Index to Chiropractic Literature
Index to Chiropractic Literature
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ID 18891
  Title Chiropractic, contemporary culture, and patient education [poster presentation; the Association of Chiropractic Colleges' Thirteenth Annual Conference, 2006]
URL
Journal J Chiropr Educ. 2006 Spring;20(1):81
Author(s)
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Peer Review Yes
Publication Type Meeting Abstract
Abstract/Notes Introduction: Chiropractors and chiropractic educators may wish to review trends in contemporary culture relevant to patient education programs. Incorporating new perspectives may deepen significance and understanding of chiropractic for a sizeable group of patients and potential patients. A generation of people has challenged cultural institutions and influenced society as it has matured. This group has espoused new political priorities, advocated for environmental change, challenged traditions, and made new demands on products and services. These people, 78 million in number, are the baby boomers, and much has been written about their influence in society, especially as consumers. They have, in fact, defined consumerism. This paper suggests that chiropractors should examine how patient education programs acknowledge and accommodate the differences and the demands arising from this generation’s different perspective on health.

Discussion: Looking at this issue requires setting aside differences in opinion about why people should come to the chiropractor, and focusing on what experts in marketing, business, and culture trends are writing about: establishing relevant, thoughtful, meaningful connections with patients. People visit a chiropractor for a variety of reasons. When they do, the communication needs to acknowledge the significance of quality of life, self-determination, and self-awareness. Patient relationships must be grounded in authentic improvement and relevance in patient outcomes, and communicated in a way that strengthens meaning and deepens the chiropractic experience.

Why do we educate patients? Chiropractic patient education programs may not necessarily be based on patient need; they may be shaped by the needs and objectives of the doctor. Established programs may not capture what patients say they want: personal interaction, acknowledgement of needs, and outcomes relevant to quality of life and self-awareness. Envisioning new possibilities for patient education might mean becoming more culturally aware, creative and innovative. Although the development of a new patient-doctor relationship in a new marketing model and within a new paradigm has barriers and challenges, some healthcare providers are confronting the difficulties because of the need for change.

Wellness centers are combining business and marketing sense with the baby boomer’s insistence on communication, self-empowerment, and the defiance of aging. These programs employ not doctors, but “wellness coaches” who work with the patient and the doctor to be a conduit of information and relationship.A notable example of the medical community realizing the impact of the baby boom generation and then changing its approach to patient education and wellness is Kaiser Permanente. Kaiser, the largest health maintenance organization in the country, has launched the first phase of an $80 million dollar marketing campaign called “Thrive”. The reasons presented for the company’s new approach include acknowledgement of the new health paradigm: the need for life balance, personal empowerment, partnership, and caring for the patient’s physical, emotional and spiritual growth. The company has agreed upon an image and targeted the baby boomer generation who they describe as health seekers wanting relationship, health education, wellness, prevention and self-care.

As a profession, we may not have an agreed-upon identity or an $80 million dollar marketing budget. But, as individual chiropractors and educators, we have the strength of our intentions and the ability to review, revise, create and change quickly. We can learn about contemporary culture, anticipate the future, hear what our patients are saying and develop more meaningful ways to engage them. The baby boomers seem to be insistent upon having what chiropractic offers. We can consider taking current patient education and adding personal, contemporary, thoughtful, and savvy communication styles that address the needs of a modern culture.

This abstract is reproduced with the permission of the publisher.

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