We Get Letters

DC For Information and Variety

Dear Editor:

I have read the May 23, 1990 issue of Dynamic Chiropractic. I enjoyed the article by Dennis G. Semlow, D.C., on "Malpractice Cases." I also liked the article on "Visual Recovery" in that same issue, by Greg Gilman, O.D., and John Bergstrand, D.C. It is nice to see that chiropractors are treating cases other than the standard musculoskeletal cases. We were taught in college that such cases were treatable, however, I have seldom seen it reported.

I am always impressed with the information and the variety of articles that appear in Dynamic Chiropractic. I believe I am better informed about what is happening in the chiropractic profession as a result of your paper.

F.C. Dutton, D.C.
Independence, Missouri

South Africa Seeks Hospital Privileges

Dear Editor:

We have read with great interest the granting of hospital privileges to chiropractors as published in DC.

In South Africa we have a similar situation to the U.S.A. -- pre-Wilk, in that our medical establishment has a non-cooperation ruling. We have published an economic report (Hupkes), a copy of which I trust you have received from Dr. Chris Diedericks, and hope to use this report in our "war" to overcome medical health monopolistic practices.

We intend raising the issue of hospital privileges with the relevant authorities but need evidential backup per the U.S. model. May we respectfully request that DC assist us in "putting out the word," so to speak, that we would like chiropractors with hospital privileges to contact us as to their modus operandi and conditions of service?

Your assistance will be greatly appreciated.

G.T. van der Walt, D.C.
President,
Chiropractic Association of South Africa
701 Poynton House/Huis 701
Gardiner Street/straat
Durban, Africa 400l

Public Relations Campaign for Chiropractic in St. Louis Leaves a Strong Impact on the Public

Dear Editor:

In November of 1989, we, the Chiropractic Association of Greater St. Louis (CAGS), produced and submitted a public service announcement (PSA) which was accepted by all five area television stations. Several stations implemented the PSA for six months. At the same time, we implemented radio PSAs, anchoring the same message, "Regular Spinal Checkups." Approximately ten radio stations ran our PSAs for periods of three months intervals. The great thing about PSAs is that television and radio stations will continually reinstate the the PSA for sometimes years.

Also, at about this time, a new, large newspaper opened publication in St. Louis, drawing a great deal of publicity. We ran one-half page ads of the same message, "Regular Spinal Checkups."

In January 1990, the CAGS took up a large project. The biggest television station in St. Louis was hosting a health fair in the city's convention center. There were four major sponsors: three major hospitals and the CAGS. This is the type of consistent association we must have in chiropractic, presenting us equivalent and better than the hospitals. Along with a 144 square feet of booth space, we received $25,000 of advertising time (84 television spots). And yes, we ran the same message, "Regular Spinal Checkups." The idea was to make the public aware of the need for regular (and frequent) spinal checkups, just as they would their heart, eyes or teeth. By the way, our booth which consisted of video gait analysis, static and dynamic strength, structural analysis, carpal tunnel evaluation, and body composition analysis, was by far the busiest booth, with the popular cholesterol screening coming in second.

Compliments are to be given to the Ergonomics Department and students of Logan College for their assistance. The Health Fair itself was a $25,000 endeavor.

The CAGS also recently did another fair, this time a Children's Fair in the same convention center. It was on a little smaller scale but still very successful.

There are a lot of good things happening for chiropractic right now. For example, Chester Wilk and the AMA Conspiracy, chiropractic in hospitals, etc. But, unless we inform all of this and what we do as chiropractors to the public, then how are they to know: You must realize that the public is getting brainwashed, programmed away from us hundreds of times a day. We must give the public another choice, for right now, in most cases, it perceives it has none.

We must assume part of our degree as educators. In order to influence the masses, we have to educate the masses. People are ready for a change, but if we don't show them that we are a choice, then they cannot pick us. They will pick from the choices they know of (MDs, PTs, etc.).

The CAGS can tag their PSA with your association's logo, and you can have it running for six months in your area. If this PSA is running in cities all across America, imagine the impact it could have.

Let's make chiropractic the standard, and drugs and surgery the exception. Drugs and surgery have become a casual procedure. It's obvious that people throughout America are doing without thinking, and that is what media programming is all about.

Future plans for CAGS:

National Speaker's Association
Celebrity Fundraising
National Chiropractic Assistants' Association

For more detail on PSA contact:

Clayton D. Skaggs D.C.
4907 Forest Park Blvd.
St. Louis, Missouri 63108
(314) 367-1117