Over the past year, the OCA has been energized by the momentum
gathering behind many of our long-term initiatives. Far more than in
previous years, the public and our stakeholders are increasingly receptive to
the story of chiropractic and the role it can play to help Ontarians achieve
and maintain their best health.
As a member-based organization, we are also thrilled to see our members
more engaged than ever and ready to take advantage of the value we
strive to deliver. OCA members are pursuing continuing education, using
patient tools and practice tools and expanding their reach with new
sources of patients and referrals.
Marketing and Communications
∞∞ The OCA partnered with Rogers Media for an advertising campaign that positioned chiropractors as MSK experts who
can help patients live their lives safely and pain-free. The campaign featured online banner ads on Rogers network
websites, several in-studio guest spots on Breakfast Television and advertorials in Chatelaine, Today’s Parent and the
Medical Post, generating over 672,000 impressions. The Medical Post advertorials were tailored to physicians and
described how chiropractors work with complex patients, shoulder injuries, neck injuries and low back pain. The OCA
also reached out to Ontarians through Breakfast Television, Chatelaine and Today’s Parent, showing how parents can
care for their toddlers without hurting themselves and how road trips, desk work and gardening can cause pain and
strains.
∞∞ The OCA continues to support earned media relations as an effective way to position the profession to Ontarians.
Popular media campaigns on topics such as snow shoveling, gardening, exercising and the importance of activity in
your later years garnered over 52,000,000 impressions and dozens of stories in high profile publications such as CTV
News, The Weather Network, The Toronto Star, Global Television and The Hamilton Spectator.
∞∞ The OCA’s social media presence continues to grow with over 1,700 followers on our official Twitter feed and over
12,000 fans of our Your Back Health Facebook page.
∞∞ The OCA continues to enhance its member communication offerings. The association distributed 78 Weekly News
bulletins to all members and 169 targeted emails to specific groups of members, distributing valuable information in a
targeted, deliberate manner.