September 2018 - chiropracticforward September 2018 - chiropracticforward

Month: September 2018

CF 041: w/ Dr. William Lawson – Research For Neck Pain

Research for neck pain

Integrating Chiropractors

Today we’re going to talking with Dr. William Lawson from Austin, TX about research for neck pain and what research is available for it. While low back gets all of the attention in the research, neck pain has taken a back seat but not today!

But first, here’s that bumper music

OK, we are back. Welcome to the podcast today, I’m Dr. Jeff Williams and I’m your host for the Chiropractic Forward podcast because I’m the only one that’ll do it.  

Have you taken the time to go to chiropracticforward.com and sign up for our newsletter? It’s important because doing that makes it easier to let you know when the newest episode goes live and we have a ton of ideas around here for the future and we want to be able to let you know about it. An email once per week isn’t going to make you crazy so please go do that so we’re on the same page.  

I also want to let you know about our Facebook page AND our separate Facebook group because they’re important supplements to the podcast. Both are called Chiropractic Forward oddly enough. On the page, we let you all know when a new episode goes live and we share some quotes from the episodes. Through the private Facebook group, we share the papers we went over and lots of time we connect and discuss there so go join up and let’s connect.

We are honored to have you listening. Now, here we go with some vital information that we think can build confidence and improve your practice which will improve your life overall.

You have done the mashed potato all James Brown, 60’s style into Episode #41. You know what that means? It means it’s going to be cooler than usual episode. 

Dr. William Lawson, Austin, TX

That’s because, as I mentioned before, we have a guest with us. Dr. William Lawson hails from Austin, TX and has his Diplomate of American Chiropractic Orthopedists designation. Yes, ladies and gentleman, I brought another DACO to you today. Last week, we had Dr. Brandon Steele, also a DACO, so you may be starting to notice a slight trend. We are going to get into the thick of things with research for neck pain.

I met Dr. Lawson through his involvement in the Texas Chiropractic Association. Dr. Lawson is responsible for getting the DACO program to come to Texas and for having the TCA host the program. He’s responsible in a roundabout way for getting me into this whole DACO mess and I thank him for it. 

A little more about Dr. Lawson

  • Prior to attending Parker College of Chiropractic in Dallas, -Texas, I served in the United States Air Force.
  • Graduated from Parker College of Chiropractic 1993.
  • Designated Doctor with Tx Workers Compensation since 1996
  • He has the Diplomate American Academy of Integrative Medicine, college of pain management, 2000.
  • Dr. Lawson acheived Diplomate American Academy of Pain Management 2001.
  • Diplomate American Board of Chiropractic Orthopedists, 2002
  • Certified in acupuncture, 2004
  • Former hospital privileges Vista Hospital Houston and Pecan Valley Surgical Center in San Antonio.
  • Masters degree from UT Pan American in Health Care Administration, 2015
  • Current Chair of State Affairs with TCA
  • Current VP of Texas Council of Chiropractic Orthopedists.

Welcome to the show Dr. Lawson. Since we are friends, formality seems awkward, if you call me Jeff, I’ll call you what? William or Bill? 

Questions for Dr. Lawson

When did you become a DACO and what was the impetus? What started that journey?

What have you noticed about yourself and about your business in regards to pre-DACO and post-DACO?

Let’s get into the research for neck pain. The first thing I want to say here is that we cannot talk about cervical manipulation without addressing the yoke the medical field has tried to lay on us for generations. That is the myth that chiropractors go around causing strokes in everyone all the time. 

I took three episodes of this podcast to address this myth. The series is called “DEBUNKED: The Odd Myth That Chiropractors Cause Strokes” and are specifically episodes #13, #14, and #15. It’s just common sense talk and, if you have any questions in your mind prior to listening to them, they should all be answered by the time you are done. 

I will link them in the show notes as well as the corresponding YouTube Video and the Blog so that you can get the information in your preferred method. 

PODCAST EPISODES:

BLOG:

YOUTUBE:

https://youtu.be/tRXpG_Ie0Rs

Now that we’ve addressed this craziness, we can get on with how well we take care of our neck pain patients. 

Dr. Lawson, I want to hear from you as much as you want to be heard from so, please….if I cover something that you have some extra info on or you just want to add a comment to, please interrupt me and lay it on us!!

We’ll start with the oldest one we have tee-d up here and go to the most recent. 

This first one is from 2001 and is called “A randomized clinical trial of exercise and spinal manipulation for patients with chronic neck pain[1].” The lead author is G. Bronfort and, if I recall correctly, his full first name is Gert. If you’ve spent any time listening to our podcast, you’ve probably heard his name. He’s fairly prolific with research papers. 

Why They Did It

Their stated goal for this project was to compare the effectiveness of rehab exercises vs. spinal manipulation for chronic neck pain. This one really focuses on research for neck pain.

What They Found

  • Patient satisfaction was higher spinal manipulation + exercise was superior to spinal manipulation alone
  • There was no statistical difference noted between the two groups
  • However, when combined, exercise + manipulation showed greater gains in all measures of strength, endurance, and range of motion. 

Wrap It Up

The authors concluded, “For chronic neck pain, the use of strengthening exercise, whether in combination with spinal manipulation or in the form of a high-technology MedX program, appears to be more beneficial to patients with chronic neck pain than the use of spinal manipulation alone.”

Dr. Lawson, what’s your take on this study? At this point, it’s 17 years old. Is it relevant still and how?

Next paper, this one’s called, “Chronic mechanical neck pain in adults treated by manual therapy: a systematic review of change scores in randomized clinical trials[2].” It is by H. Vernon, et. al. and was published in the Journal of Manipulative Physiological Therapeutics in 2007. 

Why They Did It

This was a systematic analysis of effectiveness in randomized clinical trials of chronic neck pain. The stipulations here are that the neck pain could not be caused by whiplash and could not include a headache or arm pain. Just straight up chronic neck pain. 

What They Found

Out of 1980 papers, they found 16 to accept and include in this project. 

No trials included trigger point therapy or manual traction

Wrap It Up

“There is moderate- to high-quality evidence that subjects with chronic neck pain not due to whiplash and without arm pain and headaches show clinically important improvements from a course of spinal manipulation or mobilization at 6, 12, and up to 104 weeks post-treatment. The current evidence does not support a similar level of benefit from massage.”

Dr. Lawson, on this study, for those that don’t know research hierarchy, a randomized clinical trial is some of the more reliable, solid research for neck pain wouldn’t you agree?

The only thing more impactful in the research world than randomized clinical trials are meta-analyses and systematic reviews. Well, this is a systematic review of 16 randomized clinical trials. 

My point being: this is a reliable systematic review. No doubt about it. This is a great paper, Dr. Lawson and I have no idea how it’s escaped me 11 years into this thing. I have other papers by the same group of authors but somehow missed this research for neck pain?

Would you like to add any comments on this paper?

OK, moving on, this paper is called, “Spinal manipulation, medication, or home exercise with advice for acute and subacute neck pain: a randomized trial[3].” This one comes to us by G. Bronfort, et. al. as well and was published in the Annals of Internal Medicine in 2012. 

This is not my favorite research for neck pain as we’ll talk about after we go through the conclusion. 

Why They Did It

“To determine the relative efficacy of spinal manipulation therapy (SMT), medication, and home exercise with advice (HEA) for acute and subacute neck pain in both the short and long term.”

How They Did It

  • It was a randomized controlled trial
  • They used 1 university research center and 1 pain management clinic in Minnesota
  • The sample was 272 people from 18-65 years old having nonspecific neck pain from 2-12 weeks
  • The treatment consisted of 12 weeks of spinal manipulative therapy or home exercise advice. 

What They Found

For pain, SMT had a statistically significant advantage over medication after 8, 12, 26, and 52 weeks

Home exercise was superior to medication at 26 weeks

No important differences in pain were found between SMT and HEA at any time point

Wrap It Up

Bronfort concluded, “For participants with acute and subacute neck pain, SMT was more effective than medication in both the short and long term. However, a few instructional sessions of HEA resulted in similar outcomes at most time points.”

As I mentioned, I have covered this research for neck pain before but it’s not my favorite because this is also a paper that I have seen chiropractic detractors use against us. Here’s how: they say that cervical manipulation is extremely risky and, if the outcome of simple exercises at home is just as effective, then what’s the point in cervical manipulation for neck pain?

What would you say in response to this particular argument?

Keepin on keepin on here. This next one is from the Journal of Manipulative Physiological and Therapeutics back in 2014 called “Evidence-based guidelines for the chiropractic treatment of adults with neck pain[4].” This one was done by Bryans, et. al. 

Why They Did It

They wanted to develop evidence-based treatment recommendations for the treatment of nonspecific mechanical neck pain in adults. 

How They Did It

They did a systematic literature search of controlled clinical trials published through December of 2011 and then organized each into strong, moderate, weak, or conflicting)

What They Found

41 randomized controlled trials met the criteria for inclusion. 

Strong recommendations were made for the treatment of chronic neck pain with manipulation, manual therapy, and exercise combined with modalities. 

Strong recommendations were also made for treating chronic neck pain with stretching, strengthening, and endurance exercises alone. 

Moderate recommendations were made for the treatment of acute neck pain with manipulation and mobilization in combination with other modalities. 

Wrap It Up

The authors closed by saying, “Interventions commonly used in chiropractic care improve outcomes for the treatment of acute and chronic neck pain. Increased benefit has been shown in several instances where a multimodal approach to neck pain has been used.”

Do you feel like this is going a little more in our favor than the Bronfort paper but still leaves a little to be desired? For instance, when we look at low back pain papers, it’s clear. Spinal manipulation is as effective or more effective than anything else out there. Even physical therapy or exercise. We’re not getting that satisfaction so far. Am I wrong?

We’re trucking along here. Next paper titled “Mobilization versus manipulations versus sustain apophyseal natural glide techniques and interaction with psychological factors for patients with chronic neck pain: randomized controlled trial[5].” This one was published in European Journal of Physical Rehabilitation Medicine in 2015 and written by A. Lopez-Lopez, et. al. 

Here’s my first question: “Why would you hyphenate the same name?” How can you be Lopez-Lopez and why would you want to say the name twice or make everyone else say the name twice? Isn’t it a bit redundant? Can we just say Lopez and move on?

OK, I get side-tracked sometimes so I have to get myself back on track here and there. Since I’m not familiar with this paper or the authors at all, I want to switch it up a little on this one. 

Dr. Lawson Covers One

I want Dr. Lawson to go over this paper from top to bottom and tell us everything we need to know about this one. I see it’s a randomized controlled trial so it already has my attention. I’m unfamiliar with sustain natural glide (AKA SNAG). Is that term you are familiar with? This research for neck pain is all yours doc. 

Their conclusion was “The results suggest that high velocity/low amplitude and posterior to anterior mobilization groups relieved pain at rest more than SNAG in patients with neck pain.”

Let’s get to our last paper here by Korthalis-de-bos, et. al. It’s called “Cost effectiveness of physiotherapy, manual therapy, and general practitioner care for neck pain: economic evaluation alongside a randomised controlled trial[6].” It was published in the British Medical Journal back in 2003. 

Why They Did It

The authors wanted to evaluate the cost-effectiveness of physical therapy, manual therapy, and care by a general practitioner for patients with neck pain.

How They Did It

  • The project was an economic evaluation alongside a randomized controlled trial.
  • 42 general practitioners recruited 183 neck pain patients
  • The patients were randomly split for treatment by spinal mobilization, physical therapy, or general practitioner care. 

What They Found

The authors wrapped that research for neck pain up by saying, “Manual therapy which consisted of spinal mobilization, is more effective and less costly for treating neck pain than physiotherapy or care by a general practitioner.”

I wanted to wrap up our talk with that research for neck pain because, first of all, it’s from the British Medical Journal so it got some weight. Second it’s alongside randomized controlled trials, and third, it’s one of the main ones that cuts through the noise and says very clearly, “mobilizing the spine is more effective and cost less for neck pain than seeing your primary or a physical therapist.”

Is it just me or is it time to move focus from low back pain and put more effort an attention on how effectively we treat neck pain through research for neck pain?

It just makes complete sense to me. If we are so effective for low back pain in the eyes of researchers, why don’t we have the same pile of research for neck pain? Where is all of the research for neck pain? Both are mechanical in origin. If we can affect low back pain, it makes perfect sense that we can affect neck pain. 

Chiropractors see it every single day. I’m not telling you anything. I just get so frustrated at the lack of focus on neck pain, which is part of the reason we’re doing this podcast today. 

Dr. Lawson, what do you have to add here before we sign off?

I want to thank you for joining us on the Chiropractic Forward Podcast. I hope you’ve enjoyed it as much as I have. 

Maybe we talk some DC PhD’s out there into making neck pain their next project. 

Integrating Chiropractors

 

Going forward

I want you to know with absolute certainty that when Chiropractic is at its best, you can’t beat the risk vs reward ratio because spinal pain is a mechanical pain and responds better to mechanical treatment instead of chemical treatments.

The literature is clear: research on neck pain and experience show that, in 80%-90% of headaches, neck, and back pain, patients get good to excellent results when compared to usual medical care and it’s safe, less expensive, and decreases chances of surgery and disability. It’s done conservatively and non-surgically with little time requirement or hassle for the patient. If done preventatively going forward, we can likely keep it that way while raising overall health! At the end of the day, patients have the right to the best treatment that does the least harm and THAT’S Chiropractic, folks.

Contact Us

Send us an email at dr dot williams at chiropracticforward.com and let us know what you think of our show or tell us your suggestions for future episodes. Feedback and constructive criticism is a blessing and so are subscribes and excellent reviews on iTunes and other podcast services. Y’all know how this works by now so help if you don’t mind taking a few seconds to do so.

Being the #1 Chiropractic podcast in the world would be pretty darn cool. 

We can’t wait to connect with you again next week. From the Chiropractic Forward Podcast flight deck, this is Dr. Jeff Williams saying upward, onward, and forward. 

Website

http://www.chiropracticforward.com

Social Media Links

https://www.facebook.com/groups/1938461399501889/

iTunes

Player FM Link

Stitcher:

TuneIn

About the author:

Dr. Jeff Williams – Chiropractor in Amarillo, TX, Chiropractic Advocate, Author, Entrepreneur, Educator, Businessman, Marketer, and Healthcare Blogger & VloggerBibliography

1. Bronfort G, A randomized clinical trial of exercise and spinal manipulation for patients with chronic neck pain. Spine (Phila Pa 1976), 2001. 26(7): p. 788-97.

2. Vernon H, H.B., Chronic mechanical neck pain in adults treated by manual therapy: a systematic review of change scores in randomized clinical trials. J Manipulative Physiol Ther, 2007. 30(6): p. 473-8.

3. Bronfort G, Spinal Manipulation, Medication, or Home Exercise With Advice for Acute and Subacute Neck Pain: A Randomized Trial. Annals of Internal Medicine 2012. Ann Intern Med, 2012. 156(1): p. 1-10.

4. Bryans R, Evidence-based guidelines for the chiropractic treatment of adults with neck pain. J Manipulative Physiol Ther, 2014. 37(1): p. 42-63.

5. Lopez-Lopez A, Mobilization versus manipulations versus sustain apophyseal natural glide techniques and interaction with psychological factors for patients with chronic neck pain: randomized controlled trial. Eur J Phys Rehabil Med, 2015. 51(2): p. 121-32.

6. Korthals-de Bos IB, Cost effectiveness of physiotherapy, manual therapy, and general practitioner care for neck pain: economic evaluation alongside a randomised controlled trial. British Medical Journal, 2003. 326(7395): p. 911.

 

CF 013: DEBUNKED: The Odd Myth That Chiropractors Cause Strokes (Part 1 of 3)

CF 030: Integrating Chiropractors – What’s It Going To Take?

CF 020: Chiropractic Evolution or Extinction?

CF 039: Communicating Chiropractic

CF 040: w/ Dr. Brandon Steele: Chiropractic Standardization & The Future of Chiropractic

w/ Dr. Brandon Steele: Chiropractic Standardization & The Future of Chiropractic

Today we’re going to talk with Dr. Brandon Steele about a lot of stuff but specifically, we’ll talk about Chiropractic standardization, educational advancement, and the future of chiropractic. Stick around for an awesome discussion with an extremely sharp doctor on the forefront of our profession.

Integrating Chiropractors

But first, here’s that bumper music

OK, we are back. Welcome to the podcast today, I’m Dr. Jeff Williams and I’m your host for the Chiropractic Forward podcast.  

Now that I have you here, I want to ask you to go to chiropracticforward.com and sign up for our newsletter. It makes it easier to let you know when the newest episode goes live and if we come up with something pretty cool we need to be telling you about. We won’t use it any more than once per week and that’s about all you need to know. It’s not as big of a deal as most of you have in your mind. Just go do it right now while you’re thinking about it. 

We continue to grow our listenership here. I’m a stats nerd. Trust me, I check them more than what one may consider a healthy amount of times. It’s just who I am. Thank you to you all for tuning in. 

If you can continue to share us with your network, we sure would appreciate it. 

We are honored to have you listening. Now, here we go with some vital information that we think can build confidence and improve your practice which will improve your life overall.

You have passed out and woke up right here in Episode #40

Welcome Dr. Brandon Steele

We have a special guest with us this week. As I said from the top we have Dr. Brandon Steele with us today. He is a very respected speaker and has the awesome chance to travel all over doing just that. 

I first became aware of Dr. Steele when I began taking courses in the DACO program. Dr. Steele is one of the instructors and I got to sit in a classroom for two days listening to him cover everything we needed to know about the shoulder. 

I also much have some full disclosure here I think. Dr. Steele is a co-owner of ChiroUp with Dr. Tim Bertlesman and I’m a user/subscriber of ChiroUp. But, ChiroUp isn’t sponsoring this episode. I haven’t received a thing from them. Not even a free membership. Cough cough… 

Seriously though, I’m having Dr. Steele on today because we think a lot alike from what I can tell, I love what they are doing with the DACO program, and I love where I think ChiroUp can help take our industry down the road in regards to Chiropractic standardization & the future of chiropractic. So, without further adieu…….

Questions for Dr. Brandon Steele

Welcome to the show Dr. Steele. Let’s start off with the obligatory question of, “What made you decide to be a chiropractor?”

In our discussion in Dallas, you told me that you’ve moved around a bit. Where are you from and what led you to St. Louis?

I have seen the terms evidence-based and evidence-informed used for what we do and must admit my ignorance of the subtle differences here. I have assumed that, since I follow research, guidelines, and things like that, that I am indeed what is referred to as an evidence-based chiropractor. Can we assume the same about you? 

When exactly did you decide to start traveling more in the direction of evidence and research rather than the philosophical route in the profession? Was there an aha moment?

Tell me a little bit about your hilarious alter-ego, the wide-lapeled chiropractic huckster we see you play in videos from time to time on the ChiroUp Facebook page. 

Part of the idea of being more into the research and being based or informed with the evidence, I think, is Chiropractic standardization…. to standardize our profession to some extent as well as increasing the level of education of the run of the mill chiropractor. We know we don’t have a low level of education at all so….can you go into that a little bit for us? What do you mean when you speak about Chiropractic standardization & the future of chiropractic?

Tell me everything about the DACO program. What got you involved with the DACO program originally?

Our regular listeners should be well-aware of you, Dr. Tim Bertlesman, and ChiroUp at this point. I’ve been pumping your tires for a bit. How did you and Dr. Bertlesman become acquainted with each other and then decide to go into business together?

Questions About ChiroUp, Chiropractic Standardization, and the Future of Chiropractic

Now, tell us a bit about ChiroUp. It feels like to me that it is really starting to hit its stride. I think ChiroUp is huge for Chiropractic standardization & the future of chiropractic.

Obviously, you want it to be successful for your own financial reasons….we all want to see our businesses to well….. but don’t you see something more than that for the profession coming out of ChiroUp? How do you think ChiroUp can affect or change our profession for the better in the years to come, for the future of chiropractic?

What is in the future for ChiroUp as far as updates, functionality…..things like that?

Questions About Dr. Steele’s Speaking Events

What are some of your upcoming speaking events so people can come to see you do your thing?

How can listeners find you on social media or on the internet and contact you or learn more about you and what you do?

So there you have it folks, Dr. Brandon Steele. There’s no doubt you loved this podcast episode as much as I did. The future is bright for Chiropractic standardization & the future of chiropractic.

Integrating Chiropractors

I want you to know with absolute certainty that when Chiropractic is at its best, you can’t beat the risk vs reward ratio. That’s because spinal pain is a mechanical pain and responds better to mechanical treatment instead of chemical treatments.

Chiropractic Description

The literature is clear: research and experience show that, in 80%-90% of headaches, neck, and back pain, patients get good to excellent results when compared to usual medical care and it’s safe, less expensive, and decreases chances of surgery and disability.

It’s done conservatively and non-surgically with little time requirement or hassle for the patient. If done preventatively going forward, we can likely keep it that way while raising overall health! At the end of the day, patients have the right to the best treatment that does the least harm and THAT’S Chiropractic, folks.

Send us an email at dr dot williams at chiropracticforward.com and let us know what you think of our show or tell us your suggestions for future episodes. Feedback and constructive criticism is a blessing and so are subscribes and excellent reviews on iTunes and other podcast services. Y’all know how this works by now so help if you don’t mind taking a few seconds to do so.

Being the the #1 Chiropractic podcast in the world would be pretty darn cool. 

We can’t wait to connect with you again next week. From the Chiropractic Forward Podcast flight deck, this is Dr. Jeff Williams saying upward, onward, and forward. 

▶︎Website

http://www.chiropracticforward.com

▶︎Social Media Links

https://www.facebook.com/groups/1938461399501889/

▶︎iTunes

▶︎Player FM Link

▶︎Stitcher:

▶︎TuneIn

About the author:

Dr. Jeff Williams – Chiropractor in Amarillo, TX, Chiropractic Advocate, Author, Entrepreneur, Educator, Businessman, Marketer, and Healthcare Blogger & Vlogger

 

 

 

CF 039: Communicating Chiropractic

Communicating Chiropractic 

Integrating Chiropractors

Today we’re going to talk about communicating chiropractic and chiropractic utilization. What am I talking about? Stick around

But first, here’s that bumper music

OK, we are back. Welcome to the podcast today, I’m Dr. Jeff Williams and I’m your host for the Chiropractic Forward podcast.  

Now that I have you here, I want to ask you to go to chiropracticforward.com and sign up for our newsletter. It makes it easier to let you know when the newest episode goes live when someone new signs up it makes my heart leap a little, and in the end, it’s just polite and we’re polite in the South.  

We are honored to have you listening. Now, here we go with some vital information that we think can build confidence and improve your practice which will improve your life overall.

You have potato sack jumped yourself right into Episode #39. In case you are new to the Chiropractic forward podcast, there is a different way to get into this podcast. Moonwalk, do the twist, electric slid, grooved, you get the point. 

We are talking about communicating chiropractic and I want to start the research part of our podcast today with a pretty cool paper that just passed through my email. I have my buddy and colleague, Dr. Craig Benton down in Lampasas, TX to thank for this one. It’s called “Characteristics of Chiropractic Patients Being Treated for Chronic Low Back and Neck Pain.” It was authored by PM Herman, et. al. and published in the Journal of Manipulative Physiology and Therapeutics on August 15th of 2018[1]. Brand spanking new, people. https://www.ncbi.nlm.nih.gov/pubmed/30121129

Why They Did It

Since chronic low back and chronic neck pain dominate our population and since chiropractic is a common approach to the conditions, the authors wanted to explore the characteristics of chiropractic patients suffering the conditions here in the United States. Further knowledge here helps with communicating chiropractic more effectively.

How They Did It

  • They collected information from chiropractic patients with different levels of information that included regions, states, sites, providers and clinics, and patients. 
  • The sites and regions were San Diego, Tampa, Minneapolis, Seneca Falls, and Upstate New York, Portland, and Dallas. 
  • Data was collected through an iPad prescreening questionnaire in the clinic and through emailed links to full screening and baseline online questionnaires

What They Found

  • 518 patients with chronic low back pain only
  • 347 with chronic neck pain only
  • 1159 with both chronic low back pain and chronic neck pain. 
  • In general, most participants were highly educated white females that had been using chiropractic care for years. 
  • Over 90% of the participants reported high satisfaction with their care, few used narcotics, and avoiding surgery was the most important reason they chose chiropractic care.

Wrap It Up

The authors concluded, “Given the prevalence of CLBP and CNP, the need to find effective nonpharmacologic alternatives for chronic pain, and the satisfaction these patients found with their care, further study of these patients is worthwhile.”

As a side note, at the first ChiroTexpo event for the Texas Chiropractic Association state convention, these researchers were there recruiting offices for this paper which is kind of cool. 

How much of the population do chiropractors see on average? At least in American? For years, the number has been from 7% to 11% but there is research out there that suggests the number is actually bigger. We can answer that question a little more accurately thanks to some research from Palmer that was published back in 2015. 

This next paper goes more toward helping us in communicating chiropractic than any other paper in recent memory.

It’s called “Americans’ Perceptions of Chiropractic,” it was performed in conjunction with Palmer and Gallup and was submitted by James O’Connor of Palmer and Joe Daly of Gallup[2]. I have linked it in the show notes for you. 

https://www.palmer.edu/uploadedFiles/Pages/Alumni/gallup-report-palmer-college.pdf

The report states from the get-go that half of the adults in the US have been to a chiropractor as a patient. 

  • 14% of adults say they saw a chiropractic within the last 12 months. 
  • 12% say they saw a chiropractor in the last five years
  • 25% say they saw a chiropractor more than 5 years ago
  • Women are more likely to love and visit their chiropractor regularly
  • Adults under 50 are more likely to say that the chiropractor is their first stop for neck or back pain. 
  • Over 50% of adults strongly agree or agree somewhat that chiropractors are effective at treating neck and back pain. 

All of this is great news, y’all. Great news. In the conclusion of this report from Gallup and Palmer College, they say yes…over half of Americans view chiropractors as effective for neck and back pain but uncertainty about costs and misinformation about potential dangers of chiropractic are potential obstacles to them utilizing our services. 

I addressed the whole stroke issue the medical field has tried to saddle us with in a blog, in a YouTube video, and in a series of three podcasts and highly encourage you to re-visit the information in episodes 13, 14, and 15. I will link them for you in the notes. 

The blog, YouTube video, and podcast series is called “DEBUNKED: The Odd Myth That Chiropractors Cause Strokes.”  You must have this information. If you do anything this week, do that. I laid it all out and I did it in blog form, video form, and podcast form so you could pick your preference and get the information. So do it. This information will go a long way in helping you with communicating chiropractic.

YouTube: https://youtu.be/tRXpG_Ie0Rs

Blog: https://www.chiropracticforward.com/blog-post/debunked-the-odd-myth-that-chiropractors-cause-strokes-revisited/

Podcast Episode #13: https://www.chiropracticforward.com/debunked-the-odd-myth-that-chiropractors-cause-strokes/

Podcast Episode #14: https://www.chiropracticforward.com/cf-episode-14-debunked-the-odd-myth-that-chiropractors-cause-strokes-part-2-of-3/

Podcast Episode #15: https://www.chiropracticforward.com/cf-015-debunked-the-odd-myth-that-chiropractors-cause-strokes-part-3-of-3/

The report suggests we try to be transparent when it comes to the costs of chiropractic which also means providing details on insurance coverage, visits required, etc. Here’s the deal though…..if someone comes up to me on the street and asks me how much it costs to come see me, what the hell am I supposed to say?

Quite literally, I don’t have a single damn clue what it’s going to cost them. I don’t know what kind of insurance they have. How do I know if their issue is acute, chronic, or a combination of issues spanning the acute as well as the chronic? I have no way of knowing if their deductible is met. I can’t know what their co-pay is. How can you tell people any of that crap and I’m sure as hell not going to be having a long enough conversation with them when I’m out and about with friends or family to figure it out either. 

Palmer is crazy on that part of this. I’m all about communicating chiropractic but people are grown-ups. They have a Google machine in their pockets. Figure out what your deductible is and how much you’ve met. Figure out what your co-pay is. Google up the offices in your area and try to get an idea of how they practice. If they’re talking about fixing ear infections, boosting your immunes system, and not getting your kids vaccinated, well….chances are they’re going to want to see you 1.23 million times through your lifetime. 

If they’re talking about exercise/rehab, evidence, research, and things of that nature, then they’re going to address your issue quickly and relatively inexpensively. 

Then get on your Facebook machine and ask your friends which evidence-based chiro in your area you need to be seeing and go do that. It’s easier today than ever before. Palmer doesn’t really need to put that directive on chiropractors in my opinion. 

They go on to say that about 37% of Americans are unsure whether or not chiropractic is dangerous. Palmer suggests we chiropractors try communicating chiropractic more clearly in regards to the level of education we have gone through. I think that’s a great suggestion. I do hate the fact that MDs and DOs aren’t going around having to tell everyone about the classes they took and we DCs obviously do need to do that but, it is what it is. You want that in Espanol? Here it is: “Es lo que es.”

Just trying to spice it up, folks. Go with it alright?

The report had some cool news. What news is that you might say? To that, I’d say this: current users of chiropractic typically see their doc an average of 11 times per year which they say shows a strong commitment to chiropractic care.

If the description is a strong commitment to chiropractic care, then count me in. I’m on board. I’m on that team. 

The last sentence of the report says this, “The chiropractic community would do well to increase awareness among the public about the benefits of chiropractic care and the costs associated with it, including offering flexible methods of payment and assistance with navigating insurance, to ensure potential users have what they need to make an informed decision regarding care.”

OK….where to start here?

Dammit. We all know all too well that chiropractors increasing awareness among the public about the benefits of chiropractic care is a slippery slope. Do I want to encourage a chiropractor that doesn’t believe in vaccinations to be out there talking about the amazing benefits of Chiropractic? Ummmm….nope. Nope, I sure don’t. 

Now, if you have a doc talking about how awesome chiropractic is and how spinal manipulation combined with exercise rehab is a powerful combination and is now recommended by the American College of Physicians, JAMA, The Lancet, the FDA, the CDC, The Joint Commission, the current occupant of The White House, and even Consumer Reports…..well hell….I think you have a winner on your hands. That’s what I’m talking about when I say communicating chiropractic. 

Luckily, the only docs listening to me right now are the ones that are going to be talking about the latter rather than the former. 

So listen up evidence-based men and women…..unfortunately, you have to start telling people more about your education and you have to start telling people more about the research and evidence and support behind what it is we do from day to day. 

I’d like to say that it is super duper big-time double fortunate that you have resources like, oh say, maybe a podcast called the Chiropractic Forward Podcast that does all of the work for you by gathering and talking about research every week that can help you on this. 

Now, onto our last topic this week.

This one is an article from June 19, 2018, that was posted on the ACA Blog and linked in the notes on our website for this episode. 

https://www.acatoday.org/News-Publications/ACA-Blogs/ArtMID/6925/ArticleID/374/Communicating-Chiropractic-An-Algorithm-to-Answer-Difficult-Questions

The title of the article is “Communicating Chiropractic: An Algorithm to Answer Difficult Questions[3].” It was written by Dr. Stephanie Halloran who did an excellent job on this article in my opinion. Dr. Halloran is the chiropractic resident with the VA Connecticut Healthcare System.

Dr. Halloran started the article by covering some common questions that can be asked of chiropractors within an interdisciplinary setting. The questions she mentions are:

  • What are the typical conditions treated by chiropractors and specific treatments utilized?
  • We to know the contraindications for treatment?
  • It’s important to be able to describe the mechanisms of manipulation and/or acupuncture?
  • What adverse events from chiropractic treatment, including post-treatment soreness and cervical manipulation and stroke?

All sound like reasonable questions but think about them for a minute. What would your responses be to them and would your answers really stand up to scrutiny in the medical kingdom?

Dr. Halloran cites her site director, VA Chiropractic Program Director Dr. Anthon Lisi as being key in helping her formulate an approach we can use to guide us to develop our own answers to these questions. She lines out 4 steps we should be looking at. 

  1. Have a great depth of knowledge – She says, “First and foremost, you must have an extensive understanding of what you are being asked. Whether the inquiry is as vague as “What is chiropractic?” or more specific, such as “What is the physiologic mechanism of manipulation?” or more sensitive, such as “Does cervical manipulation cause stroke?” it is imperative to know what the evidence does and doesn’t support. “ My goodness…where on Earth could you ever be educated on research and what the evidence says? Hmm….I’ll just wait here until….yes. You’ve found it right here!
  2. Selectively Present that knowledge – Answer with only the most pertinent information. Sometimes less is more and sometimes more is too much information but, be sure you can expound on the neurophysiological effects if specifics are asked.
  3. Be mindful of an appropriate stopping point – She says, “It is reasonable to assume that an encounter will occur at some point with a specialty physician possessing unwavering negative views of chiropractic treatment, and the reality is some will not be swayed despite the evidence presented. The goal of the interaction is to present the evidence, to meet them where they are, and to leave the door open for further conversation at a later date.” And then you punch them in the face and push them down on the playground while saying nanny boo boo. 
  4. Remain altruistic throughout – She says we need to stay focused on the overall goal of health care which is, according to her “to increase functional outcomes, improve quality of life, and provide the best care for patients.” I can get on board with that description myself. 

All of this goes toward helping you in communicating chiropractic. She wraps it up by saying, “In respect to success in integration, my biggest takeaway from being exposed to interprofessional collaboration on a day-to-day basis in the VA is the need for chiropractors to prepare answers to questions regarding what chiropractic care is, common conditions seen, neurophysiological effects of treatment, and the incidence of adverse events. These answers should be instantaneous and provide evidentiary support. One must also be prepared to hit the brakes when met with substantial resistance and to admit lack of familiarity with a topic, when appropriate.”

Can’t we all agree with this article? It makes perfect sense. If you can’t communicate and relay what it is you do, then what are you doing?

This week, I want you to go forward with the idea that we are not a dying profession. We are, in fact, growing and our utilization is growing. We maintain that growth through communicating chiropractic and better patient education as to our level of education and our cost-effectiveness. In addition, in regards to integration, let’s make sure we are prepared to answer questions and do it in a way that is 100% backed by solid and respected research and evidence. You can’t lose when it’s done that way. 

Integrating Chiropractors

I want you to know with absolute certainty that when Chiropractic is at its best, you can’t beat the risk vs reward ratio because spinal pain is a mechanical pain and responds better to mechanical treatment instead of chemical treatments.

When you are communicating chiropractic, the literature is clear: research and experience show that, in 80%-90% of headaches, neck, and back pain, patients get good to excellent results when compared to usual medical care and it’s safe, less expensive, and decreases chances of surgery and disability. It’s done conservatively and non-surgically with little time requirement or hassle for the patient. If done preventatively going forward, we can likely keep it that way while raising overall health! At the end of the day, patients have the right to the best treatment that does the least harm and THAT’S Chiropractic, folks.

Send us an email at dr dot williams at chiropracticforward.com and let us know what you think of our show or tell us your suggestions for future episodes. Feedback and constructive criticism is a blessing and so are subscribes and excellent reviews on iTunes and other podcast services. Y’all know how this works by now so help if you don’t mind taking a few seconds to do so.

Being the #1 Chiropractic podcast in the world would be pretty darn cool. 

We can’t wait to connect with you again next week. From the Chiropractic Forward Podcast flight deck, this is Dr. Jeff Williams saying upward, onward, and forward. 

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Bibliography

1. Herman PM, Characteristics of Chiropractic Patients Being Treated for Chronic Low Back and Neck Pain. J Manipulative Physiol Ther, 2018.

2. O’Connor J, Gallup-Palmer College of Chiropractic Inaugural Report: Americans’ Perceptions of Chiropractic. Palmer College of Chiropractic, 2015.

3. Halloran S, Communicating Chiropractic: An Algorithm to Answer Difficult Questions, in ACA Blog, ACA, Editor. 2018: ACA Blog.

This podcast episode was about communicating chiropractic. Communicating chiropractic effectively is a big part of moving the chiropractic profession forward. Bobby Massie Authentic Jersey

CF 038: w/ Dr. Jerry Kennedy – Chiropractic Marketing Done Right

Chiropractic Marketing Done Right

Integrating Chiropractors

Today we’re going to be talking about Chiropractic marketing done right with The owner of Black Sheep DC, Dr. Jerry Kennedy who describes himself as a Chiropractor, a chiro coach, a podcast host, a relationship marketing nerd, and a chiropractic meme wizard. All great descriptions. Dr. Kennedy sounds as busy as I am.

But first, here’s that bumper music

OK, we are back. Welcome to the podcast today, I’m Dr. Jeff Williams and I’m your host for the Chiropractic Forward podcast.

You have hoofed it into Episode #38

Introduction

We have a great guest that I have become familiar with through a couple of my favorite private Facebook groups. One being the Forward Thinking Chiropractic Alliance and the other being Evidence-Based Chiropractic. We are departing a little from our regular format today and I want to tell you why I asked Dr. Kennedy to be a guest on our podcast today. He’s got it figured out when it comes to Chiropractic marketing.

First, I’m a bit of a nerd myself when it comes to Chiropractic marketing. I didn’t claim to be an amazing marketer but I love it. Just the concept of marketing. The thought of marketing. I love the simple fact that using one color vs. the other can make a complete difference in the success of a campaign. It’s fascinating is what I’m saying.

With that being said, Dr. Kennedy is known for relationship marketing. I admit I hadn’t heard the term before hearing Dr. Kennedy use it but I love it because, from what I can tell, it describes me to a tee.

While Dr. Kennedy is agnostic in regards to whether someone practices in an evidence-based way or practices in a more philosophical based practice, I feel his way of approaching patients and approaching practic-building exactly lines up with my way of building relationships through evidence-based means. Like I said, “Chiropractic marketing done right.”

Disclosure

Dr. Kennedy is not sponsoring this show and I am not a member of Black Sheep. I just like what he’s doing and want you all to know about it. I like the spirit of giving and, down the road, Chiropractic Forward is going to be given opportunities to get our name out there because of it. That’s the way the world works in my experience. Give and ye shall receive.

I think we were both given the gift of gab so this episode should just be a great conversation on Chiropractic and Chiropractic Marketing done the right way.

Welcome Dr. Kennedy

So here we go, “Welcome to the show Dr. Kennedy we are so glad to have you with us today. Where are you coming to us from today?”

I already gave you a so-so intro because I’m not really that interesting overall but, to be comprehensive here, can you tell us more about yourself? I don’t want to leave any high points out like kids and all the really important stuff.

Now, I’ve done my homework and listened to several of your podcasts but still don’t know……why call it Black Sheep DC or Black Sheep Chiropractor?

Relationship-based Chiropractic Marketing

Let’s get into what we’re here for Relationship-based chiropractic marketing. I believe I know what it means to me and I’m pretty sure I know how you mean it but would you describe it for us if you don’t mind?

Would you agree that Relationship Chiropractic marketing works well for those already running a patient-centered practice? By patient-centered, I mean docs that are doing what is best for the patient rather than what is best for their practice goal numbers they’re trying to hit that particular month. For me, those are doctor-centered practices. I just wanted to be clear on my thought process just in case our definitions of patient-centered vs. doctor-centered were different.

Types of marketing

In your program, are you advising on internal and external Chiropractic marketing strategy or is it mostly and in-office and social media thing?

I remember in one of your podcasts, you mentioned how you can’t sit around on your butt expecting things to get better. I’m paraphrasing here but it reminded me of a Dan Kennedy saying he calls YCDBSOYA which stands for You Can’t Do Business Sitting On Your Ass. At the beginning of my chiropractic career, I’d say that was an issue with me. Mostly because I didn’t know what it was I needed to be doing. Ignorance in general when it came to marketing.

Without giving away any of your secrets, those are reserved for your members, what advice do you try to give people to get them involved in the community and basically get them off their butts?

If I remember right, you are a proponent of the newsletter for Chiropractic marketing – How do you keep them fresh? I send weekly emails to an email list but have to admit, it’s hell keeping it new and fresh.

Any solid opinion on Direct Mail – Yea or nay?

Is there a new wave of the future when it comes to marketing that people are missing right now? Things like maybe Periscope or Virtual Marketing…..or something else I don’t know about yet?

Chiropractic Marketing Memes

One thing we have in common, we have a knack for creating memes. I love them and I love making them. It’s an outlet for my sarcastic, smart-aleck side to come out in hopefully a fun way. Two of your more recent ones I loved would be the one with the stunned looking kid and the caption reads, “That moment you realize a successful business is the key to being a successful chiropractor.”

Those of us that have been in the mix a while know this usually through painful experience. What was the impetus for this one?

The other more recent one that cracked me up a little bit was the guy saying Whoa there….if you’re going to tell me how to adjust you, it’s going to cost you extra. I think we’re all familiar with the reason for that one.

Black Sheep DC Podcast

You recently stopped your free podcast after 184 episodes.  Tell us a little about that decision and did you get any pushback on that?

What would be your overriding goal for each person that signs up for your Chiropractic marketing programs?

This is the one somewhat challenging question. It’s been my opinion my whole professional life that patient-centered docs hopefully get their patients over the complaint fairly quickly, effectively, and cost-efficiently while doctor-centered practices are busy trying to hit certain numbers, seeing patients many more times than current guidelines and recommendations allow, and claiming to have effects on conditions there is little to no good research for.

Without getting you to take sides, throw rocks, or any of that…… and without trying to stir the pot too much, how in your opinion, is it possible for a subluxation, philosophical-based, 100 visits a year style of a practitioner to also be patient-centered and relationship-based Chiropractic marketing?

Tell us where listeners can find you and connect with you if they’re interested in relationship marketing and in learning more about Back Sheep DC

Thank you so much for joining us……

Before you all go,

I want to ask you to go to chiropracticforward.com and sign up for our newsletter. It makes it easier to let you know when the newest episode goes live, you’ll never hear from us more than once a week, and in the end, it’s just an email for goodness sakes!

Integrating Chiropractors

I want you to know with absolute certainty that when Chiropractic is at its best, you can’t beat the risk vs reward ratio because spinal pain is a mechanical pain and responds better to mechanical treatment instead of chemical treatments.

The literature is clear: research and experience show that, in 80%-90% of headaches, neck, and back pain, patients get good to excellent results when compared to usual medical care and it’s safe, less expensive, and decreases chances of surgery and disability. We do it conservatively and non-surgically with little time requirement or hassle for the patient. If done preventatively going forward, we can likely keep it that way while raising overall health! At the end of the day, patients have the right to the best treatment that does the least harm and THAT’S Chiropractic, folks.

We want to hear from you!

Send us an email at dr dot williams at chiropracticforward.com and let us know what you think of our show or tell us your suggestions for future episodes. Feedback and constructive criticism is a blessing and so are subscribes and excellent reviews on iTunes and other podcast services. Y’all know how this works by now so help if you don’t mind taking a few seconds to do so.

Being the #1 Chiropractic podcast in the world would be pretty darn cool.

We can’t wait to connect with you again next week. From the Chiropractic Forward Podcast flight deck, this is Dr. Jeff Williams saying upward, onward, and forward.

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CF 004: And Instantly, Treatment of Back Pain Changes Due To Increase In Opioid-Related Deaths

CF 028: Will Chiropractic First Finally Take Its Place?

CF 002: Research Information – Integrating Chiropractors Into Overall Healthcare System