The April 1, 2002 issue of the New York Daily News featured a three-page story about chiropractic, "the conventional alternative."1 The article monopolized most of the front page of the "health and fitness" section, and two pages on the inside. The article was an extensive discussion of the benefits of chiropractic care, replete with large photographs of three doctors of chiropractic. Two photos depicted the chiropractors adjusting patients.
This article did not come out of nowhere. It is the direct result of the recently launched chiropractic public relations campaign of the Foundation for Chiropractic Progress (FCP)2 (see "Raising Chiropractic Awareness: Let's Shoot for the Moon!"). The FCP was created by Foot Levelers, Inc., to garner greater media exposure for chiropractic through well-placed articles. The foundation's goal is to see at least 24 articles on chiropractic featured in major media over the next 12 months.
Foot Levelers has been involved in advertising the benefits of chiropractic directly to consumers in the past.3 However, this media campaign is focused on encouraging staff writers and journalists to develop articles about chiropractic that will be presented as information rather than advertising. The FCP's goal is to enlighten and inform the public about chiropractic.
Watch for reports on additional articles about chiropractic prompted by the FCP campaign.
References
When sports chiropractors first appeared at the Olympic Games in the 1980s, it was alongside individual athletes who had experienced the benefits of chiropractic care in their training and recovery processes at home. Fast forward to Paris 2024, where chiropractic care was available in the polyclinic for all athletes, and the attitude has now evolved to recognize that “every athlete deserves access to sports chiropractic."
It is estimated that 61% of patients with CTS avoid taking surgical options due to postoperative complications and costly surgical procedures. Chiropractic care offers a comprehensive and effective treatment for carpal tunnel syndrome, addressing the condition from multiple angles. Recent studies also have unveiled a game-changing adjunct to chiropractic treatments for CTS: nerve flossing.
Some doctors thrive in a personality-based clinic and have a loyal following no matter what services or equipment they offer, but for most chiropractic offices who are trying to grow and expand, new equipment purchases help us stay relevant and continue to service our client base in the best, most up-to-date manner possible. So, regarding equipment purchasing: should you lease, get a bank loan, or pay cash?
