• Swerdlick M

• Advertising / history
• Chiropractic / history
• Vertebral Subluxation Complex

As chiropractic celebrates its one hundred and twentieth birthday, a question that has to be asked is “Where are we?” While there are many ways to answer that question, this particular paper will focus the spotlight on the concept of a Subluxation Correction Paradigm (SCP).

In the twenty-first century, the chiropractic profession is fragmented. The definition of chiropractic is about as clear as mud, and the definition of a chiropractor is equally ambiguous. In fact, the typical conventional chiropractor may offer his or her patients a myriad of services, ranging from electro muscular stimulation to a wide variety of spa treatments. The conventional chiropractors justify this self-propagated expansion of scope by taking the position that their state license “permits” them to offer these services. The perspective of “Should I?” has been trumped with “Because I can!” The dilution of chiropractic is not a new phenomenon, In fact, it would be fair to say that the watering down of the profession has been going on - more or less, for about one hundred years.

If the subluxation-centered fragment within the chiropractic profession implements a strategic model for the propagation of a Subluxation Correction Paradigm for the purpose of increasing public utilization, then as doctors whose focus is on the detection and correction of vertebral subluxation, we have a very rare and exciting opportunity to take back what we are about to lose.

A strategy is a process, and the key to any process is the planning and the blueprinting. Once in place, then and only then are we prepared to implement and execute the strategy to secure social proof, to reach critical mass, to have Cultural Authority and to better the lives of all humanity. 

Author keywords:  Chiropractic, utilization, subluxation, marketing, strategy, social proof, cultural authority, paradigm shift

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