July 2006

ANJC launches unique PR initiative

A new public relations initiative in New Jersey will partner chiropractic with big business. Sigmund Miller, DC, executive director of the Association of New Jersey Chiropractors (ANJC), told Chiropractic Economics that the association is launching a new public relations effort that associates chiropractic with respected corporate entities.

With more than 20 distinct categories (such as banking, real estate, and restaurants), each affinity partner comes onboard in an exclusive capacity which is very appealing, says Miller, since, according to a recent ANJC survey, ANJC members have access to about 785,000 potential patients.

The first business that will be signing up under this PR initiative is Commerce Bank, says Miller. ANJC is also talking with other big companies in New Jersey and anticipates bringing on 10 to 20 affinity partners, beginning with those who are interested in reaching out to chiropractors directly, to their patients, and to the general public. The initial goal is to bring on 10 sponsors.

“These partners will generate revenue to drive our public relations campaign,” explained Miller. ANJC anticipates that corporate partners will provide up to $250,000 in funds. “Every extra penny will be put into the PR campaign,” says Miller.

As part of New Jersey’s overall PR campaign, during early 2007, ANJC plans to open kiosks in malls throughout the state. “They will be manned by members,” says Miller. “Each kiosk will display posters of the affinity partners along with celebrities who integrate chiropractic into their lifestyle and will provide the public with information on chiropractic and ANJC members. Anyone wishing to get additional information can contact an ANJC call center, which also will be in place during 2007.”

The call centers will track responses and make patient referrals to ANJC member chiropractors, Miller explains. “This will definitely have an impact on our membership.” ANJC currently represents about 50 percent of the licensed chiropractors in New Jersey — up from about 20 percent a year ago.

As executive director, Miller’s focus has been to give members the tools necessary to deal with the challenges of every day practice which, most importantly, includes ways to grow their businesses. “We have to show our members that the things we do drive patients to their offices,” he says. “Our aim is to create a model, make it work, and then it can be replicated in other states,” says Miller.

He emphasizes that acquiring corporate partners is one part of the equation. The other part is for association members to support those partners by doing business with them. “It’s critical that every doctor believes this is important,” he says. “DCs need to support the sponsors who are supporting them.”

Source: Sigmund Miller, DC, executive director of the Association of New Jersey Chiropractors (www.anjc.info), sig@anjc.info.

Industry News from:
Chiropractic News from: