After almost 125 years, the chiropractic profession in the U.S. enjoys a sustained advertising and public-relations effort that is changing the way consumers, other health care providers and decision-makers think about chiropractic. Our PR machine is led by Dr. Sherry McAllister, a doctor of chiropractic who, while maintaining a full-time practice, is crisscrossing the country to share the truth about the effectiveness of chiropractic at every open venue.
Through her leadership, the Foundation for Chiropractic Progress has purposefully grown and developed into the chiropractic PR machine we have so desperately needed. This has unified the profession's public-relations efforts, with 26,000 doctor members spanning 42 chiropractic organizations; and national chiropractic associations from Ireland, Malaysia, Portugal and South Africa, among others. The foundation provides expertise and resources to promote chiropractic in partnership with our chiropractic colleges, national and state associations.
Here is the short list of what Sherry and her team have accomplished in 2019:
Live Events
Sherry not only spoke at 13 international, national and local chiropractic events; she also presented chiropractic to the Johns Hopkins University School of Nursing, the Workers' Compensation Expo and the National Association of Worksite Health Centers (NAWHC) Onsite Health Center Round Table.
Radio, Digital and Print Media
As the first chiropractic member of Forbes magazine's Nonprofit Council, Sherry is consistently contributing to articles with other members of the council on the Forbes website.1 This year, additional media appeared in: America's Health Insurance Plans' AHIP Solutions and AHIP Wellness, Bleacher Report, The Toledo Blade, CBS 21, CantonRep.com, Dance Network, eHealthRadio, Employee Benefit News, Gracefully, Health Professional Radio, HealthcareNOW Radio, Long Island Press, Managed Healthcare Executive, Romper, Payson Roundup, Scottsdale Health, Tribune Chronicle, Willow Glen Times and Yahoo! Finance.
External Advertising
Working with other chiropractic organizations, Sherry and her team placed advertising in multimedia formats:
Billboards – Buffalo N.Y., Louisiana (six billboards), Montana (seven), North Dakota (10), Orlando, Fla. (two) and Syracuse N.Y.
Magazine Ads – Employee Benefit Adviser, Journal for Nurse Practitioners, MLB All-Star Game Program, Manchester Journal, Prevention Magazine, Seven Days, USA Today, The Wall Street Journal andWomen's Running Magazine.
Train Wraps – Salt Lake City, Utah (three months), Sacramento, Calif.
National & International Recognition
Perhaps more important are the accolades lauded on Sherry and the foundation for their 2019 campaigns by the public-relations world outside of chiropractic:
As she prepares for chiropractic's 125th birthday in 2020, Sherry and her team have just finished shooting the chiropractic television commercial that will appear during next year's Summer Olympic Games. Thanks to the foundation's partnership with the National Board of Chiropractic Examiners, chiropractic's commercial is expected to appear five times during the airing of the Olympics.4
For all of the above and much, much more, we are proud to honor Dr. Sherry McAllister as Dynamic Chiropractic's 2019 Person of the Year.
References
When sports chiropractors first appeared at the Olympic Games in the 1980s, it was alongside individual athletes who had experienced the benefits of chiropractic care in their training and recovery processes at home. Fast forward to Paris 2024, where chiropractic care was available in the polyclinic for all athletes, and the attitude has now evolved to recognize that “every athlete deserves access to sports chiropractic."
It is estimated that 61% of patients with CTS avoid taking surgical options due to postoperative complications and costly surgical procedures. Chiropractic care offers a comprehensive and effective treatment for carpal tunnel syndrome, addressing the condition from multiple angles. Recent studies also have unveiled a game-changing adjunct to chiropractic treatments for CTS: nerve flossing.
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?
