President's Report

Peter Werth

Chiropractic Makes Positive ID.
The recent World Federation of Chiropractic (WFC) conference in Sydney saw the release of the results of the WFC Identity survey (see www.wfc.org for detailed review). Although the response rate was less that ten percent of the profession by my estimation, the outcome is one that I think will sit well with most of the profession.

In assessing the identity the question of “where do we want to be?” was posed. The answer included; a.) improved profile of the profession, b.) enhanced image of the profession and, c.) increased impact (utilisation) of the profession. Ninety percent of the respondents believed that the chiropractic profession did not have a clear identity, and it was felt that this acted as a significant distraction for the profession internally, causing much wasted effort and angst rather than enabling organisations to promote the benefits of chiropractic.

In comparing the answers of the respondent chiropractors with other surveys of various populations around the world, including some surveys that have been conducted in Australia, it was found that the public perception is that, we as chiropractors, agree that we treat back and neck pain via manipulation/adjustment. The majority of respondents to the WFC survey (88%) also concurred that chiropractic should be integrated into mainstream healthcare, but 89% thought that the public perception of chiropractic was complementary or alternative. It was argued that, although many agreed that wellness was an important concept for the profession to embrace, there was not a great deal of evidence to support the use of wellness care. However, there is good evidence for the treatment of back pain and disability via methods employed by chiropractors, and it was thought by the 40 member task force that this should be the focus of the approach, effectively carving a niche for the profession. That niche being the spinal care experts. The task force identified that the profession is capable of more, and does more than treat back pain, but the challenge is to establish a solid foundation prior to building on it. I think this approach satisfies most sectors of the profession, with the expansion possibly into a broader scope best done when the foundation, and in marketing terms, when the “brand platform” identification is strong. The vision identified by the WFC is;

A world where people understand that chiropractic answers their need for the most expert and conservative spinal care and the impact of this on general health because of the relationship between the spine and the nervous system.

The brand platform is as follows;

The experts in spinal health care within the health care system.

The WFC are to be commended on addressing this enormous issue for the profession and to be congratulated for finding a workable common ground to go forward. The WFC recommends that the professional associations and other organisations work towards promoting the goals of the identity survey. I cannot speak for the entire COCA Executive or Members, but personally I feel that the path has been set and the profession will now have some direction and focus to secure the future of the profession. The challenge is in the implementation.

It would be remiss of me not to mention our forthcoming National Conference titled Management of Chronic Musculoskeletal Pain in Melbourne on 8-9 October 2005. You should have the conference brochure by now. The conference planning is progressing well with our keynote speaker being Professor Gordon Waddell who will, I am sure, be entertaining and thought provoking. There are many other worthwhile speakers and a social program including our conference dinner featuring Dr Peter Larkins sports physician and media personality as our after dinner speaker. It should be a fantastic weekend, so book early to catch up with your friends and colleagues whilst hearing the latest about managing chronic musculoskeletal pain.

On a final note, I would like to welcome our new COCA News Editor, Dr Stanley Innes to the role. Stan has taken on the task with great enthusiasm and commitment and I am sure that he will bring many new ideas and concepts to the role, so look out for some of these new features in coming editions.