Foundation for Chiropractic Progress POSITIVE PRESS CAMPIGN
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September 2016
F4CP NATIONAL PR, MARKETING AND
SOCIAL MEDIA CAMPAIGN REPORT
This Month's TOP HEADLINES
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UPDATE: Opioid White Paper Distribution

Since the launch of the F4CP’s latest positioning paper, ‘Chiropractic: A Safer Strategy Than Opioids,’ the white paper has been downloaded over 1,628 times.

The F4CP has taken the lead and distributed its paper to a multitude of contacts including national media, its doctor members, professional organizations, health plans, industry leaders, and more to provide a conservative, drug-free alternative to consumers who are struggling with chronic pain.

The F4CP has also been promoting the white paper by educating the public through webinars as well as at our events by giving out samples.

Chiropractic is a primary option for pain management yielding improved clinical outcomes, reduced costs and high levels of patient satisfaction.

If you have yet to download a copy of our white paper, we encourage you to do so here and share its findings with your colleagues.

Results of F4CP White Paper Ad in Major Insurance Publication

The F4CP recently advertised its positioning paper, ‘Chiropractic: A Safer Strategy Than Opioids,’ in AHIP Solutions SmartBrief, the subscription-only digital news briefing created specifically for health plan executives and professionals.

AHIP (America’s Health Insurance Plans) is a national association representing nearly 1,300 member companies providing health insurance coverage to more than 200 million Americans.

Reaching over 50,000 subscribers daily, F4CP chose to advertise in AHIP Solutions SmartBrief in order to increase awareness of the benefits of chiropractic care, and in turn, guide health plans to consider more conservative and effective care options for members.

Advertisement run dates were as follows:

  • August 9th
  • August 18th
  • September 8th

To subscribe to AHIP Solutions SmartBrief, click here.

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Social Media ACCELERATOR™ Takes Off

The F4CP’s Social Media ACCELERATOR™ campaign has proven to be a huge hit for its members.

The Social Media ACCELERATOR™ has begun building traffic since its inception in March 2016.

This initiative is specifically designed to help our members expand their local practices, and will provide doctors with fresh, relevant and ‘ready-to-post’ social media content to further educate and inform fans and followers, as well as existing and new patients, about the benefits of chiropractic care.

Each week, the F4CP will deliver brand-new social media messaging to its members, who can simply ‘copy’ and ‘paste’ directly to their social media platforms. If you need assistance posting the provided content or setting up personalized social media platforms, please contact F4CP Director of Marketing, Alexis Lignos, at alexis@f4cp.com, who will be more than happy to provide step-by-step instructions.

For additional information about the campaign and its ongoing success, read the press release here.

Reminder: National DC Directory

The nationwide DC directory provides the public with an easy and effective way to search for local doctors of chiropractic. As a member of the F4CP, your name and contact information is listed on the directory. If you are a contributor of $25 per month or more, you also receive a complimentary enhanced profile, which includes information about your practice, office photos, patient testimonials and more.

To view the directory, please visit: www.f4cp.com/findadoctor.

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F4CP Presentation at National Association of Worksite Health Centers’ (NAWHC) Fourth Annual Forum Advances Criteria for Including Chiropractic Care

The F4CP showed support at the Fourth Annual National Association of Worksite Health Centers (NAWHC) Forum, 8:30 a.m. to 3:30 p.m., Thursday, Sept. 8, in Milwaukee with a presentation by Dr. Curt Krause, a Cerner Healthe Clinic chiropractor. ChiroTouch, the nation’s leader in chiropractic software, sponsored the F4CP presentation and participation.

“We appreciate the role of the F4CP and its ongoing collaboration and support for the NAWHC,” says Larry Boress, executive director, NAWHC, an affiliate of the Midwest Business Group on Health. “Our members now have a greater understanding of the value of chiropractic care in their clinics, how chiropractic care integrates with other medical and health care disciplines and what they can expect as a return on investment.”

The NAWHC assists public and private employers, unions and other sponsors of worksite health programs to ensure they receive the greatest return from their on-site health centers, pharmacies, fitness centers and wellness facilities. The NAWHC provides opportunities for those vendors, suppliers and consultants that support worksite health facilities and programs to interact with and learn about employers who offer on-site clinics. Each year, the NAWHC also hosts several educational and networking events for its members.

Robert Moberg, CEO of ChiroTouch says, “We recognize the opportunity for integrating chiropractic care at worksite health centers and are excited to be teaming up with the F4CP for this event. Our mission to improve the overall quality and efficiency of the chiropractic profession works hand in hand with the Foundation’s mission to promote the numerous benefits of chiropractic care.”

Dr. Krause’s presentation provided employers and clinic vendors with guidance when considering chiropractic care in their facilities. Dr. Krause explains, “Acute and chronic spinal pain and chronic headaches often lead to missed workdays and decreased productivity. Chiropractic care is a safe and effective approach to reduce the risk of neuro-musculoskeletal problems and increase patient recovery time, while also presenting opportunities for significant cost savings for employers.”

Dr. Krause has a doctorate of chiropractic degree from Palmer College of Chiropractic, a master’s degree in sports science and rehabilitation from Logan Chiropractic College and a certification in functional movement. He provides chiropractic care, sports rehabilitation and performance and functional movement assessment within a multidisciplinary, on-site medical clinic at Cerner. Cerner is a global leader in health care technology that connects people, information and systems at over 20,000 facilities worldwide.

For more information, visit: worksitehealth.org.

Second Annual Gallup-Palmer Survey Shows Americans’ Perception of Chiropractic

The “Gallup-Palmer College of Chiropractic Annual Report: Americans’ Perceptions of Chiropractic” is the second annual, nationally representative Gallup-Palmer study, in which 7,645 adults in the US were surveyed about their attitudes towards chiropractic care.

Responses show that 35.5 million (15 percent) of US adults saw a chiropractor in the last year, a 1% increase from last year’s findings, giving us an unprecedented look into the rising acceptance and enthusiasm for chiropractic. The responses of those who received chiropractic care in the last year found:

  • 93% say it is effective.
  • 89% would recommend it to friends and family.
  • 88% agree the quality of care they received was a good value for the money.

The survey also found that the main reasons adults are unlikely to see a chiropractor are because:

  • 33% have another health care provider they would go to
  • 29% don’t trust chiropractors
  • 23% don’t think chiropractic is safe

Moving forward, the F4CP positive press campaign will be using the Gallup findings as a framework to address important issues in public perception. The F4CP is dedicated to increasing the awareness about the valuable role and safety of doctors of chiropractic in the management of low back pain and spine-related conditions, as well as overall health concerns.

For additional information on the conclusions of the report, click here.

Additional F4CP Speaking Opportunities

Each month, the F4CP attends several events in hopes of raising awareness and membership of the organization. Below provides a list of recent events the F4CP has attended/will attend:

Invitation to Princeton University Symposium
The F4CP was recently invited to attend a symposium titled “Pain, Pain Management and the Opioid Epidemic,” co-sponsored by The Nicholson Foundation and the Woodrow Wilson School’s Center for Health and Wellbeing at Princeton University on December 2.

The event aims to address concerns regarding the correlation between the treatment of pain and the opioid crisis in order to re-evaluate how we treat chronic pain and provide an alternative method to these highly addictive pain killers.

Conference speakers will include experts on pain and addiction, federal health officials, front-line medical workers and award-winning professors, who will explore how and why we treat chronic pain, and how this approach contributes to the national opioid epidemic.

After releasing our recent white paper, ‘Chiropractic: A Safer Strategy Than Opioids’, the F4CP is confident in presenting an alternative solution to the opioid epidemic from a chiropractic perspective.

For event details visit: chw.princeton.edu/events/pain-opioid-conference.

The National by FCA
Hosted by The Florida Chiropractic Association, The National is the largest event for chiropractic worldwide. The event took place August 25-28 at the Hyatt Regency Orlando, including over 3,100 attendees, a 400-booth exhibition, presentations by a diverse selection of educational speakers, and countless networking opportunities within the chiropractic industry.

Dr. Gerard Clum, DC, and Dr. Mark Sanna, DC, ACRB Level II, FICC presented the topic Opioids: The Crisis, The Need and The Opportunity on Saturday, August 27, 2016.

Their presentation, sponsored by the F4CP, provided participants with a firm grasp of the scope of the opioid crisis, the contributing factors fueling the crisis and an awareness of the most up-to-date recommendations to aid in addressing the situation as offered by CDC, FDA and the IOM. It further offered chiropractors the tools and perspectives to effectively communicate the benefits that chiropractic care can provide to patients, offering a safer alternative to opioid use, abuse and addiction.

For more details about the event, click here.

Pictured left to right: Medal of Honor Recipients, Clinton Romesha and Leroy Petry

Palmer Homecoming
Alumni and friends of Palmer College of Chiropractic, the first and largest chiropractic college, were recently welcomed for Homecoming events at each of the Palmer campuses. Palmer graduate Dr. Sherry McAllister, Executive Vice President, F4CP, and Marketing Director of F4CP, Alexis Lignos, attended Palmer Homecoming in Davenport, IA, August 11-13 to promote our recent positioning paper ‘Chiropractic: A Safer Strategy Than Opioids’.

This event included several educational speakers presenting topics relevant to daily practice, exciting social events, hallways flourished with chiropractic history, and an exhibit hall featuring new products and services.

Upcoming Michigan (Dearborn) Convention featuring EVP on Tech Neck and Opioids
The Michigan Association of Chiropractors is hosting their Fall 2016 Convention & Exhibition on September 23-25 in Dearborn, Michigan. The MAC has created five specific tracks corresponding to attendees’ potential interests and needs, including art, science, philosophy, business and law, and chiropractic assistants.

Sherry McAllister, DC, Executive Vice President of the F4CP, is presenting “Hot Topics in Chiropractic: Neurology, Opioids, and Tech Neck” on Friday, September 23, 4:00-7:00pm.

McAllister’s presentation will focus on the opioid epidemic, offering a greater understanding of the extent of the opioid situation, the factors that have contributed to it, and the research showing the efficacy of chiropractic care. She will also show how chiropractors are the ideal health care provider to alleviate the opioid epidemic, as well as the musculoskeletal condition known as “Tech Neck.”

More and more people, especially younger people, are seeking help for neck and back pain as a result of using their mobile devices. Chiropractic care is positioned to be the leader in postural care as smartphones, tablets, and other personal technologies continue to have an increasing importance in our lives.

For additional information and course listings, click here.

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Athletic TIPS™ Seminar in Anaheim

During the 2016 CCA Sports & Rehab Symposium, August 19-21, 2016 in Anaheim, CA, Drs. Mindy Mar and Jason Reynolds lead a two-day Athletic TIPS™ program, offering doctors of chiropractic (DC) CE credit and eligibility for TIPS certification.

Drs. Mar and Reynolds addressed the following topics:

  • Emergency Medical Procedures (DCs as First Responders)
  • Concussion Evaluation – On the Field vs. In The Office
  • Return to Play Criteria
  • Sports Medicine and Tennis

Athletic TIPS™ aims to provide valuable information to reduce injuries, improve sports safety, optimize the benefits of amateur sports participation and save lives, catering towards the needs of young, student athletes and their parents, coaches, athletic trainers and educators.

Through its nationwide programs, Athletic TIPS™ trains hundreds of healthcare professionals across the country to conduct educational community workshops in the areas that most affect the safety of young athletes.

Giving Back to the Profession

The work of the Foundation for Chiropractic Progress could not be accomplished without the ongoing support of our dedicated members and donors. While a membership with the Foundation helps us with our mission to promote positive press for the chiropractic profession, on occasion we hear about a member who wants to go the extra mile to support chiropractic and the F4CP. Such individuals are not driven by favorable press coverage or corporate gain, but are motivated by the selfless desire to give back to the profession in their own extraordinary way, by bringing their pride to the foundation and making us their beneficiary.

One example that stands out includes the art work of Dr. Daren Mazzone, who has been a donor of the Foundation for many years and wanted to give back to the chiropractic profession. Dr. Mazzone created “The Art of Healing” in 1991 while studying at Logan College of Chiropractic, originally selling the piece from classroom to classroom to help with tuition expenses. He is now continuing to share his artwork with the F4CP as his beneficiary, donating a share of every piece he sells to the Foundation. Each piece of art will be individually signed by Dr. Mazzone and can be purchased beautifully framed (26.5x32.5) or unframed (20x27.5) by following the link here.

“I am truly proud of this artwork and would like to use it to help the chiropractic profession grow,” Dr. Mazzone says. “With every framed piece sold, I will donate a percentage of the proceeds to the Foundation for Chiropractic Progress in support of their mission to educate the public nationally and locally about chiropractic care through positive press.”

Another example of our donors making selfless commitment to the profession and the Foundation includes the trust of Dr. Gerard Clum. In his will, a portion of his estate goes to the Foundation.

There are various ways people can give back, through unique individual talents, donations, or promoting the profession through the Foundation for Chiropractic Progress. Every act of generosity counts and is greatly appreciated by the F4CP.

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F4CP Group Membership

F4CP Group Members are included within a premier class of support that provides qualified stakeholders with the Foundation’s benefits, including the use of marketing material, a listing in the nationwide directory, access to practice-building webinars and tool kits, and much more.

Group Membership is available to associations and vendors that commit to an annual F4CP contribution in the amount of $10 per qualified stakeholder. Doctors who practice full-time and pay full dues to the association are considered qualified stakeholders. If a group offers a discounted rate to fulltime practicing doctors in their first three years, the F4CP includes those stakeholders at no cost.

Below is a recent list of NEW groups that have approved enrollment in Group Membership and are in various stages of implementation:

  • Arkansas Chiropractic Association
  • California Chiropractic Association
  • Iowa Chiropractic Society
  • Chiropractic Association of Louisiana
  • New York State Chiropractic Association
  • Palmer Presidents Club
  • South Dakota Chiropractors Association
  • Tennessee Chiropractic Association
  • North Dakota Chiropractic Association

The total number of group memberships is now at 20! The F4CP thanks our new members and old members alike for their continued support.

To view all contributing members, please click here.

To join the F4CP and become a monthly contributor today, please visit: www.f4cp.com/pledge/.

Doctor Spotlight of the Month: Dr. Mark Sanna

This month, the F4CP spotlights Dr. Mark Sanna for the continued support he has shown to the F4CP and chiropractic profession.

Dr. Sanna is the CEO of Breakthrough Coaching, an international practice management consulting and personal coaching firm that teaches an outcome-based, functionally-oriented system of procedures that focuses on preparing chiropractors to become the primary providers of the Prevention and Wellness services driving healthcare reform today.

Dr. Mark Sanna has personally contributed $2800 in total between 2009 and 2012, and his company Breakthrough Coaching have contributed $6,000 a year since 2005, with contributions totaling $44,055 to aid in the organization's ability to generate positive press resources -- including press releases, advertisements, print advertorials, television/radio public service announcements and sponsored research.

Additionally, Dr. Sanna has served as an F4CP Board Member since 2013, helping to strengthen the campaign’s message, reach and progression.

"I fully support and appreciate the work of the F4CP in their ongoing mission to promote positive press for the chiropractic profession.”– Dr. Sanna

Contributor Spotlight of the Month: Standard Process, Inc.

Much of the F4CP's success can be attributed to its contributors. This month, we recognize one of the F4CP’s earliest supporters, Standard Process Inc., with total contributions exceeding more than one million dollars. SP offers a wide range of premium herbal and nutritional products to support all aspects of musculoskeletal health, from the maintenance of bone, muscle, and joint health to the support of these tissues through acute sports-related demands.

Additionally, several of Standard Process's distributors and independent sales reps have selected to support the F4CP over the years, with comprehensive contributions totaling more than $155,500. To date, the following distributors and independent sales reps have supported the positive press campaign:

  • Mid-Atlantic SP Nutritional Resources, Inc.
  • New England Nutritional Services, Inc.
  • Standard Process Nutrition of Minnesota, Inc.
  • Standard Process NW, Inc.
  • Standard Process of Central Florida, Inc.
  • Standard Process of Central Texas, Inc.
  • Standard Process of Kansas-Western Missouri, Inc.
  • Standard Process of North Carolina, Inc.
  • Standard Process of North Texas, Inc.
  • Standard Process of Ohio, Inc.
  • Standard Process of Pennsylvania, Inc.
  • Standard process of South Carolina, Inc.
  • Standard Process of South Florida
  • Standard Process South Inc.

It is because of our valuable contributors, including Standard Process, that the F4CP can continue to fulfill its important mission, and we are extremely grateful for the ongoing support.

The F4CP encourages individuals, doctors and associations to support organizations that support the profession. To view a list of current F4CP vendor supporters, visit: www.f4cp.com/contributors/.

CHIROPRACTIC NEWS
ACA Distributes F4CP White Paper at National Conference of State Legislatures

During the National Conference of State Legislatures, August 8-11th in Chicago, IL, the American Chiropractic Association distributed the F4CP’s white paper, ‘Chiropractic: A Safer Strategy Than Opioids’ to attendees, including prominent members of legislature and their staff.

Additionally, the ACA distributed the landmark positioning paper to its members in its June e-newsletter.

The F4CP is sincerely thankful to the ACA for its continued support and help in raising awareness about the dangers of opioids and the benefits of alternative care, specifically chiropractic.

Above: Dr. Tom Koehler (Koehler Chiropractic Sports and Rehab, Bourbonnais, IL) presents F4CP's Opioid "White Paper" to Senator Sara Howard, Nebraska Legislature, District 9. Sen. Howard is a chiropractic patient and discussed Nebraska's recently passed legislation to prevent over-prescribing.

Above: Iowa Senate Majority Leader, and NCSL President-Elect, Michael E. Gronstal, discuss ways in which doctors of chiropractic assist in combatting the opioid epidemic with Dr. Jordan Leasure (Northshore Proactive Health, Libertyville, IL) as detailed in the Foundation for Chiropractic Progress' recent white paper, "Chiropractic, a Safer Strategy than Opioids."

Above: Dr. Cindy Howard, ACA Delegate for Northern Illinois, converses with Sen. Christine Radogno (IL-41), Republican Leader of the Illinois Senate, about the recent Foundation for Chiropractic Progress study: "Chiropractic, a Safer Strategy than Opioids."

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Join state and national groups, colleges, vendors, doctors and students nationwide as a monthly contributor to the F4CP.
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F4CP BOARD MEMBERS
Kent S. Greenawalt Chairman
Don Petersen
Gerard Clum DC
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, PhD
Brian McAulay DC, PhD
Kray Kibler
Robert Moberg
Kris Dowell
Ray Foxworth DC
Arlan Fuhr DC
F4CP STAFF
Sherry McAllister D.C., M.S(Ed)., CCSP
Alexis Lignos
Megan Kennedy
Marta Cerdan
Nicole Houston
The continued growth of the Foundation is dependent upon more doctors, vendors and students 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!! OVER ONE HUNDRED BILLION POSITIVE MESSAGES ON CHIROPRACTIC DISTRIBUTED AND TRACKED OVER THE LAST THREE YEARS!

The Foundation for Chiropractic Progress
P.O. Box 869 | Georgetown, CA 95634 | Toll Free: 866.901.F4CP (3427) | Fax: 866.333.2774
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