August 2006

Somebody's talking ... is anyone listening?

by Dr. Timothy J. Gay

When my father talked to me, he would sometimes ask me what part of the conversation I didn't understand. I fully understood all that he had said, but either I didn't want to face the truth or I was just too lazy to do what he asked over and above suffering the consequences of not listening.

Recently, there have been several challenges facing our profession and, fortunately, we've come through these challenges unscathed. Chiropractic should be a way of life not just a way to make a living and have the extras in life. When chiropractic has been jeopardized in the community, state or nation, participation by our colleagues has been limited. The chiropractic leaders are giving out the information to build a strong and viable profession that has a higher sense of purpose, credibility and integrity.

To guarantee our success, all of us should be working together on projects at local levels, not just the same groups doing all the work each time. Let's start with what's easier, and that is to explain chiropractic to the public and educate the public about it. That is, educate in such a way that we're not simply promoting discounted care to get people in the door, but to really educate them. We shouldn't be educating potential patients to believe that all chiropractic care is at a discount in the first place. Yet, this has been the marketing method used for years to teach people about chiropractic.

The state and national associations should be responsible for information that goes out to the public with the same message to help heighten their awareness. It is the responsibility of every chiropractor to do his or her part and prepare tasteful marketing and advertising to promote chiropractic as the standard for natural health care, standing up against drugs and surgery. Our offices should be full of patients drawn in from multiple referral sources ‑‑ newspapers, websites, television and other media venues that portray chiropractic in a favorable light.

Chiropractors should hold their heads high and have a philosophical belief system that is modeled, not mottled, by our forefathers and foremothers who believed in a different set of health care values and had strength to stand together and fight for their beliefs. If you don't know why you do what you do for patients, it's time to start studying the history of where we've come from and not hide behind the myths.

Lets face it, there's an elephant in the kitchen that nobody wants to talk about. It's the fact that many students and even practicing doctors out in the field aren't trained or taught to believe there is a bigger purpose to chiropractic then just popping backs and looking for the next new patient lure. It's the future of this profession to become more congruent in what we're telling the public and, more importantly, what the media tells the public about chiropractic.

Is anybody listening?

Why are we waiting for the next disaster to hit before we take action as a group? Are there any doctors ready to stand together on a different plane to contest our foes in the health care arena and refuse to compromise our principles? It's as though the young have forgotten our history and where we came from. We can't forget what's brought us to this point... passion, truth and our belief system.

Start thinking like a healer and a chiropractor. Prepare yourself for when the microphone is put in front of your face by a journalist asking you questions about chiropractic or what a subluxation is. Prepare an articulate 30‑second educational commercial that would make a difference in what people think of chiropractic.

Too many doctors are looking for answers on the outside, when in fact, they should look on the inside and find the truth from within as to their problems in practice.

The higher your strength is for what you do, the stronger your conviction of your principles in philosophy, and the deeper your ability to love your patients and those around you... the larger will your capability be to serve more and give more back to your family, patients, and your profession.

If you continue to be a non‑participant, be complacent and complain about everything, then keep doing what you've been doing. As "Dr. Phil" says, "How is that working for you?" That in itself should help you to reflect on your position in your life and where you may want to go from here.

(Timothy J. Gay, DC, a 1977 Palmer College graduate, is founder and director of Ultimate Practice Systems, a chiropractic management and consulting company specializing in personalized chiropractic consulting [on the web at www.ultimatepracticesystems.com]. He is a highly respected and nationally recognized speaker, and author of several books, as well as numerous CD and video products for the chiropractic profession. Dr. Gay holds seminars around the country on a variety of topics and may be reached at 866‑797‑8366, or ultimatepractice@sbcglobal.net.)