Alliance to Commit $750,000 to PR Campaign

The International Chiropractors Association (ICA) and the American Chiropractic Association (ACA) have committed to an initial joint funding of $750,000 for the Alliance for Chiropractic Progress. These funds are considered seed money that will ultimately grow into a multi-million dollar chiropractic public relations campaign.
The Alliance is the first project in the efforts of the ACA and ICA to work together to jointly address issues facing the chiropractic profession. The organizational chart assigns tasks to various chiropractic groups:

ACA/ICA Governing Boards ---> Governance Steering Committee ---------> Direction

Three ACA and ICA executive committee members, each with a vote. Staff and legal counsels of ICA and ACA (no vote).

Alliance Work Group --------> Design and Implementation

Members of the steering committee and all interested chiropractic groups, associations and vendors.

Core of Supporters ---------> Support

(Chiropractic Organizations and Vendors)

Alliance work group would meet and prepare the following recommendations:

A. Develop an outline/copy
B. Develop marketing strategy
C. Develop budget and funding strategy

The meeting began with a review of relevant marketing research presented by ICA Executive Director Ronald Hendrickson. Mr. Hendrickson concluded with "criteria for consumer evaluation of professional services (health, legal, financial)":

1. Experience
2. Reputation (most effectively communicated through personal reference)
3. Competence
4. Reliability (technical)
5. Reliability (ethical)
6. Qualifications (education, licensure, certification)
7. Value (price)

It is interesting to note that, applying the data, a DC's experience is most important, while the cost of chiropractic care is least important.

ACA Executive Vice President Garrett Cuneo presented the results of focus group research conducted last year specifically regarding chiropractic. When four groups of randomly selected people (three non-patient, one patient) were asked about chiropractic, they responded with some interesting comments. This is a summary of what they had to say:

People have a general knowledge of what chiropractors do.

• People know that you work with the spinal column.
• Specifically, they name the back and neck as areas of expertise.
• There is an image of "quick" pain relief.
• People associate chiropractors with auto accidents and whiplash.
• They know you don't use (and can't prescribe) drugs or perform surgery; they see chiropractic as natural treatment.
• They have some awareness of the use of x-rays.
• People are unsure of their insurance coverage.

Chiropractors have some significant image problems.

• People feel some practitioners operate outside their area of expertise and make extraordinary claims about the conditions they can treat and cure.
• They are skeptical of chiropractors treating infants and children.
• There is an element of shadiness regarding some of the advertising techniques, office space, and long-term treatment programs.
• Chiropractors are sometimes seen as a specialist of last resort.

People want to see and hear successful patient stories and outcomes.

• Satisfied patients are viewed as credible advocates.
• There is some resonance of using sports figures to provide satisfied patient anecdotes.

While the initial commitment by the ICA and ACA is pending confirmation by their respective governing bodies, this is only the beginning. These funds will allow The hiring of an advertising agency and the development of the first thrust of the campaign.

When the workshop participants were asked to rank the target audiences over the next three years, two groups were clearly at the top of the list: decision makers and baby boomers. Everyone at the work shop was in agreement that influencing those people that controlled access to chiropractic care (insurance executives, primary care providers, employers, etc.) should be one of the first priorities.

The next meeting of the Alliance Work Group is scheduled for September. At that time, the marketing and fundraising strategies will be more fully developed and readied for implementation.