1868 Chiropractic's Biggest Public Relations Challenge
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Dynamic Chiropractic – April 22, 1994, Vol. 12, Issue 09

Chiropractic's Biggest Public Relations Challenge

By Editorial Staff
Many believe the most important mission facing the profession is effectively communicating the truth about chiropractic care to the uninitiated. Some studies have suggested that as many as 85 percent of the population have never been to a chiropractor.

The best way to help some one understand the importance of chiropractic care is one-on-one: one informed individual speaking authoritatively to another. This allows an educational interaction that cannot be duplicated by any form of advertising.

The first question asked in the phone survey was:

Have you ever visited a chiropractor for your health care needs?
Surprisingly, 40 percent of those responding _have_ seen a DC for some health care need.

The second question asked:

(If "yes" to the first question) Are you currently under the care of a chiropractor?
Of those who have seen a chiropractor before, only 15 percent are currently chiropractic patients. The other 85 percent apparently failed to understand the importance of seeing their chiropractor on an ongoing basis. What has happened to the message about the benefits of regular chiropractic care?

You and every other DC have the opportunity to communicate the importance of chiropractic to each individual who walks into your office. Proper patient education could almost triple the number of patients currently seen by this profession.

Don't miss another opportunity!

You are the best form of information your patients are likely to encounter. If you fail to educate your patients, who will? It is not enough to spend money advertising. You're missing a golden opportunity if you're not explaining to your patients why life-long chiropractic care is a key to their health and well being.

P.S. -- A very expensive marketing campaign will be needed to reach the public with information that will encourage people to re-evaluate their perception of chiropractic. This is one of the primary missions of the Chiropractic Centennial Foundation. With contributions from chiropractors across the country, they hope to raise several million dollars to make chiropractic well known in our centennial year. Becoming a sponsor is another way you can expand the number of chiropractic patients worldwide.

--------- * A follow-up phone survey is scheduled in the near future. This should shed more light on the best way for the chiropractic profession to impact public opinion.

Dynamic Chiropractic editorial staff members research, investigate and write articles for the publication on an ongoing basis. To contact the Editorial Department or submit an article of your own for consideration, email .

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