The British Chiropractic Association has been named ‘Best Professional Body of the Year’ at the prestigious Memcom Excellence Awards 2022, following it’s highly recognised ‘Repositioning Project’ which has played a pivotal role in changing the healthcare landscape for the better.
18 months ago, the BCA set out on a mission to help the millions of people suffering with musculoskeletal (MSK) issues in the UK, by highlighting the professional standards of BCA chiropractors, within the profession. The major strategic repositioning project had two core objectives: to support this serious public health issue, whilst equipping members with the tools to be recognised by the mainstream healthcare community.
Led by President Catherine Quinn and CEO Tom Mullarkey MBE, the BCA has executed the most far-reaching consultation in its 97-year history. The extensive consultation included all stakeholders, as well as competitors, revealing that a small number of chiropractors within the profession were negatively impacting the reputation of chiropractic and BCA members wanted to be distinguished from this group. The BCA therefore clearly stated its intention to be the association for the highest standards, allowing it to have a differentiating statement to communicate its ethos: ‘the home for chiropractors who put patients first’.
President Catherine Quinn commented, “Whilst our stance was bold, and perhaps deemed a risk to some, we were always certain in our approach to move the association into the modern day through a dynamic approach that really resonated with members. We’re incredibly proud to report that we have seen a growth in membership numbers following the repositioning project going live, and near 100% recruitment of new graduates and students. Our change in positioning has acted as a magnet for chiropractors who place patient needs first to join the BCA and celebrate this patient-centred approach.”
The result of the new brand position has also opened up links with other medical professions to demonstrate how chiropractic can play a part in reducing the enormous burden that MSK disorders place on the UK population. Chiropractic can make a contribution way beyond the size of the profession, by adding private sector input to that already under pressure in the NHS.
Tom Mullarkey MBE commented, “This move celebrates chiropractic ethics and quality standards in a language that mainstream health professionals understand, which is transformative. We had to take a tough decision to break a ‘stale-mate’ of nearly 100 years, an obstacle which should not be underestimated. By taking such a bold step, we are now able to make our own mark and provide the profession and our members with the credibility and recognition we deserve. Congratulations to all our colleagues involved.”
The judging panel of experts commented about the BCA’s Repositioning Project, saying: “[A] brave and well-defined project to reposition the profession and the professional body at its heart. Impressive results in terms of the organisation’s engagement with members, recruitment, and approval. [A] relatively simple programme but at the heart of professionalism and professional body activity.”
Following the completion of the Repositioning Project, the BCA has continued to use its extensive consultation programme to further address any gaps found, specifically the way in which the association is communicating its high standards with patients. As such, in the lead up to the BCA Conference in November this year, the association will be publicly unveiling its Patient Charter as its next step in its repositioning. The Patient Charter is a pledge, from BCA chiropractors to their patients, to remind them of the quality care they’ll receive which is laid out in such a way that any patient can start a conversation from it, and any chiropractor can explain it without much labour.
About the British Chiropractic Association: The BCA is the largest and longest-standing association for Chiropractors in the UK and has been named ‘Best Professional Body of the Year’ at the Memcom Excellence Awards 2022 for its Repositioning Project which has played a pivotal role in changing the healthcare landscape for the better. As well as promoting international standards of education and exemplary conduct, the BCA supports Chiropractors to progress and develop to fulfil their professional ambitions with honour and integrity, at every step. The BCA is raising awareness about the rigour, relevance and evidence driving the profession and the association’s ambition for chiropractic to be more closely embedded within mainstream healthcare.