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.
News in Brief
Goertz Wins Research Prize
Christine Goertz, DC, PhD, vice chancellor for research and healthy policy at Palmer College of Chiropractic, is the 2013 recipient of the Lincoln Research Prize for Chiropractic and Biomechanics. Dr. Goertz is the third chiropractor to receive the award, joining Dr. Scott Haldeman (2011) and Dr. Gert Bronfort (2012).
"I am truly honored to have been selected as the recipient of the 2013 Lincoln Research Prize," Dr. Goertz said. "The increasing awareness of the debilitating impact musculoskeletal problems are placing on society, the projected shortage of primary care physicians, the movement towards multi-disciplinary, collaborative team health care delivery and the growing number of studies demonstrating the effectiveness and cost-efficiency of chiropractic care make this a very exciting time to be a Doctor of Chiropractic.
"Doctors of chiropractic, our medical colleagues, patients and scientists are now beginning to work together to figure out how to deliver the highest-quality, patient-centered care possible. I want to thank all of the prize's sponsors and founders for recognizing the importance of chiropractic researchers as part of this team."
New CEOs at ACA, ICA
James Potter and Mark Cook are the new chief executive officers of the American Chiropractic Association (ACA) and the International Chiropractors Association (ICA), respectively. Potter has "broad management experience with national health care professional associations and proven advocacy expertise," according to the ACA, while the ICA stated that Cook "brings twenty-five years of experience in non-profits, private enterprise and government, with emphasis on processes improvement, technology and communications."