Methods: A literature search was performed using the following search engines: Medline, PubMed, OCLC First Search, Index to Chiropractic Literature, World Cat, Amazon.com, public library, general Internet searching and on-line journals. Combinations of these descriptors were used as search words: chiropractic, marketing, culture trends, baby boomers, age wave, healthcare, complimentary medicine, market-driven.
Results: The Age Wave may be turning toward the invisible, intangible components of existence that pay-off in ability, experience and quality of life. Chiropractic care contains elements that fit perfectly with this emerging need. While using available evidence-based data for a foundation of patient education, other factors (innate intelligence, self-empowerment, relational modes of healing) should be highlighted and may be the ones to influence future patients.
Conclusion: Chiropractors and chiropractic educators can consider the “brand” they project and evaluate it for the approaching marketplace. Patient education programs can be reviewed for effectiveness, given the culture trend occurring. If the 78 million Age Wavers are questioning traditional healthcare, searching for state-of-mind benefits and ways to stay actively involved in one’s own good health, chiropractic should produce the answers to those questions.
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