Using information
technology in a chiropractic office
What would B.J. have done?
by Bob Braile, D.C.
I've heard it many times before, "I don't know anything about computers or
the Internet, I'm a chiropractor. All I need are my hands and Innate."
This curious statement has been spoken by a number of principled chiropractors
describing why they don't need to get involved with communications technology in their
office. My response is, "What would B.J. have done?"
Personally, I can't think of a more principled chiropractor than B.J. Palmer.
After all, he developed most of the principles we've learned in chiropractic. So, we need
to ask ourselves what would B.J. have been involved in if he were alive today? Would he
have bothered with this Internet or e-mail? Would he have given chiropractic a presence in
cyberspace? You bet!
Probably no chiropractor was more involved with technology than B.J. From his
use of x-rays early on, to his research clinics, to the neurocalograph, to his
electroencephaloneuromentimpograph, he always wanted to have chiropractic be on the
cutting edge of technology. But, probably nowhere was he more into the use of technology
than in the utilization of communications technology of the day.
The Palmer radio station, WOC ("wonders of chiropractic"), was one of
the first stations to have coast-to-coast broadcasts. B.J. was an innovator and a big
proponent of using this new media to spread the chiropractic message. He got into
television in a big way as soon as the technology was available.
He used these technologies to deliver the message of chiropractic to those who
otherwise would never have had the opportunity to hear about it. So, if it were available,
do you think he would have been involved with the Internet? Absolutely!
Presently, close to 300 million people have access to the Internet. Weekly,
between 50 and 60 million of them surf the web for information. Every day in the United
States, 2,500 new people get online and start using the Internet.
The response rates are higher than almost any other means for Internet
advertising and messaging. Advertisers are falling over each other to make their message
seen over the Internet. Even the medical profession and drug companies are starting to
wade in to Internet communications in a big way.
So, what can chiropractors do to get involved with this communications
revolution?
First, we have to realize that our current and future patients are already
there! Start collecting your patients' e-mail addresses. When asking patients for their
e-mail address, there are only two answers you will get: "yes" and "not
yet."
If a patient is not on the net yet, he or she will be. We should be collecting
our patients' e-mails with the same energy we use to obtain their phone numbers. No matter
how many of your patients presently are on the net and have e-mail, more of them will be
there every week.
Second, get on the Internet yourself. If you are not using this technology to
keep yourself current on health care issues and chiropractic, you're missing out -- and
your patients are not getting the benefit of your best information.
There are plenty of avenues available to you to help bring you into the
information age.
The mission statement of www.nowyouknow.net is: "To bring chiropractors
into the Information Age." To achieve this mission, Now You Know has instituted the
Web Site Design and Hosting services and a Patient Email Newsletter service. These two
profession leaders, are the largest services of their type in chiropractic, literally
spreading the chiropractic message to tens of thousands of people every month.
In addition to these subscription services, Now You Know offers several free
resources.
A free monthly e-mail newsletter, "The Information Age," is available
to anyone with e-mail who wishes to subscribe. It helps chiropractors understand the ins
and outs of the Internet and gives them advice on how to get the most out of this
technology to help spread their message to their patients and the community.
Additionally, Now You Know offers a student resource site, www.dc2be.com. This
site offers a variety of services and information for the future chiropractor, including
technique and philosophy articles from leaders in our profession. And, there is an
"Open Forum" where students can exchange ideas and views on chiropractic
education as well as other concerns in chiropractic.
Both www.dc2be.com and www.nowyouknow.net offer a free classified section for
the chiropractic profession to provide some free virtual shopping and resources.
Probably one of the most exciting new sites in the profession offered by Now You
Know is www.chiropracticresearch.org. This site is designed to be a one-stop resource for
links to chiropractic research on the web. It is our hope that it will become the primary
vehicle for chiropractors, chiropractic patients, and the general press media to find
chiropractic research easily.
With so much going on, and so much available, we owe it to ourselves, our
patients, and the profession to utilize this revolutionary media to enhance and advance
the chiropractic message. I'll bet you B.J. would have!
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