Evolving Perceptions and Building Credibility and Authority within the Healthcare Industry

To support our new VISION, MISSION and AIMS, this year we have aligned our media engagement with bold new key messaging, with a focus on targeting healthcare industry publications, to allow us to position both the British Chiropractic Association and the Chiropractic profession as an integral part of the UK healthcare system. So far this year our media engagement has provided over 7.1 million opportunities to see and read about the British Chiropractic Association, with one or more key messages landing in all 72 pieces of coverage.

As part of our media engagement, we have spoken with over 70 journalists discussing key healthcare feature opportunities, including chronic pain, CPD, policy changes and more! Just one of the important topics we have discussed this year is men’s health. We liaised with our contacts at Healthcare Global and secured a feature thought leadership article for Chiropractor and BCA member Marc Sanders.

National consumer media is still an important part of our press office to continue to raise the profile of chiropractic more widely, and we have also been discussing travel tips, tricks and hacks with the Daily Express and MSN News. We have also been featured on BBC Radio London and BBC Radio Bristol discussing everything from working from home to women within the healthcare sector.

This year’s activity for Chiropractic Awareness Week saw BCA President, Catherine Quinn feature on a Relax Back UK podcast hosted by UK Health Radio’s Mike Dilke where she discussed the role of FCP’s and the need for more integration between healthcare professionals and wider healthcare trends. You can also check out Catherine’s recent interview in the National Health Executive, where she discussed the need for a more integrated healthcare system in a post COVID-19 environment and how Chiropractors’ play an integral role in this process.

The Commonwealth Games has also been a big focus as Chiropractors made sporting history by joining the newly formed integrated Chiropractor, Osteopath, Physiotherapist, Sports Massage (COPS) team at this years’ Birmingham 2022. As a result of our media outreach BCA President, Catherine Quinn and Vice-President, Tim Button featured on the Relax Back UK podcast with Mike where they delved into the history behind how Chiropractors secured a vital role at this year’s Games, the treatment provided by BCA Chiropractors as well as how they worked alongside other healthcare professionals at the Games.

Also featured in one of the August editions of UK Health Radio’s podcast was BCA member, Marc Sanders who discussed the complexities of treating chronic back pain. Marc also explored the myths relating to back pain, ways to treat back pain and key treatment paths.

In this second half of the year, we will be exploring the effects of long-COVID on patients from a MSK treatment perspective, ways of treating patients with chronic pain, as well as government and NICE policy changes. Continuing our work with consumer media, we are looking to share ‘back to school’, cycling and stress tips as we move into the autumnal months.

Media coverage enables us to demonstrate the expertise of BCA members, whilst also highlighting our renewed focus on being an integral part of the wider UK health sector. We would like to thank all BCA members who volunteer as media commentators and interviewees, your invaluable expertise makes our media work more authentic evidence-informed and reliable.

Access the full Autumn edition of Contact Magazine here.