February 2007

Taking the lead as health experts

by Dr. Ron Oberstein

Mainstream America is finally turning the corner away from conventional medicine and its antiquated procedures, so isn't it time chiropractors took the lead as the experts in relation to health?

It's always been chiropractic's contention that a healthy nervous system is paramount to a healthy body, and as DCs we should never stray from our foundation. Being a leader in the health care community, it's not only our job, but our responsibility to either educate our patients on health and wellness, or point them in the direction where they can find this information. With America finally understanding the need for proper spinal care, exercise and a healthy lifestyle diet, we as a profession are in the perfect place to take the lead when it comes to health and wellness awareness.

How do we as chiropractors take the steps to educating our public about health? After all, look at the competition. Big box retailers such as Wal‑Mart are now adding organic foods to their grocery sections and fast food chains are adding low carb healthy entrees. Walk into any large chain pharmacy like CVS, Walgreen's, Sav‑On's and Longs, and you'll find sections for healthy living, nutritional shelves, and even homeopathic remedies.

Though these chains aren't carrying high quality natural products, they are filling a niche that has been created by our profession and others that preach natural health care. It's evident the big boy chains know that the way of the future is in natural products and healthy foods, and they're ensuring their slice of the pie every day. So, how do we compete against these multi‑million dollar establishments?

We don't.

The real question is, "How do they compete against us?" We're the health experts, we have the loyalty and allegiance within our patient ranks, and we have the knowledge and foundation when it comes to true health care. The question is, what are we doing in our offices to share our knowledge?

The main point to understand is that chiropractors as a group have sown the seeds of a healthy lifestyle and those seeds are now bearing fruit. Did you know the chiropractic office and the chiropractic patient are now becoming sought‑after advertising targets for top national health companies? As the chiropractic message and the patient audience is targeted, there are major opportunities to have these companies co‑op the promotion of their healthy lifestyle products within your office setting that can translate into additional revenue for you...while the products and services promoted are in line with the healthy living philosophy.

Let's face it, our patients are consumers and what better way to assist them in their choices than by having the best products and companies information available to them to promote our healthy message? Our patients trust us, value our opinions, and look to us for guidance and answers. I personally don't want the Wal‑Marts of the world to educate our patients on health and wellness. I want chiropractors to do the job.

For so many years, the likes of Andrew Weil, Deepak Chopra, and other literary authors have been sharing their beliefs and philosophies on health. Time and again we've heard people (and ourselves) say, "They're telling the chiropractic story, and they aren't even chiropractors!" Now, chiropractors have the opportunity to do the educating.

Printed materials in our office reception areas can compliment the chiropractic understanding that a healthy nervous system is essential to a healthy body. Patients can be exposed to everything from top organic food companies and diet/lifestyle changes to exercise and wellness programs and products that promote better health. By directing them to what we all believe in, they receive added support in making correct choices to round out the high quality chiropractic care we give.

In the end, patients benefit and chiropractic truly accomplishes its mission... creating healthier, happier, highly functioning people!

(Dr. Ron Oberstein, has been lecturing and coaching chiropractors for 20 of his 25 years as a DC. In 1994, he founded The Power Zone, a chiropractic company that teaches doctors and their team members how to unlock their hidden potential so they can become the best they can be. Ten years later, Dr. Oberstein founded the Chiropractors Buying Group, designed to offer chiropractors the finest products, latest technology, lowest prices, and greater choices in purchases for the chiropractic office. As the profession's sole chiropractic buying group, CBG sets the standard for lowering costs while providing the best products and services available. To start saving ‑‑ up to 67% or more ‑‑ on products used daily in the chiropractic practice, join 4,000+ CBG members by going to www.cbgsave.com. Or, call 800‑649‑0899 for FREE membership.)