Why Chiropractic Has A Negative Image

March 4, 2008 at 5:06 pm | Posted in Chiropractic, Chiropractic Student Debt, Latest News, Media Reports, Risks Of Being A Chiropractor | Leave a comment
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Dr. Matthew McCoy, a chiropractor, recently wrote a great article in a chiropractic trade journal (The Journal of Vertebral Subluxation Research, February 2008) called “Negative Brand Equity”.

It discussed why chiropractic has such a bad reputation — which also explains why the public doesn’t trust chiropractors and why it is such a poor career choice. Here are a few good quotes from the article:

Dazed, confused and hung over – we sit and wonder why our market share has dipped from 7% to 5%. We wonder why chiropractic college enrollments are down 40%

Most people are not neutral when it comes to chiropractic – they already have an opinion – and it ain’t a good one.

According to Gallup, we rank just a couple notches above used car salesmen when it comes to the public’s perception of our level of honesty and integrity.

This means that the profession has to vigorously shake off its cultural aversion to research. The days are over when the profession can rely on 70 poorly compensated researchers and a handful of research journals that no one subscribes to. The colleges are going to have to face the reality that their own future depends on producing the evidence of chiropractic’s effectiveness otherwise there won’t be any butts in their seats. Why get $200,000.00 in debt when you can do ‘wellness’ on less or in a profession without negative brand equity?

Before you think “This blog is just ‘bashing’ chiropractic”, keep in mind that these words come from someone IN the chiropractic profession, printed in one of the profession’s own journals.

Students: Please avoid this horrible career.




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