A Special Message

By Michael Pedigo, DC

Dear Colleagues:

As current ACA president and former ICA president, I have had a rare opportunity to see firsthand the strengths and weaknesses of these two hard-working organizations, and to get to know their members.

We can debate forever on whether or not the differences between the two organizations are significant. However, regardless of any differences -- real or perceived -- there is one issue on which all doctors of chiropractic agree: the need to launch a high-impact national advertising and public relations campaign to promote the chiropractic profession.

No matter where I travel, or to whom I talk, every chiropractor says the same thing: "Think how much progress we could make if only we had a good national PR campaign promoting chiropractic!" To see the realization of such a campaign is a dream expressed by DCs everywhere. That's why the ACA is proud to help launch, as part of an historic joint Alliance with the ICA and other organizations, just such a campaign.

This is exciting and historic news, but let's not beat around the bush. The one question on every DCs mind is, "Will this campaign be a success?" The ACA has committed to doing everything it possibly can to ensure this success. And the ACA is giving you a special opportunity to ensure the Alliance's success, as well.

As current president of one national organization and former president of the other, I know the most significant difference between the two organizations, and it is an extremely critical one.

Dr. Chester A. Wilk, fellow plaintiff in the groundbreaking Wilk v. AMA antitrust lawsuit, summed it up best when he observed: "The ACA is the only national organization with the numbers, talent and name recognition to serve as the voice for the profession. Each and every day, the ACA demonstrates that the biggest difference between itself and other national organizations is that it has the ability to get things done. For example:

• ACA's managed care coalition is pushing for passage of PARCA, the Patient Access to Responsible Care Act, which is currently drafted to amend ERISA. We need your support to battle the managed care industry, which is frightened enough to have committed $1 million to defeat PARCA.


• The ACA represents a true cross-section of the chiropractic profession, which we strongly believe is one of the most important sources of our growing success.


• To challenge chiropractic's opponents, in court if necessary, the ACA has again teamed up with George McAndrews, the lead attorney in the Wilk v. AMA suit, to investigate allegations that some Blue Cross/Blue Shield plans discriminate against chiropractic.


• ACA's success in eliminating the discriminatory x-ray requirement is projected by the Congressional Budget Office to increase chiropractic reimbursement by over $2 billion in the next 10 years.


• ACA's recent news feature program reached hundreds of millions of consumers with pro-chiropractic messages on TV, radio and in newspapers. ACA has offered these features to state associations and member DCs for use with their local media, free of charge.


• ACA is beginning a legal initiative against HCFA, to fight Medicare regulations that deny DCs reimbursement and ordering authority.


• To educate its members better and position chiropractic accurately, the ACA has created a new Journal of the American Chiropractic Association (JACA).


• To improve your bottom line, DCs will receive an average of $1,500 more per year in Medicare reimbursements from the new CMT codes the ACA created and justified. CMTs are also being accepted by many third-party payers and state workers' compensation systems.


• ACA's in-depth research supported an increase in the practice expense component of the Medicare fee schedule, which will put an average of $1,000 more in each DC's pocket.


• To increase patient access, the ACA made certain that the president's budget included provisions prohibiting discrimination by Medicare HMOs based solely on the provider's license. No chiropractic organization has the strength and reputation that the ACA has on Capitol Hill.


• Through professional literature and audio-teleconferences for DCs, as well as targeted mailings to primary care physicians and medical gatekeepers, the ACA is educating PCPs and gatekeepers about why -- and how -- they should refer their patients to DCs.


• To study the efficacy of chiropractic, the ACA has contributed nearly $7 million toward research since 1980.


• The ACA offers exciting new member affinity programs, patient education tools, practice management aids, seminars, and other products and services too numerous to name here, to help you cut costs, serve your patients better, and enhance your practice.

Sadly, despite many fine reasons to join the ACA, too many of our colleagues remain on the sidelines, failing to financially support the activities of the ACA or any national organization.

Will this same lack of participation and support undermine the Alliance's efforts to implement a successful PR campaign? Only time will tell. The Alliance program is only a modest beginning. Nevertheless, it is a very important start to what could be the most significant PR effort to ever be undertaken by this profession.

The ACA contribution to this historic PR campaign is comprised entirely of ACA membership dues. To grow and expand this program, and to give it the exposure it needs to make a real difference, we must expand the membership base of the ACA. That's why I am offering this special incentive to you today: If you join the ACA by January 31st, 1998, you have the option of designating that 100% of your dues payment received by the ACA by that date will be directed to the Alliance to expand its programs -- above and beyond the $300,000 that the ACA has already committed to!

In helping to spearhead this PR and advertising campaign, the ACA is making a serious commitment to do everything we possibly can to benefit the chiropractic profession with the limited resources we have. We already have the most effective national organization, but we need more financial resources to grow and sustain the kind of public relations, advertising, and outreach efforts this profession needs now to meet the challenges of managed care and a rapidly changing health care system.

Through the gracious cooperation of Don Petersen and Dynamic Chiropractic, we have been allowed to insert a special survey and membership application in this issue. Please fill it out and send it back to me right away. It's your chance to make a real difference in not only the Alliance's important efforts, but your practice, and the future of your profession.

Thank you for your time and support.

Michael D. Pedigo, DC
President, American Chiropractic Association
Past President, International Chiropractors Association

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Dr. Michael D. Pedigo is a past president of the American Chiropractic Association and the International Chiropractors Association, and the only doctor to receive the Chiropractor of the Year Award from both organizations. He practices in San Leandro, Calif., and can be contacted with questions and comments via his Web site: www.drpedigo.com.