The Campaign for Chiropractic

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LAS VEGAS — Leaders from the chiropractic industry and profession stood united on the dais of a large meeting room at the Parker Seminar Las Vegas at the unveiling of the Campaign for Chiropractic. At the announcement, the first donation was made by Mark Sanna DC, FICC, and the Coaches of Breakthrough Coaching, for $500,000.00!

	Leaders from the chiropractic industry and profession stood united on the dais of a large meeting room at the Parker Seminar Las Vegas at the unveiling of the Campaign for Chiropractic.

Kent Greenawalt, president of Foot Levelers and founder of the Foundation for Chiropractic Progress (FCP) and Fabrizio Mancini, DC, president of Parker College of Chiropractic and Parker Seminars, kicked off the public-relations drive by asking the audience to listen with "an open mind."

Referring to the results of the research conducted by two international public relations firms engaged to design the national program, Mancini said, "This morning we get their findings about what the consumer is thinking."

The two firms are Manifest Communications (the public relations firm that created a positive image of chiropractic in Canada) and Edelman (an international public relations company with expertise in healthcare).

Mark Sarner, president of Manifest, said the research shows "confidence is low. Americans don't 'get' us." As he highlighted data supporting his statement, he said, "These are not immutable facts that can't be altered. They are perceptions that can be changed. It is within our control to change them."

Sarner said the research shows that 32 percent in the survey said they see no benefit from chiropractic. "That's a big number," he said. "Pain is a huge driver … The top reason why people go to a chiropractor is for pain."

Sarner said the research also pointed out what Americans don't want from chiropractors: General health advice (80 percent), nutrition or lifestyle consultation (85 percent)or overall health information (74 percent).

"This is challenging stuff," said Sarner, "given how chiropractors would like to be seen and utilized. So what we have, between what people do and what they think, are the parameters of the challenge. We have defined the problem."

UNTOLD STORY

In emphasizing that perceptions can be changed, Sarner said: "There is a reason why people see us in a certain way. The story has not been told. It's vitally important to get out there with the story of chiropractic." The popular press does little to cover chiropractic and when it does, it is more often than not, negative coverage, he explained.

On the positive side, Sarner said that Americans are more open than ever to new ideas about responding to health challenges. "That's good and there's money there for the consumption of the good services we offer," he said.

Sarner described the sharing of the study as "the end of the beginning. The end of the process is to move forward." The next step will be design the specifics of the campaign and launch it. He provided a general outline of the campaign.

THE CAMPAIGN

He explained that the PR campaign will be multi-tiered and multi-yeared. It will focus on mass media as well as in-office education. The campaign will be delivered nationally, regionally and locally. It will involve the media, print and Web, as well as office-education materials, plus materials that will be provided to the general public is a variety of places, such as pharmacies.

Following Sarner's presentation, Greenawalt asked the leaders from colleges, suppliers, publishing and associations to join him on stage in a show of unity.

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