Technic and Practice of Chiropractic

by Joy Maxwell Loban

Reference Library

This should consist of those standard works to which you will necessarily refer most often. Gray, Morris, or other standard anatomical authority, Brubaker’s or Haliburton’s physiology, Butler or Osier on diagnosis, Delafield and Prudden on pathology, Morat on the physiology of the nervous system, Bing on regional diagnosis of nerve lesions, one or two good works on psychology, gynecology, histology, etc., a good medical dictionary, and any books on Chiropractic in which you have confidence make up an excellent list. Any standard works will suffice and this list is merely suggested for those who may be uncertain as to their own tastes. Always examine a book before buying it, even those named above. Next to works on Chiropractic no single book is as necessary or useful as a good medical dictionary, preferably a large and complete one.

Door Sign

Your door should bear a sign in gold or black, setting forth your name and business and perhaps your office hours. It may read, “W. R. Jones, Chiropractor,” or, “Jones & Jones, Chiropractors,” with office hours appended. Avoid repetitions such as “Dr. W. R. Jones, Chiropractor,” or “W. R. Jones, D. C., Chiropractor.”

Advertising

The word of a satisfied patient to his friend is the best advertisement. Beyond this, considerable diversity of opinion exists as to what constitutes proper, ethical, and wise advertising. I shall make no attempt to settle this question but shall simply suggest that while it is undoubtedly necessary often to explain to the public through various avenues what Chiropractic is and what it can do it is wise to be as reserved and dignified as possible and to avoid offense to any. Thus it is clearly unwise to advertise that your competitor is a fraud, much wiser to convince your readers by the logic and strength of your statements that you are not. Consider good taste and avoid unpleasant references to loathsome or vulgar diseases. Such advertising is associated in the public mind with quackery, with patent medicines and medical institutes, and no matter how sincere and right your motives may be it will be misinterpreted by those you wish to reach.

Consider also the legal side of advertising. Study the laws of your state and avoid any statement which will conflict with the law. In some states it is illegal to advertise with the term “Dr.” unless you hold a medical license. In others to advertise to “treat,” “cure,” or “heal” disease is to practice medicine technically. Such statements miss the truth, in any case, because the Chiropractor administers an adjustment and not a treatment and because Nature alone can cure or heal.

Collection Cards

Different communities respond to different collection methods. With one class of patients it may be better never to mention fees except to answer inquiry and simply to submit monthly statements of account to all patients. With another it is necessary to charge in advance. More Chiropractors use this method than any other and many use cards for the purpose.