From: Dr. Margolies E-mail message this week: Coca-Cola and Chiropractic First a disclaimer: This e-mail is not an endorsement of Coca-Cola products nor the relationship between sugary soft drinks as it relates to health and wellness. This is just an example of how others tend to spread their message and with a twist of words or phrases can be used by us to spread our good news. What prompted me to write this was an Update, I received from one of our chiropractic leaders. The article discussed hopelessness within chiropractic. I realize the intent of the article was to suppress the negative feedback that managed care .. reduced income .. more hustling and business has created amongst some within our profession. But it hit me the wrong way .. there should never be a feeling of hopelessness within .. without .. or all around and about our profession. We haven¼t reached critical mass or even scratched the surface of our potential. Therefore .. before you have that sinking Titanic feeling and the Chicken Little Syndrome sucks you under .. read what a giant worldwide business company has to say .. look for the chiropractic message .. then tell me if there is hopelessness. Coca-Cola promotes their company worldwide .. over 80% of its profits come from overseas. The message I am referring to was in their recent Share Owners report which is sent to every stock owner. It allows the company to communicate their progress .. how it¼s doing and where it hopes to go. Of interest to us .. as chiropractors .. is the message displayed on the cover of this report as well as the message from their CEO, Douglas Ivester. The cover is pure chiropractic .. again forget the sugar and their product for a minute .. it shows a bold white page with a number of indented contour coke bottles. The lower right hand corner has the only red colored bottle and to its left is written „One Billion Down.¾ As you open this cover and look on the opposite side you find a bright red page with the same indented bottles except the lower left bottle is white and to its right is written „47 Billion to Go.¾ Do you get the message yet? The next page and below the round Coca-Cola logo .. a simple message is written. „This year, even as we sell 1 billion servings of our products daily, the world will still be consuming 47 billion servings of other beverages every day. We¼re just getting started.¾ Page 5 reads „This is a business in its infancy, a true growth company with true, incomparable growth opportunities all over the world.¾ Do you get the message yet .. or have I had one coke too many? Let¼sÝlook further. After the CEO¼s report the next page opposite is pure red except for the words „Why is a billion a day just the beginning?¾ Turn the page and you see two people sitting relaxed and facing each other in an office break room with the words written „Because they¼re still called coffee breaks. Stepping down the hall for a coffee break has become an office tradition around the world. But we¼re intently focused on making sure that any time people need to be refreshed, they take a Coca-Cola break.¾ The next page reads: „Because some fountain drinks are still easier to find¾ Here you see a beautiful panoramic view of the rugged plains .. there is a binocular viewer and a water fountain. The message with this page reads: „In many places, it¼s easier to find a water fountain than a Coca-Cola (friends forget the sugar again .. read into the message). That¼s why we continue to strengthen our distribution system. We¼re working hard to make our products an integral part of any landscape so they are always within easy reach.¾ The next page reads: „Because people still try to sell you substitutes.¾ Here you see a typical drug store fountain with a man handing a customer a Styrofoam cup with the words Other Cola written on it. The message of this page reads „Even in our most developed markets, there are places where people get stuck with a stand in for The Real Thing. We¼re constantly taking steps to win consumers and customers by offering better value and superior refreshment.¾ Power comes from conviction. The Coca-Cola company¼s credo is a powerful message .. they believe .. live it .. drink it daily. Is your technic .. x-ray analysis .. office procedures and scripts .. ability to discuss the five components of the subluxation .. making structural changes on x- rays and a strong belief in chiropractic your base of power? Does it give you the conviction to tell the story with strength and purpose? Power is our product .. we just have to bring it to market. Hopelessness .. we have yet to scratch the surface of our potential. Change the words from Coca- Cola to Chiropractic. Is it easier to learn about health and wellness from others than a chiropractor? („Because some fountain drinks are still easier to find¾). Have you introduced yourself to ten new people each day .. handed them your business card .. spoke to the local merchants .. asked to speak to garden clubs and civic groups .. made yourself available? Have you sent a inquiry letter to local office parks, civic organizations and churches to determine if you can place your newsletters (you do have some) with their rental receipts, church bulletins, break rooms or be available for their monthly meetings. („Because they¼re still called coffee breaks. Stepping down the hall for a coffee break has become an office tradition around the world. But we¼re intently focused on making sure that any time people need to be refreshed, they take a Coca-Cola break.¾) Ask if you can use their atriums for lunch and learn programs .. informational booths .. mini health fairs .. postural and stress screenings. Why not use their break rooms to introduce your product .. have some newsletters and flyers pinned to their bulletin board .. newsletters placed in employee pay envelopes or address boxes. Make yourself available during various times of the year for assistance with employee wellness and productivity programs. Why not at the hairdresser, bowling lanes .. the list goes on and on. Make your product available .. don¼t settle with the one billion .. there are 47 billion to go! Please realize that we have just scratched the proverbial surface and there are millions of others yet to be served. („Even in our most developed markets, there are places where people get stuck with a stand in for The Real Thing. We¼re constantly taking steps to win consumers and customers by offering better value and superior refreshment¾). Take a lesson from Coca-Cola .. they studied the demographics they know where their customers dwell .. they believe their product adds Life .. and their proud to tell everyone. There should be no hopelessness .. the solution is not as simple as thinking positive thoughts before you retire to bed or being a good Samaritan .. do this anyway .. the solution is to see the trees from the forest and know that every twig may be bent and we have just begun. Dr. M P.S. If you are true naturalist and the word Coca-Cola gags you to no end .. I beg forgiveness. Remember that diversity starts with listening to others when they speak. When Coca- Cola barks .. I listen. They always have their act together.