Sid Williams, D.C., another leading promoter, has been president of the International Chiropractors Association. He founded and served until 2002 as president of Life Chiropractic College in Marietta, Georgia, where his salary and benefits rose to over $900,000 a year [3]. His other enterprises have included Today's Chiropractic (a journal), Health for Life (a testimonial newspaper), the Life Foundation (for public education), the Dynamic Essentials (DE) Seminars (at which Williams expounds on chiropractic's "Dynamic Essentials"), and Dynamic Essentials (a chiropractic supply house originally called Si-Nel). Williams appears to believe that virtually all health problems are caused by nerve interference and should be treated by chiropractic methods. In 1979, he appeared on CBS's "60 Minutes," adjusting the neck of an infant girl. When asked why, her mother said the adjustments (begun on the child's third day of life) were "preventative measures -- to keep her healthy."
The DE meetings are intended to inspire chiropractors to greater income as well as greater self-confidence. During the late 1970s, the fee was $325 for a three-day program during which "the DE Team speakers will show you how to increase your practice with the secrets that have enabled them to build their practices into the $300,000-$500,000 range." Other ads for the seminars boasted that their top instructors saw 200 to 400 patients per day.
…The initial phase of patient contact is said to have three parts: the consultation, the examination (including an x-ray of every patient), and the report of findings. Page 129 states:
Every step of your procedure should be thorough enough to convince the patient that you are not overlooking anything. The sophisticated age in which we live prevents the simplicity of chiropractic from being understood by the average person. . . .
The examination procedures are not diagnostic, they are to emphasize to the patient that a weakness exists in his body and that they have been caused by spinal fixations. By fortifying the patient's knowledge of the 'spinal cause' by the use of test instruments and graphs, the patient is able to see beyond any doubt that he is actually physically sick; that a spinal condition caused it, and that something needs to be done chiropractically to correct it.
Much of this volume is composed of statements for selling patients on chiropractic care. On pages 98-100, for example, Williams recommends that the doctor feel the spine for tender spots, "predict the conditions that might occur underneath," and ask whether various symptoms have yet occurred. If the patient answers no to any of them, say: "Well, Mrs. Jones, it certainly is a wonder. I must say you have a strong constitution in order to stand up under the many problems that you have. You have trouble in many areas, but you don't have many symptoms as of yet. But I would make the prediction that if you hadn't turned to chiropractic, you'd be a very sick girl shortly." Page 148 suggests telling patients: "Medicine is very effective in its place; however, it is a simple fact that it is becoming obsolete. The theory of medicine is false."
Williams's suggested goal was to convince patients to continue "preventive maintenance" once a month for life. (Page 75 notes that "once the patient has experienced relief through chiropractic adjustments, he will accept almost any reasonable recommendation.") If the patient asks, "But will I have to continue with chiropractic care as long as I live?" the recommended reply (page 175) is:
(Chuckling) No ma'am, you won't have to continue it as long as you live. Only as long as you want to stay healthy. Every spine needs some maintenance, Mrs. Jones. My family and I are checked regularly on a monthly basis, and more often when we think that it is necessary. Yes, if you want to stay healthy, you will have to continue some chiropractic care.
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