57 Reaching More People: From Research to Ads to Social Media
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Dynamic Chiropractic – October 7, 2011, Vol. 29, Issue 21

Reaching More People: From Research to Ads to Social Media

By Kent Greenawalt

The Foundation for Chiropractic Progress, architect of the longest running public-awareness campaign for the chiropractic profession, has achieved landmark success, but still needs your help to reach new heights.

The foundation is setting the tone for the chiropractic profession about how to spread positive news to the public, but we can do more and reach even more people with your help. We are only as strong as our supporters.

Accomplishments at the FCA Expo

In August, I and other foundation board members attended the Florida Chiropractic Association's National Expo & Convention to increase the foundation's visibility and number of supporters. We made significant strides that will bring positive results in the future. The FCA weekend brought in 20 new monthly contributors and a little over $5,000 from vendors who were already contributors. Several new vendors also indicated a strong interest in contributing. Here are a few other highlights from an extremely active weekend in Orlando:

During the week of the event, the Wednesday issue of USA Today included a half-page ad featuring NFL Hall of Famer and FCP spokesperson Jerry Rice, along with a congratulatory note to FCA regarding its convention.

We had a booth at the FCA event manned by chiropractic students and two Washington Redskins cheerleaders. Our visibility was enhanced by our TV spots on the association-sponsored TV station in the hotel rooms, as well as ads in the convention program distributed to its attendees. All of this was at no cost to the foundation, leaving your contributions to go straight to spreading positive press about the benefits of chiropractic.

The foundation sponsored a two-hour continuing-education program on the topic of our white paper, "The Role of Chiropractic Care in the Patient-Centered Medical Home." We recorded the proceeding, which you can find online at www.f4cp.com.

From Research to Ads to Social Media

The foundation is working with one mission in mind: to raise awareness of the benefits associated with chiropractic care. To make this happen, the foundation has initiated many projects that are designed to expand its support and continue its growth. Here are some of the most recent achievements to report:

White Paper Sponsorship: As reported in this publication [Aug. 26 issue], the foundation has released a white paper on the role of the chiropractic doctor in the medical home model. The paper was prepared by DISCERN, a respected consulting firm in the business/health community. The medical home model promotes a more efficient use of health care resources and is an important principle in the new health care law being implemented in both the public and private sectors. This document was developed with the guidance of two medical doctors and two chiropractic doctors, along with input from a panel of foundation leadership. It is targeted toward stakeholders who are involved in the development of a successful medical home model.

Initially, this material was presented to the chiropractic profession through articles in the major chiropractic publications and during the 2011 FCA National Convention & Expo. Next, it will be promoted to the business/health community through media releases, postings on appropriate Web sites, and sponsorships of presenters and exhibit space at major industry conferences.

Foundation Fan Page – Facebook: The foundation has launched two Facebook fan pages, one dedicated to chiropractic professionals (www.facebook.com/FoundationforChiropracticProgress) and the other to the general public (www.facebook.com/StayingHealthywithChiropracticCare). These pages feature videos of chiropractic leadership and one high-profile foundation spokesperson. You can help to raise awareness regarding the benefits of chiropractic by visiting the foundation's fan pages and clicking "like."

Current and Upcoming Advertisements: A new ad focusing on cheerleading and the benefits of chiropractic care appeared in the July/August issue of American Cheerleader. Multiple foundation television broadcasts, all of which include positive chiropractic messages, have been produced and aired nationwide. To date, the foundation has released TV spots on driving safety, fibromyalgia and healthy living.

The foundation has completed two additional TV PSAs that are set to air before the end of 2011. The first focuses on the common health condition of sciatica and the proven benefits of chiropractic, while the second highlights the importance of managing stress in the workplace in order to avoid serious health ailments.

Workers' Compensation Release: The foundation has distributed a press release regarding a recent study published in the Journal of Occupational and Environmental Medicine, which concluded chiropractic care was more effective for common, work-related low back pain. This press release was syndicated nationally and has since received more public awareness via national syndicated newswires.

How You Can Help

I am so proud to see the remarkable success of the foundation's campaigns! We are gaining more exposure and partnerships than ever before, but our work isn't close to being finished. I look forward to seeing what new opportunities we can bring to our profession. To make that happen, we need you to join our team and help us spread the word about the positive benefits of chiropractic. Join our efforts, become a monthly contributor and donate at whatever level is comfortable.

The continued growth of the foundation is dependent on more doctors getting involved. This campaign is making a difference by informing the public about the value in chiropractic care – the value in your work. Help spread awareness and increase the already achieved 1 billion positive messages in 2010 alone by supporting the Foundation for Chiropractic Progress. Visit www.f4cp.com or call 866.901.F4CP (3427) to join today.

Click here for previous articles by Kent Greenawalt.

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