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Related Experiment Videos

Chiropractic in the yellow pages: a content analysis study.

E L Hurwitz1, R B Phillips

  • 1Los Angeles College of Chiropractic, Whittier, CA 90609-1166.

Journal of Manipulative and Physiological Therapeutics
|August 1, 1988
PubMed
Summary
This summary is machine-generated.

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Chiropractic advertising in Yellow Pages shows most chiropractors only list basic contact info. A significant portion spends an average of $2474 annually on ads, questioning overall advertising value.

Area of Science:

  • Business and Economics
  • Health Services Research

Background:

  • Analysis of chiropractic advertising practices in the Yellow Pages during 1985-1986.
  • Focus on advertisement content, size, and expenditure patterns.

Framework:

  • Content analysis of Yellow Pages listings for chiropractors across 13 US cities.
  • Categorization of ads by size, number, and specific content elements.

Implementation:

  • Data collected from 5456 listed chiropractors.
  • Calculated estimated expenditures per city and for the profession.
  • Identified advertising content: techniques, symptoms, injuries, affiliations, and free services.

Implications:

  • Average annual chiropractic advertising expenditure estimated at $2474.

Related Experiment Videos

  • Highlights a potential misallocation of resources in chiropractic marketing.
  • Recommends future research on patient/profession attitudes and advertising cost-effectiveness.