F4CP Campaign Addresses Public Misperceptions of Chiropractic
Mickey Burt, DC
In late 2015, results of the Gallup-Palmer College of Chiropractic Inaugural Report: Americans' Perceptions of Chiropractic were published. The report found that 33.6 million U.S. adults (14 percent) had utilized chiropractic care within the previous 12 months – a jump from the roughly 20.6 million U.S. adults reported in an earlier study.
However, while the report communicates the growing confidence Americans have in the chiropractic profession, it also concludes that 49 percent of U.S. adults have never seen a doctor of chiropractic. Why? The public cited as possible reasons uncertainty about the educational requirements of a DC, safety and insurance coverage of chiropractic, as well as lack of trust in the level of service provided by a DC.
The Foundation for Chiropractic Progress (F4CP) has made it its mission to utilize the report's findings as a framework to address the information gap that may be preventing individuals from seeking chiropractic care. To successfully address each of the four areas of public concern – education, coverage, safety and trust – the F4CP has launched a strategic public-awareness campaign which includes the following deliverables:
Press Releases – Distributed to more than 10,000 national news sources
Advertisements – Appearing in prominent national publications, including The Wall Street Journal
Advertorials and Social Syndications – Distributed to thousands of stations nationwide
TV and Radio Public Service Announcements – Distributed to thousands of stations nationwide
Social Media Platforms – Infographics and timely posts distributed via Facebook, Twitter, LinkedIn, Pinterest and YouTube
Beginning in February 2016, the F4CP launched its first movement to rectify the public's misperception about the education requirements of a DC. Believe it or not, a significant number of Americans believe DCs receive just two years or less of education, when in fact, DCs receive a minimum of seven years of higher-level education. The F4CP now includes a descriptor about the actual education requirements of a DC in all of its marketing resources.
Coverage
With nearly half of U.S. adults unsure of whether their insurance covers chiropractic care, the F4CP released its second campaign on coverage in March 2016, emphasizing that chiropractic services are covered by many health insurance plans, including major medical plans, worker's compensation, Medicare, some Medicaid plans, Blue Cross Blue Shield plans for federal employees, and more.
Nearly a quarter of U.S. adults strongly agree or somewhat agree that chiropractic care is dangerous, while more than a third say they don't know if it is dangerous. In April 2016, the F4CP distributed resources informing the public that DCs specialize in drug-free, hands-on diagnosis and management of acute and chronic neuromusculoskeletal conditions, and should be considered as a first option for safe and effective pain management.
While more than 52 percent of U.S. adults strongly agree or agree somewhat that most chiropractors are trustworthy, 39 percent of individuals are unsure. The F4CP plans to release its campaign on the trustworthiness of DCs in June 2016, which will inform individuals that the services provided by a DC are documented to yield reduced costs, improved clinical outcomes and high levels of patient satisfaction.
The F4CP is actively working to reaffirm the message that care provided by a DC is not only safe and affordable, but also covered by most insurance plans; and that Americans can trust their well-educated chiropractors to successfully address their health concerns without the use of drugs or invasive surgical procedures.
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