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EXECUTIVE DIRECTOR’S MESSAGE Lori Grassi


WSCA Executive Director and Lobbyist


From 2009 to 2011, the WSCA marketing efforts were spent advertising the benefits of chiropractic to consumers through the Seattle Mariners news radio, managed by Bonneville Communications. After repeated seasons where the Mariners had not performed well, and with the cost of radio advertising


increasing, the WSCA Board of Directors evaluated the return on our investment and changed their approach.


In 2012 the WSCA Board of Directors participated in an event with a company called Mambo Media. Mambo’s CEO, Siouxsie Jennett, spoke a language that none of us understood yet. But we were intrigued by the potential that existed within this new marketing capability called “social media.”


As your Executive Director, I was astonished when I learned how much money businesses pay their employees, and marketing firms, to use social media on behalf of the company during work hours. I had initially tried to make sure employees weren’t spending association time on their Facebook pages; yet, now I am expected to pay a marketing firm to do it for us. I had it all wrong! It was quite an adjustment for me, and for the board of directors, but we wound up seeing great results in a very short time frame. Our website page views increased by more than 194% from 2014 to 2015, time spent in our web pages doubled, and session visits to the website increased 73%. Our brand has been modernized and our e-newsletters have increased our member engagement dramatically with more than double the open rate of the industry average.


The results for the WSCA included instant notification to members about conference speakers, golf events, and our educational seminars. Social media played a big role in giving Washington chiropractors immediate notice about legislation and calls to action while directing you back to our website for longer, more detailed messages and registration options.


This success for the WSCA can be directly translated to a success for our members. The board has approved the new membership tiers which include offering a social media benefit for your office Facebook channel! In the second quarter of 2017, we implemented a test program of social media postings for members directed at patients and educating the public about chiropractic and its benefits. The initial testing has proven very positive and we are now expanding the offering to the entire membership. A formal presentation will be made at the 2017 WSCA Annual Conference and Trade Show, but if you are ready to upgrade to a new membership level and receive these benefits now, contact the WSCA.


WSCA Seeking Applicants for IICAC and CQAC


The WSCA is seeking applications from licensed and practicing chiropractors for appointments to the Industrial Insurance Chiropractic Advisory Committee (IICAC) and the Chiropractic Quality Assurance Commission (CQAC).


The Industrial Insurance Chiropractic Advisory Committee is an advisory board to the Department of Labor and Industries and works as a liaison between the chiropractic profession and the Department. The Committee members are appointed by the Department. This Committee has been instrumental in improving our profession’s relationship with the Department. They meet every third Thursday of the month in Olympia with summers off. The term is for three years.


The Chiropractic Quality Assurance


Commission is a division of the Department of Health. The Commission members are appointed by the Governor. Their primary function is to protect the public from incompetent, unethical, and impaired practitioners. They also develop rules that affect us in our daily practices. The Commission is comprised of eleven chiropractors and three public members. They meet approximately eight times per year with additional dates scheduled for disciplinary hearings. Applicants must be a resident of Washington State and must have been in practice for five years. The term is for four years.


If you have a desire to seek an appointment on either the Industrial Insurance Chiropractic Advisory Committee or the Chiropractic Quality Assurance Commission, please contact the WSCA, at 206.878.6055 or Les White, DC, the Selections Committee Coordinator, at 206.246.5370.


8 www .chirohealth.org


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