CHIROPRACTIC TV COMMERCIALS IN ONTARIO Television commercials aimed at raising public awareness of the benefits of chiropractic care are scheduled to air in high frequency on a major television network in Ontario beginning in early 2011. These ads will also direct potential patients to a website where they can select from a list of subscribed chiropractic offices in Ontario. This magnitude of media awareness for chiropractic has never been achieved before in Canada! The commercials – approved by the College of Chiropractors of Ontario – are the work of The Canadian Chiropractic Marketing Network (CCMN), which was founded by chiropractor Dr. Amit Sharda and his partner Mr. Steve Simic. “With the help of Ontario chiropractors, we will be placing up to 20 television commercials per day promoting the use of chiropractic on CITY/OMNI TV, an Ontario-wide television network,” says CCMN vice-president of media, Steve Simic, who has been working in the media and marketing industry for more than two decades. “These commercials will be aired on an ongoing basis to ensure that chiropractic is always in the minds of Ontarians.” Chiropractor and president of CCMN, Dr. Amit Sharda, is concerned with the bombardment of the public with ads for pharmaceutical solutions to back and neck pain. He believes that running ads for chiropractic solutions side by side with the pharmaceutical ads will educate people that there are options out there for them. “Our goal is to create a shift in the public’s perception of chiropractic from a last-resort solution to back and neck pain to a primary solution. We need to let the public know that chiropractic is a viable option for them.” The first commercial that will be aired sends a targeted message to identify chiropractors as spinal health-care experts with respect to back pain, neck pain and headaches. After the public has become accustomed to this one, new commercials will surface, each adding new details about the many benefits of chiropractic. “Through brand awareness created by a high repetition ad campaign executed in the mass media, the general public will become more educated and confident about the safety and effectiveness of chiropractic overall,” notes Simic. The campaign further combines the power of TV advertising with the versatility of the Internet and a direct referral program. Television remains the most effective medium for reaching a mass audience, while the Internet engages consumers and increases their loyalty. The commercials will direct viewers to www.backandneckpain.ca, where they’ll find information about chiropractic, search through a directory of member chiropractors, or complete an online application form, which is routed to the subscribing chiropractor closest to their address. People can also call a 24/7 central toll free number, 1-888-95-CHIRO. Again, these leads are directed to a subscribing chiropractor closest to their home or workplace. For the cost of about only five patient visits per month, chiropractors can be a part of this revolution. “We must unite together as chiropractors to support our profession and make an impact. Our generation of chiropractors must not forget that it is important to broadcast the message of chiropractic not only to increase our own bottom line, but to ensure that those patients who need our care know that we are safe, effective and available to them. Also we want to ensure that future generations of chiropractic will continue to have success,” says Dr. Sharda. For the launch of this campaign, the number of chiropractors who can join the network will be limited to 200. Subscribing chiropractors will have exclusivity in an area based on geography and/or population to ensure the referral component of the campaign is effective. “Our goal is to have CCMN registered chiropractors available throughout the province so any member of the public interested in receiving care can easily have access,” says Dr. Sharda. Information on how to join the network can be accessed through the main website, www.backandneckpain.ca. Click on the “Doctors” section and enter the password “referral.” Here, chiropractors can apply to become a member, learn about the media campaign, as well as view the first in the series of professionally produced television commercials. For additional information, please contact Dr. Amit Sharda at 1-888-95-CHIRO or by e-mail at drsharda@backandneckpain.Ca.