At their most recent board meeting, the Chiropractic Centennial Foundation (CCF) board of trustees voted to fund chiropractic's first network evening news "roadblock." In commercial media terms, a roadblock is airing the same commercial on the three major networks at the same time.
One of the most effective ways to reach many of the nation's decision makers is to air the roadblock during the first part of the evening news. This is the time when Dan Rather (CBS), Tom Brokaw (NBC) and Peter Jennings (ABC) are presenting the top news stories of the day.
The chiropractic network news roadblock is scheduled for Monday June 16, 1997. The 30 second commercial will deliver a simple, direct chiropractic message to an estimated television audience of over 55 million people.
Over the past four years, the CCF has spent almost $2 million on media and marketing campaigns to the public. Many of these efforts have been groundbreaking:
Breakdown of the CCF's Media Campaign
| Event | Impressions |
| Media Press Releases | 97,498,051 |
| Home Town Radio Programs | 10,000,000 (approx.) |
| 1995 Rose Parade Float | 450,000,000 |
| Historical Markers | Ongoing Exposure |
| Advertising Co-Ops | 500,000 (est.) |
| 60-Minute Documentary Airing | 2,300,000 |
| Television Commercials (5 airings on CNBC) | 3,093,500 |
| 30-Minute Documentary Airing (CNBC and WAGA in Atlanta) | 28,819,000 |
| Network Roadblock (ABC, CBS & NBC) | 55,312,700 (est.) |
| Total Impressions: | 618,704,251 |
(31 airings on 3 cable stations and 21 local broadcast stations)
Additionally, the CCF Trustees voted to provide $10,000 of initial funding for the Alliance for Chiropractic Progress.1 The Alliance was created by the International Chiropractors Association and the American Chiropractic Association to further the need for chiropractic advertising and public relations.
1. ACA and ICA establish public awareness alliance. Dynamic Chiropr, April 7, 1997
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?
