Learning from the Drug Companies

THE CHIROPRACTIC PROFESSION HAS VERY LITTLE IN COMMON with the drug industry. The differences in philosophy and approach to health are so fundamental as to put us, at times, at opposite ends of the health care spectrum. Yet, there is something we can learn from pharmaceutical companies: The importance of research. In 2003, members of the industry's trade organization the Pharmaceutical Research and Manufacturers of America (PhRMA) spent an estimated $33.2 billion on research to de­velop new drugs. As of 2000, Eli Lilly and Co., for instance, reinvested nearly 20% of its revenue in research and develop­ment and, in 2004, more than 12,500 people worked in R & D at Pfizer, alone. Research is a key to the drug industry and is essential for the development of new drugs, and for the successful marketing of every product introduced to the public. Lacking research (tainted as it may be by conflict of interest and other ethical problems), drug companies would never be able to market their products and produce billions of dollars in sales each year. That's one of the biggest lessons we need to learn from the drug industry. Without research to show that chiropractic is safe and effective, we cannot fully and successfully market our services to the public. Right now, we tell our patients that subluxations can adversely affect their health and wellness, but we have almost no proof to back that statement up. We're reduced to relating anecdotal evidence or hoping that they'll just "trust us." We desperately need to research the link be­tween subluxation and various health issues and prove the effectiveness of chiropractic on overall quality of life. Lesson to Be Learned Another lesson we can learn from the drug companies is the limits of "off label use" of a product. That is, if a drug is ap­proved to treat high blood pressure, without additional re­search, it won't be widely used to lower cholesterol no matter how effective it may be for that purpose. The same is true for chiropractic. If almost all the existing research validates chiro- practic as a way to reduce lower back pain in adults, it will NOT be widely used to help make children healthier or as a wellness approach for asymptomatic patients. The research our profes­sion does will define chiropractic in the eyes of the public and the health care community. We cannot afford to let our own lack of research cubbyhole us as low-back-pain therapists. Last year, headline-making research published in the Jour­nal of Vertebral Subltixation Research explored the possible link between subluxations and infertility. Across the nation, millions of people viewed the TV news reports and doctors began receiving calls from couples who suddenly saw chiro­practic in a new light. What if we could produce that same type of research show­ing, for instance, that subluxations were linked to arthritis or that chiropractic could effectively—and without drugs—re­duce the symptoms of ADHD? What if we could prove, through research, that people receiving long-term chiropractic care en­joyed longer, healthier lives? What if we could provide scien­tific evidence that chiropractic care could help reduce the inci­dence of otitis media or enuresis in children? Do you think this kind of research would allow us to attract—and help—more patients? Obviously, such research would be the most effective mar­keting tool chiropractic could possibly have. The public rela­tions value would no doubt exceed what we spend in all adver­tising—including those ubiquitous Yellow Page ads. It would also serve to "prime the pump" of chiropractic research, at­tracting government funding of additional research programs. Our goal, as doctors of chiropractic, is to provide people around the world with a viable alternative to drugs and sur­gery. Without research, we hold out only a promise of help. With research, we hold out the proof. | /)/: Jackson is Chief Executive Officer. Research and Clinical Science (RCS). a private sector research program exploring issues of suhluxation correction ami chiropractic care as they relate to health and wellness. Previously, he served as president of Chiro­practic Leadership Alliance and Creating Wellness Alliance. He was owner/operator of several private practice offices in Califor­nia and Idaho thai specialized in high volume, family wellness based care. Dr. Jackson may be reached at 800-909-1354; or. for more information, contact Barbara Bigham at 503-362-2145.