2011 Public Relations Report: Download Report
Overview
Building on the success in 2010, the Foundation for Chiropractic Progress continued its growth – both in media exposure and industry support. Not only has the Foundation continued to build its membership, but the organization has also more than doubled its public relations effort. Using a reliable public relations formula that measures the effectiveness of a campaign, the Foundation determined that over 3.5 BILLION positive impressions were generated for chiropractic in 2011. This number does not include the estimated number of views by individual doctors who have utilized the Foundation's Public Service Announcements (PSA), press releases and advertisements in their local community.
The Foundation expanded its public relations plan, increasing the amount of PSAs on radio, television and print outlets nationwide. Additionally, the Foundation significantly increased the development and distribution of timely news releases that generate coverage and establish credibility.
Our Champions of Chiropractic, Jerry Rice and Brigadier General Becky Halstead (retired), led the way in 2011. Having the support of Jerry Rice, who was inducted into the 2010 Pro Football Hall of Fame, allowed the Foundation to continue its aggressive advertising campaign in several highly circulated publications…from USA TODAY to Sports Illustrated and the MLB All-Star Game publication. Brigadier General Halstead donated countless hours to the Foundation, visiting state associations, colleges and participating in media interviews across the country. New in 2011, Rice participated in eight pre-arranged media interviews, sharing his support of chiropractic. Several of these interviews became syndicated and appeared in publications nationwide.
In 2011, the Foundation renewed its relationship with NFL legend, Jerry Rice, who will act as the Foundation’s spokesperson through 2015. In 2011, because of Foundation efforts, we have witnessed professional athletes from football, baseball, hockey and many other sports, as well as Olympians, speak out on the value of chiropractic care and what it has meant to their health and careers. There are many more high-profile, influential individuals, like the Wiggles Anthony Field, along with television and movie stars, and musicians who want to speak out about the benefits of chiropractic care. As we build the resources to include them - we will!
In 2011, the Foundation has delivered every member of Congress with its landmark white papers, "Do Chiropractic Physician Services for Treatment of Low Back and Neck Pain Improve the Value of Health Benefit Plans?," authored by Arnold Milstein, MD, and Niteesh Choudhry, MD, and "Outcomes Based Contracting™: The Value-Based Approach for Optimal Health with Chiropractic Services," prepared by the Center for Health Value Innovation (CHVI), that validate the clinical and financial efficiency of chiropractic. The Foundation has also developed a state association newsletter that is intended for state associations to deliver to their state’s legislature. This newsletter will keep associations in connection with their legislature throughout the year and provide influential political figures with educational information regarding chiropractic. New this year, the Foundation has also signed on a corporate sponsor -- Dillard's, a major retail store in the U.S., that will illustrate their support as they host a fashion show at the 2012 Parker Seminars.
Following the Foundation's earlier white papers, it was determined that the 2011 paper would focus on a varying aspect of healthcare – "The Role of Chiropractic within the Patient-Centered Medical Home." Prepared by Discern Consulting, and with the input and support of a high-profile team -- including Mark Zeigler, DC, president, Northwestern Health Sciences University and board member of the F4CP; Steve Kraus DC, DIBCN, CCSP, FASA, FICC, CEO, founder, Future Health and member of the F4CP; John Hollingsworth, MD, MS and assistant professor, University of Michigan Health Systems; Tom Evans, MD and president, Iowa Healthcare Collaborative; and a panel of F4CP leadership -- this paper documents the value of chiropractic care in the next phase of healthcare delivery. With all three papers in hand, the Foundation was able to have a strong presence at several industry conferences, with hosting organizations including the World Congress, Consumer Directed Healthcare (CDHC), National Business Coalition on Health and America’s Health Insurance Plans (AHIP). This opportunity allowed the Foundation to communicate with individual state coalitions and develop relationships – resulting in a number of speaking opportunities for state associations and colleges to present the relevant information our reports entail.
2012 Foundation Plans
The Foundation plans to continue to raise the bar in 2012, looking to increase its media exposure and generate over 5 BILLION positive impressions. This will be accomplished through traditional campaign components and the new addition of eight social media releases. The Foundation also plans to continue with the heightened number of print advertorials and press releases distributed throughout the year.
Expect to see a consistent advertising campaign in 2012, as the Foundation plans to place monthly pro-chiropractic advertisements in two of the highest circulated publications – The Wall Street Journal and USA Today. In 2012, the Foundation will be launching a new campaign that will highlight the roster of celebrity supporters and their doctors. A large amount of the Foundation's ads will feature a prominent athlete/doctor match up.
The Foundation's roster of spokespeople continues to grow, and 2012 will be no different. In addition to the relationship with the Washington Redskins Cheerleaders, the Foundation plans to work more with the San Diego Charger Girls. The Foundation will also continue to expand its list of celebrity supporters and build relationships with those who favor chiropractic. The list of noteworthy potential spokespersons is endless.
A key initiative in 2012 will be the development of a new campaign, entitled TIPS – Toward Injury Sports Prevention. This prevention-oriented program is designed to capture the interest of large-scale sports affiliates, enabling the Foundation to build its corporate support beyond the chiropractic industry. A number of additional components will be put in place to support this campaign. We will roll out this program nationwide in 2012 and expect much success.
In 2012, the Foundation will continue to move forward with outreach into the employer and healthcare industries. The Foundation will take a more targeted approach, presenting at those conferences found to be most successful in previous years, and continue to pursue industry media and be involved in employer association memberships. One of the initiatives that follows on the publication of our white paper with the Center for Health Value Innovation is a demonstration employer project that documents the role of a chiropractic value based benefit design. Thomson Reuters and Niteesh Choudhry, MD are already helping us to develop the project. Arnold Milstein, MD may also be engaged in the process. The Foundation is still in the process of reviewing the schematics of the project, but expects to reach a final decision in early 2012. If the project is pursued, the Foundation will also be planning on releasing a white paper at the project’s completion.
Membership Goals
The Foundation's goal for 2012 is simple – surpassing 4,000 members, increased vendor support, and more traction for individual chiropractors. As the campaign continues to pick up steam, more and more doctors, associations, colleges and vendors are recognizing the value of our mission. Supporting the Foundation is supporting chiropractic care – "Our success is your success."
As the number of Foundation supporters grows, so will our media campaigns. The future is bright for the Foundation -- and the entire profession -- because we are able to attract prestigious public figures interested in strengthening the credibility of the chiropractic profession. Kent Greenawalt, the Foundation founder, reminds the board often that, "we are just getting started," and he is so right!
Laura Carabello
Principal
CPR Strategic Marketing and Communications
lcarabello@cpronline.com
