Chiropractic is attractive because it's safe.
What makes this so ironic, is that many chiropractors are more sensitive to this than patients or perspective patients.
Sure, the bogus stroke thing is paraded out from time to time by chiropractic detractors, but they overlook the fact that people make decisions based upon how they feel (emotions) rather than what they know (intellect). In other words, most people don't consult actuarial tables before choosing a treatment option.
Credibility, trustworthiness and cultural authority are far more influential than some statistical analysis or comparison with adverse reactions to drugs or iatrogenic statistics from medical interventions. This is why patient testimonials can be so powerful, and financial inducements ("Save $100 off our regular exam fee.") and other questionable marketing practices are so damaging.
The real safety patients and prospective patients want is "social" safety. Proof that choosing a non-mainstream solution won't make them look foolish.
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