The sting was the typical ploy used by local news "investigations," along the lines of taking a car in good running condition to several auto repair shops and see how much they'll charge to "fix it."
The "Extra" setup was for reporter Chuck Whitlock to visit the offices of Dr. Jennifer Sellars in Woodland Hills, California for a checkup. Dr. Sellars, you may recall, was featured on an excellent chiropractic segment aired on the Lifetime cable channel in Oct. (see Dec. 1, 1998 issue of DC).
Dr. Sellars gave Chuck a clean bill of health and sent him on his way with his x-rays. Per the scenario, Chuck then visited several chiropractors. Chuck lied to the doctors, telling them he had recently fallen off a treadmill, but felt fine. Chuck was accompanied by an "Extra" producer. Chuck's second lie was that this was his son. The third deceit was that the "son" carried a hidden camera.
Half of the chiropractors that the deceitful duo visited told Chuck that he was fine. Other chiropractors, however, felt Chuck needed some work. One DC did some muscle testing and perceived some damage. The doctor's diagnosis: a sprain/strain of the low back and right foot. The patient would need approximately two months of care at an estimated cost of $1,016.
Another chiropractor performed an exam that lasted only approximately 60 seconds. The diagnosis: "a little bit of loss of range of motion in that right side." Treatment: twice a week for four to six weeks at a cost of approximately $1,200.
After a brief exam and inspecting the x-rays taken by Dr. Sellars, the last chiropractor found a "little imbalance" in the pelvis. The diagnosis: "traumatic lumbosacral joint dysfunction and traumatic intravertebral disc injury." Treatment plan: three visits a week for three to four months. Cost: "about $5,000, around that area there."
Viewing the Evidence
Once Chuck finished his rounds, he and the segment's producer took the videotaped exams back to Dr. Sellars for her review. She was baffled by the diagnoses and treatment prescriptions; she said they were "out of line."
Returning to the Scene
The "Extra" team then returned to those offices that wanted to treat Chuck. When Chuck informed one doctor that there wasn't anything wrong with him, the doctor replied, "There is according to the way I test."
Another doctor said Chuck would still "benefit from treatment."
Several of the doctors got flustered. Seeking to extricate themselves, one doctor announced it was lunch time; another that it was time for Chuck to leave.
Inestimable Damage
We all know that every profession has its incompetents and unethical members, but when doctors are willing to enrich a practice by unethical means it erodes patient confidence. When millions see such practices on television, how can you estimate the damage? It certainly gives the profession a collective black eye. Some of us remember the high school chauvinism that admonished girls against getting a "bad reputation." We all know that perceptions we have of people or groups tend to get firmly planted in our minds, and that those perceptions aren't easily discarded for new ones. It's largely part of human nature.
The power of reputation is heard every day. This is a true conversation:
Fellow doing a workout in a gym: "Man, my shoulder is killing me."
"You should see a chiropractor about that," offers another.
"No, they overtreat. I went to one and he wanted to schedule me for 50 visits."
For some people, one bad experience is all they need to form a strong opinion. Getting the man in the gym to go to another chiropractor, ever, is unlikely. One unethical chiropractor damaged his perception of an entire profession.
Many people are likely to condemn chiropractors after viewing "Extra," and simply won't go to a chiropractor. Some viewers will have enough intelligence to rely on their common sense and experience when dealing with doctors, any doctors. These people may still be willing to try chiropractic, but will be suspicious and run the other way if the doctor suggests extensive treatments or dubious diagnoses.
So, what is the damage of the "Extra" segment? You tell us.
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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