Summer 2002

PERCEPTION IS REALITY

Recently, while checking a woman's spine, I happen to read the slogan on the back of her shirt.  "Perception Is Reality" was written in bold print advertising a particular brand of "vision" lens.  You see, she works for an optometrist and yet, I'm sure had no idea of the internal dialogue that was racing through my head about how this very statement applied to Chiropractic.

You and I both know that the majority of the public thinks they know exactly what a Chiropractor does.  Ask the person behind you on line at the food store why they should go to a Chiropractor.  Nine times out of ten their perception is that we are for bad backs and headaches.  How did they get this perception?  We told them what we do with our advertising.  Open your local yellow pages and check out the Chiropractic listings.  You'll see lists of conditions and symptoms that are supposedly amenable with Chiropractic.  Does anyone even list "vertebral subluxations" in their advertising?  Still wonder why the public has the perception that it does?

Let's change the perception!  Start using the phrase "vertebral subluxations" in all your print media.  Educate the people in your practice on a repeated basis.  Get out to the general public.  Join the "Feed the Public" campaign that GSCS Secretary Mark Messano and Members Jean Ridge and Diane Wallace have championed.  They'll set up an informational table anywhere they can...food stores, Babies-R-Us, Kids-R-Us, town events and parades.

There's also the perception that the GSCS is non-inviting and too judgmental.  I personally don't hold this to be true.  Months ago, a fellow Chiropractor met up with another Chiropractor who proceeded to relate a story to my fellow Chiropractor.  The story is that I went to Dr. K's office and after seeing that she had a piece of physical therapy equipment in the adjusting room, I stormed out never to speak with her again thereby severing our friendship.  Not only did this event never happen, I was never in this woman's office and we're still friends.  I wonder how many people this guy told this story to and now believe his lies.  It was certainly easy for him to profess this lie as truth and I'm sure convince others that this is the attitude of the entire GSCS.  Well, it's not.

Let's change this perception as well!  I invite you to attend our meetings and functions and meet us before forming an opinion.  Our programs will assist you in educating your practice members, will help decrease your debt and increase your retirement income and will help to insure your overall practice success.

Why not join now so that you can take advantage of the many reasons to join GSCS.  Attend our programs for the future of your practice and for straight Chiropractic.  Become involved so that you can make a difference for your children's future.

A special thanks to Mark Ohlstein, GSCS President, and Joe Donofrio, Vice President, for their tireless efforts as they end their term.  Keep up the great work to Mark Messano, Secretary, and Robert Berkowitz, Treasurer, and welcome to our new Board Members.  I look forward to creating a different perception...because after all, it is our reality!