/or telemarketing to the type of injury sustained, age, sex, address, insurance coverage, etc.
What does it cost? It costs you $1.50 for each report we deliver to you. There will be, on average, approximately 57 Boulder County accident reports delivered each week. That's an approximate cost of $85.50 per week, or less than 63 cents per prospective patient. Your maximum weekly expense is capped at $135.00
Oh, one final thing! We agree in writing not to sell the reports to more than one chiropractor per 25,000 county residents. By limiting the number of participating chiropractors we insure the continued value of our service.
To subscribe, please complete the enclosed Subscription Agreement and return it to us along with the refundable $135.00 security deposit.
If you have any questions or would like more information, please call me at 347-0711. All inquiries will remain confidential.
Sincerely,
Guy W. Larson
This latest marketing scheme is just another example of the kind of dubious solicitation that is doing nothing to elevate the opinion of the public toward chiropractic in Colorado (see "May Massacre in Colorado," November 22, 1991 issue of "DC).
While some legislators have indicated that the telemarketing used by chiropractors in the state is hurting the profession's image, the Colorado Chiropractic Association (CCA) in 1990 responded by sponsoring a bill that would make it illegal to use telephone solicitations. The bill was defeated. The Colorado Board of Chiropractic Examiners waged the same fight against telemarketing but lost in court.
Without legal recourse to stop telemarketing of the profession, the CCA felt it was important to go on record: thus this position statement on telemarketing at their November 1990 board meeting.
Position Statement
The practice by some members of this profession of using telephone solicitations, and most specifically, solicitations following auto accidents, is resulting in a negative image for the profession of chiropractic in Colorado.
Complaints have been heard from patients, non-patients, members of the profession, attorneys, managers of insurance companies, members of the legislature, and members of other professional associations. Although this association is not structured to take direct action on complaints of this nature, except to make its membership aware of them, it does cooperate with the Department of Regulatory Agencies by referring complaints on to the Board of Chiropractic Examiners.
It is the consensus of the association's board of directors, that this type of solicitation is detrimental to the image of chiropractic, and may well be deemed unprofessional as well s unethical. The association therefore strongly supports the position of the Colorado Board of Chiropractic Examiners in its attempt to prohibit by existing rules, the use or practice of telephone solicitations.
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