New Wave of Chiropractic Ads Launched

Campaign Seeks to Counter Negative Chiropractic Publicity

By Editorial Staff

Spurred most prominently by "20/20's" recent negative and one-sided portrayal of chiropractic pediatrics, the American Chiropractic Association initiated "Operation Fight Back," a national and Washington D.C. based media campaign of full-page newspaper advertisements, and prime-time television commercials on the benefits of chiropractic care. The campaign also sent the message that chiropractic must be included in any national health care reform package.

Pro-chiropractic messages aired in prime-time on affiliate stations of ABC, NBC, CBS, and Fox, and on the cable channels CNN and CNBC. Full-page advertisements appeared in the respected Washington Post (Feb. 24), and in Capitol Hill Magazine's special supplement on health reform (Feb. 21). Editor's note: see side bar for ad.

You'll recall the International Chiropractors Association also placed a full-page ad in the Feb. 4th issue of USA Today, the same day the "20/20" segment aired (see "'20/20' Sparks Chiropractic Advertising Campaign" in the Feb. 25 issue of "DC").

In a letter to the profession, ACA Chairman Dr. Kerwin Winkler stated that there is a "carefully calculated, professionally coordinated attempt to discredit you and me..." He added: "The ACA must fight back, and fight back hard."

Dr. Winkler said that Operation Fight Back will go a long way in promoting the profession on Capitol Hill. "You and your patients must continue to stand up and sound off to our elected federal officials in Washington... Our best chance of fair treatment depends on how much down-home grassroots political support we can muster."

Quack Attack

Causing consternation on another front, is the Texas Medical Association's poster developed to raise funds for the its political action committee. The poster, which sold to twelve other medical societies, pictures a large white goose with a stethoscope around its neck. The poster says, "QUACK, QUACK, QUACK... DON'T LET REFORM DUCK UP HEALTH CARE." A sample of the verbiage of the ad reads:

< "non-physician health care provider groups are flocking to the forefront of the health reform movement... no one wants to be, nor should they have to be, treated by unqualified health care providers."

The AMA has stated they were not involved in the ad and have denounced it. The American Nurses Assoc., among others, have expressed strong displeasure with the ad. Dr. Jerome McAndrews, vice president of professional affairs for the ACA, was quoted in the American Medical News reacting to the "Quack" ad: "I couldn't believe it when I saw that word again. It's very ugly. It's an attack on the self-esteem, not just the profession of a person."