J Manipulative Physiol Ther. 2014 Nov 20. pii: S0161-4754(14)00218-8. doi: 10.1016/j.jmpt.2014.10.015. [Epub ahead of print]
An Exploratory, Descriptive Study of Consumer Opinions and Behaviors Regarding Health Products Sales at 4 Chiropractic Practices in a Large, Western Canadian Urban Center.
Page SA1, Mbadiwe C2, McMorland DG3, Grod JP4.
Abstract
OBJECTIVE:
This study describes the opinions and behaviors of chiropractic patients in a large, western Canadian urban center regarding the sale of health products by doctors of chiropractic.
METHODS:
A brief, descriptive survey consisting of both fixed-choice and open-ended questions was distributed by clinic reception staff at 4 chiropractic offices in Calgary, Alberta, Canada. Each practice sold a range of health products, including those relating to musculoskeletal care and nutrition, and served between 275 and 320 clients per week.
RESULTS:
After a 10-week recruitment interval between January and March 2013, a convenience sample of 103 chiropractic patients was obtained. Most patients supported the sale of health products by doctors of chiropractic (n = 101; 98.1%), and most had made health product purchases from a doctor of chiropractic at some point (n = 73; 70.9%). Products relating to muscular care, exercise/rehabilitation products, and pillows were purchased most often (>40%). Consumers were most supportive of doctors of chiropractic selling products they perceived to be directly related to musculoskeletal care. Some participants believed that there should be limits placed on the range of products sold including the products had to be consistent with the practitioner’s area of expertise and had to have some demonstrated level of effectiveness. Primary reasons for health product purchase included the doctor’s recommendations, convenience, and perception that the product would improve well-being (>50%).
CONCLUSIONS:
This study found that chiropractic patients were supportive of health product sales by doctors of chiropractic, assuming certain conditions were met. Consumers believed that product sales should be undertaken with integrity and should be consistent with the doctor’s area of expertise. Consumer beliefs appeared to impact their purchasing behaviors.
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