Yes….I said it.
Even though you’ve been told that, “Chiropractic is for Everyone,” by at least one speaker at every seminar you’ve ever been to, that doesn’t make it so.
Sure, everyone could benefit from regular chiropractic care to remove the nervous system dysfunction caused by vertebral subluxation. However, that does not make everyone a candidate for our care.
Someone that smokes and drinks excessively, does not exercise, and generally does not take care of themselves often does not value chiropractic beyond any pain relieving benefits it may have.
So obviously, chiropractic is not for everyone.
Heck, chiropractic isn’t for most chiropractors.
I recently was making phone calls to DCs that have purchased my educational system or sample pack to offer support on implementation and get feedback.
The first call was with a great DC who stated he has gone back and forth between pure chiropractic and all the other stuff, and purchased the system because he wants to move forward with a singular purpose and message.
I commended him for his decision and action and let him know I had also been there as many of us have been.
A Clean Slate
One of the beautiful things about practice is that you get to literally change the direction of your practice every day with each new practice member. Now that can be a good thing or bad thing depending upon whether or not you are anchored to the chiropractic objective or not.
I offered the DC tips on how to implement effective procedures for using the brochures, gave a few communication pointers and then proceeded to make the next call to an office that purchased our sample pack.
It was very clear the system was not for them. They are subluxation-based and do a great job, but it is definitely not the only focus. Their office focus is more on wellness and holism. Apparently they thought the brochures were more for placing on your wall and letting people take them whenever they feel like it.
Dilution of the Message
You see, I did not create them for every chiropractic office out there. If I did, I would have the same ineffective materials that collect cobwebs, train your practice members to be condition/pain focused, and teach them to spread that message out in the community. Yippee!
My materials are focused.
Focused on chiropractic and the chiropractic objective. They are designed not to sit on your walls or counters, but to serve as an engagement tool for you to educate your practice members. By the time you have taken each person through the process, they will understand what chiropractic and vertebral subluxation is.
Are 100% of the people going to choose lifetime care for themselves and family?
Not everyone values it or has the resources. But you have better believe they will at least have been able to make an educated decision on where vertebral subluxation correction sits in their lives.
“I love the unrelenting focus on Subluxation!!!”
That was the response of one of the first DCs I trusted to share my educational system with.
Being unrelenting is a character trait of mine.
Sometimes good. Sometimes bad. But in a mixed up profession like chiropractic with no consistent message and virtually no understanding by the public of what chiropractic and vertebral subluxation is, being focused and unrelenting is a very good thing.
Now let me ask you a question.
Have we, as a profession, been Unrelenting with our focus?
Have we been unrelenting with our determination to communicate what vertebral subluxation is and why every human being should want to be checked on a regular basis by a chiropractor?
The answer is obviously no.
No, we have not.
It’s a shame. It’s unethical. It’s immoral.
Granted there are plenty of DCs out there that do not have the awareness of what vertebral subluxation is, the effects, and how to correct it. Just like with the public and your practice members, you can’t blame those that were never given the opportunity to find out. However, there are plenty in leadership that do understand and still prefer to “play it safe” with the public’s perceptions or in illogical efforts to stay cordial with the other half of the profession that has and will continue to stab them in the back, deliver a compromised, mixed message that becomes completely impotent and actually counter-productive.
So how much longer are we going to settle for this?
How much longer are we going to send checks to a failed marketing/branding campaign?
How much longer are you going to allow people to walk out your doors without spending just as much energy and effort educating them as you are adjusting them?
Tough questions for a battered and bruised profession.
But necessary ones nonetheless to move us forward serving more people.
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Steve Tullius, D.C., ACP
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