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Dynamic Chiropractic – September 1, 2006, Vol. 24, Issue 18
Dynamic Chiropractic
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Dynamic Chiropractic

Why Does Chiropractic Finally Have a National Advertising Campaign?

By Donald M. Petersen Jr., BS, HCD(hc), FICC(h), Publisher

With all of the excitement the Foundation for Chiropractic Progress' advertising campaign is generating, it might be a good idea to look at why, after so many decades, this'finally is a reality.

As a veteran of several unsustained attempts at marketing chiropractic in the United States, I can give you a few insights. Here are the reasons I believe this campaign has been so successful:

No Politics

While other efforts have been led by chiropractic associations or colleges, the Foundation for Chiropractic Progress was started by Kent Greenawalt, president of Foot Levelers, Inc. Kent's only reason for putting his time and effort (and money) into the project was to increase public awareness and, hopefully, increase the number of people seeking chiropractic care. He has no other agenda.

Strong Vendor Support

The current advertising campaign has been funded largely by chiropractic companies that want to support the effort to bring the chiropractic message to the American public. You support them with your business. At least a few of them are supporting you with this advertising campaign.

Looking for a third reason? There isn't one. While there are a number of chiropractic associations supporting the efforts of the foundation (we'll talk about that more in the next issue) the vendors are carrying most of the weight. Currently, a few vendors are making this happen but only a few.

In fact, the list is ridiculously small. Only three companies that have donated more than $100,000 thus far:

These are the ones really making it possible. In addition to these three vendors, two other companies have donated more than $5,000 to the campaign, and a few others have donated less than $5,000:

Literally hundreds of companies make their living selling products and services to the chiropractic profession. There should be some kind of "tithing" that each company dedicates to the chiropractic profession in order to help make our profession grow. By doing so, they will be investing in their own future as well as yours.

The foundation is committed to extending the current national advertising campaign to 12 months. It is looking to reach an average of 2 to 3 million consumers every month. This won't come cheaply.

The foundation has made a commitment that 100 percent of every dollar donated by every doctor of chiropractic and chiropractic company will go toward the advertising campaign. What the foundation is looking for are doctors and companies that will make a four-year commitment to donate money every year to the campaign.

If every chiropractor and every company does their part, the foundation's advertising campaign can continue (and maybe even expand) into the future. Chiropractic will have the voice we've been lacking for more than 110 years. The public will hear our message and be more inclined to consider chiropractic in their health care choices.

For the month of September, on every bill you pay and purchase you make with a chiropractic vendor, please write them a note, asking them to support the Foundation for Chiropractic Progress' chiropractic advertising campaign. Remind them that their donation is an investment in their future and yours.

For additional information about the Foundation for Chiropractic Progress and its current advertising campaign, please visit or search under "Foundation" online at The foundation recently placed full-page ads in four national publications: Sports Illustrated, USA Today, U.S. News & World Report, and Newsweek. To read the latest, see "Foundation Begins Advertising Campaign; Ms. Fitness USA, Sarah Harding, Speaks Out About Chiropractic" ( and "Foundation Advertising Campaign Continues; Discounted Ad Placements Reaching More Than 12 Million" (

Click here for more information about Donald M. Petersen Jr., BS, HCD(hc), FICC(h), Publisher.

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