A recent study published in Spine1 notes the "prevalence of back pain among the elderly within the community ranged from 12.8% to 49%." The broad range was the result of findings from nine previously published studies. The study's investigators included two doctors of chiropractic, one of which was the principal investigator.
Among their conclusions was a perhaps obvious, yet important finding:
"There is an under-representation of the older population in the back pain literature."The same could probably be said for your practice.
Let's Do Some Math
There are 34,578,000 seniors in the United States. If we assume an average, within the broad range of back pain prevalence in the elderly that the study found, then 31% (10,719,180) of the elderly are suffering from back pain. That translates into 170 seniors with back pain for every doctor of chiropractic in the United States. (Consider also the many more millions of seniors suffering from headache, neck, and other forms of pain, not to mention arthritis.)
How many seniors do you have as patients? Are you serving your quota of 170?
Adding in those seniors with headache, neck pain, etc., you can probably move that number up to at least 250 per DC. Not a bad market.
So what can we do to attract the older patient? What's keeping them from seeking chiropractic care instead of reaching for the pain pills?
Let's be honest. Are you reaching out to the senior community in your area? You may think of them as Medicare patients who require more paperwork than you care to deal with.
The reality is that more seniors than ever are retiring with quality-of-life issues foremost in their minds. They want a prolonged and active life. Anything they can do to accomplish that goal is well-appreciated. But you will have to go to them. You will have to introduce the concepts and philosophy of chiropractic. You will have to help them see that their wellness philosophy and the wellness philosophy of chiropractic are a perfect fit.
According to the 1997 ACA membership survey, the percentage of chiropractic patients over 65 years of age is 16%. Considering how important wellness and mobility are to this population, they are being substantially underserved by chiropractic.
Think about it:
• Seniors care about their health more than almost any other subgroup.
• They have the freedom to come to your office at almost any time.
• They know they have to take care of themselves or perhaps face the rest of their lives bedridden.
Make the senior population a priority for your practice for the rest of 1999. Speak at their community centers, encourage patients to bring parents and grandparents in for examinations. Let them know that chiropractic is not only safe for them, but can enhance their quality of life.
This is your chance to establish yourself as the doctor that keeps them active and provides the care that lets them do the things that make their retirement years all they hope for. Once they understand that, they are likely to refer everyone in their bridge club, bowling league, travel club, etc.
But you have to reach out. You have to break through any lingering concerns they may have. You have to show them how much you care.
Reference
1. Bressler HB, Keyes WJ, Rochon PA, Bradley E. The prevalence of low back pain in the elderly. Spine 1999;24:1813-1819.
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