When the art and science of chiropractic was established in 1895, the art and science of marketing, advertising and public relations was virtually nonexistent. There were no marketing experts around in 1895, or for decades after, to advise these new professionals of the grand mistake they were making in choosing such a name to describe a health care profession that hoped to be taken seriously.
The Power of a Name
Recall a cereal product named Mueslix, a healthy cereal that unfortunately for most people, conjured up a word association with mucous. Most people who may have certainly been health conscious passed on Mueslix in favor of Grape-Nuts or Special K, and Mueslix is virtually nonexistent on grocery shelves today.
Bernie Schwartz would have likely remained a starving actor had he not changed his name to Tony Curtis. And you certainly wouldn't name your son Poindexter today.
Proctologists now want to be referred to as colorectal surgeons. Podiatrists were once called chiropodists, but changed their name because they did not want the name association with chiropractors! And garbagemen are now sanitation engineers.
Good Intentions Gone Bad?
It is commonly accepted and taught that Reverend Samuel Weed came up with chiropractor, intending distance from the medical field – perhaps too far. With the advent of electronic entertainment, medical doctors became a staple of drama and instant heroes of the small and large screen. Anyone associated with this "glamour profession" in real life gained automatic respect, which continues undiminished to this day.
Chiropractors have desperately tried to gain the respect automatically afforded to not only the medical profession, but also other professions the general public perceives as legitimately associated with the health care field. This respect has largely escaped chiropractic, and no matter what we have tried, the market share of the general population for utilization of chiropractic services remains dismal.
The Problem With Our Name
Consider the following list:
- Orthopedist
- Neurologist
- Opthamologist
- Optometrist
- Radiologist
- Psychiatrist
- Psychologist
- Physical Therapist
- Podiatrist
- Dentist
- Chiropractor
And now the following:
- Carpenter
- Plumber
- Building contractor
- Janitor
- Trash compactor
- Terminator
- Chiropractor
In my opinion, the average person finds nothing unusual about chiropractor fitting perfectly on the second list!
The image chiropractor brings to mind at the subconscious level (the target of successful marketing) is not that of a legitimate doctor or health care provider, but that of a tradesman or manual laborer, possibly even something mechanical, destructive or evil. It rhymes with wrack, crack and quack. People find it perfectly acceptable to insult us to our faces without giving it a second thought.
Chiropractic is a word that easily lends itself to ridicule. Media hosts often say the word with obvious disdain. Defense attorneys and insurance companies find it easy to paint chiropractors with the image of shifty snake-oil salesmen.
Even though chiropractors are granted licenses to practice and the legitimate title of "doctor," the public still doesn't buy it.
Time to Rebrand Our Profession
The chiropractic profession needs rebranding or it will surely continue on a decline as doctors of physical therapy learn and take over "manipulation procedures." It is already happening, and the vast majority of the general public feels better about going to a physical therapist than a chiropractor,because it "sounds better."
How about orthopractor? Nice try, but unfortunately the word still reeks of wrack, crack and quack. In order for a name change to have the desired results, it must leave all traces of the old word behind.
So, how about "vertebratrist" (ver-tee-bra-trist)? How about being a D.V.T. (Doctor of Vertebral Therapeutics) or perhaps D.V.S. (Doctor of Vertebral Science)? Vertebratrists treat extremities and other joints in the body, but since the spine has always been our primary focus, this name is appropriate, and it fits.
Perhaps vertebrologist or arthropedist? Let the discussion begin.
Whatever name is chosen, there would certainly be publicity with such a major change to our profession. It would draw considerable attention, some negative, but the right public-relations campaign could demonstrate the profession is evolving and advancing. For example:
We are a profession that has been around for a while. We are using new technology, updated science, updated techniques and approaches ... and an updated name. Talk to your new doctor. Talk to your vertebratrist.
There will be additional expenses such as new cards and signs. The state boards can print up new licenses with the doctor's existing number. It will be worth it. Those who wish to remain "chiropractors" can certainly do so, until the name is finally phased out and fades into ancient history, along with chiropodist.
At first, there will likely be suspicion and the usual criticism aimed at the profession. But slowly, over time, something interesting will happen. More patients will start to gravitate to the offices of vertebratrists. They may not even consciously know why, but somehow it will be more palatable to make an appointment with a vertebratrist than a chiropractor. Somehow the name vertebratrist will not easily lend itself to insults and derision.
Many a good, skilled doctor has had to close their practice or even drop out of the profession because they were not good at "sales." That will likely change as acceptance increases. The conscientious and the skilled will rise to the top, while the "salesmen" will drop off, unless they have good skills to begin with. The hard sell and pressure sales will no longer be necessary.
The public must accept us on a deep psychological level or the level of respect and utilization the profession dreams about will never happen. We have tried everything else and nothing has worked.
Perhaps 20 years from now, the term chiropractor will be considered old and outdated, or perhaps only the sales-savvy, "40 years in the same location" chiropractors will survive as the rest of the profession circles the drain.
The problem will never be easier to fix than right now.
Dr. Michael Reuben graduated from Cleveland Chiropractic College – Los Angeles in 1982. He practiced in both California and Colorado, ultimately focusing on athletic training, conditioning and rehabilitation. Through treating his niece's barrel racing group, he became interested in treating the equine athlete, becoming a certified veterinary chiropractitioner in 2004 and eventually traveling throughout most of the western states providing his services to both horse and rider. Dr. Reuben created his own career with outside-the-box thinking, and believes it is absolutely necessary if we want to save ours.