Dynamic Chiropractic – February 15, 2014, Vol. 32, Issue 04

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Muddying Our Brand With Diversification

Dear Editor:

Regarding your editorial, "Why You Don't See More Patients" [Oct. 15, 2013], McDonald's has branded itself with hamburgers and fast food. It has not added other product lines such as microwaves, juicers, coffee grinders, etc. When the public goes to McDonald's, they know what they are going to get – hamburgers, fast food, and happiness.

Chiropractic originally had a brand: delivering a spinal adjustment to correct vertebral subluxations, allowing the body to function at its optimum. Today, the profession has muddied the brand by adding non-chiropractic entities such as physical therapy, acupuncture, nutrition, exercise therapy, lasers, etc. The public has no idea what they will receive when they go to a DC. They may not even be adjusted.

How successful would McDonald's be if it diversified into other product lines and each establishment could choose what they offered the public, e.g., microwaves, juicers, coffee grinders or fast food? Some might even opt to no longer offer fast food. Wouldn't they destroy their brand, lose market share, and perhaps drop to serving a mere 8 percent of the population, as has happened in chiropractic?

Norm Ross, DC
Goshen, Ind.

Dynamic Chiropractic encourages letters to the editor to discuss issues relevant to the profession and/or to respond to a previously published article. Submission is acknowledgment that your letter may be published in a future issue of the publication. Email to submit your letter; please include your full name, relevant degree(s) obtained, as well as the city and state in which you practice.


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