doctoral degrees and for registered medical practitioners. A significant exception is surgeons in these countries as they do not use the title of Dr, but rather use the title of Mr, Mrs, or Ms. The exception being if the practitioner has furthered their education to univer-sity doctoral level or has been enno-bled, knighted, or appointed a dame or baron. In these countries, the tile of Mr and Dr are equal in social stature. It is curious to those of us on this side of the pond that professionals in other jurisdictions do not always welcome the title of Dr. For example, although den-tists in the U.K. were permitted in 1995 to use the title Dr, many chose not to as it did not properly reflect their iden-tity and training as surgeons. Canada is a hybrid by virtue of our UK cultural roots and our geographic proximity to the United States. The title of Doctor has social status and therefore the use has both formal and informal utility. The National Institute of Health has chosen not to use the title in its postings, communication or research publications. It has adopted a policy in which all notation state the first and last name followed by their professional designation i.e. MD, DC, DO, Ph.D. due to their failed attempts to success-fully address the various professional perspectives, cultures and legislation. In some jurisdictions, there is terri-torial lobbying regarding title in mar-keting and advertising. There is a desire to only allow medical practitioners to use the title of Dr without a specific educational reference. It appears trans-parent that there is intent to further enshrine the title as being the singular purview of the medical community. It is curious that those who hold Univer-sity Doctorates, considering the rela-tively recent usurping of their historical and proper entitlement, didn’t pursue this initiative. It is apparent that the medical profession has established that there is strong cultural authority and social capital (including wealth) in the exclusivity of the title and it is likely to increase in its intensity. There are now competing professions that are altering their de-gree designation i.e. Doctor of Physical Therapy as a professional first degree (bachelor level without disser-tation), as well as Nurse Practitioners who attain Doctoral levels of educa-tion. It appears that the focus (attack) on my profession may gain some relief with the opening of another “front.” As healthcare delivery and education are now experiencing amorphous boundaries, with over 30 per cent of all practitioners in North America being trained internationally, the educational professional designation will have less authority than the comprehensiveness of the education itself. Whether chiro-practic or medicine, with international standards we will ultimately receive the re-spect of the patient. High standards in practice, education and research (consistent with the mission of the WFC) will ultimately grant us the cultural authority that a title can never bestow. MARKETING CHIROPRACTIC TO MEDICAL PRACTICES Marketing Chiropractic to Medical Practices targets chiropractors and leads them through a comprehensive sales model to demonstrate how they can educate the medical profession on how to utilize chiropractic services for their patients. By implementing a gradual approach from the first office contact to presenting an effective and educational sales call, this text informs the chiropractor how to confidently access their greatest untapped new patient source. Marketing Chiropractic to Medical Practices offers a step-by-step approach to secure medical referrals and develop ongoing professional relationships between the chiropractic and medical worlds. $164.65 Item# 0763751944 877-267-3473 28 Canadian Chiropractor September 2019 CC_Bookstore_Sep19_EJS.indd 1 annexbookstore.com www.canadianchiropractor.ca 2019-07-23 2:17 PM
Chiropractic + Naturopathic Doctor September 2019: Page 28
