President's Report — Dr. Pat Bickert, BCCA president
It's been a busy time for the Association Board in recent months. Dr. Nixdorf, Dr. Vipond and I attended the annual Provincial President's Meeting in Montreal in early February, and we recently hosted the 8th Annual Career Day for prospective chiropractic students. In addition, our attention has been focused on the following items:
1) By now, I am sure most of you have seen the BCCA television commercials, which offer free public education about chiropractic via our "Your Spine, Your Health" video. Hopefully all of you have taken the time to view the 22-minute video. Feedback from association members has been overwhelmingly positive and public response to the commercials has increased each time a flight of ads is aired. The commercials are now airing in New Brunswick at the request of its Association. In addition, we are in negotiations with Hong Kong chiropractors to dub a Chinese language version of the video, which will also be used in the Lower Mainland.
2) Advertising consultants Ryan Edwards and Gadd International continue to develop and test market the CCA's national chiropractic television advertising campaign. They hope to build on current public opinion that "Chiropractors are unequaled in their knowledge of back and neck pain". In order to advance public perception beyond back pain expertise to chiropractic general health benefits, they advise us to promote a "clinching benefit" or "power idea" through public relations that expands the accepted belief that "chiropractors are experts in pain relief, naturally." Attempting to market less accepted concepts such as affordability, safety or subluxation terminology tends to backfire with the public at present. Instead, the concept is that (all types) of pain are disabling, restricting the individual from a healthy expression of a full life at work, at leisure or recreation. The "clinching benefit" of chiropractic is that we are doctors who can "enable" people through relief of pain and all it's disabling ramifications to once again enjoy health through full participation in their desired lifestyles. I liked their presentation and rationale, but then again I'm a sucker for a "pitchman".
Speaking of pitchmen, Dr. Nixdorf and I made sure that other associations viewed the BC television advertisements. As a result, our ads will be presented along with two new CCA ads to focus groups to see which messages ring most true with the public. The cost saving for the BCCA for this research is $15,000. Focus group feedback will be used to develop future marketing and PR strategies.
3. ICBC's obvious willingness to facilitate the BCMA's desire to "increase the managerial role of medical doctors" has resulted in a new fee structure for examinations and reporting forms for M.D.s that blatantly threatens the primary contact role of D.C.s. I urge association members to question all ICBC patients regarding their initial client-adjuster dialogue. If the claimant is in any way routed toward the M.D., or diverted from their expressed desire to initiate chiropractic care, please advise the Association office immediately! ICBC wants to limit the public's access to chiropractors. If you are opposed to this, you need to react when your patients' right to choose their practitioner is violated. Unless the membership reports inappropriate ICBC actions, the problem will only intensify.
4. The government is looking at the BCCA proposal to better utilize the existing budget for chiropractic services. The premise is to shift funding from G1 patients to V2 visits, freeing up Extended Benefit insurance to increase private 3rd party coverage of G1 visits. We will continue to keep you informed on this matter. (If we hear on the news that chiropractic has been cut out of health care and in order for a patient to see you an aroma therapist must refer them - we will report this also . . . just kidding!)
5. Lastly, it's report card time! - and the BCCA is the student being marked (gulp!). In the near future, you will be asked to complete a comprehensive questionnaire regarding BCCA functions. Please take the time to complete the questionnaire thoroughly. This will enable us to determine how the membership perceives our current level of effectiveness, and the directions we need to take in the future.
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