At the same time, others compliment our new look, vibrant color and broader forum. They tell us that the publication "keeps getting better and better." This demonstrates a very important truth:
When you do a better job, even more is expected of you.
Consider what the public is saying to the chiropractic profession. In the past, we had no viable research, so none was expected. Now with barely enough studies to demonstrate our effectiveness for low back pain, the Consortium for Chiropractic Research (CCR) is beginning to focus research on the cervical spine. Still, the world puts us to task for the remainder of the spine and the rest of the body. "Where is your research for (fill in the blank)?" Again, more is expected.
In a way, these are compliments. If the chiropractic profession wasn't thought to be credible, no one would ask. They wouldn't care what we had done. But the research we do have is very good, and there's more coming.
But this is more than just a compliment, it is a challenge.
It is a challenge to see if the chiropractic profession will shed its adolescence and come into its full potential. Believe it or not, the world is watching.
In the past, the disharmony within the profession went largely unnoticed. Our patients didn't see it, because the media didn't show it. The only interaction patients had with the chiropractic profession was through their personal DCs, the best public relations vehicle possible.
Today, we are constantly challenged in the media:
Is chiropractic effective?Everything you do, from insurance reimbursement claims to yellow page advertising is subject to scrutiny. The media are looking for stories of fraud and scandal. The public is looking for health care that's ethical and effective. The third-party payers and government agencies are concerned with cost efficiency.Are chiropractors ethical?
Is chiropractic care cost efficient?
Are the claims of chiropractors unfounded?
What can chiropractic do for (various ailments)?
And don't forget, there are two entire professions -- physical therapists and osteopaths -- that would be thrilled to see the chiropractic profession lose credibility by the misguided actions of a few DCs. They would be more than happy to offer "manipulation" in our place.
The nice thing about a challenge is that once you have met it, people take notice. The chiropractic profession has the opportunity to exceed what the world expects. Instead of just catching up, we can take the lead.
Most other health care professions meet today's challenges with a great deal of kicking and screaming. They are apparently unable to understand that the public is demanding better, more consistent, more cost effective health care.
While other professions become paranoid over everything from practice guidelines to managed care, we have the opportunity to learn from their mistakes and shine.
The medical profession, for example, has almost destroyed its own efforts to establish practice guidelines. Instead of having one comprehensive set of guidelines that can be updated, revised, and expanded by specific sections, the medical profession has over 1,500 guidelines' documents, each conflicting with the next. Is it any wonder why the Agency for Health Care Policy and Research (AHCPR) must now create federal guidelines for the MDs to follow, whether they like it or not?
This is just one area where chiropractic is doing it better and smarter, at the medical profession's expense.
The challenges will continue, in increasing number with greater importance. If we can address them as a united profession, using our own efforts and tapping our resources, we have a great opportunity to take a leadership position in every aspect of health care.
Our patients are expecting great things from us. The world needs us more than it could possibly know. Will we meet the challenge?
DMP Jr., BS, HCD(hc)
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