The alert doctor of chiropractic calls community attention to his practice by achieving favorable publicity, by advertising, and by employing promotion. The three are all major and related activities. In some respects they differ. Used singly or together they convey a picture of his practice to the health care consuming public. Through publicity the chiropractor achieves mention in newspaper space or on air time that is unpaid for and cannot be bought, and receives other rewards in the form of verbal recommendation and recognition from the community in return for accomplishment.
Publicity is one aspect of a good public relations program.
In advertising the chiropractor uses the medium of paid space or time to convey a message selected by him to achieve a particular goal. He may advertise in newspapers or magazines, on radio or television, billboards or through direct mail, or in any variety of ways. In practice promotion he employs techniques of many kinds to attract patients and he determines the cost, the method, the effectiveness, and the volume of practice. Practice promotion work for the chiropractor may include newsletters, direct mail of many kinds, pamphlets, flyers, and more. All three major areas of communication are important.