Those that practice chiropractic based on the principles laid out by Dr. D D Palmer and refined by Dr. B J Palmer are very fortunate. You are a special group of individuals, unique in the world today because you live by chiropractic principles.
Chiropractic postulates that nerve interference is a possible causal factor in all disease. Chiropractic teaching and philosophy also presents sound, logical, compelling evidence that labeling symptoms as diseases and treating those symptoms with chemicals and surgery is misguided. For too long, chiropractors have defended the former while neglecting the latter.
Defending the efficacy of subluxation correction has left little time to focus on this other basic tenet of chiropractic: treating symptoms rather than cause is misguided. The growing body of evidence has proven that disease care does not equal health. The current “health care” crisis has brought this to everyone’s attention. Costs are skyrocketing, while quality of life is sinking for millions of Americans.
Principled chiropractic is a precious gift. Combined with rational information regarding the other necessary components of a healthy lifestyle, principled chiropractic has the capability to enhance the lives of millions more than are presently served. The YourSpine.com initiative serves to marry the life enhancing benefits of regular chiropractic care with information that supports the second principle of chiropractic: labeling symptoms as diseases and treating those symptoms with chemicals and surgery is misguided
For the first time in history, a world class health care PR firm, FK Health, is ready to launch our initiative to inform the public why the care or their spine is necessary to ensure proper communication between the brain and every cell, tissue and organ of the body. We will also present information detailing the other components necessary for proper cellular function.
Health is a result of proper cellular function. It really is that simple. Disease is the result of abnormal cell function. The brain controls and regulates, through the nerve system, all cellular function in the body. Chiropractic adjustments remove any impediment to this communication thus allowing the body to function at a higher level of health and vitality.
But it takes more than just adjustments to achieve proper cellular function. It requires a diet of natural, healthy, nutrient rich food, clean pure water, regular exercise, normal sleep and emotional, spiritual health. You cannot deliver any of these things with an adjustment and they certainly don’t come in a pill or capsule.
What is possible is to give practice members compelling reasons why they require all of the aforementioned to achieve health. We can provide clear rational evidence that all of these are required components of a healthy lifestyle, the Chiropractic Lifestyle, where practice members are active participants in their own health care future. Sufficient data and supporting evidence exists. All we need do is embrace it, and explain that this has been the chiropractic way for 114 years. Reflect back on the list and you will notice that none of these requisites can be patented or monopolized. They all require the active, ongoing participation of the health seeker. None can be used to funnel billions of dollars of wealth to one monopolistic group, like the pharmaceutical/medical cartel or industrialized food and beverage production groups.
The current state of industrialized food and medicine is the largest threat to the health of modern citizens. The required diet of natural, healthy, nutrient rich food has been replaced by a chemical cocktail of additives, preservatives, and processing that bears little resemblance to the food of our ancestors. Fluoridated and chlorinated water has replaced the clean pure water which had sustained life for the last 6 million years. We are the most sedentary humans that have ever existed, stressed to our limits and devoid of the emotional and spiritual blessings of living in peace and harmony with our neighbors and our planet.
Principled chiropractic and the fundamental truths which it represents combined and aligned with the other facets of the Chiropractic Lifestyle offer much needed healing to a wounded people. The opposite of industrialized food and medicine is natural food and health care as clearly as war is the opposite of peace. Perhaps with less of the former, we can have more of the latter.
Chiropractic is natural health care. Isn’t it time that health care consumers equate chiropractic care with the other facets of health: a diet of natural, healthy, nutrient rich food, clean pure water, regular exercise, normal sleep and emotional, spiritual health? And isn’t is time you are recognized as the world’s foremost authority on natural health care?
The opportunity now exists to present positive, accurate information about chiropractic care to those with health challenges at the exact moment they are in need of care.
According to recent research by the non-profit Pew Internet & American Life Project, seventy-nine percent of Internet users have searched online for information on at least one major health topic. That translates to about 95 million American adults using the Internet to find health information or about 9 to 10 million Americans on any given day.
The Pew Internet & American Life Project’s previous research found that online health seekers are often motivated to search out information that relates to actions they might need to take for specific health issues in their lives. For instance, they (or people they love) might have experienced health symptoms that worry them and Internet users search for information about whether they would be wise to visit a doctor. Or, they might have just received a diagnosis and want to learn more about their particular condition.
In many cases, online health seekers are action-oriented and highly purposeful because there is a pressing medical issue for them to address. Since it is highly likely that the issue they face may have nerve system involvement, how likely is it that the Internet user will find accurate, positive information on chiropractic that will encourage them to see a chiropractor? The answer to this question could have a far greater impact on the future of chiropractic than one might expect. In order to understand why, we must look at what Internet users are doing online. The Pew Internet & American Life Project’s research found the top five activities of Internet users searching for health information are as follows:
- Tentatively diagnose their own diseases
- Confirm their doctor’s diagnosis and suggested treatments
- Check their doctors’ credentials
- Research all available treatment options – not just those recommended by doctor
- Give themselves a crash course on a specific medical condition when they (or someone they love) is diagnosed
Clearly these activities indicate a course of action is being formulated. This is precisely the time when accurate, positive information on chiropractic care can have the greatest impact. The Internet provides, for the first time in history, the ability to reach those in need of care at the exact moment they are deciding the form that care should take. So, how well is the chiropractic profession currently represented on the Internet to take advantage of this opportunity? You can see for yourself. Using Google, the world’s leading search engine, perform a search on the term “chiropractor”. What you find should cause you great concern.
As of 6/15/2009 , a Google search on the term “chiropractor” returns a a somewhat less than flattering Wikipedia entry as the number one result. A Bureau of Labor Statistics overview of “a career as a chiropractor” is the number two result and the third result is a condemnation of the profession titled “My Visit to a Straight Chiropractor” by Stephen Barrett MD on his website, Chirobase.com, which is dedicated to disparaging chiropractic. The fourth result is an article on the Spine Universe site that states that chiropractic is “a popular pain treatment”. And the remaining results are not much more encouraging. There is nothing presented that will inform a consumer with a specific health challenge how they may benefit from chiropractic care.
You may be wondering how this affects you. Maybe you don’t have a website and don’t concern yourself with Internet search habits. You rely on tried and true methods of new patient acquisition like personally delivered health talks and referrals from satisfied patients. This situation impacts you as much as the chiropractor that has spent thousands of dollars building and marketing his/her own web site.
Google, which handles 72% of all search traffic according to SearchEngineWatch.com, had 168,100 searches conducted on the term “chiropractor” in May, 2009. That means 168,100 Internet users were exposed to Stephen Barrett’s anti-chiropractic sentiments in May, 2009 alone.
How many of these Internet users were potential new patients referred by a loyal practice member or attendees at your most recent health talk who decided to do a little research prior to scheduling an appointment? How many of your patients have suggested that their spouse schedule an appointment, only to have them go to Google, become sucked in by the anti-chiropractic rhetoric and become forever poisoned to the idea of chiropractic care? They may even take their new found “knowledge” and talk your patient out of returning for their next visit. No one can say how many patients you have lost to the current Google situation, but it is safe to say you are not immune.
We know, however, from the Pew Research and Google keyword statistics, that the vast majority of the 9-10 million daily web surfers are not searching on the terms chiropractor or chiropractic (as they have no idea that their nerve system may be a factor in the health challenges they face). We also know that the majority of these Internet health seekers begin their quest for information at a search engine (72% using Google) and that they search on the symptom, diagnosis or condition from which they or their loved ones are suffering.
So what if an Internet user has just been told by a physician that they suffer from fibromyalgia? We know that four of the top five activities most frequently performed by Internet users seeking health information relate to a particular symptom, condition or diagnosis. A Google search on this term ( a condition, symptom or diagnosis) returns exactly zero results that mention chiropractic care as an option. Surely since many chiropractors see patients with “back pain” there will be many results from a search of this term which provide accurate, positive information about chiropractic. Think again. Not in the first 198 results displayed. The ACA website appears at 199 as of this writing. And guess what is among the first 100 results: Quackwatch.com by Stephen Barrett.
Term after term, condition after condition the results are the same. Except for an occasional sponsored link, there is no mention of chiropractic in the search results for any of the myriad conditions for which chiropractic has been proven safe and effective.
So what can be done to correct this and to take advantage of the opportunity described in the beginning of this article? Our consumer oriented site at www.YourSpine.com, provides positive, accurate information about chiropractic and lays the foundation on which to build a much brighter future for the chiropractic profession. We provide valuable patient education material on specific conditions for which chiropractic is most effective. We use detailed graphics and animations to educate Internet health seekers on spinal anatomy and the composition and function of the skeletal and nervous systems. We demonstrate how spinal fitness greatly impacts overall health and quality of life. We explain the many degenerative diseases associated with neglect of the spine, the drugs and surgeries used to treat them, along with their sometimes disastrous side effects. And most importantly, we demonstrate the important role chiropractors play in finding and correcting subluxations.
We provide content designed to be “found” by the major search engines when an Internet user searches for information on chiropractic as well as specific symptoms, diagnosis and conditions. We combine this with search engine optimization techniques and use paid search engine advertising to drive those in need of care to the site at the exact moment they are in need of care, deciding what form that care should take and who will provide it.
Presenting chiropractic in a positive way to online health seekers who are action-oriented and highly purposeful because they have a pressing medical issue to address dramatically increases both awareness and utilization. With this repository of valuable consumer information available and easily found by Internet health seekers, we drive people to the site rather than sit passively and wait for them to come. We utilize a world class public relations firm to facilitate national exposure throughout all news outlets: Internet, television, newspapers and magazines. These very same public relations firms have successfully turned lackluster drugs into household names. In the future, with this strong foundation in place, we plan to run cutting edge television and print ads that reinforce the message. This is a three tiered approach, utilizing advanced Internet technology, world class public relations and creative advertising.
With the food, beverage, diet and drug industries all promoting health compromising products to consumers through national promotional strategies, you cannot be expected to compete for consumer attention on your own. You need and deserve help. By coming together and taking advantage of an initiative like the one described here, you become a force, a force that is an attractive partner to national non-profit and corporate sponsors trying to reach the same key demographic, those actively seeking to improve their health. This opens the door to co-sponsored national events, public relations exposure, increased credibility and greater cultural authority. You may not be able to outspend them, but with radical strategies and an aggressive agenda, you can certainly out-think them. Imagine proper care and maintenance of the spine being as important to the health care consumer as the care and maintenance of their teeth. Have you tried to make a same day dental appointment recently? Better yet, don’t imagine. Make it a reality.
To make your practice part of the growing network of Chiropractic America certified chiropractors and to secure your exclusive zip code allocation in this groundbreaking opportunity, visit: Doctors.YourSpine.com to sign on today!
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.