ChiroUnity Launches to Unite Chiropractors

May 21, 2008 · Filed Under Chiropractic Marketing · Comment 

Chiropractic America has launched a new website to provide free local search optimization as well as behavioral statistics of online health seekers to chiropractors. The mission is to see to it that those seeking information via the internet are introduced to a subluxation based chiropractor when they seek a chiropractor online. For far too long, consumer understanding of chiropractic has been shaped by the medical profession and the segment of the chiropractic profession that most closely duplicates the allopathic medical model.

Our 113 year history of drugless health care has never been communicated effectively to the public. Until now. By providing free instruction on how to increase visibility in the major search engines and take full advantage of the incredible opportunity which the Internet provides, we free up chiropractor’s resources previously spent on individual websites, yellow page advertising and other out-dated marketing methods. The savings can then be used to reach out to the 95% of the population who are unaware that the health of their spine has a major impact on their overall health and wellbeing. Pooling the resources of thousands of leading chiropractors, we have created a powerful marketing engine to educate health care consumers nationwide about the importance of spinal health, motivate them to seek chiropractic care, and direct them to exclusive local partner practices.

A series of instructional videos has been developed which will provide information and instruction on how to minimize advertising expense while maximizing results. The term “Unity” has been bantered about for many years in our great profession. But never before has a comprehensive plan been put forth to unify like minded chiropractors behind a common, cooperative marketing program like that which we have created. Chiropractic marketing is in need of an adjustment. When the power of the chiropractic adjustment meets the power of the Internet to reach a global audience with our message of hope and healing, the new patient problem will be solved once and for all.

Chiropractic is True Healthcare

March 6, 2008 · Filed Under Chiropractic Marketing, Chiropractor · Comment 

Chiropractors have, for the past 113 years, eliminated sickness and infirmity without the use of drugs and with the goal of avoiding surgical removal or repair of any of the body’s organs or structures. Chiropractic’s message is that the proactive care of one’s body and wise lifestyle choices are necessary to achieve health. Chiropractors have held and maintained this view, even before it became fashionable and long before evidence made it clear that the drug and surgery model of “healthcare” is really nothing more than “disease care”, waiting for disease to occur and then treating the effects. Chiropractic takes a preventive approach to healthcare: eliminate the cause of disease.

Chiropractors have always maintained that interfering with the transmission of the electro-chemical signals that connect your brain, the master control system for the human organism, to every organ and cell in your body has a detrimental effect on health.

This system is so delicate and of such vital importance that the body has designed in the most elaborate set of protection, armor if you will, to protect it. The skull is a protective vault that houses and protects the most sensitive of systems: the eyes, the mouth, the ears and most importantly, the brain. The next critical organ in your body, the spinal cord, is guarded by your spine. This masterpiece of engineering is 24 vertebrae, each one a unique bone, that serves not only as the integral part of your neuromuscloskeletal system, giving you the unique ability to walk upright, but also has a unique set of nerves that run through it to every other system of the body through individual holes called foramen.

What travels through the spine and the foramen that protect them is the very essence of your being. From your brain, your spinal cord and the millions of nerves that branch out from it are the core from which your body functions. Before you came into the world, you formed a brain and a spinal cord and developed a body around it. And so it is today that the brain regulates the rest of your body through this delicate system of nerves protected by your spine.

Chiropractors maintain the proper position of these delicate joints and the precious cargo which they protect, your nerve system.

Pressure on the root nerves that leave the spine through the foramen to control and regulate all of the other organ systems of the body can affect millions of nerve fibers. Pressure on the brain stem, where it leaves the skull and enters the spine can also affect millions of nerve fibers. Interfering with these nerve fibers can have disastrous affects on your health.

Chiropractors detect and correct the cause of this interference, allowing your body to self regulate, adapt and heal. The care and maintenance of the spine and nervous system is a necessary component of any natural approach to healthcare.

Chiropractors have been outspoken opponents of water fluoridation, mass vaccination, over use of prescription drugs, food additives and have always maintained that it is better to find and correct the cause of disease, rather than merely treat or cover up symptoms.

Today, chiropractors embrace and support the growing body of evidence that health is a result of: a fully functioning nerve system, consuming natural, nutrient rich food, clean pure water, proper exercise, natural sleep and emotional/spiritual well being. A healthy spine allows your body to adapt, regulate and fully realize the benefits of all of these other natural methods of avoiding disease and achieving health. See your chiropractor today to have your spine checked and begin to extricate yourself from the disease care system of treating symptoms.

How I Grew a Practice: Failure to 2000 Visits Per Week

January 26, 2008 · Filed Under Chiropractic Marketing, Main Content · 1 Comment 

sigA special guest blog post by Dr. James Sigafoose

After failing as a chiropractor for eight years because I did not understand the philosophy behind why we do what we do, I was ready to give up and quit. How did I turn that around and develop one of the largest practices in the country?

First, I had a mentor which I actually used by calling and or meeting with him frequently and I did so until I achieved my goals for the practice.

I also went to philosophy meetings and only to those kinds of meetings: six times a year in Georgia, monthly in Pennsylvania and monthly in New York. I bought (at any price) the Green Books and read them faithfully and believed what they said. I still read them daily. I not only read and studied them, I did the things that were taught in them.

I was asked to speak at the Georgia meetings, because my mentor suggested same, and that began my speaking career. I started doing talks in my office and kept a video program running all day which I created to explain chiropractic and innate. I let the world know about chiropractic through constant newspapers ads. I gave x rays away. I had a family plan and I suggested a fee and expected people to pay it (or as close as they could) while coming in daily or 3 times a week.

I joined Toastmasters and became a better speaker and then had programs in the office inviting other speakers or entertainers. I would teach chiropractic after they spoke or between sets if it were music. We had an annual chiropractic day where we gave away free x rays, dinner, tea and coffee under a tent on our 20 acres. We drew as many as 1200 people, fed them and x rayed as many as 135 people on a Sunday afternoon.

We handed out written information weekly: testimonials, information about the dangers of medicine, chiropractic philosophy and chiropractic thinking. We showed no fear and were determined to do the all we could. We attracted many folks suffering with cancer, diabetes, ulcerative colitis, skin, lung and kidney problems including about 150 children and babies per day. Why? Because we believed we were capable and the best in the world. We gave a lot away and received a lot in return. It was all based on loving service. We never locked our office. It was open like church and people came in as they pleased and watched the educational tapes and children’s programs about the inner man and health.

We had fun and loved what we did. We didn’t do it for money. We did it for love and service. We did however seem to make plenty of money.

After many years of serving, we decided to retire to a beach home in Florida. That soon became boring, so we went into offices throughout the country to observe and recommend changes. That evolved into helping a management company and then helping chiropractors around the world, and of course that’s where we are now till God presents some other need or challenge.

We have opened other offices since then using the same formula and then sold them. We still go out several times a year to talk and do seminars, some our own and some for others and go on mission trips at least once a year.

We never quite feel like we do enough, but our mission is to serve God by serving mankind chiropractic, and that will be until our dying breath.

You can become the chiropractor you wish to be and have the practice of your dreams. Remember, the steps are the same for you as they were for me and every other chiropractor who has a large, thriving practice:

1) Get a mentor that has had a successful practice

2) Attend philosophy meetings faithfully (DE, New Beginnings, Gatherings, Focus, etc)

3) Read and study the Green Books and own the philosophy

4) Tell the chiropractic story to those in your community (and join to reach the masses with the chiropractic message)

5) Love and serve those you attract

We aim to help you with step one. Visit my website to download a stat sheet, fax it back to us and let’s see if there is a fit. I realize we aren’t for everyone, but then neither is Jesus or BJ, but that didn’t stop them, nor will it stop me.

With love,

J. Sigafoose

History of Chiropractic America

January 15, 2008 · Filed Under Chiropractic Marketing, Chiropractor · 1 Comment 

Chiropractic America was the first company to create a chiropractic website, the first company to air national television advertisements for chiropractic, the first company to run national magazine advertisements for chiropractic, the first company to air national radio advertisements for chiropractic and is now the first company to bring a world class health care public relations firm to the table to promote chiropractic, Feinstein Kean Healthcare, the health care division of Ogilvy PR Worldwide.

It all began when The Chiropractic Alliance of New Jersey was formed in 1992 to advocate for the chiropractic profession. Almost instantly they had an impact, filing a Racketeer Influenced and Corrupt Organizations Act (RICO) lawsuit against the New Jersey Department of Insurance, Fraud Division and the state’s 12 largest insurance carriers (Chiropractic Alliance of New Jersey v. Parisi). Their lawsuit was designed to stop the practice of using uninvestigated and unsubstantiated allegations of insurance irregularity to essentially extort civil fines from chiropractors and other healthcare practitioners. (Most chiropractors, despite having done nothing wrong, would choose to pay the fines rather than face the prospect of the Division significantly disrupting or shutting down their practices to conduct a baseless investigation.)

The case was decided in favor the Chiropractic Alliance of NJ and this illegal practice was halted. Louis Parisi, the longtime director of the Fraud Division under whose tenure this practice became commonplace, resigned shortly thereafter. Richard Jaffe Esq., a Houston health care attorney who led the fight stated afterward that this was the first time the RICO Act had been successfully used against a governmental investigative body. “Dateline NBC” did a feature story on this lawsuit as it resulted in the reversal of similar laws disproportunately attacking chiropractors in 17 other states.

On the heels of this monumental victory, The Chiropractic Alliance of New Jersey was incorporated as the Whole Health Chiropractic Network (later renamed Chiropractic America) in 1994 with the goal of extending beyond advocacy to promotion of the profession. The vision was to create a unifying public relations and advertising campaign that would be both affordable for all doctors and reach millions of prospective patients with the chiropractic message.

Chiropractic America developed a marketing strategy for chiropractors that mirrored the highly successful 1 800 DENTIST program which was redefining dental care in the United States. Company founder, Gary Pomeroy, knew that public relations, advertising and a unified national strategy were needed if chiropractic was ever to gain the mainstream acceptance it so rightfully deserved. This was the first national marketing/public relations effort for chiropractic ever created and was one of many firsts for the profession that Chiropractic America accomplished.

On February 27th, 1995, the first full page, full color chiropractic ad ran in People magazine. For the first time in history, national media exposure benefiting the profession of chiropractic with a strong positive message about the benefits of care and a national 1-800 referral service was directing patients to participating chiropractor’s offices from New York to Hawaii. The battle to get these ads placed in Time Warner and other major publications was hard fought, but tenacity paid off. Full page, full color ads in People, Newsweek, Better Homes and Gardens, Good Housekeeping, Redbook, Woman’s Day, Country Living, Home Magazine, Working Mother and others followed and continued through 1998.

In March 1996, Chiropractic America built the first chiropractic website, The site won several awards including the Looksmart / Microsoft award for creative sites. The ChiroUSA site was honored as being one of the first 450 database driven websites in the world. This award included a feature story in Reader’s Digest which gave the site national exposure at no cost to the member doctors. This was the first national public relations coup for chiropractic, Chiropractic America and its members: free national PR.

Throughout 1996, Chiropractic America produced dozens of 30 and 60 second television spots. The commercials were produced by Chiropractic America and Intermedia Inc. of Los Angeles and featured chiropractic patients directly from member practices along with Mark Victor Hansen, Joe DiAngelis (Mr. Universe), Judy Norton of the Walton’s and other celebrity chiropractic patients. Hundreds of commercials aired nationally on cable networks from 1997 to 1999. The first ever nationally aired, network television, prime time commercials for chiropractic ran during the NBA playoffs June 10th,12th, 14th and 17th 1998 followed by the US Open Championship, the Michigan 400 Nascar race and the Pennzoil 200 Indy car race later that same month.

Also in 1998, radio commercials were added to the effort. The commercials were written and produced by Gary at the WABC Studio in New York. More than 1,000 commercials aired on nationally syndicated radio shows including Dr. Laura, Ken Hamblin, Sean Hannity and many others.

That same year, Gary negotiated the first national major media sponsorship for chiropractic. Chiropractic America and New York’s WABC radio, the top syndicated news/talk radio station in the country co-sponsored Chiropractic Awareness Month in January and 160 radio spots aired on topics that included: chiropractic care for the prevention of illness and injury; pain relief; treating the source of disease through chiropractic care; and the vertebral subluxation and its related dangers. The spots were written and produced by Gary and were read on air by WABC radio hosts. Others were co-written and recorded for broadcast by Dr. Bob Hoffman and Drs. Stuart and Theresa Warner. In addition, WABC ran 12 public service announcements per week promoting Chiropractic Awareness Month.

While working diligently to promote chiropractic, Chiropractic America became aware that the New Jersey legislature wanted to rein in the increasing cost of automobile insurance. Their solution was to pass the Auto Insurance Cost Reduction Act on May 19, 1998. The new law established care paths that greatly restricted those injured in motor vehicle accidents from accessing chiropractic care. Under that mandate, people injured in auto accidents were restricted to four visits.

The care paths were developed by Price, Waterhouse and Coopers (PWC), a large accounting firm which used a team of “three individuals with medical degrees, two nurses, and one MBA.” There were no chiropractors on the PWC team.

On November 4, 1998 Chiropractic America, filed suit against New Jersey Governor Christie Whitman, the commissioner of the Dept. of Banking and Insurance Jaynee LaVecchia, and the assistant commissioner for legislative and regulatory affairs to block the state’s new auto insurance reform law from going into effect (Chiropractic America v. LaVecchia).

Richard Jaffe Esq. again led the judicial battle for Chiropractic America. “This case has national significance,” Mr. Jaffe told the Houston Business Journal. “It will determine who makes treatment decisions: the doctor and the patient, or the state government and the insurance companies.”

And it did in fact have national significance. After a lengthy court battle, this case was finally decided in the US 3rd Circuit Court of Appeals. Chiropractic America was victorious and the insurance reform law was blocked.

Also in 1998, Chiropractic America successfully convinced the Florida Attorney General to reverse a rule that would have severely limited chiropractor’s ability to participate in any form of collective advertising. This time he was able to protect the rights of chiropractors without taking it all the way to the US Supreme Court. By testifying and presenting valid arguments, he was able to stop the rule (Rule 64B2-15.001 Florida Administrative Code) in its tracks.

Unfortunately for Chiropractic America and for chiropractic, by this time managed care was dramatically shifting financial realities and focus within the profession. By 1999, Chiropractic America’s membership numbers had begun to drop significantly. The advertising-oriented model that had been so helpful for the profession in the early to mid-1990s was no longer enough to overcome the realities of survival in a managed care driven healthcare system, and many chiropractors were forced to restrict their investment in marketing in order to afford other expenses of practice management.

In 2005, at the urging of another longtime friend, Gary was convinced that the timing was right for the effort to be revived – and that in fact it was needed more than ever before. There had been no market growth for some years and the reputation of the profession was lagging. Shortly thereafter, Gary found out he had cancer.

Gary spent the last few months he was able to work attending Parker Seminar in Las Vegas, meeting with leaders both inside and outside chiropractic in Colorado, Utah, Florida, Massachusetts and other locations garnering support for a reinvigorated and refocused Chiropractic America.

The results is a new website, that serves as a central base to aggregate the power of thousands of doctors nationwide to promote spinal health and chiropractic. The new site is written for consumers as a spinal health advocacy and patient education resource. A program has been designed to place the site at the top of the search engine results for hundreds of health related web queries, thereby placing information about the benefits of chiropractic care in the hands of internet users at the exact moment they are in need of care.

The nation’s leading healthcare public relations firm, the Feinstein Kean Healthcare division of Ogilvy PR Worldwide has been retained to drive the message of chiropractic into the mainstream media. Establishing this relationship was literally the last act of Gary’s long and productive career as a servant to the chiropractic community. Additionally, national co-sponsorship arrangements are in negotiation that will continue and expand the tradition established through Gary’s earlier efforts.

Gary’s life work has been to spread the message of chiropractic. He inspired that passion in me, and I will continue the valuable work he began through Chiropractic America. Like many others involved with the chiropractic profession, I am indebted to Gary for his tireless efforts, and grateful for all he accomplished.

Garrison Younger Pomeroy
6-14-1957 to 11-28-2006

Garrison Younger Pomeroy







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