A force to be reckoned with (Wilk. et al., vs. AMA), Chester Wilk, D.C.. beat the American Medical Association years ago and he is still rubbing their noses in it with the continued promotion of his book. Medicine, Monopolies. & Malice. /;; an interview with The American Chiropractor (TAC). Dr. Chester Wilk fCWj talks about his plans for the book. TAC: We haven't heard from you in a while. What's new and exciting? CW: There is always something new and exciting in chiropractic, and it's usually for the better. For example, the original publisher of my most recent book, Medicine, Monopolies and Malice (MMM). had his publishing company sold right out from under him, and he was replaced by a new publisher. The new publisher consolidated its line of books and, in so doing, dropped many of its titles, including MMM. This sudden development meant that all rights to MMM reverted back to me. I. unexpectedly, became the publisher, as well as the author, so I can do whatever I want with the book. Some chiropractors believe that, as long as we are small professionally and organizationally, we are destined to struggle. I firmly disagree. We may be small in numbers, but we are very big when it comes to having solid facts supporting our premise, and the ability to get the message out on a grand scale. This is why I am so high on MMM as the information tool that can really help this profession to assume its rightful place in the health care field. The sudden turn of events with the original publisher has created some new opportunities for chiro-< practic, which were not availahle before. TAC: What are these opportunities? CW: As author/publisher I can promote the book in any manner I wish. I can make special offers to chiropractic associations that would not have been possible with a national publisher. Nation- al publishers are in business to make money, but I am not required to make a profit on the book. I can do whatev- ] er will advance our cause. In fact. I have divested myself of all profits, and will give 80% back to the profession. TAC: Why did you divest yourself of any profits in the book? CW: I found it extremely difficult to promote the book, knowing that some talk show hosts and radio listeners might think that my ulterior motive was to sell books, rather than promote truth and honesty in health care. Radio and TV stations don't want guests that go on to sell books: they want you to provide them with an exciting, important, interesting, provocative, message that will help boost their ratings. After all. you are their guest and they are giving you some major free exposure that would, otherwise, cost you thousands of dollars in terms of actual minutes of advertising. And so. why should they have to listen to your pitch to buy your book? However, once they realize that you represent a genuine cause, they become much more receptive. Their whole attitude changes and they are even more likely to promote the book for you. When this happens the credibility of s. your message increases a hundred fold There is another very important factor. I am trying to motivate the entire chiropractic profession to get behind the book. My goal is to make this a multimillion-dollar bestseller, but the w odds of this happening without national and state chi- ropractic association involvement and support are slim, at best. I can sell a few thousand books to chiropractors, but that's like preaching to the choir. I want to make a major national impact, and a realistic examination of the facts is thai, regardless of how great the book is. the only way it can ever become a major national best seller is if the state and national chiropractic-associations get behind it. And. the only way we can get the profession to get behind it is by the chiropractors' knowing it is in their best interest. It is a realistic estimate that this book can bring millions of dollars into chiropractic, and some major positive P-R. I sent review copies of MMM to all of our top leaders and received nothing but praise for the book. Many of the doctors said it should be required reading for all chiropractors and chiropractic students. The book provides many advantages and functions for the profession. I hope that every chiropractor reads it, because I am certain that they will be pleasantly surprised. I believe that, when they read it, it will exceed their fondest expectations, or I'll give them their money back. I have not had one negative review. TAC: What are the advantages and functions of Medicine, Monopolies and Malice? CW: There are five major functions: The first is its obvious merit as a patient education book. The second function is as a "White Paper", because of its universal acceptance by chiropractors. Everybody loves the book. This makes it ideal for legislators, media, the press, as well as for patient education. The third function is as a training manual for a chiropractor wishing to become a spokesperson for his or her state association. All the information that they need to know to become a spokesperson is in the book. The fourth is as a practice and character builder. Doctors who choose to become spokespersons can't help but grow in self-esteem and confidence. They will become the busiest chiropractors and most respected citizens in their community. The fifth would be a bonus that could happen if a movie studio recognizes the profound story in the book, and decides to make a motion picture out of it. MMM reads like a novel, except that the facts are true. Books have been known to become bestsellers after becoming motion pictures: Patch Adams is one example. TAC: The idea of using the book as a training manual and developing spokespersons is great, but how can we determine their qualification as spokespersons? CW: First of all. the book provides the reader a historical perspective and clinical studies that make an overwhelming case for the superiority of chiropractic. Spokespersons should be able to respond to just about any kind of question based on the facts contained in MMM. Once they have digested the information, they have to be able to demonstrate to their chiropractic peers that they are capable of accurately and effectively communicating the views of chiropractic and of their organization. The chiropractic board of directors can test a speaker candidate through a series of a hundred basic questions (which I have prepared) to see how they answer "on their feet". The speakers need to express the views of their organization and not personal views. TAC: Where should chiropractors get copies of the book? CW: Of course, books are available from me. The American Chiropractic Association will be marketing the book, as well, which will be a tremendous boost for our cause. 1 am hoping that I can convince every state chiropractic association to purchase books from me in large quantities for their membership, and market them to their members and alert them about potential talk shows. With hundreds of chiropractic spokespersons telling listeners to "contact a local chiropractor for a book", it should only be a matter of time until the momentum accelerates to the point where chiropractic is on the lips and minds of every citizen in America. TAC: What is the most important material you want to make sure the audience always hears? CW: The therapeutic superiority, safety, cost effectiveness, scientific basis of chiropractic, and the high quality of our schools. These are the big five. The book provides you with adequate documentation to support these. II' time permits and. at your discretion, you can bring up the past dishonest and covert/overt conduct of political medicine, its residual effects today, and the need for closer interprofessional cooperation, putting patients" welfare first. The host may ask provocative questions requiring candid responses, and so you need to be prepared. TAC: You refer to Medicine, Monopolies and Malice as having potential as a motion picture. Are there any prospects in sight for a movie? CW: The entire Board of Directors of the California Chiropractic Association voted unanimously to make Medicine, Monopolies and Malice its first "recommended reading" book. California is important, because it has the motion picture industry. I'm sure there are many actors, directors, producers, and other executives from the motion picture industry who are chiropractic patients and boosters, and who might help get MMM into the right hands for a motion picture. It would make a great motion picture. I've had many-people tell me that they became so emotionally engrossed in the story that it brings tears to their eyes. Keep your eyes open California chiropractors; you could have a patient who could make it all happen. If you do. please call me. (By the way. 1 choose Harrison Ford to play my role in the movie version. And why not, he went to Maine East High School in Park Ridge. Illinois, just down the street from where I live. II we are going to dream, let's dream big.) Dr. Chester Wilk. D.C.. P.C.. can be reached at 5130 W. Belmont Ave.. Chicago, IL 60641 Tel. 1773) 725-4878; clietuilkQPaol.coni. o
