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.
California Board Requires Full Disclosure From Research/Recruitment Schemes
Many chiropractic state boards of examiners are currently wrestling with the issues surrounding the current use of research to recruit patients. Most boards are concerned with how to protect patients while allowing reasonable marketing practices by chiropractors.
Recently, the California Board of Chiropractic Examiners has proposed a regulation that they hope will adequately address the problem. This proposed regulation would be an amendment to section 317 which addresses the area of Unprofessional Conduct. The proposed regulation is as follows:
317. Unprofessional Conduct.
X. Receipt by a chiropractic doctor of any compensation for professional services from any person who was in a research program with which such chiropractic doctor was associated unless such person was fully and completely informed in writing at least five (5) days in advance of the commencement of such research that such person would be solicited to become a paying patient of such chiropractic doctor. Such disclosure in order to be complete must include an accurate statement of the percentage of research subjects from such research program who have been solicited as patients or offered the opportunity to become patients in the past and shall include such disclosure of the probable cost of the services that will be offered to such research subject.
A full hearing is scheduled to take place early next year. It will be interesting to see if this does in fact become California's regulation for dealing with this issue. This "full disclosure" approach could well be a model for other states.