Recently, the chiropractic profession has been receiving quite a bit of national and regional media exposure. It seems that a week hasn't gone by in the past few months without a news story of some sort either praising, criticizing or presenting chiropractors and/or chiropractic care to the general public.
All this attention is wonderful. While it is bound to be both positive and negative, the fact that we are a focal point is probably worth more in public relations than we can currently afford.
But why is that?
Why are we seemingly dependent on the news media for most of the exposure this profession receives?
Isn't it time the chiropractic profession told its own story?
It is time. (BIG)
It is time for this profession to tell the world who we are, what we do, and why every person in the world needs to make chiropractic care a part of their health care regimen.
But who? How? When?
We all know that a chiropractic public relations campaign is long overdue. The stumbling blocks to such a campaign have been how to do it, and with what group or groups leading the charge.
Once again, our Chiropractic Centennial is proving to be the solution to issues that center around unity.
The Board of Trustees of the Chiropractic Centennial Foundation (CCF) has appointed Donald M. Petersen Jr. to chair an Advisory Committee that will be responsible for (among other things) the development of various programs designed to showcase the chiropractic profession during our centennial year, 1995. This will be the profession's opportunity to present chiropractic in a multitude of ways to increase our visibility and ultimately make everyone aware of our advantages.
This marketing effort will also be a time to stand up and take pride in our profession. A time when our patients can likewise point to the television screen, the magazine page, etc. and tell their friends: "See, this is why I've been a chiropractic patient all these years."
The Advisory Committee will be reviewing all of the possible means of giving this profession the best exposure in an effort to make every person in the world aware of the chiropractic profession and the benefits of chiropractic care. Although the members of the Advisory Committee include some of the best marketing and PR people in the profession, they are still only 15 people.
Sometime in the last few years, you must have said (or at least thought) "Why doesn't the profession do ...?" Or "If we only had the money, we could do ...!"
Now is the time and the Advisory Committee to the CCF is the group to help make it happen. But we need your input.
On the form below, there is a list of ideas that have already been brought forward. Please look at these ideas and "check" the ones you would like to see come to pass. If you don't see an idea that you think should be considered, there is space provided for recommendations to the Advisory Committee.
In addition, there is a place for you to volunteer to be one of the people to work on this effort and bring our dreams to reality. It will take all of us offering what we can if we want this profession to begin to enjoy the kind of exposure that we want and deserve.
Please don't limit your ideas just to those that will ultimately increase the number of people seeing chiropractors and translate into new patients. There is a real need to change our image from what the AMA has been telling the public for all these years. Just getting an individual to become mindful of the chiropractic profession, how established we are and what we have to offer can be a big first step.
Please Type or Print
Name _ _ Phone # _ _
Address _ _ City _ _
State _ _ Zip _ _
Check Projects You Would Like to See
_ _Chiropractic Rose Parade Float -- On New Year's Day, January 1, 1995, a Chiropractic Rose Parade Float that would be seen by over 325 million people in 80 countries around the world. This event would kick off our centennial year, and make a worldwide audience aware of the chiropractic profession and its centennial. The Rose Parade Float would be constructed with substantial quality to contend for the Parade Trophies. Associated activities would include posters, a float building party, and Rose Parade and Rose Bowl attendance.
_ _Chiropractic Documentary -- Never before in the history of the profession has a television quality documentary been developed to tell the public about our history and benefits. A well produced program could be aired on regional or national television, on Public Broadcasting Stations (PBS), and on the broad range of cable television stations throughout the year. Segments of this video could be submitted to television newscasters for use in their reports concerning chiropractic.
_ _Print Media -- With a healthy advertising budget, the amount of advertising and exposure that the chiropractic profession could enjoy in the various newspapers and magazines around the world could be significant. This is an avenue to reach a broad spectrum of people with varying interests.
I have a better idea. This is my idea: _ _ _ _
I want to help make it happen, please contact me.
Please mail to:
CCF Advisory Committee
Donald M. Petersen, Jr., Chairman
P.O. Box 6070
Huntington Beach, CA 92615
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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?
