A thought occurred to me yesterday (the only one for quite some time!), about the way we position Chiropractic in the marketplace.
Perusing facebook essentially encapsulates how we brand ourselves and what intent we use to draw people to Chiropractic.
When research was being gathered regarding the harmful effects of cigarette smoke and data became overwhelmingly evident that smoking could kill you, the tobacco industry responded. Not with large amounts of research of their own to contradict what had been brought to the public, but with clever marketing designed to instill doubt in the public perceptions.
They couldn't argue with the evidence. What they could do was find holes in how the research was conducted. And by doing so and publicizing it, they instilled doubt in the public eye.
And you see this kind of marketing everywhere...every four years, all political parties try to instill doubt in our minds about the opposition...Verizon casts doubt that AT&T has the coverage to effectively provide us phone service...and on and on...
I don't think it's congruent with Chiropractic. It's fear-based and offers no solutions.
All over facebook I see postings about the harmful effects of medications, vaccinations, the medical establishment in general...instead of the incredible possibilities of health and life enhancement that Chiropractic provides mankind.
What do you think? Do you think doubt marketing is the best way for the profession to go? Or do you think we ought to instill some positivity into our efforts?
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"Chiropractic is about life and what makes people live. Medicine is about death and what makes people die." BJ Palmer.
ReplyDeleteWe have a responsibility to stress the former, to be looking in and moving in the direction we want to go so that we can lead people to blossom as the extraordinary humans that they already are.
I think both are equally as important. We need to stay away from literally BASHING medicine, rather provide the facts, data, statistics that do not lie. Let people read these things and learn for themselves, let us provide them with much of the "hidden" information.
ReplyDeleteOn the other hand continue to educate people on the benefits of chiropractor. Provide videos, article links, research, etc. Allow the public to have their opinions after being well informed, well educated.
The battle is Principle vs. Theory... to influence a generation... contrast MUST take place... The Principle takes on a whole knew meaning when contrasted to the theory of medicine... everyday, the medics are "bashing" us to their guinea pigs... we have been lulled into thinking that this is a fair fight... a lovey dovey "discussion" with all of us holding hands and smiling... all the while they are sharpening knives for our backs and the backs of our practice members... if we as a profession continue to let this happen, history won't repeat itself... ChiropracTIC will simply become just that... History. This is WAR! Don't believe it? Tell your patients, all you practicing Chiropractors, to mention to their medics that they are seeing a chiropractor and report back what they say... this is WAR. We have to fight for our generation and generations to come... we don't, who else will?
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