Chiropractic
IDENTITY

Unanimous Agreement on Identity of the Profession

The World Federation of Chiropractic's 8th Biennial Congress, held at the Sydney Convention Centre, Australia from June 14-18, 2005, produced a historic milestone for the chiropractic profession worldwide.

This was unanimous agreement on the most appropriate public identity for the chiropractic profession within health care. This is "the spinal health care experts in the health care system." That leading statement, however, is then supported by several other important concepts.

Over 100 delegates and observers from national associations in 36 countries, including both the ACA and the ICA, were present on June 15 when the WFC Assembly voted to accept recommendations found in the April 2005 Report of a 40-person WFC Identity Task Force.

This report was based on two years intensive work, including a grassroots electronic survey of chiropractors worldwide conducted last October. It was presented to the WFC Assembly by Task Force Co-Chairs, Dr. Paul Carey (Canada), Dr. Gerard Clum (USA) and Dr. Peter Dixon (UK).

"There are several important parts to the overall identity approved by the WFC membership," says WFC President, Dr. Anthony Metcalfe of London, England, "and it is important to read the full Task Force Report to understand the background and what has been decided".

The key recommendations on identity agreed upon are:

International Identity. The public identity of the chiropractic profession, if it is to be effective and successful, should be similar in all countries.

Three Concepts. This identity should be established and maintained through the use of the following three linked concepts:

A leading statement on identity, which must be clear, concise and immediately relevant to both the public and the profession - the 'pole' (brand platform).

Several important qualifying statements, which provide the necessary context and foundation for the pole - the 'ground' (brand pillars).

A description of the qualities or essential personality of chiropractors - the 'personality' (tone).



The Pole (brand platform). The pole should be:

The spinal health care experts in the health care system.



The Ground (brand pillars). The ground should be:

Ability to improve function in the neuromusculoskeletal system, and overall health, wellbeing and quality of life.*

Specialized approach to examination, diagnosis and treatment, based on best available research and clinical evidence with particular emphasis on the relationship between the spine and the nervous system

Tradition of effectiveness and patient satisfaction

Without use of drugs and surgery, enabling patients to avoid these where possible

Expertly qualified providers of spinal adjustment, manipulation and other manual treatments, exercise instruction and patient education.

Collaboration with other health professionals

A patient-centered and biopsychosocial approach, emphasizing the mind/body relationship in health, the self-healing powers of the individual, and individual responsibility for health and encouraging patient independence.



The Personality (tone). The personality should be a combination of:

Expert, professional, ethical, knowledgeable

Accessible, caring, human, positive