Advertising

• “We’ve Got Your Back” advertising campaign

Public Education

• OCA public education material
• Raising awareness with other health professions
• Extended Health Care Patient Advocacy Campaign
• Extended Health Care outreach

1. “We’ve Got Your Back” advertising campaign
   
   Research has shown us that there is a need to educate all of our external audiences—including extended health care plan sponsors, employers, unions and other health care professionals—about the benefits of chiropractic. The “We’ve Got Your Back” campaign ads have been designed to do just that.
   
   Their message emphasizes chiropractic’s role in improving quality of life for patients, and in improving organizational health for businesses. The five ads have appeared in such trade publications as the Medical Post, Benefits Canada, Benefits and Pensions Monitor and Hospital News.
   
   They have also appeared in two general-interest publications: Reader’s Digest and Chatelaine. Additionally, the series of five posters was sent to all OCA members to display in their offices.

1. OCA public education material
   
   The OCA’s public education modules—such as Pack it Light, Wear it Right; Plant and Rake Without the Ache; and Lift Light, Shovel Right—continue to be popular amongst members and the general public.
   
   These modules, used in conjunction with the OCA’s grassroots community outreach strategy, including a public education presentation titled “Caring for Your Back,” give our members an opportunity to interact with their communities while promoting health and wellbeing.
2. Raising awareness with other health professions
   
   The most effective means of raising awareness about the case for chiropractic is through member-driven public education. For this purpose, the OCA has produced a member presentation titled The Benefits of Interprofessional Care (see link at right) and has had a strong presence at health care-related trade shows.
3. Extended Health Care Patient Advocacy Campaign
   
   Among the OCA’s other new initiatives, the Extended Health Care Patient Advocacy Campaign is designed to support ongoing efforts to promote and enhance coverage under extended health care plans. The program’s fundamental message is “When chiropractic is covered, everyone benefits.” The Patient Advocacy program, therefore, seeks to mobilize chiropractic patients, as members of these plans, to help inform employers and unions about the benefits of covering chiropractic care. Program materials include a brochure and a poster (see links at right).
4. Extended Health Care outreach
   
   EHC plans are increasingly important to third-party payers for chiropractic services. At a decision making level, OCA activities are directed at key EHC stakeholders—plan sponsors, unions, health insurers and benefit plan advisers. As part of this outreach, the OCA has developed a single-fold pamphlet, titled Chiropractic Can Help, directed at EHC audiences (see link at right).