SUPERSTARS & INNOVATORS 2 0 1 4
A W A R D S
CEO AWARD
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Leading the Way in Advocating for Chiropractic Care
scalating health care costs and the enactment of the Affordable Care Act has sent Americans in search of other health care alternatives. As a result, complementary and alternative medicine has become one of the fastest growing health National Institutes of Health estimates that approximately 30 million Americans receive chiropractic care. In 2003, Kent S. Greenawalt established the Foundation for public about the value of chiropractic care through positive press. With a unique understanding of chiropractic and its important role in preventive care, he is one of the most compelling voices in the industry. Today, the F4CP has implemented the most successful awareness campaign in the history of the chiropractic profession, “We started in 2003 with two or three supporters and slowly grew to about 10 supporters. Everyone in the industry predicted the organization would fold!” Greenawalt said. “Now, 11 years later, we have more than 15,000 members and a robust organization that continues to grow and domied by 31 billion impressions annually.” Though generating support was a challenge in the beginning, Greenawalt found his previous leadership experience served him well. “My role as the CEO of Foot Levelers, the world’s leading manufacturer of individually designed stabilizing orthotics, provided an opportunity to hone my leadership skills,” he said. “Upon founding the F4CP, I arranged for countwithin the profession to communicate the mission of the F4CP. I also made it clear that the leaders needed to either be ‘In’ or ‘Out’, making the choice obvious for most.” Under Greenawalt’s leadership, the F4CP to establish an ongoing relationship with employers — attending and presenting annually at leading industry events. Over the years, the F4CP has attended meetings sponsored by groups, including the Institute of Healthcare Consumerism, National Business Coalition on Health, Midwest Business Group on Health, AHIP and the American College of Occupational and Environmental Medicine and others. The F4CP educates professionals about chiropractic care and its role in reducing costs and avoiding surgery/hospitalizations while improving clinical outcomes and patient satisfaction. “During the times of the AMA Boycott, negativity surrounded the chiropractic profession. The F4CP campaign was developed
to counter slanted perspectives that were a result of the boycott and provide the public with real evidence and education about chiropractic care,” Greenawalt said. “Over the years, the campaign has had a great impact in educating the public and reducing the number of negative stories about chiropractic in the media. At the start of this campaign, only one out of every ten Americans saw a chiropractor. Until that number Greenawalt has been instrumental in advancing the role of chiropractic in on-site corporate clinics, patient-centered medical homes and accountable care organizations. He also led the organization that drives awareness and education around the role of multi-disciplinary care in the recognition, prevention and attracted attention from some of the nation’s largest amateur and professional sports organizations. Through his ventures, Greenawalt has provided the marketplace
Kent S. Greenawalt CEO and Founder
Company: Foundation for Chiropractic Progress Headquarters: Carmichael, Calif. Website: www.f4cp.org Number of Employees: 7 Nature of Business: A not-for-profit organization that informs and educates the general public about the many benefits associated with chiropractic care Key Solutions Providers: CPR Strategic Marketing Communications, Sussman Consultants, Lockard & Wechsler Direct, Chiropractic Economics, Dynamic Chiropractic, Blue Fountain Media
with revolutionary products and wellness campaigns and has been the recipient of many awards including The American Chiropractic Association “Humanitarian of the Year” award, the highest honor awarded to a non-chiropractor; “President’s Award,” which recognizes the valuable educational and fundraising efforts of Greenawalt; Dynamic Chiropractic’s “Person of the Year,” 2001; Chiropractic Leadership Alliance’s Lifetime Achievement Award, 2009; World Federation of Chiropractic Honor Award, 2013 and more. www.TheIHCC.com I HealthCare Consumerism Solutions™ I Annual Superstars 2014
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