moving forward, we wanted to look at what we can do to try to advance the use of chiropractic in the US and of course throughout the world. I have a couple of slides that get at this. One that makes I think a related message to this. It's the second slide. Alan if we could go to that. This increased utilization that we use for chiropractic is absolutely I think the biggest challenge for the profession. It's something that we need to focus on as a profession and try to better understand why it is that we're not seeing more people in our offices, because we know that the things that we take care of in our office our more prevalent than patients that actually see us. I think if I could go to the next slide, it is not a new idea for chiropractic. This is an age old problem. In fact an Indian parable explains it very well that the public has a perception of chiropractic based on their particular interaction, their particular interaction is very different based on who they saw as a chiropractor, when they saw them, what they saw them for, whether they're thinking about it or whether they actually did it. All of these issues come into play. As we started to look at this problem, we wanted to get information about public perception, and the way we've done that in the past, Stu, is basically as an audience of chiropractors we'd get together and think about what the public thinks about us. I've been in some of those sessions and we've done that in our state associations meetings and our regional meetings and our continued education events. We've done it in informal settings and groups where we think what the public needs and we discuss what the public needs. Really what this Gallup work is is less discussion about what we think as a profession the public thinks, and instead, let's go out to the public and ask them what they think of us. When we started to do some of these surveys at Palmer, we realized quickly that there is a lot to surveying, in an accurate, robust way, public opinion. So we looked at a few groups that do public opinion surveys, and of course the Gallup organization is premier at this. We started to work with some researchers from Gallup on our problem, and basically that led to a commitment that Palmer had for three years of surveys. The three years of surveys are not the same survey. Some questions might remain the same so we can get a benchmark, but we really mixed the questions up based on what we were learning. The year one data is something that we had recently discussed and pushed out to the public and the profession, and all of these reports, year one and year two, that are now available are available on our website, and I would encourage all of your listeners and watchers to consult the Palmer website and punch in Gallup, and you'll be able to look at the full report. Or you could go on Gallup's website and find the report there as well. Everything that I say today is really abstracted from those larger reports that would take hours to go through.
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