editor’s note Editor june 2012, V olume 17 n umber 4 Maria DiDanieli [email protected] (289) 259-1408 • (888) 599-2228 ext. 247 Maria DiDanieli Publisher Christine Livingstone [email protected] (519) 429-5173 • (888) 599-2228 ext. 239 P rofessionals who run a clinic or business often strive to create effective messaging to draw clientele. Just prior to Mother’s Day, Olympic sponsor Proctor and Gamble (P&G) released a television commercial honouring moms that offers an ex-ample of how to connect with your audience. It depicts mothers all over the world supporting their children in becoming Olympic athletes. The commer-cial went beyond viral on YouTube and P&G surfaced as a hero. Let’s examine some elements of this messaging that may have contributed to its success. First, it reflects the target viewers’ reality, not the sponsor’s vision for the ideal or satisfied client. The moms featured are not searing effigies to a Utopia brought about by clothes that virtually clean themselves, flawless skin or teeth so white they could double as reflectors on a dark night. They are hard-work-ing, somewhat strained women who scrub their laundry and wrinkle around the eyes when stealing a rare moment to exhibit a pallid smile in the midst of their dawn-to-dusk existence. Significantly, the sponsor discerns and aligns with the essence – not neces-sarily the endpoint – of the target viewers’ cause. The kids’ victory is, for the moms in the commercial, almost beside the point. It is secondary to a uni-versal journey to which these moms will return on the day after the Games. Similarly, P&G doesn’t mention itself until the end of the commercial and only appears for a few seconds, thus making itself secondary to, but universal in its support of, the journey that is the essence of its audience. Further, rather than create a culture based on its products and services – around which the universe should naturally rally – the sponsor showcases an existing culture that it could commit to serve. Dr. Anthony Lombardi, who joins us in this issue of Canadian Chiropractor to discuss the role of social media in growing a chiropractic practice, highlights this point of identify-ing and nurturing a culture within your current and prospective patient base. Cultures are people united in values, goals and actions: if these people can envision your worth, within that culture, they will be much more amenable to hearing your message. Many DCs have utilized some, or all, of these elements in creating messag-ing, but with varying degrees of success. So, what’s the magic bullet to draw patients? First of all, let’s be frank: there’s no such thing as a “magic bullet.” But in this issue, our contributors repeatedly mention one valuable binding element – you, the doctor. They emphasize not just your skills and knowledge but also your innate ability as a holistic practitioner to discern and champion the needs and realities of a patient base, and to translate that into powerful and effective messaging – and practice. The P&G commercial ends by noting that being a mom is the hardest, but best, job in the world. Any mom is grateful and inspired when someone acknowledges both. Likewise, your patients, and prospective patients, will ap-preciate your commitment to harnessing your resources to honour all aspects of their journeys. Bien à vous, Sales Assistant Tara Jacobs [email protected] (519) 429-5183 • (888) 599-2228 ext. 219 Media Designer Gerry Wiebe Group Publisher Martin McAnulty [email protected] President Mike Fredericks [email protected] Mailing Address P.O. Box 530, 105 Donly Drive South, Simcoe, ON N3Y 4N5 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO CIRCULATION DEPT., P.O. BOX 530, SIMCOE, ON N3Y 4N5 e-mail: [email protected] Canadian Chiropractor is published eight times a year: February, April, May, June, July/August, September, October and December. Published and printed by Annex Publishing & Printing Inc., 105 Donly Drive South, Simcoe, ON N3Y 4N5 Printed in Canada ISSN 1488-6952 Circulation e-mail: [email protected] Tel: (866) 790-6070 ext. 201 Fax: (877) 624-1940 Mail: P.O. Box 530, Simcoe, ON N3Y 4N5 Subscription Rates Canada – 1 Year $24.00 (with GST $25.20, with HST/QST $27.12) (GST -#867172652RT0001) USA – 1 Year $35.00 (US Funds) Best pricing is available online at www.canadianchiropractor.ca Occasionally, Canadian Chiropractor will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circula-tion department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2012 Annex Publishing & Printing Inc. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication. 6 • CANADIAN CHIROPRACTOR | JUNE 2012 www.canadianchiropractor.ca
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