Spinal Decompression therapy is an exciting modern healthcare treatment for back and neck pain due to a variety of conditions. There is a great deal of research to support the effectiveness of spinal decompression in relieving pain and symptoms. Many doctors, clinics, marketing companies, and equipment manufacturers really go overboard when praising the benefits of decompression however! Arrogant and over the top decompression advertisements give spinal decompression a bad reputation that it doesn’t deserve. Healthcare providers need to make sure their spinal decompression advertising and marketing isn’t making promises they can’t keep.
Don’t get me wrong, I have seen first hand evidence that spinal decompression works. I have seen many patients steer clear of the path of drugs and surgery thanks to spinal decompression and conservative chiropractic care. Although I believe in spinal decompression, I also know it has limitations. Spinal decompression is not a magic cure all. It is not an instant, guaranteed fix for herniated discs or back pain. Marketing decompression as if it is, is simply unethical. While that may seem obvious, we always need to be aware of the message our spinal decompression marketing is sending.
I understand most healthcare providers don’t design their own marketing. Most simply pay someone else to design and run it. That is still no excuse for not critically analyzing your advertisements and they statements they make. The doctor or healthcare provider is ultimately the person responsible for the contents of their advertising. When it comes to state board regulations there is no passing the buck. How often have you come across a spinal decompression ad that makes bold statements about curing this or that condition? How often have you read an ad that you KNEW violated state board rules or other regulations? More importantly, are you running these ads yourself? Even though an ad may be effective in generating new patients, it can still be potential trouble.
For example, about a month ago while traveling for a seminar I came across a simple and well designed decompression ad. It was very compelling and ended with a strong offer and a call to action. I had no doubt it was a very effective ad. My problem was with the headline, which read something to the effect of: “Spinal Decompression can eliminate your back pain due to herniated or bulging discs . . . without drugs or painful surgery!” I’ve also come across a few ads flat out stating that spinal decompression is a non-surgical CURE for back pain. These types of ads can land a practice in hot water. It is also my personal opinion that these ads are both dishonest and unethical. You may not share my concerns, but look at what these ads are really saying to the prospective patient.
Let’s look at the first example ad. The ad states that spinal decompression CAN eliminate back pain. It doesn’t say it might, or that it is a possibility. It states that it CAN. Now we could split hairs here and debate the meaning of “can”. Some would argue that the usage of “can” simply implies that decompression has the potential to eliminate back pain. I would agree it’s a possibility, but I don’t want my state board, or a court interpreting the meaning of my advertising content. I think a much better choice would be statement like “spinal decompression may be able to help relieve your pain and symptoms . . . without drugs or surgery”. This may not be as eye catching as the original headline, but it conveys the same message and does so ethically. There is no promise. There is no statement left for loose interpretation. Written this way the ad simply states that spinal decompression MAY be an option. Without directly stating so, the ad also indicates to a reasonable person that spinal decompression is NOT always an option and it is NOT always effective.
Another concern with that first example ad is the word “eliminate”. Is it really ethical to be talking about ELIMINATING pain or symptoms? A statement like that can lead to false expectations on the part of new decompression patients. Patients will come in expecting elimination of their pain and symptoms, when the honest to goodness truth is we have no idea whether treatment will be effective. Wouldn’t the word “reducing” or “relieving” be a much better choice than “eliminating”? As you can see, you should choose your wording carefully when you advertise. Changing one or two words in the copy of an advertisement can lead to a potential problem. Although a mistake may be an honest oversight or miscommunication between the advertiser and provider, it doesn’t excuse the doctor from any liability.
The second type of ad I mentioned were those overly confident ads that boast spinal decompression can cure back pain or herniated discs. Yes, these ads do exist. I have seen them with my own eyes. I still cringe when I read them. A healthcare provider shouldn’t be advertising that they can cure anything with spinal decompression. These types of ads are flat out unethical and illegal. They are a disservice to the prospective patient because they make statements that simply aren’t true! I usually give these doctors the benefit of the doubt and assume they simply haven’t carefully looked at what their ads are saying.
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