Chiropractic Doctors' Philosophical Diversity Causing a Global Branding Challenge - Research Paper Example

What is more, compared to other health care services such as general medicine, specialist medicine, and physical therapy, chiropractic is seen as the least used by respondents. To identify the cause of this situation, secondary data collection was used, where it was realized that chiropractic as a sector of the healthcare industry has failed to create a global brand with which it can popularize its usage among members of the public. Meanwhile, the absence of a global brand has come about because there is fragmentation in methodological practices, which has come about as a result of philosophical diversity.

Going into the future, it has been recommended that chiropractic doctors need to have a common voice and message with which they will promote chiropractic as a brand and not their individual beliefs and philosophies based on which they practice “I declare instead of an oath that I have written this master capstone project by myself and that I did not use other sources or resources than stated for its preparation. I declare that I have clearly indicated all direct and indirect quotations and that this capstone project has not been submitted elsewhere for examination purposes or publication.” Chiropractic has been in place since 1895 when it was founded by DD Palmer who believed that the fundamental function of the human being is focused on an individual’s innate intelligence (Ernst, 2007). Since this time, chiropractic has become an accepted mode of health care where professionals who are known as chiropractic doctors use drug-free approaches to undertake diagnosis, treatment, and prevention of neuromusculoskeletal disorders (Lawrence, 2010). Several factors can be associated with the success of chiropractic, including the extent to which most members of the public view it to be a safe way to healthcare. This is large because of the absence of direct drug usage in the practice, knowing that most patients associate the use of drugs or medicine with side effects and adverse effects on their health (Posadzki & Ernst, 2011).