The meeting began with a review of relevant marketing research presented by ICA Executive Director Ronald Hendrickson. It is interesting to note that, applying the data, a DC's experience is most important, while the cost of chiropractic care is least important. ACA Executive Vice President Garrett Cuneo presented the results of focus group research conducted last year specifically regarding chiropractic. 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.