In Support of National Advertising

For 30 years in chiropractic, I've al­ways wondered why our organizations do not get involved in national advertising campaigns to the public. After all, the drug companies have established great exposure with their advertising—how will the people know there is a choice unless we tell them!! A little over a year ago, the Interna­tional Chiropractic Pediatric Association initiated a print advertising campaign on behalf of chiropractic. Unprecedented in our profession, the ICPA invested in this campaign, bringing the message of Fam­ily Chiropractic to the public. Consistent with our mission to educate parents about the im- portancc of family wcllncss care, our campaign first addressed the importance of chiropractic care in pregnancy. We contracted for ads in national magazines such as Mothering, E-pregnancy, Preg­nancy, Midwifery Today and Wellness Bound. The results were outstanding— numerous members contacted us in appreciation for the many referrals they were receiving. Calls from the public looking for family chiropractors increased significantly. Web site visits to our membership referral directory skyrocketed. Birth practitioners began seeking out collaborations with the ICPA and our members throughout the continent. The campaign has created a significant momentum. Additionally, the ICPA launched a full color magazine. Pathways. Unlike any other publication in our profession, this quarterly magazine is a first class compilation of ar­ticles supporting the Chiropractic Family Wellness Lifestyle. Offering its readers various approaches and resources to make informed health care decisions for their families, Pathways is being welcomed and subscribed to by practitioners and parents around the world. Our subscrip­tion rate is currently 12,000, and growing with each issue. In addition to our print advertising, we have formed alliances with numcr- ous family centered organizations. Our public website is linked to many like-minded organizations around the world. Chiropractic care and its role in the family wcllness lifestyle is becoming recognized and respected internationally. As our multifaccted advertising cam­paign continues to expand and generate more referrals to doctors of chiropractic, we invite you to join us. Every member­ship directly supports our vision as we establish and advance the Chiropractic Family Wcllness Lifestyle worldwide. Dr. Jeanne Ohm instructs internation­ally on the topic "Chiropractic Care for Pregnant Women and Children. " She is executive coordinator of the International Chiropractic Pediatric Association and can he reached via their website at www.icpci4kids.com.