2012 Public Relations Report: Download Report
Building on the success of 2011, the Foundation for Chiropractic Progress continued its growth – both in media exposure and industry support. Not only has the Foundation continued to build its membership, but the organization has also more than tripled its public relations effort. Using a reliable public relations formula that measures the effectiveness of a campaign, the Foundation determined that over 30 BILLION positive impressions were generated for chiropractic in 2012. This number does not include the estimated number of views by individual doctors who have utilized the Foundation’s Public Service Announcements (PSA), press releases and advertisements in their local community.
The Foundation expanded its public relations plan, increasing the amount of PSAs on radio, television and print outlets nationwide. Additionally, the Foundation significantly increased its national advertising and the development and distribution of timely news releases that generate coverage and establish credibility.
The Foundation's "Champions of Chiropractic" ad series led the way in 2012 – helping to increase recognition of chiropractic on a national level. Included on the 2012 Foundation champion roster was everyone from professional football, golf and water polo athletes to gold medal Olympians, entertainers and musicians to high-profile military leaders and healthcare decision-makers. All of the champions participated in the campaign for the same reason: to speak out about the benefits of chiropractic care.
In 2012, the Foundation signed on its first corporate sponsor outside of the profession - Dillard's, a major retail store in the U.S., which illustrated its support at the 2012 Parker Seminars. Dillard’s not only hosted a fashion show that included celebrated model Elaine Marion, mother of Dallas Mavericks All-Star Shawn Marion, but also provided an on-site boutique for Parker attendees. Of all profits made at the on-site boutique throughout Parker Seminars 2012, 10 percent was donated to the Foundation in support of chiropractic. Moving into 2013, Dillard's has agreed to dedicate an entire day to raising awareness of chiropractic care. On February 16, 2013, select shoe vendors at 48 Dillard's will participate in "Commit to Get Fit: Mind, Body & "Sole," in which 10 percent of all proceeds made that day will be donated to the Foundation. The Foundation is very excited about this new opportunity to educate shoppers everywhere about the importance of healthy living and chiropractic.
Prior to 2012, the Foundation began attending top healthcare conferences in an effort to educate attendees about the benefits of chiropractic. The Foundation has produced three white papers which all document the value of chiropractic care. With all three papers in hand - including "The Role of Chiropractic within the Patient-Centered Medical Home" prepared by Discern Consulting - the Foundation was able to relay the cost-effectiveness and clinical efficiency of chiropractic care to the influential attendees. Keeping a strong presence at these events has allowed the Foundation to communicate with individual state coalitions and develop relationships – resulting in a number of speaking opportunities for associations and colleges to present the information the Foundation reports entail. One significant opportunity presented through participation at industry events was a partnership with URAC, a national accreditation organization. Currently, URAC and the Foundation are in the process of conducting a pilot program which will allow 20 chiropractic practices to be certified by URAC for involvement in the Patient-Centered Health Care Home (PCHCH). Not only will this pilot pave the way for chiropractors interested in attaining certification for inclusion in PCHCHs, but also will deliver the chiropractic profession with data on the certification process – the steps involved, challenges and, most importantly, the rewards. The collaborative pilot is scheduled for completion in March 2013.
As the Foundation continues to develop its initiatives and boost its successes, countless opportunities are being presented to the chiropractic profession. With 2013 marking the 10th anniversary of the Foundation, it looks forward to amplifying all aspects of its campaign and driving chiropractic to the level of success it has forever deserved.
2013 Foundation Plans
In celebration of its 10th anniversary, the Foundation plans to raise the bar dramatically in 2013 – increasing its media exposure and generating over 50 BILLION positive impressions. This will be accomplished by amplifying the production and distribution of all traditional campaign components. Furthermore, the Foundation will plan on tripling the number of social syndications produced – which proved in 2012 to have a major impact in generating positive press.
Expect to see even more advertising in 2013, as the Foundation plans to place bi-monthly pro-chiropractic advertisements in two of the highest circulated publications – The Wall Street Journal and USA Today. In 2013, the Foundation will be launching a new campaign that will highlight a roster of renowned medical doctors and their esteemed chiropractors.
The roster of spokespeople for the Foundation continues to grow, and will be no different in 2013. The Foundation will also continue to expand its list of celebrity supporters and build relationships with those who favor chiropractic. The list of noteworthy potential spokespersons is endless.
A key initiative in 2013 will be the launch of a new campaign, entitled Athletic TIPS – Toward Injury Prevention in Sports. This prevention-oriented program is designed to capture the interest of large-scale sports affiliates, enabling the Foundation to build its corporate support beyond the chiropractic industry. A number of additional components will be put in place to support this campaign. We will roll out this program nationwide in 2013 and expect much success.
In 2013, the Foundation will continue to move forward with outreach into the employer and healthcare industries. The Foundation will take an even more targeted approach, presenting at those conferences found to be most successful in previous years, and continue to pursue industry media and be involved in employer association memberships. During 2013, the Foundation will also streamline its message to communicate the value of chiropractic within an on-site health clinic. Having introduced this topic to employers in late 2012, the Foundation will hope to build its credibility in this sector by pursuing a white paper on this topic.
The goal of the Foundation for 2013 is simple – surpassing 5,000 members, increasing vendor support and more traction for individual chiropractors. As the campaign continues to pick up steam, more and more doctors, associations, colleges and vendors are recognizing the value of our mission. Supporting the Foundation is supporting chiropractic care – "Our success is your success."
As the number of Foundation supporters grows, so will our media campaigns. The future is bright for the Foundation -- and the entire profession -- because we are able to attract prestigious public figures interested in strengthening the credibility of the chiropractic profession. Kent Greenawalt, the Foundation founder, reminds the board often that, "we are just getting started," and he is so right!
CPR Strategic Marketing and Communications