2022 Stakeholders’ Report highlights inaugural ChiroThon fundraiser, industry awards and membership growth to 32,000 members
The Foundation for Chiropractic Progress (F4CP) experienced one of its most significant years of growth in 2022, including award-winning events and content, stakeholder outreach that resulted in record membership growth and expanded corporate sponsorship.
“2022 was one of our most productive, rewarding and exciting years in the nearly 20 years since our launch,” said Sherry McAllister, DC, president of F4CP. “We are enormously proud of the support we have gained and the success that this profession has earned, including a new worldwide event and awareness campaign, media engagement, membership and sponsorship growth, and a huge increase in our podcast listenership. We are most proud that all of these activities ultimately drive greater access to the drug-free, safe and effective care trusted by millions worldwide.”
ChiroThon 2022 Worldwide Success
The first-ever “ChiroThon,” a three-day blend of in-person and virtual events, attracted a worldwide audience of more than 85,000 viewers engaged through various online streaming platforms. The telethon-like event featuring inspirational health and wellness speakers and chiropractic leaders attracted 50 new members to F4CP and raised more than $175,000 for chiropractic care awareness and outreach, with donations coming from consumers and doctors alike.
Generous corporate sponsors Foot Levelers, Standard Process, NCMIC, ChiroHealthUSA and Biotics Research Corporation matched donations throughout the entire event, including for the hundreds of consumer and patient donations received.
ChiroThon earned two top media industry awards in 2022: a MarCom Gold in the special event category and a Healthcare Digital Marketing (HDM) Award Gold in the PR event category, the only chiropractic organization to receive the honor.
“Exciting, worldwide programs like ChiroThon 2022 are exactly the type of positive, mission-driven events we envisioned when we created the Foundation two decades ago,” said Foot Levelers CEO Kent Greenawalt, who is also chairman and founder of F4CP. By the end of 2023, Greenawalt’s combined development support will be nearly $4 million. “As 2023 gets under way, the awareness, evidence and educational content that the Foundation continues to strategically share across the world will accelerate the upward trajectory of chiropractic care in the minds of consumers, clinicians, employers and health insurers so that doctors of chiropractic become the go-to provider for any neuromusculoskeletal condition.”
Podcast and Media Placement Growth
Another major success from 2022 was F4CP’s podcast, “Adjusted Reality,” trusted by the adjusted, which has continued to grow in listenership and engagement since it launched in 2021, despite a highly competitive podcast landscape of more than three million active programs. Downloaded in more than 50 countries, the podcast has increased nearly 40% over the year prior when it won a Digital Health Award. Today, “Adjusted Reality” is in the top 25% of all Buzzsprout podcasts globally.
F4CP secured 44 articles in top tier media outlets in 2022, reaching 131 million readers. Articles appeared in industry trade publications including Veterans Health Today, Healthcare NOW Radio, Healthcare Business Today and Urban Health Today, as well as consumer-oriented outlets such as Forbes, Medshadow and Live Science.
New Events Target Key Stakeholders
Among the audiences that F4CP reaches each year are employers, who have enormous influence over employee access to chiropractic care through their company’s benefit plans. A major event in 2022 was a health benefits consultant roundtable F4CP held in collaboration with the National Association of Worksite Health Centers (NAWHC). Experts across all areas of employee benefits and chiropractic care shared with health plan benefit consultants how DCs can benefit their clients’ employees’ health as well as the company’s bottom line.
F4CP held other events to expand the pipeline of DCs by hosting a virtual job fair and launching in-app mobile campaigns with several chiropractic colleges. These included streaming video and native ads that generated over 315,000 total video views and more than 18,000 direct clicks to college websites across the three college pilot campaigns. This year, five chiropractic colleges plan to participate in this campaign to recruit future DCs.
Investing in Member Resources
To continue membership growth beyond the 32,000-member milestone, F4CP continued its strong focus on delivering the resources and information they need to share the power of chiropractic and wellness with their communities. These were expanded in 2022 with monthly marketing roadmaps, new educational webinars and billboard ads across the country garnering over 21 million impressions.
Celebrating 20 Years in 2023
In 2023, F4CP will expand its ‘Naturally, Chiropractic’ campaign through exciting new video content, advertising and outreach efforts. The campaign’s goal is to attract, inform and motivate consumers to explore effective, evidence-based care that is free from potentially dangerous pharmaceutical drugs and a wellness tool for ensuring balance and mobility.
“Although 2022 was a big year for F4CP in many ways, 2023 is poised to be our biggest yet as we celebrate 20 years of educating consumers and serving our members,” said McAllister. “To honor this milestone, our members, sponsors and targeted audiences can expect fresh and exciting content that not only celebrates the profession’s track record of achievements but also important information about new research and industry changes that will drive the next decade of chiropractic progress.”
To read the full F4CP 2022 Stakeholders’ Report, click here.
About Foundation for Chiropractic Progress
A not-for-profit organization with nearly 32,000 members, the Foundation for Chiropractic Progress (F4CP) informs and educates the general public about the value of chiropractic care delivered by doctors of chiropractic (DC) and its role in drug-free pain management. Visit f4cp.org/findadoctor; call 866-901-F4CP (3427).
