Chiropractic Marketing Done Right

In a recent USA Today interview Matt Cutts, who works for the Search Quality group in Google, specializing in search engine optimization issues, gave his top 5 easy tips on how to “optimize” your site so Google and the rest of the world can find it.

Matt gives an example of a San Diego chiropractor who lamented that his site was not listed at the top of the Google search engine results. A quick peek at the site revealed that nowhere on the site was the term “San Diego Chiropractor” spelled out.

This would seem like an obvious oversight, until you consider that even after deducing what word or phrase (AKA search term) Internet users will be searching on to find you, you must then decide how many times to repeat the search term on the page, whether to include the term in the “title tag”, in what order, and at what “density”. Should they be repeated in the “H1″ and “H2″ tags as well?

Once that has been worked out, go out and get some high quality “backlinks”, create a “blog” for your practice, get some traffic to your blog, hopefully resulting in some additional incoming links. Create interesting and fresh “content” for your blog and employ the latest strategies to get your blog found.

Next, go out and begin to “bookmark” your site on some popular social media sites such as Digg and Stumbleupon. Participate in the the discussion, get to know the etiquette necessary to successfully engage in these social media communities and you should, in time, have some limited success.

You are now ready to develop an “XML sitemap” for your site. If you create a search engine friendly “URL” structure, hopefully in a neat “silo structure”, factor in some “latent semantic indexing” terms that are appropriate for your site, and voila, your site will be found, indexed, and if you are really lucky, you may appear in the top 50 or so results of the current 283,000 results Google has indexed for the term “San Diego Chiropractor”. Change the search to “Chiropractor San Diego” and Google has 460,000 results indexed.

Now if all this is Greek to you, rest assured you are not alone. The fact is, trying to get an individual practice website to appear at the top of the search engines is a daunting, if not impossible task.

In fact, one of the largest Chiropractor web site companies in the country sent out an email very recently that stated ” we had neglected the whole search engine thing”. He went on to exclaim, after several years of charging nearly one thousand doctors a monthly fee for chiropractic websites, “We need to figure out this search engine thing”. This self inspection occurred only after being berated by a potential customer.

If the president of a company that has collected millions of dollars from chiropractors for web site services had to be taunted into investigating how this stuff works, should you feel bad if you need an Internet to English dictionary to make sense of all of this?

You are, after all a chiropractor, not a web site developer. And at the end of the day, having a top placement for a term such as San Diego chiropractor doesn’t mean much these days anyway.

Why? Because the “local” search results now appear over top of the “natural” search results for searches that contain a city name. So all of the aforementioned work and effort still will not put your practice information in front of consumers, at the top of the search engine results page (SERP).

And even if you could achieve top placement in your town for a term like “San Diego chiropractor”, this still only reaches the 5% of the population that are already looking for a chiropractor. This does nothing to reach the 10 million Americans who are searching the Internet for health information each and every day. They have no idea that chiropractic care can help them.

Do yourself a favor. Join together with the thousands of other chiropractors who had decided to let the computer geeks handle this web stuff and stick to making sick people well.

Together, we have developed a comprehensive program to not only put you in front of the Americans that regularly seek chiropractic care, but also put positive, accurate information about chiropractic in the hands of all Americans that can benefit from your care. And we reach them at the exact moment they are deciding what form that care should take.

You owe it to yourself to check out what is possible, by working together, rather than against one another. There is great power in numbers. Power to change the world. Get on board with other like minded chiropractors. Get involved with something big.

Let us worry about the complexities of search engine placement, local search optimization, keyword density, title tags, heading tags, blog posts, content creation, optimization, directory structure, etc, etc.

Do what you do best: improve the quality of life of your practice members. Let us handle getting them in the door.

Bashing Chiropractic is Part of PT Curriculum

Dr. Bill Kinsinger, the MD behind the Necks911 campaign and a fellow who claims credit for derailing the FSU chiropractic college effort is being invited to deliver his anti-chiropractic rhetoric to paying audiences as part of the continuing education program of the University of Oklahoma, Department of Rehabilitation Sciences and the Oklahoma Physical Therapy Association continuing education program. The video is viewable here:
http://ph-ms.ouhsc.edu/ah/rehab/kinsinger.wmv

The video was produced by the Board of Regents of the University of Oklahoma. The event description and brochure can be found here:
http://www.ah.ouhsc.edu/rehab/continuing_education.asp

The video of the presentation is now being used to educate the future doctors of physical therapy who will soon begin to graduate from more than 187 doctorate physical therapy degree programs in the US. The curricular use is described here:
http://blog.myphysicaltherapyspace.com/2008/03/extra-extra-the.html

Clearly the Neck911 leader is finding wide acceptance. This type of malicious, slanderous assault on the chiropractic profession delivered by a medical doctor to medical doctors is a possible violation of the AMA antitrust settlement which resulted from the Wilke v. AMA trial.

Chiropractic America has taken up the legal challenge to defend chiropractic in the past (Chiropractic America v. LaVecchia and Chiropractic Alliance of New Jersey v. Parisi), and prevailed in each of these cases. But we have since resolved to focus all of our efforts on public relations and advocacy and to leave the legal challenges to the organizations within the profession which are better suited to deal with legal and legislative issues.

We are grateful to all of those who are helping us to make chiropractic part of the American public’s thought process. As we grow, so does our ability to spread the word on our members’ behalf and give chiropractic its deserved place in the hearts and minds of the American people. The best defense is a strong offense and we are on the offensive, spreading the chiropractic message.

Chiropractic Alliance of New Jersey v. Parisi

The Chiropractic Alliance of New Jersey was formed in 1992 to advocate for the chiropractic profession. Almost instantly they had an impact, filing a Racketeer Influenced and Corrupt Organizations Act (RICO) lawsuit against the New Jersey Department of Insurance, Fraud Division and the state’s 12 largest insurance carriers (Chiropractic Alliance of New Jersey v. Parisi). Their lawsuit was designed to stop the practice of using uninvestigated and unsubstantiated allegations of insurance irregularity to essentially extort civil fines from chiropractors and other healthcare practitioners. (Most chiropractors, despite having done nothing wrong, would choose to pay the fines rather than face the prospect of the Division significantly disrupting or shutting down their practices to conduct a baseless investigation.)

The case was decided in favor the Chiropractic Alliance of NJ and this illegal practice was halted. Louis Parisi, the longtime director of the Fraud Division under whose tenure this practice became commonplace, resigned shortly thereafter. Richard Jaffe Esq., a Houston health care attorney who led the fight stated afterward that this was the first time the RICO Act had been successfully used against a governmental investigative body. “Dateline NBC” did a feature story on this lawsuit as it resulted in the reversal of similar laws disproportunately attacking chiropractors in 17 other states.

On the heels of this monumental victory, The Chiropractic Alliance of New Jersey was incorporated as the Whole Health Chiropractic Network (later renamed Chiropractic America) in 1994 with the goal of extending beyond advocacy to promotion of the profession. The vision was to create a unifying public relations and advertising campaign that would be both affordable for all doctors and reach millions of prospective patients with the chiropractic message.

Chiropractic is True Healthcare

Chiropractors have, for the past 112 years, treated sickness and infirmity without the use of drugs and with the goal of avoiding surgical removal or repair of any of the body’s organs or structures. Chiropractic’s message is that the proactive care of one’s body and wise lifestyle choices are necessary to achieve health. Chiropractors have held and maintained this view, even before it became fashionable and long before evidence made it clear that the drug and surgery model of “healthcare” is really nothing more than “disease care”, waiting for disease to occur and then treating the effects. Chiropractic takes a preventive approach to healthcare: eliminate the cause of disease.

Chiropractors have always maintained that interfering with the transmission of the electro-chemical signals that connect your brain, the master control system for the human organism, to every organ and cell in your body has a detrimental effect on health.

This system is so delicate and of such vital importance that the body has designed in the most elaborate set of protection, armor if you will, to protect it. The skull is a protective vault that houses and protects the most sensitive of systems: the eyes, the mouth, the ears and most importantly, the brain. The next critical organ in your body, the spinal cord, is guarded by your spine. This masterpiece of engineering is 24 vertebrae, each one a unique bone, that serves not only as the integral part of your neuromuscloskeletal system, giving you the unique ability to walk upright, but also has a unique set of nerves that run through it to every other system of the body through individual holes called foramen.

What travels through the spine and the foramen that protect them is the very essence of your being. From your brain, your spinal cord and the millions of nerves that branch out from it are the core from which your body functions. Before you came into the world, you formed a brain and a spinal cord and developed a body around it. And so it is today that the brain regulates the rest of your body through this delicate system of nerves protected by your spine.

Chiropractors maintain the proper position of these delicate joints and the precious cargo which they protect, your nerve system.

Pressure on the root nerves that leave the spine through the foramen to control and regulate all of the other organ systems of the body can affect millions of nerve fibers. Pressure on the brain stem, where it leaves the skull and enters the spine can also affect millions of nerve fibers. Interfering with these nerve fibers can have disastrous affects on your health.

Chiropractors detect and correct the cause of this interference, allowing your body to self regulate, adapt and heal. The care and maintenance of the spine and nervous system is a necessary component of any natural approach to healthcare.

Chiropractors have been outspoken opponents of water fluoridation, mass vaccination, over use of prescription drugs, food additives and have always maintained that it is better to find and correct the cause of disease, rather than merely treat or cover up symptoms.

Today, chiropractors embrace and support the growing body of evidence that health is a result of: a fully functioning nerve system, consuming natural, nutrient rich food, clean pure water, proper exercise, natural sleep and emotional/spiritual well being. A healthy spine allows your body to adapt, regulate and fully realize the benefits of all of these other natural methods of avoiding disease and achieving health. See your chiropractor today to have your spine checked and begin to extricate yourself from the disease care system of treating symptoms.

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.

History of Chiropractic America

Chiropractic America was the first company to create a chiropractic website, the first company to air national television advertisements for chiropractic, the first company to run national magazine advertisements for chiropractic, the first company to air national radio advertisements for chiropractic and is now the first company to bring a world class health care public relations firm to the table to promote chiropractic, Feinstein Kean Healthcare, the health care division of Ogilvy PR Worldwide.

It all began when The Chiropractic Alliance of New Jersey was formed in 1992 to advocate for the chiropractic profession. Almost instantly they had an impact, filing a Racketeer Influenced and Corrupt Organizations Act (RICO) lawsuit against the New Jersey Department of Insurance, Fraud Division and the state’s 12 largest insurance carriers (Chiropractic Alliance of New Jersey v. Parisi). Their lawsuit was designed to stop the practice of using uninvestigated and unsubstantiated allegations of insurance irregularity to essentially extort civil fines from chiropractors and other healthcare practitioners. (Most chiropractors, despite having done nothing wrong, would choose to pay the fines rather than face the prospect of the Division significantly disrupting or shutting down their practices to conduct a baseless investigation.)

The case was decided in favor the Chiropractic Alliance of NJ and this illegal practice was halted. Louis Parisi, the longtime director of the Fraud Division under whose tenure this practice became commonplace, resigned shortly thereafter. Richard Jaffe Esq., a Houston health care attorney who led the fight stated afterward that this was the first time the RICO Act had been successfully used against a governmental investigative body. “Dateline NBC” did a feature story on this lawsuit as it resulted in the reversal of similar laws disproportunately attacking chiropractors in 17 other states.

On the heels of this monumental victory, The Chiropractic Alliance of New Jersey was incorporated as the Whole Health Chiropractic Network (later renamed Chiropractic America) in 1994 with the goal of extending beyond advocacy to promotion of the profession. The vision was to create a unifying public relations and advertising campaign that would be both affordable for all doctors and reach millions of prospective patients with the chiropractic message.

Chiropractic America developed a marketing strategy for chiropractors that mirrored the highly successful 1 800 DENTIST program which was redefining dental care in the United States. Company founder, Gary Pomeroy, knew that public relations, advertising and a unified national strategy were needed if chiropractic was ever to gain the mainstream acceptance it so rightfully deserved. This was the first national marketing/public relations effort for chiropractic ever created and was one of many firsts for the profession that Chiropractic America accomplished.

On February 27th, 1995, the first full page, full color chiropractic ad ran in People magazine. For the first time in history, national media exposure benefiting the profession of chiropractic with a strong positive message about the benefits of care and a national 1-800 referral service was directing patients to participating chiropractor’s offices from New York to Hawaii. The battle to get these ads placed in Time Warner and other major publications was hard fought, but tenacity paid off. Full page, full color ads in People, Newsweek, Better Homes and Gardens, Good Housekeeping, Redbook, Woman’s Day, Country Living, Home Magazine, Working Mother and others followed and continued through 1998.

In March 1996, Chiropractic America built the first chiropractic website, www.ChiroUSA.com. The site won several awards including the Looksmart / Microsoft award for creative sites. The ChiroUSA site was honored as being one of the first 450 database driven websites in the world. This award included a feature story in Reader’s Digest which gave the site national exposure at no cost to the member doctors. This was the first national public relations coup for chiropractic, Chiropractic America and its members: free national PR.

Throughout 1996, Chiropractic America produced dozens of 30 and 60 second television spots. The commercials were produced by Chiropractic America and Intermedia Inc. of Los Angeles and featured chiropractic patients directly from member practices along with Mark Victor Hansen, Joe DiAngelis (Mr. Universe), Judy Norton of the Walton’s and other celebrity chiropractic patients. Hundreds of commercials aired nationally on cable networks from 1997 to 1999. The first ever nationally aired, network television, prime time commercials for chiropractic ran during the NBA playoffs June 10th,12th, 14th and 17th 1998 followed by the US Open Championship, the Michigan 400 Nascar race and the Pennzoil 200 Indy car race later that same month.

Also in 1998, radio commercials were added to the effort. The commercials were written and produced by Gary at the WABC Studio in New York. More than 1,000 commercials aired on nationally syndicated radio shows including Dr. Laura, Ken Hamblin, Sean Hannity and many others.

That same year, Gary negotiated the first national major media sponsorship for chiropractic. Chiropractic America and New York’s WABC radio, the top syndicated news/talk radio station in the country co-sponsored Chiropractic Awareness Month in January and 160 radio spots aired on topics that included: chiropractic care for the prevention of illness and injury; pain relief; treating the source of disease through chiropractic care; and the vertebral subluxation and its related dangers. The spots were written and produced by Gary and were read on air by WABC radio hosts. Others were co-written and recorded for broadcast by Dr. Bob Hoffman and Drs. Stuart and Theresa Warner. In addition, WABC ran 12 public service announcements per week promoting Chiropractic Awareness Month.

While working diligently to promote chiropractic, Chiropractic America became aware that the New Jersey legislature wanted to rein in the increasing cost of automobile insurance. Their solution was to pass the Auto Insurance Cost Reduction Act on May 19, 1998. The new law established care paths that greatly restricted those injured in motor vehicle accidents from accessing chiropractic care. Under that mandate, people injured in auto accidents were restricted to four visits.

The care paths were developed by Price, Waterhouse and Coopers (PWC), a large accounting firm which used a team of “three individuals with medical degrees, two nurses, and one MBA.” There were no chiropractors on the PWC team.

On November 4, 1998 Chiropractic America, filed suit against New Jersey Governor Christie Whitman, the commissioner of the Dept. of Banking and Insurance Jaynee LaVecchia, and the assistant commissioner for legislative and regulatory affairs to block the state’s new auto insurance reform law from going into effect (Chiropractic America v. LaVecchia).

Richard Jaffe Esq. again led the judicial battle for Chiropractic America. “This case has national significance,” Mr. Jaffe told the Houston Business Journal. “It will determine who makes treatment decisions: the doctor and the patient, or the state government and the insurance companies.”

And it did in fact have national significance. After a lengthy court battle, this case was finally decided in the US 3rd Circuit Court of Appeals. Chiropractic America was victorious and the insurance reform law was blocked.

Also in 1998, Chiropractic America successfully convinced the Florida Attorney General to reverse a rule that would have severely limited chiropractor’s ability to participate in any form of collective advertising. This time he was able to protect the rights of chiropractors without taking it all the way to the US Supreme Court. By testifying and presenting valid arguments, he was able to stop the rule (Rule 64B2-15.001 Florida Administrative Code) in its tracks.

Unfortunately for Chiropractic America and for chiropractic, by this time managed care was dramatically shifting financial realities and focus within the profession. By 1999, Chiropractic America’s membership numbers had begun to drop significantly. The advertising-oriented model that had been so helpful for the profession in the early to mid-1990s was no longer enough to overcome the realities of survival in a managed care driven healthcare system, and many chiropractors were forced to restrict their investment in marketing in order to afford other expenses of practice management.

In 2005, at the urging of another longtime friend, Gary was convinced that the timing was right for the effort to be revived – and that in fact it was needed more than ever before. There had been no market growth for some years and the reputation of the profession was lagging. Shortly thereafter, Gary found out he had cancer.

Gary spent the last few months he was able to work attending Parker Seminar in Las Vegas, meeting with leaders both inside and outside chiropractic in Colorado, Utah, Florida, Massachusetts and other locations garnering support for a reinvigorated and refocused Chiropractic America.

The results is a new website, www.YourSpine.com that serves as a central base to aggregate the power of thousands of doctors nationwide to promote spinal health and chiropractic. The new site is written for consumers as a spinal health advocacy and patient education resource. A program has been designed to place the site at the top of the search engine results for hundreds of health related web queries, thereby placing information about the benefits of chiropractic care in the hands of internet users at the exact moment they are in need of care.

The nation’s leading healthcare public relations firm, the Feinstein Kean Healthcare division of Ogilvy PR Worldwide has been retained to drive the message of chiropractic into the mainstream media. Establishing this relationship was literally the last act of Gary’s long and productive career as a servant to the chiropractic community. Additionally, national co-sponsorship arrangements are in negotiation that will continue and expand the tradition established through Gary’s earlier efforts.

Gary’s life work has been to spread the message of chiropractic. He inspired that passion in me, and I will continue the valuable work he began through Chiropractic America. Like many others involved with the chiropractic profession, I am indebted to Gary for his tireless efforts, and grateful for all he accomplished.

Garrison Younger Pomeroy
6-14-1957 to 11-28-2006

Garrison Younger Pomeroy

 

 

 

 

Chiropractic and the Internet: Opportunity or Liability?

The opportunity now exists to present positive information about chiropratic care to those with health challenges at the exact moment they are in need of care.

According to recent research by the non-profit Pew Internet & American Life Project, seventy-nine percent of internet users have searched online for information on at least one major health topic. That translates to about 95 million American adults using the internet to find health information or about 8 to 9 million Americans on any given day. The Pew Internet & American Life Project’s previous research found that online health seekers are often motivated to search out information that relates to actions they might need to take for specific health issues in their lives. For instance, they (or people they love) might have experienced health symptoms that worry them and internet users search for information about whether they would be wise to visit a doctor. Or, they might have just received a diagnosis and want to learn more about their particular condition. In many cases, online health seekers are action-oriented and highly purposeful because there is a pressing medical issue for them to address. Since that issue is probably something that chiropractic care can address, how likely is it that the internet user will find accurate, positive information on chiropractic that will encourage them to see a chiropractor? The answer to this question could have a far greater impact on the future of chiropractic than one might expect. In order to understand why, we must look at what internet users are doing online. The Pew Internet & American Life Project’s research found the top five activities of internet users searching for health information are as follows:

  • Tentatively diagnose their own diseases
  • Confirm their doctor’s diagnosis and suggested treatments
  • Check their doctors’ credentials
  • Research all available treatment options – not just those recommended by doctor
  • Give themselves a crash course on a specific medical condition when they (or someone they love) is diagnosed

Clearly these activities indicate a decision is being formulated on a course of action. This is precisely the time when accurate, positive information on chiropractic care can have the greatest impact. The internet provides, for the first time in history, the ability to reach those in need of care at the exact moment they are deciding the form that care should take. So, how well is the chiropractic profession currently represented on the internet to take advantage of this opportunity? You can see for yourself. Using Google, the world’s leading search engine, perform a search on the term “chiropractor”. What you find should cause you great concern.

As of 9/27/2006 , a Google search on the term “chiropractor” returns a Bureau of Labor Statistics overview of “a career as a chiropractor” as the number one result. The second result is a condemnation of the profession titled “My Visit to a Straight Chiropractor” by Stephen Barrett MD on his website, Chirobase.com, which is dedicated to disparaging chiropractic. The third result is another damning article on this same site. The fourth result is even worse. Because it is titled “Tips on Choosing a Chiropractor”, for the average internet user it may be the most appealing choice of all the results returned. It includes a “Chiropractic Referral Directory” and mentions both a national and a Canadian association. At first glance, it appears to provide helpful information on finding a chiropractor. As you read past the second paragraph, it becomes a full scale assault on all “chiropractors who purport to diagnose or treat subluxations”. It is in fact another anti-chiropractic Stephen Barrett website called Quackwatch.com. And the remaining results are not much more encouraging.

Let us look at it another way. What if an internet user has just been told by a physician that they suffer from fibromyalgia? We know that four of the top five activities most frequently performed by internet users seeking health information relate to a particular sympton, condition or diagnosis. A Google search on this term ( a condition, symptom or diagnosis) returns exactly zero results that mention chiropractic care as a treatment option. Surely since many chiropractors treat “back pain” there will be many results from a search of this term which provide accurate, positive information about chiropractic. Think again. Not in the first 198 results displayed. The ACA website appears at 199 as of this writing. And guess what is among the first 125 results: Quackwatch.com by Stephen Barrett. Term after term, condition after condition the results are the same. Except for an occasional sponsored link, there is no mention of chiropractic in the search results for any of a myriad of conditions for which chiropractic has been proven safe and effective. And these are just the musculoskeletal conditions. Looking beyond to terms and conditions associated with wellness, maintenance or preventive care and even the occasional sponsored link becomes non existent.

You may be wondering how this affects you. Maybe you don’t have a website and don’t concern yourself with internet search habits. You rely on tried and true methods of new patient acquisition like personally delivered health talks and referrals from satisfied patients. This situation impacts you as much as the chiropractor that has spent thousands of dollars building and marketing his/her own web site.

Google and Yahoo, the two largest players in internet search, are currently valued at $115 billion and $44 billion respectively. This is largely due to the fact that together they handle nearly two-thirds of all internet searches conducted. Yahoo, which handles 28% of search traffic according to SearchEngineWatch.com, had 165,185 searches conducted on the term “chiropractor” in April, 2006. Google does not release totals based on keywords, but they handle 42% of search traffic according to SearchEngineWatch.com. We can conservatively estimate that more than 275,000 internet users were exposed to Stephen Barrett’s anti-chiropractic sentiments in April, 2006 alone. How many of these internet users were potential new patients referred by a loyal practice member or attendees at your most recent health talk who decided to do a little research prior to scheduling an appointment? How many of your patients have suggested that their spouse schedule an appointment, only to have them go to Google, become sucked in by the anti-chiropractic rhetoric and become forever poisoned to the idea of chiropractic care? They may even take their new found “knowledge” and talk your patient out of returning for their next visit. No one can say how many patients you have lost to the current Google situation, but it is safe to say you are not immune.

So what can be done to correct this and to take advantage of the opportunity described in the beginning of this article? Our consumer oriented site at www.YourSpine.com, provides positive, accurate information about chiropractic and lays the foundation on which to build. We provide valuable patient education material on specific conditions for which chiropractic is most effective. We use detailed graphics and animations to educate internet health seekers on spinal anatomy and the composition and function of the skeletal and nervous systems. We demonstrate how spinal fitness greatly impacts overall health and quality of life. We explain the many degenerative diseases associated with neglect of the spine, the drugs and surgeries used to treat them, along with their sometimes disastrous side effects. And most importantly, we demonstrate the important role chiropractors play in finding and correcting subluxations. We provide content designed to be “found” by the major search engines when an internet user searches for information on chiropractic as well as specific disorders. We combine this with search engine optimization techniques and a paid search campaign and the reaching those in need of care at the exact moment they are deciding the form that care should take is a very achievable objective. Presenting chiropractic in a positive way to online health seekers who are action-oriented and highly purposeful because they have a pressing medical issue to address dramatically increases both awareness and utilization. With this repository of valuable consumer information available and easily found by internet health seekers, we have begun to drive people to the site rather than sit passively and wait for them to come. We utilize a world class public relations firm to facilitate national exposure throughout all news outlets: internet, television, newspapers and magazines. These very same public relations firms have successfully turned lackluster drugs into household names. In the future, with this strong foundation in place, we plan to run cutting edge television and print ads that reinforce the message. This is a three tiered approach, utilizing advanced internet technology, world class public relations and creative advertising.

With the food, beverage, diet and drug industries all promoting health compromising products to consumers through national promotional strategies, you cannot be expected to compete for consumer attention on your own. You need and deserve help. By coming together and taking advantage of an initiative like the one described here, you become a force, a force that is an attractive partner to national non-profit and corporate sponsors trying to reach the same key demographic, those actively seeking to improve their health. This opens the door to co-sponsored national events, public relations exposure, increased credibility and greater cultural authority. You may not be able to outspend them, but with radical strategies and an aggressive agenda, you can certainly outthink them. Imagine proper care and maintenance of the spine being as important to the health care consumer as the care and maintenance of their teeth. Have you tried to make a same day dental appointment recently? Better yet, don’t imagine. Make it a reality.