July 17, 2024 • 13 mins
What if you could elevate your practice and transform public perception within your profession? In this week's episode, you'll discover just that as we welcome Dr. Sherry McAllister, President of the Foundation for Chiropractic Progress. Sherry brings a wealth of knowledge on the incredible strides the Foundation has made in promoting chiropractic care over the past 20 years. From significantly reducing negative media coverage to launching massive campaigns during events like the FIFA Women's World Cup, Sherry reveals the strategic efforts and resources the Foundation provides to help chiropractors succeed. Get ready to be inspired by the Foundation's ambitious initiatives and learn how you can benefit from their research-based content, infographics, and social media support to enhance your practice.
But that's not all—gear up for an inside look at the much-anticipated Chirathon event coming to California in October 2024! Building on the success of the inaugural Chirathon in Florida, which captivated 78,000 viewers and raised $173,000, we're aiming even higher for next year's event. Hear about the goals, sponsors, and the impact this event aims to have on a national scale in promoting the benefits of chiropractic care. Sherry's dedication and the support from the Foundation are key to making this event a monumental success. Don't miss this chance to be part of something bigger and learn how you can contribute to spreading the positive message about chiropractic care.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Hi, I'm Dr Arlen Foer , the chairman and founder of
Activator Methods International,and our podcast is Activate
your Practice, and today we'rehonored to have Sherry
McAllister, who is the presidentof the Foundation of
Chiropractic, and so I want tointerview her today and I want
(00:24):
to ask her some questionsbecause I, as I said to her just
a few minutes ago, that peopledon't know what the Foundation
for Chiropractic Progress is,and that's what we want to cover
today.
So welcome, dr McAllister.
Speaker 2 (00:37):
Such a pleasure to be with you, dr Foer.
Speaker 1 (00:39):
And let me ask you first what's the mission for the
Foundation for ChiropracticProgress?
Speaker 2 (00:52):
Number one mission simple increase utilization of
chiropractic, and in doing so,it's through positive press, and
so our goal is to capture asmuch positive press for
chiropractic and share thebenefits of chiropractic care on
a global scale.
Speaker 1 (01:02):
Well then, how has the foundation made progress
over the last years?
Speaker 2 (01:08):
Super excited to tell you this because we just
celebrated in August our 20thanniversary and that was a big
milestone because you canremember many of us thinking
about all the negative media wehad to go through.
It was a barrage, in fact.
When I started practice I couldeasily see one to two negative
chiropractic pieces a week andas we progress over the 20 years
(01:33):
you'll be lucky now to get one,maybe in three or four months,
and it's capturing the heartsand minds of healthcare
professionals.
So we start from the top down.
Make sure in your communityyou're reaching out to someone
to talk about the benefits ofchiropractic care through
research, quality research andopportunity.
(01:54):
So the last 20 years has reallybeen capturing the media with
positive information so thatwhen the negative comes we can
go back and quote that negativethat came out and we bring it
back to the positive.
So I know there's a lot ofpeople out there thinking, oh,
the negative media is always bad.
But listen, negative media canbe spun in a positive fashion if
(02:18):
you're ready and you're willingto participate with the
foundation.
Speaker 1 (02:22):
Well, you know what initiatives and campaigns has
the foundation launched topromote chiropractic care?
Speaker 2 (02:30):
This is the year that we're really pushing to meet
the needs of a hundred millionpeople, and we did the million
dollar match campaign to reach ahundred million people.
Now let me go back to one ofthe pieces that we did just last
year.
We placed a 30-secondcommercial during the FIFA
(02:51):
Women's World Cup for a fullmonth, from July 20th to August
20th, and what was interestingis we didn't know how big the
viewership was for FIFA as awhole because we were thinking,
well, it'll be good, but howgood will it be?
Listen, it went.
The FIFA viewership went from 2billion viewers in 2022 to 3
(03:15):
billion in 2023.
We captured a moment in thatepic movement.
And ESPN was amazing.
And Fox Sports.
It's not easy, if you'relistening now and you're
thinking, where are my dollarsgoing For you to get on ESPN you
get scrubbed really hard andyou get chosen and for us to get
(03:37):
that phone call to say we'regoing to place your ad on ESPN.
That makes us all think are wemaking progress?
And I hope the answer in yourmind is yes, we're making
progress.
So this year, as our campaign,arlen, we want to go bigger, we
want to go better and we want togo bolder and we want to
capture that, the numbers andthe viewerships of top ranking
(04:02):
sports viewerships and that'sgoing to surprise a lot of your
listeners and I'm going to talka little bit more about what
that is going to be.
But I'm going to say thisyear's campaign is made possible
by chiropractic care and how wecapture the hearts and minds of
those hundred million isgetting into these very
competitive places andshowcasing, both social media
(04:27):
and on national mainstream TV,the epic moments that no one
knows about because they're notpaying attention.
In sports we're going to dogolf, pickleball and rodeo.
Those three sports alone willcapture over a hundred million
people watching that and I can'tbe more excited because we have
(04:50):
some very big names that arethat are really supporting us in
this mission.
Speaker 1 (04:55):
What resources does?
Does yeah, does the foundationprovide for chiropractors to
help them promote their practice?
Speaker 2 (05:02):
This is the critical piece and it is like a trifecta
of the community that you'regoing to reach.
So you want to hit the socialmedia, you want to be able to be
active on your website and youalso want to be in your
community.
If you can do those threepieces, we support you every day
in every way.
Let's talk about social media.
We'll give you infographics,and those infographics will be
(05:25):
short and sweet and right to thepoint about why chiropractic
should be main part of yourhealthcare regime.
The second part cover story.
When you need a cover photo foryour Facebook, we've got you
covered.
You may not want to put allthat time and effort in.
That's why you come to thefoundation.
We're a nonprofit and the numberone thing that I want to stress
(05:46):
to your listeners today is noone is making money from you.
We're building this professiontogether and when we build it
together and you don't pay forthe outside market, you use the
materials that we're bringing toyou and for you and we're using
the highest quality.
We've got 20 schools that workwith us and researchers that
give us their papers to buildthat positive press.
(06:09):
We're not talking about puppydogs and butterflies posting on
social media, although I loveboth of them, we're talking
about real meat and potatoes.
What does the consumer need andwhy do they see you as the
expert?
So, infographics we do a fullroadmap for the month.
So we do what's calledproactive media.
We also have reactive media.
What happens if somethingnegative happens to your
(06:31):
community?
Do we have your back?
A hundred percent Frominfographics, social media
accelerators.
On LinkedIn, we have a podcastthat we love.
That's called Adjusted Reality,where we bring influencers,
thought leaders and healthcareprofessionals and they tell
their story about chiropracticso that you can share this with
your audience.
The last one dropped yesterday,which is the body-friendly golf
(06:54):
, and it's chiropractic and howwe look at golf.
So we want you to haveeverything you need from
PowerPoint presentations to goto your community, everything on
social media and something foryour website.
They can listen, they can learnand you can be the expert using
our materials.
That's the latest informationout there.
Speaker 1 (07:14):
How can chiropractors get involved?
Speaker 2 (07:17):
Well, as you know, I know you're busy in practice and
your hands are technically onthe patient and you're very deep
in the job that you do becauseyou're running a business.
We want to make it easy for you, so our value proposition is
this you come in as a gold,silver or bronze member, which
is like $25, $50, $100 a monthand you can easily go and look
(07:40):
at our website, f4cporg.
You want to look at thepackages available for your
office f4cporg slash package andthere you can find the gifts
for your clinic.
You can have your front deskdownload the infographics, the
roadmaps.
We have a monthly podcast justfor the doctor.
It's literally two minutes long.
(08:01):
They'll know exactly what'shappening and they can put their
staff to it.
Where in chiropractic can you gowhere you can get a plethora of
information easily downloaded?
That's supporting back theentire profession so we can put
commercials together, billboards, train wraps across the nation.
That's where they need to go,arlen.
(08:22):
That's how they can getinvolved.
Spread the good news of howfabulous chiropractic is, and do
so with your money and yourhands.
Speaker 1 (08:30):
How does the foundation advocate for
chiropractic care within thebroader healthcare community?
Speaker 2 (08:37):
This is an area that we absolutely need to be in and
the foundation prides itselfwith going on events.
Last year we held a hospitalround table.
We brought in 18 of the tophospital administration why?
So that we could hear theirneeds on what's happening with
their employees.
We didn't come in with aselfish attitude.
(08:58):
We came in with an open heartto listen to their concerns,
their biggest concern hospitalburnout.
Our questions were poignant howdo we help you, provide better
ability to help your employeesbe the best they can be?
And the outcome wasastronomical.
They opened their hearts andthey opened their mind to what
(09:21):
the research is saying aboutburnout and how small things can
make big changes in people'slives, and chiropractic could be
that and we share the return oninvestment.
Mental health is a big struggleand it's a crisis.
Those employees they needhands-on chiropractic care.
They need a whole personapproach and, arlen, when we go
(09:43):
to we went to John HopkinsMasters of Nursing and the
nurses love us.
They love us and we need to getin the hearts and minds of
those nurses, share the evidenceand make sure your community
card is there when they need torefer someone out.
So the question is what are wedoing?
We're reaching out to anybodyand everyone that will listen
(10:06):
and one of the big wins we hadIreland last year.
We went to the NASDAQ and wewent to New NASDAQ and we went
to New York Academy of Medicineand we shared Drug-Free Pain
Management Awareness Month,which is September.
People need to know we're abetter approach than opiates and
the Lancet finally stood up andtold the truth the whole truth
and nothing but the truth inJune of 2023.
And they finally admitted thatopioids should not be the
(10:28):
first-line approach.
We waited for that for 13 years.
I want to say it was acelebratory moment, but it was
not.
It was frustrating.
I was angry and disappointedthat our healthcare community
was duped into hearing thatopiates are a drug approach that
can be managed and it'snon-addictive and it's wrong.
(10:49):
And everyone listening todayjoin with the foundation get
those opioid toolkits out,because people are still
suffering, they're stilladdicted and they're still in
pain.
Speaker 1 (10:59):
What has the impact been on the public perception of
chiropractic care and what arethe future plans and initiatives
?
Speaker 2 (11:05):
Well, this is a great opportunity to share with you
our upcoming Kairothon.
Now, what is a Kairothon?
Well, the Foundation forChiropractic Progress actually
owns the trademark wordKairothon.
It is, for those of you oldenough perhaps to remember, our
good friend Jerry Lewis, who ranthe billion-dollar enterprise
(11:28):
on helping people understandmuscular dystrophy.
Well, the time is now, arlen,that we get to showcase
chiropractic and the benefits ona national scale.
So Chirathon this year will bein October.
You invite your patients, youinvite your friends and your
family and you take yourself toit, because it's so motivational
(11:48):
.
The first one we held was inFlorida.
We had 78,000 viewers.
It was streamed on 12 differentsocial media sites and it was
amazing.
We raised $173,000 in threedays and these, dr Four, are $5
(12:09):
investments from patients.
We're bringing chiropracticbenefits to them.
They show up and they getexcited about what we do.
So please look for the Chirathonin 2024.
It'll be in October, it will bein California and I tell you
it's going to blow the socks offof anything we've done before.
(12:30):
I would love to have half amillion viewers, I would love to
make half a million dollars,but the only way we can do that
is if you're willing toparticipate as a doctor of
chiropractic.
To hear the good news, you goonline, you stream it on your
website if you want to stream iton your Facebook.
And we have 12 sponsors all ofthe publications Dynamic
Chiropractic, chiroecho and theAmerican Chiropractor.
(12:52):
They stream it on their site.
Sponsors like Standard ProcessBiotics, foot Levelers, ncmic.
They help us get the good wordout to the consumers.
So that's one of the bigcampaigns we want to educate and
celebrate what we do aschiropractors.
Speaker 1 (13:08):
We'll put Activator on the list because we've got
about 38,000 people on our list.
Speaker 2 (13:12):
Fantastic.
Speaker 1 (13:13):
Thank you so much, Dr Fork.
We'll be glad to help you.
Speaker 2 (13:16):
Wonderful See, we've already made progress today.
Foundation for ChiropracticProgress Exactly.
Speaker 1 (13:20):
And Dr Sherry McAllister, the president of the
foundation.
The work you do is just greatand thank you for being on.
The work you do is just greatand thank you for being on my
pleasure, Arlen.
Speaker 2 (13:31):
Thank you.
Hi, I'm Dr Arlen Foer , the chairman and founder of
Activator Methods International,and our podcast is Activate
your Practice, and today we'rehonored to have Sherry
McAllister, who is the presidentof the Foundation of
Chiropractic, and so I want tointerview her today and I want
(00:24):
to ask her some questionsbecause I, as I said to her just
a few minutes ago, that peopledon't know what the Foundation
for Chiropractic Progress is,and that's what we want to cover
today.
So welcome, dr McAllister.
Speaker 2 (00:37):
Such a pleasure to be with you, dr Foer.
Speaker 1 (00:39):
And let me ask you first what's the mission for the
Foundation for ChiropracticProgress?
Speaker 2 (00:52):
Number one mission simple increase utilization of
chiropractic, and in doing so,it's through positive press, and
so our goal is to capture asmuch positive press for
chiropractic and share thebenefits of chiropractic care on
a global scale.
Speaker 1 (01:02):
Well then, how has the foundation made progress
over the last years?
Speaker 2 (01:08):
Super excited to tell you this because we just
celebrated in August our 20thanniversary and that was a big
milestone because you canremember many of us thinking
about all the negative media wehad to go through.
It was a barrage, in fact.
When I started practice I couldeasily see one to two negative
chiropractic pieces a week andas we progress over the 20 years
(01:33):
you'll be lucky now to get one,maybe in three or four months,
and it's capturing the heartsand minds of healthcare
professionals.
So we start from the top down.
Make sure in your communityyou're reaching out to someone
to talk about the benefits ofchiropractic care through
research, quality research andopportunity.
(01:54):
So the last 20 years has reallybeen capturing the media with
positive information so thatwhen the negative comes we can
go back and quote that negativethat came out and we bring it
back to the positive.
So I know there's a lot ofpeople out there thinking, oh,
the negative media is always bad.
But listen, negative media canbe spun in a positive fashion if
(02:18):
you're ready and you're willingto participate with the
foundation.
Speaker 1 (02:22):
Well, you know what initiatives and campaigns has
the foundation launched topromote chiropractic care?
Speaker 2 (02:30):
This is the year that we're really pushing to meet
the needs of a hundred millionpeople, and we did the million
dollar match campaign to reach ahundred million people.
Now let me go back to one ofthe pieces that we did just last
year.
We placed a 30-secondcommercial during the FIFA
(02:51):
Women's World Cup for a fullmonth, from July 20th to August
20th, and what was interestingis we didn't know how big the
viewership was for FIFA as awhole because we were thinking,
well, it'll be good, but howgood will it be?
Listen, it went.
The FIFA viewership went from 2billion viewers in 2022 to 3
(03:15):
billion in 2023.
We captured a moment in thatepic movement.
And ESPN was amazing.
And Fox Sports.
It's not easy, if you'relistening now and you're
thinking, where are my dollarsgoing For you to get on ESPN you
get scrubbed really hard andyou get chosen and for us to get
(03:37):
that phone call to say we'regoing to place your ad on ESPN.
That makes us all think are wemaking progress?
And I hope the answer in yourmind is yes, we're making
progress.
So this year, as our campaign,arlen, we want to go bigger, we
want to go better and we want togo bolder and we want to
capture that, the numbers andthe viewerships of top ranking
(04:02):
sports viewerships and that'sgoing to surprise a lot of your
listeners and I'm going to talka little bit more about what
that is going to be.
But I'm going to say thisyear's campaign is made possible
by chiropractic care and how wecapture the hearts and minds of
those hundred million isgetting into these very
competitive places andshowcasing, both social media
(04:27):
and on national mainstream TV,the epic moments that no one
knows about because they're notpaying attention.
In sports we're going to dogolf, pickleball and rodeo.
Those three sports alone willcapture over a hundred million
people watching that and I can'tbe more excited because we have
(04:50):
some very big names that arethat are really supporting us in
this mission.
Speaker 1 (04:55):
What resources does?
Does yeah, does the foundationprovide for chiropractors to
help them promote their practice?
Speaker 2 (05:02):
This is the critical piece and it is like a trifecta
of the community that you'regoing to reach.
So you want to hit the socialmedia, you want to be able to be
active on your website and youalso want to be in your
community.
If you can do those threepieces, we support you every day
in every way.
Let's talk about social media.
We'll give you infographics,and those infographics will be
(05:25):
short and sweet and right to thepoint about why chiropractic
should be main part of yourhealthcare regime.
The second part cover story.
When you need a cover photo foryour Facebook, we've got you
covered.
You may not want to put allthat time and effort in.
That's why you come to thefoundation.
We're a nonprofit and the numberone thing that I want to stress
(05:46):
to your listeners today is noone is making money from you.
We're building this professiontogether and when we build it
together and you don't pay forthe outside market, you use the
materials that we're bringing toyou and for you and we're using
the highest quality.
We've got 20 schools that workwith us and researchers that
give us their papers to buildthat positive press.
(06:09):
We're not talking about puppydogs and butterflies posting on
social media, although I loveboth of them, we're talking
about real meat and potatoes.
What does the consumer need andwhy do they see you as the
expert?
So, infographics we do a fullroadmap for the month.
So we do what's calledproactive media.
We also have reactive media.
What happens if somethingnegative happens to your
(06:31):
community?
Do we have your back?
A hundred percent Frominfographics, social media
accelerators.
On LinkedIn, we have a podcastthat we love.
That's called Adjusted Reality,where we bring influencers,
thought leaders and healthcareprofessionals and they tell
their story about chiropracticso that you can share this with
your audience.
The last one dropped yesterday,which is the body-friendly golf
(06:54):
, and it's chiropractic and howwe look at golf.
So we want you to haveeverything you need from
PowerPoint presentations to goto your community, everything on
social media and something foryour website.
They can listen, they can learnand you can be the expert using
our materials.
That's the latest informationout there.
Speaker 1 (07:14):
How can chiropractors get involved?
Speaker 2 (07:17):
Well, as you know, I know you're busy in practice and
your hands are technically onthe patient and you're very deep
in the job that you do becauseyou're running a business.
We want to make it easy for you, so our value proposition is
this you come in as a gold,silver or bronze member, which
is like $25, $50, $100 a monthand you can easily go and look
(07:40):
at our website, f4cporg.
You want to look at thepackages available for your
office f4cporg slash package andthere you can find the gifts
for your clinic.
You can have your front deskdownload the infographics, the
roadmaps.
We have a monthly podcast justfor the doctor.
It's literally two minutes long.
(08:01):
They'll know exactly what'shappening and they can put their
staff to it.
Where in chiropractic can you gowhere you can get a plethora of
information easily downloaded?
That's supporting back theentire profession so we can put
commercials together, billboards, train wraps across the nation.
That's where they need to go,arlen.
(08:22):
That's how they can getinvolved.
Spread the good news of howfabulous chiropractic is, and do
so with your money and yourhands.
Speaker 1 (08:30):
How does the foundation advocate for
chiropractic care within thebroader healthcare community?
Speaker 2 (08:37):
This is an area that we absolutely need to be in and
the foundation prides itselfwith going on events.
Last year we held a hospitalround table.
We brought in 18 of the tophospital administration why?
So that we could hear theirneeds on what's happening with
their employees.
We didn't come in with aselfish attitude.
(08:58):
We came in with an open heartto listen to their concerns,
their biggest concern hospitalburnout.
Our questions were poignant howdo we help you, provide better
ability to help your employeesbe the best they can be?
And the outcome wasastronomical.
They opened their hearts andthey opened their mind to what
(09:21):
the research is saying aboutburnout and how small things can
make big changes in people'slives, and chiropractic could be
that and we share the return oninvestment.
Mental health is a big struggleand it's a crisis.
Those employees they needhands-on chiropractic care.
They need a whole personapproach and, arlen, when we go
(09:43):
to we went to John HopkinsMasters of Nursing and the
nurses love us.
They love us and we need to getin the hearts and minds of
those nurses, share the evidenceand make sure your community
card is there when they need torefer someone out.
So the question is what are wedoing?
We're reaching out to anybodyand everyone that will listen
(10:06):
and one of the big wins we hadIreland last year.
We went to the NASDAQ and wewent to New NASDAQ and we went
to New York Academy of Medicineand we shared Drug-Free Pain
Management Awareness Month,which is September.
People need to know we're abetter approach than opiates and
the Lancet finally stood up andtold the truth the whole truth
and nothing but the truth inJune of 2023.
And they finally admitted thatopioids should not be the
(10:28):
first-line approach.
We waited for that for 13 years.
I want to say it was acelebratory moment, but it was
not.
It was frustrating.
I was angry and disappointedthat our healthcare community
was duped into hearing thatopiates are a drug approach that
can be managed and it'snon-addictive and it's wrong.
(10:49):
And everyone listening todayjoin with the foundation get
those opioid toolkits out,because people are still
suffering, they're stilladdicted and they're still in
pain.
Speaker 1 (10:59):
What has the impact been on the public perception of
chiropractic care and what arethe future plans and initiatives
?
Speaker 2 (11:05):
Well, this is a great opportunity to share with you
our upcoming Kairothon.
Now, what is a Kairothon?
Well, the Foundation forChiropractic Progress actually
owns the trademark wordKairothon.
It is, for those of you oldenough perhaps to remember, our
good friend Jerry Lewis, who ranthe billion-dollar enterprise
(11:28):
on helping people understandmuscular dystrophy.
Well, the time is now, arlen,that we get to showcase
chiropractic and the benefits ona national scale.
So Chirathon this year will bein October.
You invite your patients, youinvite your friends and your
family and you take yourself toit, because it's so motivational
(11:48):
.
The first one we held was inFlorida.
We had 78,000 viewers.
It was streamed on 12 differentsocial media sites and it was
amazing.
We raised $173,000 in threedays and these, dr Four, are $5
(12:09):
investments from patients.
We're bringing chiropracticbenefits to them.
They show up and they getexcited about what we do.
So please look for the Chirathonin 2024.
It'll be in October, it will bein California and I tell you
it's going to blow the socks offof anything we've done before.
(12:30):
I would love to have half amillion viewers, I would love to
make half a million dollars,but the only way we can do that
is if you're willing toparticipate as a doctor of
chiropractic.
To hear the good news, you goonline, you stream it on your
website if you want to stream iton your Facebook.
And we have 12 sponsors all ofthe publications Dynamic
Chiropractic, chiroecho and theAmerican Chiropractor.
(12:52):
They stream it on their site.
Sponsors like Standard ProcessBiotics, foot Levelers, ncmic.
They help us get the good wordout to the consumers.
So that's one of the bigcampaigns we want to educate and
celebrate what we do aschiropractors.
Speaker 1 (13:08):
We'll put Activator on the list because we've got
about 38,000 people on our list.
Speaker 2 (13:12):
Fantastic.
Speaker 1 (13:13):
Thank you so much, Dr Fork.
We'll be glad to help you.
Speaker 2 (13:16):
Wonderful See, we've already made progress today.
Foundation for ChiropracticProgress Exactly.
Speaker 1 (13:20):
And Dr Sherry McAllister, the president of the
foundation.
The work you do is just greatand thank you for being on.
The work you do is just greatand thank you for being on my
pleasure, Arlen.
Speaker 2 (13:31):
Thank you.
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