Herb Newborg

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Chiropractic Expert

Herb Newborg Quick Facts

Main Areas: Presenting Accurate, Up to Date, Positive Information about Chiropractic to Consumers
Career Focus: Chiropractic Marketing, Public Relations, Practice Growth

Herb Newborg is president at Chiropractic America. Chiropractic America and Ogilvy PR Worldwide firm, Feinstein Kean Healthcare (FKH), have developed and are about to implement a national marketing communications program to educate patients about the importance of spinal health and better align the chiropractic profession with consumer healthcare and wellness issues. FKH is a nationally-recognized leader in healthcare communications and public relations. Chiropractic America leverages FKH's extensive healthcare experience to elevate public awareness and perception of chiropractic and ultimately drive informed and motivated patients to chiropractors nationwide.

Chiropractic America and FKH have worked together since August 2006 to develop and validate the company's patient advocacy and chiropractor business models, assemble an advisory council comprised of leaders in chiropractic, research and prepare guiding principles for members, craft educational materials for members and patients, and develop and design the company's new patient education site, www.YourSpine.com. The recently launched site provides patients with information about the importance of spinal fitness in overall health and the role chiropractic plays in maintaining a healthy lifestyle, and directs patients toward qualified chiropractors in their area.

Chiropractors are often required to fill the clinical, business, patient education, and marketing roles for their practice, which is a lot for one person or small practice to handle. Working with Feinstein Kean Healthcare, Chiropractic America will serve as a marketing, promotional and patient enlistment engine for an entire community of member chiropractors. We will leverage the collective resources of that community to provide a sustained visibility, education and localized referral campaign with an impact, orders of magnitude beyond what an individual member could achieve - with the end result of delivering qualified, committed and educated patients right to the member's doorstep.

Chiropractic America is focused on providing a low-cost, high value service that allows chiropractors to focus more on quality of care and less on promotional activities for their practice. The company's re-designed website, www.YourSpine.com, provides patients with an easily accessible, objective and informative channel to better understand the importance of spinal health, and find qualified chiropractors in their local area. The site also serves as an outlet for chiropractors and other wellness advocates nationwide to champion spinal fitness and overall well-being, as well as allowing chiropractors to create or augment an existing Web presence that drives new business to their practice.

Through our search engine optimization campaign and aggressive internet marketing strategies, we will ensure that www.YourSpine.com appears at the top of
search engine results for hundreds of health related web queries –
bringing more patients into practices nationwide. Pew Internet and American Life Project estimates that 9-10 million Americans are searching online for health information each day. You now have the ability to reach those in need of care at the exact moment they are deciding what form that care will take.

Chiropractic America is in an excellent position to fill a huge void in
chiropractic, and we're excited to be a part of that effort," said
Craig Martin, Chief Operating Officer of Feinstein Kean Healthcare.
"Most Americans don't fully appreciate the importance of spinal health
or recognize how chiropractors can help them in maintaining wellness.
And most chiropractors don't have the time to be advocates beyond their
practices. As a result, chiropractic has only reached a very small
portion of the patient population that could benefit from it. We plan
to help change that."

Feinstein Kean will support and help drive Chiropractic America's efforts to unify the chiropractic profession and present sound, consistent and compelling information about chiropractic across various mediums to the professional and patient communities.

Favorite Quotes & Thoughts from Herb Newborg

Getting Started With Herb Newborg

You know the benefit chiropractic can bring to individuals of all ages. Yet despite growing clinical evidence of its positive and wide-ranging impact on health and wellness, we still reach a relatively small percentage of potential patients -- and we are still viewed mainly as an alternative approach to managing back pain.

Why?

In large part, we believe growth is stagnant and public awareness is low because chiropractic is
marketed (if at all) only on a practice-by-practice basis, one patient at a time. Individual
practices typically don’t have the resources or time to educate more people about the health benefits of chiropractic, so the message never reaches beyond the current, limited patient base.

You Have A New
Partner

What if leading practices came together, forming a national network that exponentially increased our
ability to reach new patient populations, educate them about the critical role of spinal health, motivate them to seek chiropractic care, and drive them directly to a qualified chiropractor in their area….

That moment has arrived. Chiropractic America brings you a new, targeted marketing, promotion, patient education, advocacy, public relations, referral and practice support service. Join together with leading professionals nationwide to set a new standard in chiropractic, while leading your practice, and a growing base of patients, to optimal health.

Taking Your Practice
to a New Level

You can be part of a growing network of chiropractic professionals and supporting trade partners whose combined influence will help extend the reach of your practice, spark consumer interest in chiropractic and spinal health and lead a new generation of qualified and motivated patients directly to your door.

The Power of a
Member-Driven Network

Pooling the resources of thousands of leading chiropractors nationwide, we have created a powerful marketing engine to educate health care consumers nationwide about the importance of spinal health, motivate them to seek chiropractic care, and direct them to exclusive local partner practices.

How We Work:
Together

The Chiropractic America approach is simple:

* Thousands
of enlightened chiropractic practices nationwide join the network for a minimal amount
(less than the cost of two patient visits) each month;

* We
magnify their investment with funding from major corporate sponsors and resources from
other partners;

* We
engage and deploy an advisory group of Chiropractic leaders from around the country to
help guide and amplify our impact;

* We
leverage these resources to support a multi-faceted marketing, education, advertising and promotional campaign;

* We
drive online patient awareness and mobilization through a unique web portal, www.YourSpine.com,
to get our story out to the roughly 10 million Americans
seeking health information every day;

* We
motivate the patient community via www.YourSpine.com to seek out your practice -- they enter their zip code and the exclusive member practice information is displayed including
phone number, hours of operation,
map to your office and any other information you want to include such as
college attended, areas of specialization and certifications you hold;

* We
extend the impact and visibility of local members and national spokespersons through ongoing media relations and direct patient outreach programs;

* We
spike attention around critical health observances and other timely opportunities through creative promotional campaigns to drive new patients into member practices or gain greater “share” of existing patients for new services they didn’t previously associate with chiropractic;

* We
measure impact continuously to assure that the “owners” of this initiative – our members nationwide – can always clearly see an exponential return on their minimal investment.

Please click here to visit the
doctors only section of the website, to secure your exclusive membership. The program is limited to one doctor per zip code.