August 2006

Fortune magazine, news syndicate tout chiropractic

Chiropractic is making the news. But unlike in the past, when “chiropractic” and “news” used in the same sentence meant bad press, this time the exposure is positive — and big.

An article in the September 4, 2006, issue of Fortune magazine speaks highly of chiropractic as one of the nonsurgical alternatives to alleviating back pain. The article, “The Battle Over Your Aching Back,” written by Matthew Boyle, explores alternative methods to managing back pain, instead of resorting to surgery.

Chiropractic is one of chief methods touted in the article for getting rid of back pain.

Concurrent with the publication of the Fortune article, an article about the Foundation for Chiropractic Progress’ (F4CP) Sarah Harding advertisement appeared in syndication and appeared online. In it, the writer interviewed F4CP spokesperson and board advisor Louis Sportelli, DC.

FORTUNE’S FOCUS

The Fortune article devotes considerable space and attention to chiropractic. For example, the writer describes the procedures used at the Texas Back Institute, which “has evolved to encompass a host of disciplines.”

The article says that in its early days the Institute had just three surgeons and nine employees. Today its 204 staff people of physiatrists, psychologists, pain specialists, chiropractors, and physical therapists handle more than 55,000 patient visits and its 11 surgeons perform about 2,000 surgeries. Only 11 percent of patients go under the knife, says the article.

The article says, “[The Institute’s] soup-to-nuts approach to back treatment makes sense — if the chiropractor can’t help you, he’ll send you down the hall to the pain specialist, or maybe to the psychologist for some hypnotherapy. Surgery is a last resort.”

The writer describes the Institute as a “back-repair department store,” and compares it with a high-end “boutique,” Manhattan Sports Medicine, run by Doug Seckendorf, DC. This cash-only clinic, which caters to patients who cannot afford to be laid up for weeks, provides nutrition counseling, physical therapy and massage therapy, in addition to chiropractic, to patients.

FOUNDATION IN THE SPOTLIGHT

The Fortune article is good news for chiropractic. Likewise, the syndicated article that appeared in some newspapers and online about F4CP’s advertising campaign is also good news.

The story, written by the Palm Beach (Florida) Post writer Carolyn Susman and syndicated by Cox News Service, appeared online in the Dayton (Ohio) Journal News. In it, the writer interviewed Louis Sportelli, DC, president of NCMIC and advisor to the F4CP board of directors.

The writer describes the Ms. Fitness, Sarah Harding, advertisement and says, It’s impressive, with a smiling Ms. Fitness USA holding her trophy in her muscled arms.”

The writer asked Sportelli why this campaign was launched now. He replied, “Chiropractic, unfortunately, does not have the dollars and media campaign that the pharmaceutical industry provides for medical doctors. The Baby Boomers are inclined to use us. We’re trying to align their thought process to consider the safest, most conservative approach (to wellness).”

The article referenced the AMA’s infamous Committee on Quackery and Quackwatch.com, then said, “It is for all these reasons, and most notably the aging of the Baby Boomers … that the Foundation for Chiropractic Progress has set out to put a positive image on its profession.”

The article was published August 30 at www.journal-news.com.

To contribute to the Foundation for Chiropractic Progress, go to www.ChiroEco.com and click on “Campaign for Chiropractic.”

Source: Fortune, http://money.cnn.com/magazines/fortune, Journal News, www.journal-news.com

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