November 2005

Why are we so rejected?

by Dr. Kevin Pallis and Dr. Ed Plentz

Everyone says they want health, as long as they don't have to commit to anything. Does insurance cover it? Does it come in tablet or liquid form? The concept of health is universally embraced until it's announced who's behind the vision ‑‑ chiropractors. Then this universally embraced concept is universally rejected. Welcome to the paradox.

Society will determine your identity if you refuse to educate. Their belief in medicine came first and billions are spent every year to make sure there are no challengers to this belief. Our identity in society is overwhelmingly that of a reliever of aches and pains, a small sub‑specialty of medicine grouped loosely together with other "alternative" providers. Birth‑to‑death chiropractic on a family basis is not even on the radar of the American consciousness. Healthier people, healthier planet? People don't even know what you're talking about. When you as a chiropractor embrace the vision of birth‑to‑death family chiropractic, you're going against the most powerful belief in the world: science and allopathy.

You'd better be prepared as a warrior if you want to go against a dominant belief in our society. DCs who undertake this path without the necessary coaching, preparation, and heart will find their lives filled with failure and frustration, and their spirits eventually broken. You must be strong enough to stand up against an unknowing and sometimes uncaring American public.

Unknowing, of course. Our medical brothers and sisters have seen to it that most people are afraid enough to accept sickness as a health paradigm, rather than embrace the unfamiliar "wellness." Uncaring, of necessity, as in "we don't need another system of health care... we already have the finest in the world." And you wonder why we are so rejected.

Think of the hundreds of thousands of hours of commercials communicating the tenets of medicine. Plop, plop, fizz fizz. Take this for this, and take this for that. Look at today's TV shows. The most popular shows are "Nip/Tuck" and "Inconceivable." They glamorize sickness and show you how medicine is going to save you. How are you going to compete with this?

You must understand that without education as to what chiropractic is, people will automatically put you in the group of fringe medical providers, the kind that aren't real doctors and consequently you only go to them as a last resort ‑‑ and you don't go unless someone else (insurance) pays for it.

Some DCs choose to bash medicine and attempt to influence people. It simply doesn't work. You don't have to make fun of something or someone to make yourself appear better. People are aware of the risks of medicine, but it's still the only behavior they know. People choose what's familiar even if it leaves much to be desired.

Since sparks will fly when you challenge a dominant belief system like medicine, why challenge the belief at all? Bottled water doesn't challenge the concept of exercise. Organic food doesn't make fun of bottled water. They each have their own identity, and their own niche. Educate people to what chiropractic is and allow them the freedom and opportunity to decide for themselves if chiropractic fits their family's health care needs.

Underneath this seemingly hopeless scenario is the solution. People are not satisfied with medical care! The expense, the loss of dignity, and the arrogance of MDs is enough to make them start searching for something that works with patients as people, rather than working with disease in people. They look to their parents and see skeletons of their former selves. Their children are learning disabled and emotionally and socially crippled. They know there has to be a better way. Yet, nobody's stepping up. This is where we come in as educators.

Think of computer service. It's abysmal! You sit on a phone line for hours only to learn your computer can't be fixed and you're now going to have to spend more of your time to bring it to a repair center. If a computer company, any company, would step up and make emotional connections with people, they would be like rock stars! Why not chiropractors?

Today's chiropractor knows the importance of making an emotional connection with every patient. The "trust factor" is the most important element in any human interaction. Without the trust factor, a DC must resort to sales and marketing instead of education and communication. When you have a complete system of education and an office environment that reflects your identity, it's easy for your patients to see that you're unique. You become the leader of family wellness in your community. The choice is yours, doctors, educate or be rejected.

(The New Renaissance is a movement of passionate chiropractors dedicated to changing the world. The leader in patient education since 1977, the Mentor IV Coaching Program is a step‑by‑step navigational guide that embodies the very essence of The New Renaissance vision of healthier people creating a healthier world. Without patient education, your patients won't "get it." To learn more about The New Renaissance, contact world headquarters at 800‑525‑3879.)