Patients are no longer just searching; they are asking. Consumers increasingly use AI-powered platforms such as ChatGPT, Google Gemini and Perplexity to ask complete questions in conversational language. Instead of typing “chiropractor Miami,” patients may ask, “What is the best nonsurgical treatment for sciatica?” or “Who helps pregnant women with low back pain near me? This shift represents one of the biggest changes in healthcare marketing since the rise of Google itself.
ICAC Names Dr. Maltby "Chiro of the Year"
Dr. John Maltby, president of the ICAC, is shown here testifying before the Calif. Board of Chiropractic Examiners regarding DCs treating patients with infectious diseases (see "DC" 10-8-93).
John Maltby, DC, president of the International Chiropractors Association of California (ICAC), was awarded that association's highest honor, "Chiropractor of the Year," at the ICAC convention February 10-11. Over 800 attendees were there at the presentation. The award has only been presented twice during this decade, the last time in 1992.
A Palmer graduate, Dr. Maltby oversees many of the daily operations of the ICAC; he has testified numerous times before the Board of Chiropractic Examiners; and he has visited the state capitol several times to speak with legislators and promote chiropractic. He has also visited many of the chiropractic college campuses, and chaired numerous ICAC board meetings. In 1992, Dr. Maltby was awarded the association's "Presidential Citation" for his outstanding efforts for the ICAC and the profession, and for his work on legislative activities, especially his grassroots work with several legislators.
Dr. Maltby is now ending his third consecutive term as ICAC president. He has a practice in Blythe, California, where he and his family live.