Healing Is Believing

This campaign is the beginning of ChiroCare’s educational program focused on lower back pain. With the goals of educating the uninformed, dispelling myths about chiropractic and positioning chiropractic care as a safe and effective treatment, ChiroCare is implementing multiple touch-points with those who suffer from low back pain.

As you know, a doctor of chiropractic is a doctor who specializes in the health of the spine as well as the surrounding nerves and muscles. Despite this simple truth, the profession encounters unfounded fear, baseless misconceptions and false impressions. But we’re changing that.

Healing Is Believing is a campaign designed to create a positive perception of the profession. We're replacing myth with researched, scientific truth. We're substituting fear with education. We’re exchanging misinterpretations for trust and confidence in the profession.

And how are we doing this? By using the truths that already exist. We’re fostering trust and confidence by communicating a standard of quality that chiropractic care truly means. The ChiroCare network serves as the standard bearer, lending credibility to the profession and hope to those in need of chiropractic care. Whether we’re talking about building the reputation of a profession or rebuilding the health of a patient, healing is believing.

1. Develop flexible communications that can provide value and appeal regardless of provider size, philosophy, or location
2. Minimize negative reactions from outside audience targets
3. Leverage existing creative principles of traditional medicine to borrow credibility and align the profession more closely with MDs
4. Position chiropractic care as a credible first option for health care by addressing significant barriers to treatment of lower back pain
5. Ensure communications are scalable and can be utilized in a customized manner by providers in the ChiroCare network
6. Differentiate ChiroCare providers as having a higher degree of quality in the market