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DECEMBER NEWSLETTER This month's issue includes the following achievements:
3.5 Billion Positive Messages and Counting Can you believe it? According to an acceptable public relations formula used specifically for tracking coverage generated by a campaign, the Foundation has produced over 3.5 billion positive chiropractic messages in 2011. Not only is this an impressive total, but it also shows a significant and constant incline in messages since the beginning. In 2009, we achieved 500 million, in 2010 this number grew to 1 billion and now -- greatly surpassing our 2 billion goal -- we have accomplished 3.5 billion. The Foundation is determined to keep this momentum going, and for 2012 will strive to achieve 5 billion, with 1 billion per month in mind for the year to follow. However, it all depends on continuing to build our contributor base to give the Foundation the resources to make it happen! Positive chiropractic messages are generated by the Foundation's comprehensive public relations campaign, which included the following components in 2011:
The 3.5 billion positive messages distributed by the Foundation does not take into consideration all of the exposure the profession is getting by doctors sharing F4CP news in local markets. We are hearing continuous positive feedback from doctors. More often than not, stories are shared of new patients bringing in F4CP ads and indicating they want to try chiropractic. Additionally, referrals are happening. One great example is Dr. Renee Haberl, president, Arizona Chiropractic Association, who shared a Foundation press release that compared chiropractic treatment to surgery for sciatica with the MD in her building, within one week, she received five patient referrals. What's next? We can’t match the same penetration as the drug industry with its constant flow of TV ads, but we are continuing to move forward in developing a positive foundation that helps bring more patients to seek chiropractic care every day. Equally important is the fact that more and more of the media, which for years accepted the effects of the AMA boycott, is now beginning to look upon the profession in a different perspective. As the Foundation continues to gain support and generate messages, the general public and media will advance both their acceptance and knowledge of chiropractic. To read any of the Foundation's press releases or to view recent coverage in the media, visit: www.f4cp.com The Foundation was approached by a prominent producer, Jeff Hays, who expressed an interest in producing a documentary on chiropractic. Hay’s last documentary entitled, On Native Soil, was Oscar nominated. The documentary on the profession is moving forward. At COCSA, the producer met with a cross section of the profession’s leadership. A website has been created by the producer. It can be viewed at: www.medicalincmovie.com Many of us thought that the attempts by the American Medical Association (AMA) and others to isolate the profession were over. Certainly, the obvious discrimination seems to be over, with many stories of growing cooperation among doctors of chiropractic and medical doctors circulating in local markets. However, the Foundation recently felt the remnants of this discrimination. Last month, the Foundation decided to circulate its latest white paper on the Patient-Centered Medical Home (PCMH) to the healthcare community. The paper made an evidence-based case that doctors of chiropractic should be included within this new model of primary care delivery. A press release detailing the paper was distributed to numerous associations and many health/business publications. Furthermore, the Foundation submitted an ad that focused on this concept to the Wall Street Journal, it ran with no dispute. A similar ad was submitted to eight medical publications for posting. Six of the eight publications accepted the ad and most have already run it. However, publications of both the American Academy of Family Physicians and American Medical Association turned it down. Please click the links below to view the rejection letters, along with the submitted ads. American Academy of Family Physicians Rejected Ad American Medical Association Rejected Ad George McAndrews, formerly the lead attorney for chiropractic in the Wilk et al. vs AMA et al. litigation, has been asked to look into this matter. Please support us by sharing our story with your community. It is important that in times like these, the profession pulls together and generates the exposure they deserve. Parker Seminars scheduled for January 19-21, 2012 promises to be another outstanding program with an array of speakers, and once again, the Foundation will be in full force. This year’s theme will be "A Journey to Becoming a Better You." Consistent with this theme, the Foundation will be co-hosting a fashion show with Dillard's, a major retail corporation who has decided to participate as the Foundation's corporate sponsor at Parker. In addition to the fashion show, Dillard's will have a large booth that serves as a boutique and offers beauty and styling consultations. Ten percent of all proceeds made during Parker will be contributed to the Foundation. This contribution will apply to all items purchased at both the booth and their near-by location, Dillard's at Fashion Show Mall. The Foundation will also be sponsoring the attendance of General Becky Halstead and USMC retired Colonel Mark Losack, D.C. whose photo in combat gear giving an adjustment in front of Saddam's main palace is one every office needs to have. Dr. Losack will be signing photos at the convention. Also attending on behalf of the Foundation is Olympian Dr. Terry Schroeder. Be sure to visit the Foundation booth to engage in a conversation with Dr. Schroeder about chiropractic and his experience with the Olympics. He will be once again coaching the U.S. men's water polo team at the London Summer Olympics. He coached the team to a silver medal in Beijing. For more details about the 2012 Parker program, and/or to view a list of participating vendors, state associations and colleges, visit: www.parker.edu/vegas/. We look forward to seeing everyone there! Toolkit on the Patient-Centered Medical Home (PCMH) As mentioned in an earlier Foundation newsletter, we are developing a toolkit that will help doctors learn more about the medical home model and provide the tools necessary to successfully integrate themselves in their local PCMH. This toolkit is in its final steps of review and is expected to be released within the next month. Please look to the Foundation's website to receive your copy, and for the latest information regarding this new approach to healthcare. Camera-ready ads, called advertorials or matte releases, are very popular with newspaper editors, particularly in small and mid-size newspapers. Fortunately, the Foundation produces and provides newspapers with these releases that display positive chiropractic messages. The end result is major coverage success, at no cost. Below we have provided a list of reports for our most recent advertorials, TV and radio public service announcements. These reports show a complete list of publications/stations that ran our materials. Take a look at the list and see if your local newspaper is listed. If it is, visit the editor and thank him/her for including our material within their publication. Let him know that we have others they can place as well. If the article isn’t included, visit the editor anyway and make a pitch that you have some professionally-prepared articles on timely health issues that their readers will enjoy. All Foundation press materials can be downloaded at the website: www.F4CP.com Print Releases: Radio Releases (30- seconds): Radio Releases (60-seconds):
TV Releases (60-second): After launching two enhanced Facebook fan pages for the Foundation, our support continues to grow. Just last week, our professional page reached 3,000 "likes." Facebook has proven to be one outlet that continues to gain widespread attention. Each week the Foundation delivers their followers with new posts regarding its campaign. If you haven't done so already, "like" the Foundation's fan page - F4CP Facebook Page - and receive your free guidebook on how to achieve local marketing success. We look forward to connecting on Facebook! Update: Health and Business Conferences Throughout 2011, the Foundation has participated in several healthcare conferences to increase chiropractic exposure. While participating in these events, the Foundation has run ads within the Wall Street Journal. Please see a list of conferences below that includes past and future events. Please look to the Foundation's website for more information about our participation in industry conferences. 2012 Conferences IBI/NBCH Health and Productivity Forum IHC Forum East 2012 IHC Forum West 2012 NBCH 2011 17th Annual Conference Industry Conferences 2011 AHIP Fall Forum 2011 NBCH 2011 16th Annual Conference CDHC Solutions Forum West CDHC Solutions Forum East IBI/NBCH Health and Productivity Forum 2011 Employer Health, Human Capital and Wellness Congress New Spokesperson: Dr. Terry Schroeder The Foundation is thrilled to announce that two-time Olympic silver medalist and head coach of the U.S. men’s Olympic water polo team, Terry Schroeder, D.C., has joined the Foundation as a high-profile spokesperson. As a third generation doctor of chiropractic with over 70 chiropractors in his family, including his wife Lori, who he has been in practice with for 25 years, Dr. Schroeder is enthusiastic about helping to successfully share the benefits of chiropractic with the public. To launch Dr. Schroeder's partnership with the Foundation, he has helped to produce a two minute video that shares his support of chiropractic with a winning theme for patients. To watch this video, please visit the Foundation's website and click the tab which appears along the right side. Growing Support for the Foundation This has been another great year for the Foundation as both our individual and corporate contributions continue to grow. Once again, our financial projections for the year exceeded our budget amount. However, we still have not yet significantly moved public opinion -- we need to continue to increase our support both within and outside the profession. The good news - Many in this profession get it, and we want to recognize them. Over 2,300 monthly contributors can be viewed on our website and are included in this month's issue of Dynamic Chiropractic. This list doesn’t include the numerous vendors, colleges and state associations that have also shown their support. The Foundation will be recognizing them at a later date. Thanks to all of those who continue to support the Foundation - You are responsible for helping to advance public knowledge of chiropractic!! F4CP Thanks ChiroTouch for Supporting Chiropractic ChiroTouch, a premier practice management solution for chiropractic practices, has recently made an initial pledge to the Foundation in the amount of $25,000. The Foundation is grateful that ChiroTouch has made the decision to support our mission - positive press for chiropractic. In the near future, the Foundation will be completing a press release that provides more details about ChiroTouch and their important contribution to chiropractic. Upon completion, the release will be posted on the Foundation's website: www.F4CP.com Membership Benefits: Are You Receiving? One of the Foundation's most recent pieces, free to monthly contributors, is our 13-minute video that shares a few of the Foundation PSA's, interview clips with General Halstead and research supporting chiropractic. This video is great for posting on your website or showing in your reception area. Please click below to view a list of materials available to you as a monthly contributor. Password Change – Downloadable Marketing Page As most may already be aware, in order to attain the Foundation's marketing materials for personal use, it is required you visit a secure site to download. This site is referred to as the Foundation's "Downloadable Marketing Page" and can be accessed by entering a username and password. To be sure this site is kept secure the Foundation changes the password on a monthly basis. To learn the new password, please contact the Foundation at: (866) 901-3427 or email Gary Cuneo at gcuneo@aol.com. Becky's Dedication at West Point: Photos Available for Viewing We reported last month about the room dedication for General Becky Halstead at the historic Thayer Hotel on the West Point Military Academy campus. Over 130 doctors and military leaders were in attendance. To view photos from the evening go to: Halsted Thayer Hotel Event The continued growth of the Foundation is dependent upon more doctors getting involved. All of the monthly contributors can be found at the website by name, not amount. Encourage your list of contacts to join you in seizing this opportunity. Forward this newsletter to them. This campaign is making a difference by informing patients everywhere about the value in chiropractic care!!
The Foundation for Chiropractic Progress |
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Update on Foundation Activities