Going from Baltimore to New York, I like to travel in comfort. Going from my home in the city to my office in Owings Mills, it’s more about getting there on time and arriving safely.
In both situations, I want all of that … comfort, safety and timeliness.
But the order of priority changes depending on my objective.
It is similar to our journey through life. Priorities change when our objectives change.
In my years involved with chiropractic, I have been challenged by wanting to make chiropractic available and affordable to everyone. I followed a standard that taught how to attract patients and give them what they wanted and expected. This standard basically is derived from a medical business model … which relies on the use of insurance.
Throughout the years of participating and observing this model, I have realized that chiropractic cannot fit into that model.
As a chiropractor and as a consumer of healthy things, I noticed a major dichotomy in my relationships … business and personal. If a family of 4 wanted to receive regular chiropractic care (2x/month), how would they be able to swing it for very long … without insurance.
Insurance is not about healthy living. It is about getting out of a crisis. Many families are proactive and interested in wellness. That is, staying out of the crisis level, if possible.
In my view, chiropractic has been promoted as a necessity and this has lead to discovering ways in which insurance could be utilized for care. This unfortunately creates a cycle of insurance barriers, set up to eliminate or limit chiropractic care. Chiropractors and their associations have developed methods to overcome those barriers.
I believe that chiropractic should be a necessity for anyone who desires to live life to their fullest potential (I don’t think there is an insurance code for that). Just as exercise, nutrition, a positive attitude, etc. might be considered necessary for anyone who desires to maximize their health potential, many people would consider those things to be luxuries.
Over the years my objective has changed based on the lessons I’ve learned. As a result, so have my priorities. I think that chiropractic’s position should align itself with the concept of being in the category of a luxury … at this time. I propose that we stop trying to fit this wellness-based, optimal-potential health field in the same category as sickness-based entities.
Is drinking bottled water a necessity or a luxury? Are using vitamins and eating organically grown foods a necessity or a luxury?
Would the world be better served if chiropractic were viewed more as a luxury?
I have decided to help people by offering them a luxury that is affordable – especially without insurance.
Thoughts?
I believe that advertising today is all about manipulation. We will do anything to try to get people to use our product, think our views, and give to the causes we believe in. This is fine, until people use tactics which are unethical to target vulnerable people who don’t have time to think about what they see, read, or hear and take it at face value of the advertiser. For example, you have a detergent company A saying they have more cleaning in their detergent than company B. However, when you see both detergents on the screen detergent A is double the size and therefor has more cleaning…the average person however think detergent A is better.
Viewing chiropractic as a luxury versus necessity, I feel that you are marketing it at individuals who enjoy getting the luxuries in life..you might as well compare it to getting a massage or any other relaxer which is popular. The fact of the matter is if you believe that chiropractic is a necessity and not a luxury to lead a healthy lifestyle, then you should promote it to wellness, like taking vitamins, getting inoculations, etc.
If the bottom line is big bucks without insurance, I would make a state of the art office, relaxing music, and in general a very positive experience for the client (not patient).
I agree with you Marc,
Health Ins. stands in the way of true medical care.
Like all other forms of ins. I think it should be there for those “just in case” moments life throws at us.
But the way we have the ins industry set up, they take care of all the small every day issues like the common cold.
I think this raises costs and takes the power from each person to find the best dr at the best price away from the consumer.
Health ins takes the power away from the customer and throws it to the ins comp.
Thanks Mordy,
This is a very sensitive issue and I appreciate your support.
Hope to continue to hear your thoughts.
Marc
Dear Brocha,
The challenge is when insurance is involved. Insurance is sold as a health product. In my view, it is really a disease product which is packaged to look like a health product.
Chiropractic, like taking vitamins, like exercising, like other healthy habits, are all essential to enjoying a healthy life. This is different than fixing a broken bone or the need to have surgery for a major life threatening condition. These are examples of what I believe should be the task of the insurance industry (the remedy for some careless or unforeseen problem).
The responsibility of staying in the most optimum condition should be placed on the individual, not the insurance company. Examples of optimal conditioning include exercise, eating nutritiously, taking vitamins, etc., as well as keeping a healthy nerve system.
Promoting chiropractic as a healthy lifestyle, instead of a treatment for something, communicates a message of health. Promoting it as a treatment for something, communicates a message of disease. In my opinion, the health message leads to less confusion about whether it is covered by insurance.
I am not looking to create a spa-like center. I am very satisfied with offering chiropractic as a simple ‘a la carte’ item that each and every person, who wants it, can receive. This can be achieved easily and affordably. The money saved by the insurance company can be used to offer disease care to the millions that need it.
Thank you for your comments. They are very thought provoking.
Marc