that is one of the popular recommendations. I don't think it's supported by the public as you can see. I'll move to the next slide, and this next slide is really something that helps us bring together multiple points here. Those folks that use chiropractic compared to those that don't. The last two charts were all Americans that we surveyed. Now, I'm teasing out some of the findings that we have when we start to look at users versus nonusers, and the chiropractic users absolutely perceive chiropractic as safer and more effective on those charts than people that don't use chiropractic. They also find that prescriptions are less safe and less effective than those that don't use chiropractic. They also are less likely to see an MD as a first choice for spine complaints. They see a chiropractor as their first choice, and if you haven't been to a chiropractor in the past, you actually pick MD as your first choice for spine complaint. This next one is I think really impactful as well. If you are a chiropractic user, you are more likely to send other people to see a chiropractor than if you're not a chiropractic user. That one makes sense, but I'll also tell your audience, if those chiropractic users rated high on the education questions, that is they said that their chiropractor spent time educating them about other treatment options for their complaint, those folks were 16 times more likely to refer patients to chiropractic than if we did not spend time educating them on other treatment options, length of care, number of visits, those kinds of things. There is a powerful message in this year two data that you want to educate your patients in a broad array of other options that they have for this complaint. It's back to what you said Stu about informed consent. It's about having an open, transparent, not desperate kind of conversation. Not too aloof and uncaring, but not too caring. That balance of giving good educational advice results in not only higher trust, but higher referrals and other positive attributes that we want to look for. Every doctor wants to know how to get more referrals, how to get more new patients to show up in their specific office and receive chiropractic care. I hope you're all listening to what you're being told and what information is being shared with you. If you simply educate your patients, they are 16 times more likely to refer other patients to you. If you can just spend the time to effectively communicate with people, what this is trying to tell us, I believe, is that that investment of education to that individual that you're communicating with is going to pay dividends in sending in their family or friends or coworkers or whoever else into your office. What is that worth in terms of time, effort, marketing, dollars, everything? This is a home run. Please listen to what you're being offered here. It actually is a powerful statement. It is one that we see routinely as consumers. The decisions we make, whether it's where to take your car or what dentist to see, all of those things. You hope at the other end of that you're dealing with a professional that has high trust and your best interest in mind.
Dr. Hoffman:
Dr. Marchiori:
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