People know that you work with the spinal column. Specifically, they name the back and neck as areas of expertise. People associate chiropractors with auto accidents and whiplash. They have some awareness of the use of x-rays. People are unsure of their insurance coverage.
Chiropractors have some significant image problems.
People feel some practitioners operate outside their area of expertise and make extraordinary claims about the conditions they can treat and cure. They are skeptical of chiropractors treating infants and children. There is an element of shadiness regarding some of the advertising techniques, office space, and long-term treatment programs. Chiropractors are sometimes seen as a specialist of last resort. People want to see and hear successful patient stories and outcomes.