Chiropractic: The Brand

Chiropractic as a brand has broad appeal to a wide segment of the population. Let us look at what chiropractic really is. Chiropractors represent a unique group of individuals who look at health as the full expression of life within an individual. Chiropractic maintains that life is expressed though the mental impulses which originate in the brain. Since these mental impulses traverse our nerve system, this is where the chiropractor focuses his/her energy.

Chiropractic philosophy maintains that the innate intelligence that made the body can heal the body, as long as we don’t physically, chemically or emotionally interrupt this natural process.

Chiropractors find and correct any physical interference to this natural process. Chemical and emotion factors that interrupt normal, natural functioning of the body at the cellular level include: the American diet, heavy reliance on drugs to treat symptoms and the extreme stress that affects so many.

Chiropractic, the brand, needs to authoritatively address the chemical and emotional aspects of the subluxation. We need to speak up and be seen as the authority on all facets of the natural health care model called chiropractic. This means speaking out on issues of dangerous chemical food additives, the overuse of drugs, the contamination of the water supply, genetically modified food, industrial farming and animal production. And we must speak out in favor of prayer, meditation, personal development, life-long learning and other health promoting lifestyle choices.

In other words, chiropractic needs to reclaim the components of our message which have been usurped by the natural/organic food industry, the supplement industry, the juice industry, the exercise industry, the self-help industry, the yoga industry, the Pilates industry and the diet industry.

And we need to proudly announce to the world that avoiding those things which cause disease has been our message for the past 112 years. We salute these other health promoting industries. We support them and can advocate their use. But the message is ours.

Currently the Wellness Revolution is passing chiropractic by. Instead of leading the way, chiropractors sit on the sideline wondering how to get involved. Reflect back on the list and you will notice one thing. All of these industries have effective marketing and public relations initiatives. How about chiropractic?

The need for a professional Public Relations and Branding campaign like Chiropractic America’s www.YourSpine.com initiative and the associated public relations campaign directed by FK Health/Ogilvy PR Worldwide has never been greater.