As the revolution progresses in consumer orientation towards health care, there is a tremendous opportunity for the chiropractic profession, or anyone else who would profess to have innovative ideas, to take a leadership role in informing the public. The window of opportunity is closing quickly for chiropractic, if it is to be something other than another of the long list of medical alternatives. After finishing a seminar presentation, I was sitting in my hotel room in Seattle and, as I was scanning through the television channels. I came across a presentation by Andrew Weil. M.D. He was talking about the body's innate (yes. he used that exact word) recuperative powers and how traditional medicine doesn't seem to respect this. His message spoke of the positive trends towards alternative medicine. He speaks of everything from herbs to osteopathy, to exercises for spiritual healing to buying yourself flowers. He is one of the prominent figures and greatest beneficiaries of this health consciousness/health care revolution that is taking place. He then proceeded to speak of alternative remedies for a variety of conditions. For example. instead of taking the typical antibiotics prescribed by medical doctors for sinusitis, which he suggested is on the rise clue to environmental pollution (chemical stresses), one may take certain herbs, inhale salt water into the nasal passages—an idea which comes from yoga teachings—and remove dairy from the diet. This is truly alternative medicine. It is still the treatment of conditions, but by alternative, and potentially less harmful methods. This is by no means chiropractic. Oxford, one of the nations largest health care insurers, has recognized the velocity in market forces away From the traditional medical model. They have now instituted a new "Alternative Medical Program". I would like to quote for you some excerpts From the brochure that they sent to their members: "With today's emphasis on healthy lifestyles. people are looking to alternative medicine as a natural way to achieve health and well-being. In fact, one in every three Americans is using alternative therapies for healing and relief. Likewise. we"ve discovered that one-third of Oxford's members are already using alternative medicine, and over one-half are interested in exploring these choices." "Because we understand that there is no single path to attaining optimal health. Oxford has responded to our members" needs and interests by becoming the first major health plan in the country to offer a comprehensive Alternative Medicine program. Our credentialed network of providers, consisting of acupuncturists, chiropractors, massage therapists, yoga instructors, nutritionists, dieticians and. in Connecticut, naturopaths. gives our members the power to choose treatments they feel are best for them." Il later states. "Whether you are looking for a yoga class to help reduce stress or a chiropractor to relieve back pain....". Obviously, it is not Oxford's benevolence that lias led them in this direction, but. rather, market forces. As a matter of fact, they are not providing reimbursement for these services but. instead, have negotiated a "special fee" with the alternative providers on the list that the Oxford member pays. A very clever way to "provide" their members with these alternatives without having to pay for it. It is also plain to see that they have a muscu-loskeletal therapeutic view of chiropractic. In other words, chiropractic is just another modality for back pain that has the same intent of traditional medicine, but it probably carries with it less risk. This is no different than saying. "Maybe you want to take certain herbs or inhale salt water for your sinusitis, instead of taking antibiotics." It is still the treatment of conditions, which is not a revolutionary new model; but, rather, acknowledgement that traditional medical intervention is very dangerous and. therefore, alternative interventions for the same conditions should be sought. It is dangerous and inaccurate for chiropractic to be lumped in with all these other so-called alternative medical approaches. I see it happening more and more. Oxford has us on a list with yoga instructors, dieticians, and massage therapists! The chiropractic view is unique. The chiropractic message is unique. The correction of vertebral subluxution is unique. The idea isn't when yon think hack pain, think chiropractic instead of medicine. The idea is all people should have their spines checked periodically for snhlu.xation, regardless of condition! It is urgently important that we make this clear, and it starts with individual practitioners educating their communities. Our colleges have already taken a step in this direction with the ACC policy statement. Our national associations need to make this an important agenda item. Our practice management gurus need to start focusing and educating their clients on this. Continued on Page 44 ...from I'age 22 After medicine, chiropractic is the largest organized group of healtli care professionals in North America. The consumers of the world are finally looking for something other than allopathy to address their needs and desires, when it comes to health and well being. Chiropractic is in the right place, at the right time, for the right reason, with the right message. The only thing standing in our way is our own inactivity. It is time to take it to the streets in an unprecedented way. We have just a few short years to set the standard for chiropractic and health care that will last for several generations. The only question is, will we set it, or will it be set for us'1 Anyone with moderate vision could have predicted this trend and this opportunity years ago. Anyone understanding how contradictions lead to destruction would have predicted, decades ago, the demise of medicine as we know it today. If chiropractic continues to be packaged in with all these other "alternatives", our fate and future will not be hard to predict. I, for one, will not be sitting still waiting to see what happens. Patrick Gentempo, Jr., D.C., Co-Founder and CEO of the Chiropractic Leadership Alliance in Maywood, NJ, is a 1983 graduate of Life College. An internationally renowned chiropractor, lecturer, and consultant, he has helped thousands of chiropractors achieve success and balance in their lives. Dr. Gentempo is also co-creator of the practice and life-changing Total Solution program. For information about CLA seminars, products, and services, call 800-285-2001. ■
