Foundation for Chiropractic Progress
Foundation for Chiropractic Progress
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Special Message to Doctors Regarding Jerry Rice

Dear Doctors,

The start of 2015 marks the 12th year of the Foundation for Chiropractic Progress (F4CP) and its important campaign dedicated to educating the public about the benefits of chiropractic care. Over the years, YOU have played role in this effort. In 2009, the F4CP began tracking media impressions generated by its campaign, that year, 500 million were generated. Fast forward to 2012 and 2013, the F4CP has generated over 31 billion media impressions each year.

At the kickoff of 2014, the F4CP began revamping its campaign to align with the profession's comments and requests. The updated campaign focuses more on branding the profession — which for years, has been ignored by the profession — and offers aggressive marketing materials that help to deliver new patients.

Throughout the year, the F4CP has developed over 30 aggressive ads with the help of marketing professionals at CPR Communications, ChiroTouch and Dynamic Chiropractic (Modality Partners). Complementing these practice-building ads, is the inclusion of a link to the brand new, nationwide D.C. Directory - launched in August by the F4CP. All F4CP monthly contributors are included within the directory and, at the close of 2014, the F4CP expects to have 25,000 doctors listed.

With this new promotional approach, the F4CP has decided not to renew its endorsement agreement with Jerry Rice. The relationship with Rice was important for the first phase of the campaign, when the F4CP was focusing on strictly improving the image of the profession. However, as the F4CP campaign enters the second phase — encouraging more people to visit doctors of chiropractic -- it is believed that the funds required for Rice's endorsement can be better used elsewhere. As an aside, the F4CP discovered that when showing Jerry Rice materials to focus group participants (consumers), although impressed, they concluded that it was a paid arrangement.

Since the F4CP didn't renew Rice's endorsement, it will no longer promote Jerry Rice as its spokesperson. His image is being removed from the F4CP website and all promotions. The F4CP kindly requests that you also remove all references to Rice on your website and advertising campaigns as well.

The F4CP hopes that you understand and agree with its decision, and continue to support the campaign as it moves to its next level of success.

Gary Cuneo
Executive Director

Dynamic Chiropractic Announces its 2014 "Persons of the Year"

Each year, Dynamic Chiropractic recognizes an outstanding person who has had a tremendously positive influence on the chiropractic profession. This year, Dynamic Chiropractic has named the co-founders of CPR Communications, Joe and Laura Carabello, as its 2014 "Persons of the Year." Since 2006, the Carabellos have provided PR/marketing services to the F4CP at no cost.

Please read the corresponding editorial about the Carabellos below:

Joe and Laura Carabello Editorial.

F4CP Releases NEW Marketing Material

As always, the F4CP is continuing to produce and distribute nationally press releases, print advertorials, public service announcements, social syndications and advertisements as a part of its positive press campaign. Check out the latest material below:

Value of On-Site Chiropractic
The Value of On-site Chiropractic
Whiplash Whiplash
Chiropractic Benefits Whiplash Sufferers
*All F4CP nationwide promotions now include a link to the D.C. Directory, where all F4CP contributors are listed by city/state/zip code.

Reminder: All marketing material is available to F4CP members for modification and use in local marketing efforts. Sign in to your personal F4CP account online to gain access.

NBCE Supports F4CP and Education-Oriented Initiatives

Just last week, the National Board of Chiropractic Examiners (NBCE) announced a contribution of $10,000 to the F4CP. A primary reason for the recent contribution is to support initiatives, such as Recommend One, which encourages student enrollment at chiropractic colleges. This is the second contribution by the NBCE to the F4CP in the past 12 months.

Initiative Update: Recommend One

As you know, Recommend One aims to encourage chiropractic doctors to educate and motivate students, patients and others to pursue a career in chiropractic. To support recruitment activities, the F4CP provides educational posters and videos to doctors for use in chiropractic offices. All of the major national chiropractic organizations support this campaign.

Recently, there have been many promotional and developmental updates:

  • Issue 19 of Chiropractic Economics includes a two-page editorial (pgs. 14-15) that recognizes top recruiters from seven chiropractic colleges, including Logan University, Life University, Southern California University of Health Sciences, Life Chiropractic College West, Palmer College of Chiropractic (Florida), New York Chiropractic College, Parker University and Cleveland Chiropractic College--Kansas City. Read the editorial in its entirety here.
    Thanks, Chiropractic Economics, for supporting and promoting Recommend One.
  • Logan University and the F4CP will team up to encourage Logan's alumni to participate in Recommend One. The effort will kick off with a letter authored by Logan's president and Kent Greenawalt to alumni explaining the campaign and availability of recruitment tools. The letter will be followed by detailed promotion in Logan's alumni newsletter.
  • ACA plans to encourage its members to participate in Recommend One by providing a sample campaign poster. Members interested in the full-size poster will need to contact the F4CP.
F4CP Expands Employer Outreach Program

One of the most successful activities of the F4CP is its employer outreach program. Since 2008, the F4CP has exhibited and sponsored speakers at many employer-focused health conferences to educate attendees about chiropractic care. Through these events, the F4CP has developed meaningful relationships with numerous leaders within the employer community. The F4CP is pleased to be one of the first groups to influence and educate this sector of the market about chiropractic.

In 2015, the F4CP plans to attend the following events:

June 23-25, 2015
Atlanta, GA
F4CP to sponsor speaker and exhibit

Workers' Compensation Institute Annual Meeting
August 23-26, 2015
F4CP to sponsor speaker and exhibit with FCA

National Association of Worksite Health Centers
Date: TBA
F4CP to sponsor speaker and exhibit

National Business Coalition on Health
November 16-18, 2015
F4CP to attend and possibly sponsor exhibit

November 16-18, 2015
F4CP to sponsor speaker and exhibit

The F4CP has invited members of leadership within the chiropractic profession to attend these conferences.

F4CP Focuses Message: Chiropractic & On-Site Clinics

An area of great professional potential for the chiropractic profession is the corporate on-site health centers. These facilities are becoming a go-to choice for many employers nationwide because of subsequent outcomes, including reduced absenteeism, increased productivity and heighted employee retention.

An increasing number of on-site centers are selecting to employ doctors of chiropractic. The F4CP has supported this action for several years, and has consistently promoted positive, relative research and individual doctor experiences at many employer events.

Specifically, the F4CP has brought attention to the following:

In 2015, the F4CP plans to expand the number of individuals exposed to its messages by targeting 20-30 major corporations with an on-site center, but without a doctor of chiropractic.

Dr. Bill Updyke, Leader, Physical and Complementary Medicine, Cisco, LifeConnections Health Center, will serve as a special advisor to the F4CP on this project. In the past, Dr. Updyke has served as the F4CP's key speaker on this topic at employer events.

Athletic TIPS™ to Experience Growth in 2015

Get excited! In January 2015, the F4CP will make its Athletic TIPS Certification Seminar™ available as an online course. The course will be available with and without CE (costs vary) and will include a new exam component. Doctors will be able to access the course at: www.chirocredit.com.

Also expected in 2015 is the addition of TIPS to the Athletic TIPS™ website, www.TIPS4Sports.org. These TIPS will offer advice on preventing, recognizing and managing an array of sports-related injuries.

Stay tuned for more details!

Dr. Pat Gentempo's Webinar Supports F4CP

Dr. Pat Gentempo will host a LIVE Google Hangout on December 16, 2014 at 9:00 am ET, with featured guest Dr. Troy Dukowitz. During the special event, the two will discuss ways to increase awareness of chiropractic within communities. The cost for participation is $10, which will be directly donated to the F4CP. For more details and to register visit: Gentempo Webinar.

See You at Parker Seminars 2015

Next month, January 29-31, 2015, Parker Seminars 2015 will be held for the first time at the Mandalay Bay Hotel & Casino in Las Vegas, Nev. As usual, the event will offer dozens of programs with outstanding speakers over its three-day event. To view the agenda in full, visit: Parker 2015 Agenda.

The F4CP will, once again, interact with attending doctors on many occasions, including at its exhibit space and during the following programs:

  • Athletic TIPS Certification Seminar™, scheduled immediately prior to the 2015 Parker Seminars on January 28th (1-5pm) and January 29th (8-12pm), all seminar attendees will receive a significantly discounted rate on registration for Parker Seminars. To reserve your seat at the upcoming seminar, visit: www.f4cp.com/athletic-tips/ and click "Register Now." Once registered, the F4CP will send you additional program details and a discount code for Parker Seminars.
  • On January 29th between 1:30-2:30pm, the F4CP will co-sponsor a presentation by its spokesperson, Brigadier General Becky Halstead (ret.), the first female graduate of West Point to achieve the rank of BG. During the session, General Halstead will honor top Recommend One recruiters, discuss F4CP updates and introduce war hero, Shilo Harris, who is involved with the Patriot Project and largely influential in bringing chiropractic to veterans. More about the Patriot Project can be read on the F4CP's Military Corner.
  • Also on January 29th, during the evening, the F4CP will host an honorary reception, which includes wine tasting of several Napa Valley wines, for General Halstead and reigning Ms. America Stephanie Mills, DC. Dr. Mills has just filmed a TV PSA for the F4CP that will be released soon.
COCSA Convention a Success

This past November, Congress of Chiropractic State Associations (COCSA) held its anticipated annual convention in New Orleans. The COCSA convention has become one of the leading events within chiropractic, during which chiropractic leaders convene to exchange ideas and coordinate responses. The COCSA convention is perceived as a neutral event for the profession.

For years, COCSA has supported the F4CP with complimentary exhibit space and numerous speaking opportunities. This year was no different. Additionally, Foot Levelers offered the F4CP with a brief speaking opportunity to address attendees at its luncheon.

Doctors attending COCSA work hard during the day, but make sure to enjoy the city at night. One evening highlight was when over 200 COCSA doctors and family members marched down Bourbon St. conducted by an eight piece Jazz band with a police escort. After the 12-block march, the group ended at a prominent restaurant in New Orleans. ChiroTouch and Standard Process were the esteemed sponsors of this chiropractic march - THANK YOU.

Membership Benefit of the Month

December Spotlight: NEW Webinar Series

DID YOU KNOW that as an F4CP contributor you receive access to practice-building webinars on the F4CP website?

In 2015, the F4CP will host a special five part practice-building webinar series that focuses on educating members about utilizing and personalizing F4CP materials, as well as implementing a successful marketing campaign.

Below lists the five tentative programs included in the series:

  1. February 24: Effectively Using and Personalizing F4CP Materials (Local Media); Laura Carabello, Lauren Kennedy and Mike Flynn
  2. March 10: Effectively Using and Personalizing F4CP Materials (Lay Lectures); Mark Sanna and Lauren Kennedy
  3. March 31: Generate Success on Social Media; Jason Deitch
  4. April 28: CA Boot Camp; Kathy Mills-Chang
  5. June 30: Calling CAs -- Communication is Key; Kim Klapp

Webinars not italicized will be open to all interested individuals. Webinars italicized will be exclusively available to members who contribute $25 per month or more. Contributing $25 a month to the F4CP comes with added perks, such as a premier listing with bonus features on the F4CP D.C. Directory. To increase your contribution, visit: www.f4cp.com/pledge/.



Kent S. Greenawalt

Don Petersen
Gerard Clum DC
Dwayne Bennett
Joe Doyle
J. Michael Flynn DC
Marshall Dahneke
Charles DuBois
Fabrizio Mancini DC
Thomas Klapp DC
Carol Ann Malizia DC
Mark Sanna DC
Mickey Burt DC
William Meeker DC
Lance Cohen DC
Greg Harris
Michele Maiers DC
Brian McAulay DC, PhD
Kray Kibler
Robert Moberg

Garrett Cuneo
Lauren Kennedy
Marta Cerdan

The continued growth of the F4CP is dependent upon more doctors getting involved. All of the monthly contributors can be found at the WEBSITE. Encourage your list of contacts to join you in support of the profession's successful positive press campaign. Forward this newsletter to them. This campaign is making a difference by informing patients everywhere about the benefits of chiropractic care!!