and progression of osteoarthritis (OA) due to its effects in preservation of cartilage. This would support its use long term prior to surgical intervention. Supplementing with glucosamine pre and post surgery may increase hyaluronic acid production, and hence improve overall healing – there-fore, it could be indicated as an element of perioperative nutritional preparation, even if the intent is not for OA management, as it is currently best known for. REDUCING THE RISK OF CLOT FORMATION Lastly, a common complication of surgeries, especially hip/knee athroplasty, is the risk of developing postsurgical venous thrombo-embolism (VTE) and deep vein thrombosis (DVT). These are noted to occur in approxi-mately 40-60 per cent and 10-30 percent of patients respectively seven and 14 days post surgery. It has become common protocol to recommend thromboprophylaxis after these surgeries. Although pharmaceuticals such as warfarin, and heparins are routinely used, there is the issue of bleeding compli-cations and proper balance in using these medications along with patient compliance. To prevent these complications and reduce risk it might be worth considering the posi-tive hemodynamic effects of using vitamin E, essential fatty acids, and enzymes, such as Nattokinase, that may reduce the risk of clot formation. This, of course, as with all supplementation around the time of surgi-cal procedure, should be discussed with the patient’s health care provider and surgeon. Overall, it is clear that the nutritional status of any surgical patient must be considered to ensure the best possible outcome. Addressing common nutrient deficiencies well in advance of surgery is prudent and not only may enhance healing time, but may also prevent negative side ef-fects that can be debilitating. The use of a good comprehensive multivitamin, B com-plex, and additional vitamin C, poses little risk yet offers a worthy insurance policy to consider. Adequate protein status is anoth-er important area that will improve overall health and healing. Nutritional recom-mendations along with ideal weight man-agement, exercise and strength training especially in hip/knee replacements will improve overall outcome for the patient. • For article with references, please visit www.canadianchiropractor.ca. news 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 chiro-practic 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 chi-ropractic 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 be-come 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 cam-paign 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 advertis-ing with the versatility of the Internet and a direct referral pro-gram. Television remains the most effective medium for reach-ing 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, chiro-practors can be a part of this revolution. “We must unite together as chiropractors to support our profes-sion and make an impact. Our generation of chiropractors must not forget that it is important to broadcast the message of chiro-practic not only to increase our own bottom line, but to ensure that those patients who need our care know that we are safe, ef-fective 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 chi-ropractors will have exclusivity in an area based on geography and/or population to ensure the referral component of the cam-paign 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 profes-sionally produced television commercials. For additional information, please contact Dr. Amit Sharda at 1-888-95-CHIRO or by e-mail at [email protected]. www.canadianchiropractor.ca C M Y CM MY CY CMY K 30 • CaNaDIaN CHIROPRaCTOR | DECEMBER 2010
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