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Editorials

Buzz

 

According to the book ‘The Anatomy of Buzz’; buzz is the sum of all comments about a certain product that are exchanged about that product at any given time. 

Chiropractic survived organised medicine’s massive global campaign of negative buzz, becauseof the positive buzz created and transmitted by chiropractic patients.  Chiropractic patients are responsible for the profession’s survival.   

According to our history the first chiropractic patient, Harvey Lillard had been partially deaf for some 17 years. After D. D. Palmer adjusted him, his hearing was restored.  Indirectly millions of people have benefited by the energy of buzz that created. 

Just as the embryo of a great oak resides in the acorn so to referral chain with adequate buzz may extend to many people over generations.  I have patients who can trace the seed of their referral chain to a neighbour’s recommendation to see Fremantle’s first chiropractor, a Mr Smiley, in 1928. 

Word of mouth advertising, personal recommendation neighbour telling neighbour, a trickle of verbal and written communication has given way to personal communication via the internet that can reach millions of people around the world. 

Coincidental to the massive increase in today’s communication, chiropractic is seeing a great increase in the number of newly graduated chiropractors.  Each new chiropractor needs to establish a viable practice volume.  A survey in 1996 inferred that some 15% of the adult population had seen or were seeing a chiropractor.  A more recent survey put the figure at 34%.  

I assume that this increase reflects the energy of the buzz surrounding chiropractic. 

I still find it remarkable to hear patients say that they tell everyone they know about chiropractic.  Throughout a chiropractor’s career there are thousands of great and small experiences that create adequate buzz for patients to share with others.

 A hindrance to buzz happened throughout Australia and as of October 18th 2010 WA became the final State to enact legislation that bans the publication by registered health care providers of testimonials.  Hence the patient videos telling of their chiropractic experiences have been removed from our Web site. 

But that law will not prevent patients from networking how they and other chiropractic patients that they know have benefited from chiropractic care.  Please maintain the buzz!! 

Best wishes,

 Michael McKibbin and staff

 

Your Chiropractor

Michael McKibbin passed his Iowa Basic Science and graduated from Palmer College of Chiropractic in Davenport Iowa.

Since then both wonderful staff and patients have contributed toward decades of valued experience in his family practice.

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October 2010
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