Why is it that even the so-called subluxation-based chiropractors cannot seem to focus on just correcting subluxation because they are, in and of themselves, a detriment to the proper function of the human organism? Forget the broad scope chiropractor, who believes that chiropractic is part of the practice of medicine. Most of them have already written off the vertebral subluxation as even existing as anything other than a musculoskeletal aberration.
No, the ones I am talking about are those who would probably identify themselves as straight or at least close to straight, those that think the vertebral subluxation is important. Yet apparently, it is not important enough to just focus solely on it. In a recent chiropractic tabloid, no less than four articles (three on the front page alone) focused on chiropractic being used for the treatment or prevention of medical conditions or the symptoms of medical conditions. I am beginning to wonder whether 98% of our profession even cares about enabling people to express more life. It sure does not seem as important as teaching the public that chiropractic relieves aches and pains in the elderly, helps prevent colds and flu and prevents back aches during pregnancy and that the profession endorses four wheel suitcases.
Chiropractors continue to decry the public relations problem that we have in the profession. Every few years a new organization begins, or some group decides to promote chiropractic by some fancy national advertising campaign or by doing research to prove the benefits of chiropractic so that people will flock to our offices. Then these efforts either fall flat on their faces or just sort of fade into oblivion and chiropractic continues on in the same way, searching for an identity, making unprovable claims, being pilloried by the medical profession and confusing the public as to what we do and who we are. Eventually a new organization starts and promises, just like the former, to put chiropractic in the forefront of the public’s attention. Chiropractors support it for a while because there is always a new group of gullible chiropractors coming into the profession, chiropractors desperate for personal success, who are willing to throw a few bucks at some group, organization, foundation or promotional effort that promises them standing room only at their front door once the public learns about, or has scientifically proven to them, the wonders of chiropractic. Every time one of these organizations pops up, drowning chiropractors grasp at them like drowning men grabbing at straws. And every time we are shot down. Here’s a new flash for the Campaign for Chiropractic. People already know that chiropractic is another way “to overcome pain” rather than taking drugs. People already know that chiropractic is good for “aches and back pain” whether associated with pregnancy or old age. Yet they are still not flocking to our offices.
So do I have a solution or am I just content to sit back and criticize? Well, believe it or not, I do have a solution. Unfortunately, it is not the one most people want to hear. Most people want me to say join my organization, follow my program and the world will beat a path to your door. That is not the answer. You can join a practice management team and they will probably make you more money, maybe even enough to pay their fees. But you will be dependent upon them. Here is a real solution. You have to take responsibility to build your own practice, to get the message out to your community. If everyone did that we would not need “chiropractic campaigns.” If everyone does not do that it doesn’t matter if we have a new campaign begin every year.
I think a great part of the problem is that we are too lazy or too cheap to want to do what is necessary to impact our community and educate our practice members. We think if we give $100 to a national campaign that will impact our community. It will not. It will take that $100 a thousand times over to get your community and your practice members to grasp the big idea. You don’t have to spend all $100,000 tomorrow but you should spend it over the next 10 years. If not all of it in actual cash, you can spend some of it in shoe leather, meeting the people in your community and handing them a tape, CD or a pamphlet. You will have to spend some non-adjusting hours doing lay lectures. You will have to put together some presentations, buy some visual aids, spend time talking to people. Basically, you are going to have to take responsibility for your practice, for your community and for getting them to understand what it is you do and why you do it. If you expect some organization or group to do it for you, you’re going to have a long, long wait.v21n1