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F4CP Launches New National Marketing Campaign

“Naturally, Chiropractic” Campaign Highlights the Benefits of Chiropractic Care

Naturally ChiropracticMAC Members: Your Michigan Association of Chiropractors Membership Includes FREE Membership in the F4CP! See Below for Information on How to Log In to Your Account to Take Advantage TODAY!

In late February, the Foundation for Chiropractic Progress (F4CP), a not-for-profit organization dedicated to educating the public about the value of chiropractic care, officially launched “Naturally, Chiropractic,” the theme of its 2022 marketing campaign to highlight the benefits of chiropractic care for Americans.

As part of the new campaign, F4CP will produce several :15 and :30 second videos encouraging consumers to prioritize their health and well-being and be aware that chiropractic is the natural and effective choice for quality care. Prior video commercials by F4CP have proven successful in generating attention around the value of chiropractic care. For example: last year’s “I Know Pain” commercial, which aired 25 times on NBC Networks during the Summer Olympics and has won four industry awards, most recently the prestigious Viddy award.

To support the campaign, F4CP commissioned the design of a new logo that displays a spine embedded in a green leaf. This powerful new image symbolizes the all-natural, drug-free approach to pain management that chiropractic care delivers to millions of individuals experiencing neuromusculoskeletal issues, such as back pain, neck pain, and arthritis.  

The “Naturally, Chiropractic” campaign theme was informed and guided by a consumer survey F4CP commissioned from Harris Poll in November 2021. The survey revealed that more than half (53%) of young adults (ages 18-32) would be more willing to choose a chiropractor for treatment of neck or back pain instead of a medical doctor, such as a primary care doctor or an orthopedist. The survey of more than 2,000 U.S. adults confirmed that younger Americans prefer drug-free and non-invasive approaches to manage neck and back pain while avoiding risky, complicated, and costly surgical procedures. Chiropractic care is not only safer, but research has repeatedly shown that patients of all ages who visit a chiropractor have fewer opioid prescriptions and lower rates of usage

“In previous campaigns, F4CP has promoted the benefits of chiropractic care using terms such as “safe, effective and drug-free,” states Sherry McAllister, DC, president of F4CP. “Our ‘Naturally, Chiropractic’ campaign marks the beginning of classifying chiropractic care as “natural” in order to tap and nurture consumers’ immense growing preference for all things organic, green and chemical-free.”

Building on the momentum F4CP has established in recent years, F4CP will work to equip its members and sponsors with additional resources that underscore the value of chiropractic care to their local areas.  The Foundation will also continue to focus on increasing chiropractic referrals through various marketing efforts, including:

  • Adjusted Reality podcast – now airing: Season 3
  • Monthly Marketing Roadmaps – includes a week-by-week guide of resources to implement in chiropractic clinics
  • Social Media Accelerators - social media posts sent out bi-weekly to one-click share on Facebook, Twitter and Instagram
  • LinkedIn Articulators – easy-to-share LinkedIn articles to connect with B2B audiences
  • Themed, customizable social media cover photos for Facebook, Twitter, and LinkedIn
  • Customizable community outreach PowerPoints
  • Professional/Olympic athlete posters and testimonial videos
  • Infographics
  • Patient education eBooks and white papers
  • Educational chiropractic and wellness brochures, flyers, and tip sheets
  • Various toolkits, including:
    • Military toolkit – helping doctors reach out to active-duty personnel and Veterans
    • Opioid awareness toolkits – assisting doctors to position chiropractic as a safe, first-line approach to opioids

F4CP’s 2022 campaign will also include in-app marketing ads, digital and search advertising, social media posts, and ads on platforms where patients are active, as well as content on health-focused websites.

Source: Foundation for Chiropractic Progress Launches “Naturally, Chiropractic” National Marketing Campaign,” February 22, 2022

Are You Getting the Most Out of Your F4CP Membership?

Your Michigan Association of Chiropractors membership Includes FREE Membership in the F4CP – Log In to Your Account to Take Advantage TODAY!

In 2014, the MAC became the very first state association to enroll in F4CP’s Group Membership Program. Why? At the time, MAC Executive Director Kristine Dowell said, “Group Membership delivers tremendous value not only to our association as a whole, but also to our individual stakeholders who now have access to countless benefits at no added cost. We are excited about this new opportunity with the F4CP, as it presents a fresh method for engaging our membership and advancing the chiropractic profession.”

Our excitement and satisfaction with our partnership with F4CP has only grown since then, as the F4CP’s quality advertising campaigns and advocacy for chiropractic have increased the credibility of the profession. We encourage our members to take advantage of the incredible benefits your Group Membership with the Foundation for Chiropractic Progress (F4CP) affords you, including:

  • Basic listing in National Find-A-Doctor Directory, which includes your name, practice address and State Association logo
  • Complimentary Listings in American Academy of Spine Physicians, WebMD and, with millions of combined views each month
  • Monthly Newsletter & Exclusive F4CP News Updates
  • Live, Monthly Practice Progress Webinars for DCs
  • Live, Monthly Pump Up Your Progress Webinars for CAs
  • Monthly Marketing Roadmaps: A month-at-a-glance, week-by-week guide of turnkey practice-building materials suitable for delegation to staff for implementation.*
  • Monday Marketing Memos: Your weekly practice-building action steps in easy-to implement bites.
  • Weekly Roadmap Podcasts: Weekly recommendations and tableside talking points to market your practice and educate your patients.
  • Print Ads (Modification Permitted at Additional Cost).
  • Access to White Papers and eBooks to Promote Chiropractic In Your Community
  • Free Non-CE Version of Athletic TIPS™ Certification Program: Become the Sports Injury Prevention Expert for Student and Amateur Athletes in Your Community.

* Limited access for Group Members

Log In to Your F4CP Account TODAY!

Be sure to log in to your F4CP account (or opt-in at if you haven’t yet!) and optimize your listing in the National FIND A DOCTOR Directory to ensure your listing is up to date and populated with the correct information, ensuring that potential patients can find you!

To activate your F4CP account:

  1. Go to, enter your email, and click SUBMIT
  2. Go to your email inbox to get the temporary password. Return to F4CP.organd go to LOGIN and input your email address and the temporary password.
  3. Go to MY ACCOUNT-Scroll down to PASSWORD – Click “CHANGE” and input temporary password and new password twice then click SUBMIT
  4. To update/edit your DC Directory listing: Click “Update Profile,” make changes – SAVE (not UPDATE PROFILE).

If you have any issues setting up your account or using the F4CP’s marketing materials, contact F4CP Membership Director Marta Cerdan at

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