October 2005

Foundation for Chiropractic Progress
launches test ad campaign

The Foundation for Chiropractic Progress (F4CP) has recently struck a deal with the National University of Health Sciences to launch a test ad campaign to consumers. The test marketing will be launched in all locations of National University’s clinics, using print ads in the local newspapers. The ads being used will be some of those created by the F4CP and the responses from the ads will be monitored and evaluated for performance.

According to Gene Veno, President/CEO of F4CP, “The test marketing will begin in October when we are launching a series of marketing projects around the country in states like Connecticut, Pennsylvania and Illinois. The patients will be queried on how they heard about chiropractic, if they read our ads and what their thoughts are on our ad copy and message. This is an indirect approach that allows the patients to serve as a focus group. It will also allow clinics to receive new patients that they might not have had visit if not for the chiropractic print ads.”

The test market can be offered to any college, clinic or coop of doctors. Veno said, “What we require is simply an interest to participate in a test market and then we run a series of our current marketing ads that provide feedback to the Foundation. The feedback will help us gauge the effectiveness of the campaign material and allow the doctors to gain first-hand experience in the quality materials we are able to provide.”

There is also going to be a direct mail campaign in the local area of the National University of Health Sciences. Ron Mensching, VP of Business Services for the National University of Health Sciences, said, “We will be taking one of the print ads and convert it to a direct mail piece and mail it to the northwest suburban area of Chicago. Having a direct-mail effort as well as a print campaign should give us a good idea of how the message is received.”

Veno said he has received excellent feedback about the campaign. “It’s been excellent. Everywhere we have spoken we have received positive comments about the efficacy of this campaign for chiropractic.”

The Foundation for Chiropractic Progress is a non-profit marketing entity aiming to educate consumers on the benefits of visiting chiropractors on a consistent basis. The Foundation is seeking support from the vendors and doctors of the chiropractic community so enough funds are available to run a strong and steady national advertising campaign. To learn more about them, go to www.foundation4cp.com.

Source: Foundation for Chiropractic Progress, www.foundation4cp.com

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