If you watch cable TV, especially in the evening, you will almost certainly see commercials for a “non-surgical solution for lower back pain.” That non-surgical solution is decompression therapy, designed to relieve pain in the lumbar and cervical disc areas.

Chiropractic Economics decided to research the economics of decom-pression therapy for our readers. We asked the experts who manufacture and distribute decompression tables to tell us about this therapy.

Included in our discussion were:

• Tim Emsky, CERT Health Sciences, LLC, www.spinemedtable.com;

• Janice Pehrson, Dynatronics Corp., www.dynatronics.com;

• Scott Collins, The Saunders Group, www.3DActiveTrac.com;

• Dr. John Boren, Lordex Spine Institute, www.lordex.com;

• Chris Peetros, Chattanooga Group, www.chattgroup.com;

• Gary Dixon, Axiom Worldwide, www.axiomworldwide.com;

• Gib Heyblom, TRACK Corp., www.coxtable.com;

• Daniel B. Scherer, American Decompression Therapy, Inc., www.4spinalhealth.com.

Decompression is an economic adjunct to chiropractic patients often pay for this treatment in cash (See sidebar, “Dollars for decompression.”) You can expect to treat between 12 and 20 patients a day, depending on the various diagnoses involved, said Scott Collins (The Saunders Group). A comprehensive treatment program may consist of 20, twenty-minute visits, according to Daniel B. Scherer of American Decompression Therapy (www.4spinalhealth.com).

Decompression requires a dedicated room, at least 10 feet by 12 feet, with décor and lighting that is relaxing for the patient, according to Dr. John Boren (Lordex Spine Institute). It also requires a dedicated technician or clinician, according to Tim Emsky (CERT Health Sciences). Despite these added expenses, the potential revenue stream, plus the fact that this is a noninvasive treatment of the spine, may be appealing to chiropractors.

WHICH FEATURES ARE NEEDED?

If you want to add decompression to your clinic, you will have to buy or lease a specially designed table. Our experts offered some ideas on what to look for in a table.

• Adjustability and cervical capability. Collins said that a table with the ability to adjust in three dimensions allows the doctor to treat severe conditions that cannot be treated with straight-pull tables. Another key feature — cervical spine decompression capability. Conditions of the cervical spine have responded favorably to decompression therapy.

• Specialization. Boren (Lordex) believes a system should specialize in one thing: A lumbar decompression should focus

only on the lumbar spine. He added that a system should address both the decompression component and the stabilization component.

• Capability to target specific spinal segments. Pehrson (Dynatronics) believes that targeting, as well as state-of-the-art computerized interactive display screen, are important features.

• Treatment time. Emsky said speed is important as well as the mobility of the equipment.

• Training. “Decompression therapy is only as good as the equipment manufacturer and the education you get,” said Peetros.

• Research behind the manufacture. “Study the research that directed the development of the table. Does the company manufacture with guidance from the research and documentation or just manufacture a copy of a table that is designed with research concepts in mind?” suggested Heyblom (TRACK).

• ISO certification. “ISO certification is only awarded to those companies that submit to, pass, and adhere to the highest quality stands,” said Dixon. He also suggested looking for a closed feedback loop. “This type of feedback insures that decompression is actually taking place. It is very difficult to hit a target you cannot see.”

• Ease of adjustment. “Patient comfort and ease of patient-hook up are important in creating a positive experience for the patient,” said Scherer (American Decompression Therapy).

WARRANTY EXPECTATIONS

The tables are not inexpensive, so you want some assurance of their reliability. Most manufacturers and distributors provide a comprehensive one-year warranty and also make a five-year extended warranty available for purchase.

HOW DO YOU MARKET DECOMPRESSION?

Once you make a decision to buy or lease a table — an expensive item that could range from $8,000 for a device, according to Peetros, to $95,000 for a complete system, according to Dixon — to get a return on your investment, you need to market it. Here are some suggestions:

• Multi-media approach. A marketing program should be multi-faceted and integrated, said Scherer. It should include the Web, radio, TV, print advertising, and patient education.

• Presentations. Heyblom agreed with that list and added making presentations. “The chiropractor should seize every opportunity to speak at hospitals, churches, civic, and service organizations, and wellness classes to teach patients and their friends about the technique and its benefits.”

• Targeted benefits. Target each of the FDA-approved claims for decompression, said Pehrson. These include herniated discs, degenerative disc disease, sciatica, and pinched nerves.

• Three-pronged approach. Develop a plan for marketing, advertising, and public relations, said Boren.

• Bulk mailings. Send patients postcards and brochures, said Collins.

• Infomercials. Use of infomercials, as well as other marketing techniques, depends upon the demographics of the market, said Dixon.

Linda Segall is editor-in-chief of Chiropractic Economics. She can be contacted by e-mail, lsegall@chiroeco.com.