Not that long ago, the U.S. chiropractic profession was besieged by articles, advertisements and even lawsuits degrading our profession. These attacks were seen on billboards and television, as well as in various newspaper and magazine articles.1-4
Why Is Anti-Chiropractic Propaganda Increasingly Rare?
The answer is that in 2003, the Foundation for Chiropractic Progress (F4CP) began to fill the information void that had previously been filled by our detractors. Over the past 20 years, the F4CP has effectively and consistently told the chiropractic story through billboards, train wraps, print, video, radio, television, digital, social media, podcasts and in-app mobile.
Using numerous spokespersons, research studies and educational material, the foundation has made significant impact developing award-winning media that has been recognized by media industry experts. Not only has the amount of chiropractic marketing and PR increased; in the past four years, the quality also has been recognized with numerous awards: 5
Why Did It Take the F4CP 16 Years Before It Began Winning Awards?
It takes time to develop this level of expertise. It takes a team of committed, talented people focused on nothing but promoting chiropractic to get to this level.
Foundation President Sherry McAllister, DC (who leads a team of five extremely talented people) and Marketing Director Alexis Lignos have both been working toward improving the quality and quantity of chiropractic marketing for more than seven years. In the past few years, the marketing team has expanded to include Cassie Long and Paige Gregorzyk. In total, that’s four people with 20 collective years on the team who wake up every day thinking about how to promote chiropractic.
It also takes consistent support from the chiropractic profession. The foundation was birthed by $1 million grants from Foot Levelers and NCMIC, along with a $500,000 grant from Breakthrough Coaching and another $500,000 from Standard Process. And while the chiropractic corporate community continues to support the foundation’s work, it’s doctors of chiropractic who can really make the difference.
Every year, the F4CP produces community education videos, social media posts, infographics, brochures, posters, public service announcements, white papers, e-books and much more – all designed to educate consumers about the importance of chiropractic care and promote your practice. The result: an extensive library of resources that has grown over the past 10 years.
These resources can be used as grassroots marketing that can impact public opinion and generate appreciation for your chiropractic care in your community. Imagine what would happen if every DC in the U.S. was using just one of these resources to market their practice each month? The percentage of people seeing a DC on a regular basis would take a big jump.
Why Not Join the Foundation Now?
These resources are available to every foundation member. The cost to become a bronze member is normally $25 a month or $300 per year. But right now, the F4CP is trying to encourage every DC to get engaged, so it is offering your first-year membership for only $180.
There is no reason why you can’t join, support the great work the foundation is doing and use these resources to promote your practice. Even if you aren’t able to use all this great marketing material to grow your practice, you should at least support the national campaigns. Every dollar goes toward educating consumers who eventually become chiropractic patients.
Go to f4cp.org/gift to learn more and sign up. Imagine how much more can be accomplished for chiropractic if we all join together!
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?
