Public Perception of Chiropractic Through the Decades

Public perception of chiropractic has been greatly influenced over the years from a variety of sources.  This lecture will review the cause of public perception about chiropractic, as well as review the changes through each decade, as public perception evolved through time.  Each speaker will review the history, causes, and statistics of chiropractic research resulting in the slowly evolving public perception, as well as give guidance on how to best communicate the value of chiropractic to the public and our patients. As we improve our image our creditability increases, and we can help more people get well.

Learning Objectives


  • How the public perception of chiropractic has been irreparably harmed since the 1963 AMA Committee on Quackery. How medical physicians and chiropractic physicians have been faced with the need to:
    • Justify the value of chiropractic services
    • Counteract the fabricated scare tactics particularly the area of cervical manipulation that have shed a cloud of suspicion on the profession.
    • Change perceptions through research and education.


  • How we’ve been successful in beginning this shift of public perception.  What the new stats say!
    • Gallup Survey #1
    • Reveal of Gallup Survey #2



  • How this new information affects what/ how we communicate in the future. 
Course summary
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Dennis Marchiori, DC, PhD, DACBR

Dennis MarchioriA native of western Pennsylvania, Dr. Marchiori completed his prerequisite work at Penn State University before earning his Bachelor of Science at Regents College in Albany, N.Y. He graduated with his Doctor of Chiropractic degree from Palmer College's Davenport Campus in 1990 and went on to earn his Master of Science degree in anatomy at Palmer in 1992. In 1995, he completed a three-year residency in radiology at Palmer College leading to diplomate status with the American Chiropractic Board of Radiology.

Dr. Marchiori received his doctorate in policy, planning, and leadership from the University of Iowa in 2005. He has had faculty appointments in the Research, Diagnosis, and Radiology departments. His administrative tenure includes the roles of department chair, dean, vice president of academic affairs for the Davenport Campus, and vice chancellor for academics for the Palmer College system. In addition to his teaching and administrative service, he has published numerous scientific articles and two editions of a comprehensive textbook in radiology, titled Clinical Imaging.

"With nearly 20 years invested with Palmer College, Dr. Marchiori has proven himself as a leader in chiropractic and higher education," said Dr. Ireland. "There is a great sense of pride in watching someone like him live the American Dream, advancing through the administrative levels and excelling with each new chapter." Dr. Marchiori lives in Bettendorf, Iowa, with his wife, Cheryl, and four children: Isabella, Sophia, Tony, and Olivia.

Lou Sportelli, DC

Louis SportelliIn an entertaining but very practical way, NCMIC Group, Inc. President Dr. Louis Sportelli will make the unusually dull and frightening subject of risk management come alive.  His 40-plus years of very successful practice experience will be woven throughout the tapestry of concerns, challenges, and fears that every practice encounters.  He will blend humor with humanism and practical ideas to build trust and loyalty while engaging in a caring practice atmosphere, which helps reduce malpractice risk.  His experience helps to bridge the gap between the strictly legal view of practice and the efficiency that comes from the actual practice environment.

Dr. Sportelli has been president and officer of NCMIC Group, Inc. since 1995.  He is past president (1998-2000) of the World Federation of Chiropractic (WFC).  He also served as chairman of the board of the American Chiropractic Association (ACA) for 1989 to 1990.

Dr. Sportelli has coauthored several risk management and patient education textbooks, and has lectured extensively throughout the United States, Australia, Canada, Europe, and Mexico.

He currently serves on the advisory board of The Chiropractic Report newsletter and has been a member of the Palmerton Hospital board of trustees since 1992.

Patrick Gentempo, DC

Patrick GentempoDr. Patrick Gentempo, Jr. is the founder and CEO of Action Potential Holdings, Inc., a holding entity with investments in numerous companies in the world of health and wellness.

Dr. Gentempo has founded and cofounded several successful businesses including Chiropractic Leadership Alliance (CLA) which has over 8,000 clients on 6 continents and Creating Wellness Alliance which boasts over 300 Creating Wellness Centers worldwide. With this he has helped to revolutionize the practice and perception of chiropractic worldwide. 

Success is no stranger to Dr. Gentempo.  In his late teens he was a 2 time AAU National Karate Champion.  After graduating chiropractic school and entering private practice, he started co-developing diagnostic technologies and received patents for some of his innovations in this realm and these technologies are used by chiropractors worldwide. 

Dr. Gentempo is an internationally renowned visionary, lecturer, and business leader. As one of the largest draws in chiropractic today, he is considered to be unmatched in his ability to integrate the philosophy, science, clinical practice and business of chiropractic without contradiction.

He has been featured in the documentaries, "Doctored" and "Bought" where his passionate ideas captured the attention of the masses worldwide.  He also was selected to give testimony to the White House Commission on Complementary and Alternative Medicine and additionally was invited by NASA to give testimony in front of members of congress about health related technology.  In January of 2007, Dr. Gentempo was inducted into the Wellness Hall of Fame. He is passionate about leading millions of people to regain their health and live better lives.   He has received numerous awards of the highest level within the chiropractic profession.

Joe Mercola, DO

Joe MercolaBoard certified in family medicine and founded most widely visited natural health site on the web for the last 12 years with 30 million views a month.  Author of many books including three NY Times Best Sellers.



Cynthia English, M.P.P.

Cynthia EnglishCynthia English, a Research Consultant at Gallup, specializes in research design and analytics. Her primary areas of expertise are questionnaire development, quantitative and qualitative research methods, and communications.

Cynthia has nine years of survey research experience and leads research design for hundreds of domestic and international studies annually. She served as Research Director for the U.K. and Germany Gallup Daily tracking polls from 2010 to 2012.

Cynthia’s primary research areas include education, international relations, media studies, poverty, and youth development. She has published more than 80 articles on and has authored many research reports for Gallup. She has co-authored several conference papers that have been presented in Europe, Africa, the Middle East and the U.S. She is also a frequent presenter at conferences and events, and has served as a guest on Radio Free Asia.

Cynthia received a master’s degree in public policy analysis from the Harris School of Public Policy Studies at the University of Chicago, with concentrations in international policy, cultural policy and the nonprofit sector.


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*Note: THIS CLASS IS NOT FOR CONTINUING EDUCATION.  FCA Member cost for this course is FREE, Non-Members is $15. Members, make sure you are logged in to receive this discount. Any questions, email before you add to the cart.