The COY CHIROPRACTIC INSTITUTE

The COY
CHIROPRACTIC
INSTITUTE
A History of the first Public Chiropractic Charity
and the formation of the
CHER FOUNDATION
Chiropractic Health Education Research
BOOK III
By: Gerald L. Coy, D.C. - Founder
1
DEDICATION:
Being that it is over 30 years in existence, and the Coy Chiropractic Institute is still the only “Public” non-profit
organization of its kind, makes this book dedication a challenge. A challenge when you consider whether or not this venture into
offering chiropractic care on a “charity” basis was even a good idea. The doubt whether or not decades of efforts and millions
of dollars have been wasted on a folly.
Was this an idea before its time, or is it an idea that should never have been? Have we as a profession applied the best
approach by hesitating to include the public to help in our growth and development, or have we “missed the boat” by not
embracing this concept?
These are the questions that come to mind when looking at all these years of struggle in trying to get not just the public
involved, but the profession to understand the need and the benefits of public involvement.
Here we are, the largest drugless healing art in the country, benefiting millions, and yet relegated to being “back”
doctors, and even in that roll, only when medicine has failed or the public demands it, is there any great usage of our services.
The public goes to a dozen medical doctors, who all fail, and still plans on seeing another. Yet, this same person might go
to one chiropractor and if the procedure is not successful, they cry out “chiropractic failed”. The imbalance in perception and
support is so great. It is because of this reason the Institute was formed.
The vast numbers of chiropractors still struggle to build their practices, with too many failing. The associations are not
filled with members, as they should be. The colleges do not have the number of students they need for growth. And the cost of
education has skyrocketed, a financial drain on new doctors who then try to find a way of building their income.
There are no edifices of chiropractic, no centers dedicated to chiropractic (as there are to support medical doctors with
massive hospital structures) that will give them a place to fine tune their skills, and secure their basic income, while they seek to go
into the world as independent doctors of chiropractic.
2
Every doctor needs to have inherent wisdom of how to succeed or must take courses of practice building, or advertise
the practice to success. Or worse, they must become centers dedicated to making money from workers compensation and
personal injury patients. Here you see the interest is more towards a relationship between their office and the attorneys, rather
than the care of those who have been hurt.
Then there are the millions of people who need care and cannot afford it, left to the emergency room, as a means of
health care when what they need is a concerned chiropractor. Hopefully these people will find dedicated chiropractors who are
interested in taking care of them and who want to see that their body is restored to health.
Chiropractic offers better health to everyone! When asked who can benefit from chiropractic, most chiropractors will
say “everyone”. The reality is that only 7% to 8% of the population are getting this life-saving care, and most are not getting the
level of chiropractic care necessary to truly correct their structural problems. These patients use chiropractic only as a
temporary relief. Because of this, the injury may still require medical intervention.
Chiropractic is failing to fulfill its promise to the public. Chiropractic is failing in its mission. Chiropractic is waiting for
the direction that will bring it forward into the 21st century and place it in the leadership role it must fulfill.
We complain about the hundreds of thousands of deaths caused by medicine, and yet the public ignores this information
as if it did not exist.
It is time for the profession to dust itself off and join in the common goal of growth and development. Yes, join together,
not politically or technically or philosophically, but for the purpose of improving health care for all mankind.
Let the technical debates continue, let our differences make us stronger. We need to see where our weaknesses are and
where our strengths are so that the information can be used to help the profession as a whole.
This is what the Coy Chiropractic Institute is conveying, for the support and benefit of the public and the profession.
3
INTRODUCTION
This journey began over three decades ago, but it is not a journey to
ever be completed. It is a NEVERENDING journey. It reminds me of the
trilogy of…
“Lord of the Rings” when Frodo gives Sam the journal he has been
writing in, the journal was begun by his Uncle Bilbo Baggins, and then he
added that which he had experienced. When Sam talks about it being
“completed”. Frodo tells him no, it is something to be continued by Sam, and
that is why it is being passed on.
This is what the Institute, and even what this “History” is all about. It is a chance to recall what has happened over the
past several decades and record it while the memories are still there and witnessed to. It is something that should have been
started from the beginning, but wasn’t. It is started now and the following pages will reflect what took place and why these events
happened and give some testimony of how this all came about.
There may be miscalculations in the timeline, since there has been a lapse of time and loss of some records, as to exactly
when specific events have occurred. It is not really that important whether something took place in 1983 or 1984, it is more
important to remember that it did happen, and why.
D.D. PALMER,
DISCOVERER OF CHIROPRACTIC
B.J. PALMER,
DEVELOPER OF CHIROPRACTIC
4
The beginning is the name of the Institute itself, Coy Chiropractic Institute! When you first come into Chiropractic you
cannot help but be impressed by the strong personalities of the founders. They had to be strong in order to fight the
established medical opposition, go to jail, and work tirelessly throughout their lives to bring about a new profession. I have
always admired D.D. Palmer and his son Bartlett Joshua [B.J.] Palmer, who I never met and died the year and month I sent my
application to go to Palmer School of Chiropractic in Davenport, Iowa.
I was fortunate enough to have met many of the strong leaders B.J. Palmer had around him and who took over the
college upon his death. Being taught by Dr. Galen Price, Dr. Virgil Strang, and getting to know Dr. Percy Remier personally,
and listen to all of the stories, was of great influence. It was an amazing experience to meet with Dr. Clarence Gonstead to see
the greatness that could be created in the middle of nowhere.
Dr. Gonstead. His dream. His reality.
I learned what it takes to make changes in the industry. It takes strength to make the effort and fulfill the mission of this profession.
It is with all of the efforts of my family, to bring my dream into reality, that the Institute was named them. The Coy
Chiropractic Institute became my child, that I would birth and raise. It would be part of my ego as all those who went before me.
The Institute would become my legacy, of trying to do as much as I could, for the profession I love.
5
So, whether out of ego, or legacy, this is how the Coy Chiropractic Institute began. For the three decades it has been
raised with love and, at times, even abandoned. It is what it is…for all that has transpired before and from all of the wonderful
people who have left their mark on during those years. It is the result of all the mistakes and all the successes. It is what it is now,
and it is what is hoped it will be in the future.
In the decades to come, there will be as much personal involvement as is possible to fulfill the dreams and goals and
promises long set. It will depend on hard work, good luck and the support of many people in the years to come, if it is to
accomplish all that has been set down. When asked, how many programs do you have in the Institute, I would smile and say
10,000.
When they looked surprised I would quickly explain all the programs I would like to see in the profession and how that
would add up to over 10,000. When in the course of conversation individuals would mention something that could also be a
project or program for the Institute I would say, “Well, that is 10,001, now!”
Hopefully this “diary” of chronological activities will not
be totally boring, but might explain even better what has been
good and what has been bad, or failed in the past thirty plus
years. It is hoped that these chapters will be added for decades
to come by others who will see the potential of what as been
STARTED, and why there is a need to see the process
continue…forever.
6
Dr. Gerald L. Coy
TABLE OF CONTENTS
1977
-
In the beginning
1979
-
Introducing the Institute
1981
-
Motivational magic
1978
1980
-
Starting the process
In the newspaper
1982
-
The time of Dr. Bach
1984
-
Finally…the IRS letter - Creation of CHER
1983
-
“No Problem”…Alda Sichting
1985
-
Education of others
1987
-
Building a new home
1986
1988
1989
1990
-
Work with the profession
A place for lecture
Saving a college
What almost was
7
1991-5 -
Trying to hang on
1996-9 -
Expansion…misplaced trust
2004
-
Starting over…again
2006
-
CHER Clinic…worldwide
2008
-
Starting the grants
2000-3 2005
2007
2009
-
Loosing it all…but there was hope!
Telemarketing…failure
The internet…the communicator
A year of hope and renewal
Summary
Bibliography
Websites
Support
8
1977
In the beginning
The events of 1977 were monumental in the beginning of this dream. Dr. Gerald Coy had been in practice in Downey
for 7 years, after completing his military service during the Vietnam war, and several years after graduating from Palmer College
of Chiropractic in Davenport, Iowa.
After having developed a successful practice in Downey, California and making this his home, it became a place with
many friends who would become part of the fulfillment of his future plans. One such friend was Ms. Sheila Wells, a principle in
the Little Lake School district near Downey. She was one of the outstanding state-recognized teachers and also became a
patient of Dr. Coy and a friend.
One result of this friendship is that Ms. Wells, due to a recent identification of dyslexia as a developmental skill
deficiency, offered to help Dr. Coy, recently diagnosed with dyslexia, improve his reading ability (a weakness he had dealt with
all his educational life). In the course of this friendship and training there was time to discuss other educational challenges as well
as the profession of Chiropractic. Among the subjects were: the benefits of chiropractic, not just for those with backaches and
headaches and the benefits for even the youngest of patients, infants to teenagers. Dr. Coy and Ms. Wells discussed the
concern each had about the “drugging of our children” and how “hyperactive” children, now referred to as ADD, can be helped
with chiropractic.
When told this, Sheila Wells jokingly told Dr. Coy his picture would be on the cover of Times magazine were that to be
proven. That has not happened yet.
9
That conversation did lead to the first realization that a research Institute was needed. This started the thought
process of what would later become, not just a research foundation, but the beginning of a charity dedicated to health education
and research. The benefit to the chiropractic profession is this foundation will be established to assist in its growth and
development.
Thus was born the idea for COY CHIROPRACTIC INSTITUTE.
Also during this year, Dr. Coy became a member of the Optimist Club of Downey, a
charitable branch of Optimist International. As a member it was soon learned that many
charities came to the club to talk about their efforts to bring change, to help groups such as
the homeless, and offer assistance to those with infirmities such as the blind. There were
funds given to these groups to aid hospitals, cancer associations, and the underprivileged.
These are only a few examples.
It became obvious that the many charities this and other community organizations supported were “medical” charities, and
in conflict with Dr. Coy’s professional objectives in educating people that there was a way to heal without drugs and surgery.
Here he was putting money into the very same charities, which would mean nothing more than drugs and or surgery.
“There was a challenge in my mind”, Dr. Coy stated, “as to how I was going to do both - support Chiropractic as well as
medicine.” But there were no Chiropractic Charities in existence. “NO Chiropractic Charities”, raged continuously in his
mind. So, if there were no charities, what could a Chiropractor do in such community organizations?
The answer came with the realization that the spine was the area of expertise of the Chiropractic profession and the
Optimist Club was the “friend of youth”. It was then conceived to create a POSTURAL AND SCOLIOSIS
PROGRAM to be sponsored by the club.
10
One of the things that Dr. Coy had learned, in the 13 years since his graduation from a chiropractic college in 1965,
was that there was still a lot of opposition to his profession by the medical community and this bias still had tremendous influence
on the decisions made by local city councils and even school boards.
Wanting to avoid this discrimination, Dr. Coy took his idea of a community program for children to the Optimist Club,
whose president was a local attorney, and wrote the proposal, which would be presented to the school board. Dr. Coy spoke to
the superintendent of the school district, who was very helpful and gave sound advice on how to approach the school board.
You see, one of the most influential school board members was the wife of a local orthopedic surgeon (medical doctor),
and it was understood for a “chiropractor” to go before the board would spell defeat for the project. By using the attorney
/president of the club as the “presenter” of the project, the “Optimist Club of Downey’s Scoliosis & Postural Screening
Program” was presented to the school board. The proposal was to conduct screenings on all middle school children in the
school district, at not cost to the school district, AND all screenings would be conducted by “professionals of the spine” and
not by coaches and untrained nurses, which had been the current program.
This approach met with success and within that school year nearly all middle school children were checked by doctors of
chiropractic, experts in spinal balance, and reports sent home to all the parents with the results and recommendations. This was
a first in the school district and there has never been another program to match this effort. Dr. Coy called all of his colleagues in
the city and asked if they would be willing to volunteer there knowledge and time for this effort. Several doctors joined together
to make it a very successful program.
It was interesting when making these calls that one of the doctors, who was very active in the political arena of the
profession, mentioned that they had been trying to do this for years but they were not successful. His comment was “you must
know someone very important to have made this happen”. Dr. Coy just answered, “YES”, because he was not prepared to go
into politics, an area for which he was not overly fond due to the nature of the divisions in the state Chiropractic associations
that left him saddened.
11
The follow-up of this great success was not as pleasing and verified concerns that had been raised in the beginning;
concerns focused on the discrimination of chiropractors. When those who were not supporters of the chiropractic profession
discovered that a group of chiropractors had examined all of their children, changes followed swiftly. The following year the
Nationally recognized Los Amigos Rehabilitation Center took over the evaluation of the children. They soon dropped the
project and the school nurses and coaches went back to checking the children as they had before, pathetically inadequate.
This was the result of medical prejudice at the expense of our children.
A happier outcome was the resulting re-emergence of the POSTURAL AND SCOLIOSIS PROGRAM by
the Coy Chiropractic Institute. This program was formed as one of its first projects. This time it was CHIROPRACTIC,
and the politics of public education was left out.
The Institute sought to help local parochial schools, which embraced and supported the program for nearly 25 years. It
was a privilege to have helped thousands of children, through examinations and evaluations, over the years that followed. This
was one of the most important programs that lead to the formation of the Institute.
Next was an event, which had a political and pubic overtone. It was one that Dr. Coy never thought he would be willing
to participate in. Dr. Carol Ross, a strong willed professor from the Cleveland Chiropractic College in Los Angeles,
encouraged Dr. Coy to become an activist for chiropractic. With Dr. Ross and another Los Angeles Chiropractor (sorry,
name is forgotten) the three formed the activist group called DC’s For Natural Health.
Dr. Carol Ross was a remarkable doctor. She, too, had the compassion for Chiropractic like few other doctors. It was a
mentor of hers, at Cleveland Chiropractic College, who encouraged Dr. Ross to teach and share with others that brought her
to Dr. Coy’s attention. She was also a friend of Dr. Coy’s sister, Dr. R.L. Puckett, an associate in their chiropractic office
and a supporter of her brother. She always stood behind him when encouragement was needed. She often arranged her
schedule to allow him the time needed to do all that he wanted to do for the profession.
12
In meetings with Dr. Ross there were disagreements on various subjects, even in Chiropractic. She was a great
diagnostician, a therapeutic chiropractic, and was more in the “treatment of conditions”, where Dr. Coy was more concerned
with the chiropractic analysis and adjustments of the body for the patients’ individual progress.
Her world was more medically based than mine. I was more aligned with the movement referred to as “straight
chiropractic”, and she was more in the camp of “mixing” chiropractic with other disciplines. But when Dr. Coy and Dr. Ross
talked, they came to understand their differences, and in truth, there was very little disagreement.
Both recognized the strengths and weaknesses of the other’s position as well as recognizing the value of the other
person. They did not criticize each other’s position on a subject, just talked until there was an understanding. This relationship
was one that Dr. Coy appreciated and gave him a comfort and solidarity within the chiropractic profession.
There was a time when support was sought from some of the more influential chiropractic organizations. One in
particular was the Parker organization that had created the Parker Seminars and Parker College in Texas. Dr. Parker was
approached with the idea of creating more publicity for chiropractic through the programs of D.C.’s for Natural Health.
The challenge at that time was, in every group in the profession, each sought to support their profession only those
interests within the realm of their individual group. They were, and still are, single focused.
This was one of the biggest lessons learned about the challenges of getting support from the profession for projects
they did not understand, or perhaps those they could not control. If they did not understand, they should have asked more
about it.
13
With Dr. Coy’s agreement to be part of the DC’s For Natural Health, news conferences were held where they talked
at length to point out the failure of medicine and the benefits of chiropractic. All participants recognized the need to gain
greater public awareness. If anything, chiropractic was being hurt more by just being ignored.
They agreed chiropractic was not the latest miracle cure, the latest drug, the newest technology, or the most radical
procedure. Chiropractic was still, basically, the same as it had always been. There were chiropractors practicing a profession
based on a TRUTH, the inherent ability of the body to heal itself; and not at the whim of chemistry practiced by medicine.
“We were young and crazy”, Dr. Coy remembered, “or at least it seemed that way to me, being in my thirties, and here I
was staging protests and leading a march. This was something for Dr. Martin Luther King, not Dr. Gerald L. Coy. But, there
I was, marching down Vermont Avenue in Los Angeles, marching from the Cleveland Chiropractic College to the California
Medical Association offices.”
From here, D.C.’s for Natural Health and supporting chiropractic students, created the infamous sit-ins at the
California Medical Association, the State affiliate of the American Medical Association (AMA), to fight against the
discrimination by the medical society that was occurring at that time. This was the time of the Wilks vs AMA legal battle and all
chiropractic affiliates wanted to show their support.
14
They were never arrested, and no riot dogs were released on them. And the sad truth is that few people seemed to
notice or even care. But it was an invaluable lesson, and one carried by Dr. Coy as he sought to develop an Institute like no
other. One that was not just to support a clinic, or support children, or support the handicapped, but one that would support
the profession as a whole, the colleges, the doctors, and most of all, get the public involved in pursuing better health care.
From these experiences, which all happened during the early part of 1977, came the realization that there was no
organization to help with the hyperactive children (discussed with Sheila Wells), nor was there an organization to assist with
public screenings in the schools for scoliosis, and the greater need for public awareness in combating the medical deception, Dr.
Coy sought to create a structured organization to take on these challenges, and other challenges that might be presented in the
future.
This is how a collection of activities lead the following year to the registration, with the State of California, the:
Coy Chiropractic Institute.
15
1978
Starting the process
This is a first-person account of the following year, by Dr. Coy. The ideas were all there. I recognized a need. Passion
for the profession was part of my education. But why me? Why was Dr. Gerald Coy lead to this point? The profession was
over 80 years old and there were more and more colleges being opened. Chiropractic was becoming part of the insurance
program and chiropractic leadership had developed licensure in all 50 states.
Loraine Golden, D.C., had designed the new Kentuckiana Children’s Center in Louisville, Kentucky, and had been
given 17 acres by the US government for her project.
While in college I saw the most beautiful plans ever designed by the Frank Lloyd Wright Associates for the new center.
Something finer that even medicine had created. Yet, here it is was 1978, 14 years later, and it has not been built. I do not know
why, since I was and am, not part of that wonderful group of people. In most cases, something is not built if you do not have
enough support, primarily financial. During this time it became very evident that funding for Chiropractic was at the hands of
Chiropractors.
If the colleges needed money, they asked the Chiropractors, their alumni. If the State Associations needed money for
another battle against state medical attempts to either keep chiropractors from being licensed, or to take away their licenses, or
to limit their ability to practice, or any number of other legal battles they have continuously dealt with, these state association
had to go to their members and sometimes outside their membership for funds.
The same was true of the National Chiropractic Associations and their need for, and request of, funds from the
profession. Everywhere you looked, there was a need for funding some battle or cause, and generally funded by the
chiropractors.
16
With this knowledge, I made an important decision. The Coy Chiropractic Institute needed to be a PUBLIC
organization and not a private one. This meant that funding would be requested from the public and not the profession.
Chiropractors had enough to pay for through the political needs. This does not mean funds are refused; it is just a matter of
getting greater support from outside the profession.
All of the political groups, education groups, and even Kentuckiana, as well as other charitable groups are “private” not
public. The reason we are aware of this is the difficulties we confronted when we decided to file our paperwork with the IRS to
obtain the status as a public non-profit organization. This is a battle that went on for several years because, upon the return of
the paperwork (un-filed by the IRS) they sent a note “they did not know what to do with the Coy Chiropractic Institute since
there was “nothing like it” in the archives of all other organizations in the nation”.
With all of this information and understanding of what was needed, a step was taken when Dr. Coy asked his energetic
associate, Dr. James Ferlita, and his office manager, to sign the State of California paperwork to register the Coy
Chiropractic Institute in California. In 1978, the paperwork for the IRS was prepared and these same people put their names
to the documents. The process to become a public non-profit had begun. Though we were made aware of numerous challenges,
the desire was even greater to achieve the goal of a public organization. Attorneys were hired, and accountants put together
more documents for the filings and the re-filling.
17
Thus was born and
documented the
COY CHIROPRACTIC
INSTITUTE
in the State of California.
18
1979
Introducing the Institute
In the summer of 1979 it was time to introduce the Institute to the local community. With the encouragement of then
Mayor of Downey, Milt McKaig, and support of Dr. Coy’s patients, a celebration was held poolside at the Florentine
Apartment complex pool where guests from around the city came to be introduced to the Institute and enjoy food and
entertainment.
The Circle Theater Group presented their production of “Charley Brown”. A piano soloist and several vocal groups
provided other musical interludes. The event was also a fundraiser for the initial project created by the Institute, “Special
Children’s Program”, to assist hyperactive children through natural alternative health care. Gifts were given to every attendee
of the event, which still sits on the shelves of many community members who attended the successful event.
It was during this time, and in the months that preceded the public introduction of the Coy Chiropractic Institute, that
many new thoughts and ideas were developed. There were the logos, and choices of colors and designs to convey the
professional images with which we wanted the public to identify the Institute.
Some of these original drawing are in the archives of the organization. Pictures were taken of family members to use in
our marketing tools, for example the brochures. Anything we could do on a grassroots level was now beginning to take place.
How to raise money was always on the minds of the Institute’s staff. There were a few thousand dollars raised as friends
arms were twisted, but there was a greater need to get the ball rolling on fund-raising in the community. Having never been a
patient person, nor having embarked on fund-raising efforts, Dr. coy admits many mistakes were made in attempting to go in too
many directions at the same time. There were those who organized the filing system and those who helped with the many
projects Dr. Coy kept dreaming up. Most of this took place as he worked hard at maintaining his private practice.
19
In the first year of filing, 1978, the list of officers included the first President, the founder, Gerald L. Coy, D.C.. The
year after the first public president, Ms. Midge Norris, was introduced. Ms. Norris was the daughter of a Chiropractor and
she fully supported the concept of this new organization.
For this year and the next we continued to operate while waiting for the IRS confirmation. During this time the office
also tried to earn sufficient funds to assist in the growth of the organization. It was the time for developing ideas and programs.
It was not just one idea, but many that was on everyone’s mind. Brochures were written as they attempted to place concepts
into categories.
Health Program Ideas Included:
Children’s Free Clinic
Senior Citizens Clinic
Natural Breath Program (For Asthmatic children)
Scoliosis Program (Designed to care for children identified by the screenings conducted every year)
And a program called “Special Children’s Program” (This was a program for ADD children first discussed with Shiela
Wells, who early on supported the concept of an Institute and the one who had planted the seed of what could be and want
needed to be created.)
These are a few of the health programs on the drawing board. Each one meant to have a purpose, direction and
be an independently funded program. Each of the health programs would have guidelines established for “clinical” research that
will be shared with the educational institutions, thus each health program would become an educational program for the
profession.
20
During this time there were also thoughts on how to raise funds, if not immediately, then when the final papers
came in from the IRS. In the meantime, “funding-programs” were discussed. Without funds the programs would never exist.
They discussed grants, but needed the paperwork from the IRS. The concept of “Canisters” came to mind; you know those
boxes on the counter for various charities. But the paperwork from the IRS was still needed.
Canisters worked well for the medical charities, so why not chiropractic. Not only this a proven way of raising funds, but
each canister also served as advertisement to introduce the Coy Chiropractic Institute
Even in the early days, they tried to create an awareness of the expanse of services to be provided, research and
education included, and what the Institute could mean to the profession. As they worked on new and creative ideas, the whole
concept continued to grow and grow, becoming even larger than originally planned.
The attorney, working with the Institute, continued to press for its IRS status - which the IRS returned several more
times and which was then resubmitted with more and more additional documents. It seemed they did not know what to compare
the Institute to, since there was nothing like it in their database. We were one of a kind, and still are.
21
1980
In the newspaper
Support came from all over to assist in the efforts of the Institute, to help in its growth and development. The Institute
sent out newsletters to a small number of supporters, and from Dr. Coy’s private practice there were always many who were
willing to help, be on the board and do what they could. At one point, a newsletter went out through the ICAC in California to
let people know about the activities of the Institute. The successes were written up in Dynamic Chiropractic, and even the
Parker organization had an article in their SHARE materials as one of the newest ideas.
The sad thing was the lack of support offered from outside the local community. Even with State and National
informational channels being favorable about our efforts, few, if anyone, ever really seemed to understand the enormity of what
was being presented to them. This was disappointing, and yet, since the original concept was built on the need for public
support and public funding, this is where the Institute had to focus its effort. It would have been nice for doctors to have
understood and helped us reach out to their patients and the public, and get them involved. It was believed that since this was so
new, the doctors did not see any value to their own practices.
All efforts by chiropractors, up to this time, were strictly to build their practices, and our associations and colleges
handled any other worthwhile activity. The thought of a PUBLIC organization had still not caught on, and even after decades,
has not lived up to its potential.
An early breakthrough was an article written about our efforts, by a patient who happened to be a writer for one of Los
Angeles’ two major newspapers, the Herald Examiner (of the Hearst chain). But this story met with opposition from the editor
and it looked as if it might die. The reason given, 30 years ago, was that Chiropractic was not news, or newsworthy. It was
determined by the editor that there was nothing new in chiropractic to report
22
We continued to do what we had been doing for the past 80 years, and these
editors were accustomed to new “miracles” being discovered every year from
Medicine, THAT was newsworthy.
Finally, with the writer’s persistence and his calling in some favors, the editor
relented. The first major exposure in the famous front-page column, “Questions and
Answers”, of the now defunct Herald Examiner was “Dr. Gerald Coy and the Coy
Chiropractic Institute” - presented to the world. (If anyone has access to a copy,
please send it with our gratitude.
This was the first and only release of the article in a major daily newspaper and it was thought to be the opening we
needed. There were patients, community leaders and families who were all thrilled. In fact, even a Hollywood agent called and
became the agent for Dr. Gerald Coy and the Institute. The sad thing was the total lack of awareness by the profession the
Institute was trying to help.
Another year was passing and we still we did not have our IRS status, and the legal help seemed to be totally ineffective
in getting it through the system.
23
1981
Motivational Magic
As we continued to battle with the IRS, that still did not know what to do with this “one of a kind” organization, CCI
continued to develop programs for children and senior citizens. It became the desire then, as it is now, that chiropractic should
be available to everyone, not just the insured.
It is not recalled as to how the Institute became associated with an up and coming writer. Perhaps it was a seminar
at which he was speaking or a local meeting of a group of Chiropractors. At some point the author of Future Diary was
introduced. An interesting manuscript, since it was a beautifully-bound book, with empty pages for you to place your dreams,
your goals and your desires as a process of bringing them to reality.
It was not known where this young writer was headed, but was interested in helping the Institute and suggested a major
motivational seminar. He is now known as the world-renowned author of the “Chicken Soup” books - Mark Victor Hansen.
Regarding a major fundraiser and exposure to the public, Dr.
Coy, with the assistance of Mark Victor Hansen drafted the plans for
their first seminar. It was Mark who suggested the event and brought in
the speakers. Dr. Coy was to find a location for the event. After calling
several hotels in the areas of south Los Angeles County and Orange
County, where most attendees were thought to come from to attend such
an event, everything seemed to be booked for any time we had
considered. In frustration, Dr. Coy called Mark and was encouraged to
look for any Church that might be available, since we were looking at
doing a Saturday event.
24
Mark Victor Hansen
And God did shine his face on us as we located the
internationally acclaimed Crystal Cathedral, which agreed to host
their first outside seminar appropriately titled MOTIVATIONAL
MAGIC..
The news reported that a new church off the main highway was
finished and would be moving into their new facilities that fall. This was
the new Crystal Cathedral of world famous minister Dr. Robert
Schuller.
When Dr. Coy called the Crystal Cathedral, it was his desire to rent the “old” hall since they were moving into the new
one in a few months. In the conversation about the soon-to-be-emptied space, the church assistant mentioned it was going to be
renovated at the same time it was needed for our seminar. She asked, “Why not rent the Crystal Cathedral?” With a smile on
his face and thinking the use of this famous building was out of sight for the little fledgling organization, the whispered question
in return was, “How much?”
Obviously there had not been time to set up the cost and fees for renting this remarkable building and a price was
quoted way less expensive than any of the hotels that had been contacted. Once it was realized there was a celebrated location
for the seminar, Dr. Coy contacted Mark to inform him of the remarkable event that had lead to this opportunity. From this time
on, it was a matter of promoting the event and fundraiser.
25
Mark set out to fill the program with
recognized motivational speakers Cavett
Roberts (right), “Tremendous” Jones (left),
who passed away in 2008, and is missed, and
Mark Victor Hansen. The program was
designed to offer motivation to all the
attendees and for each of them to recognize
the Institute in its effort to bring this
wonderful program to them.
But now it was time to promote the event. With the help of the Hollywood agent who had contacted Dr. Coy after the
Herald Examiner article, it was time to let the public know about the Institute. This agent, Audrey Franklin, was a red-haired
Beverly Hills strong-willed woman who had connections with every radio and television talk show in the area.
In the midst of operating a full time practice, which had grown to the point of having one of the largest chiropractic offices
in the area, Dr. Coy now became the spokesman for the Institute and all of its programs, as well as the promoter of the up and
coming Motivation Magic Seminar. This meant that every week, for months, there were interviews on this radio show or that
television health program. Dr. Coy was featured on just about every local health oriented program during that period. Dr. Coy
would even appear Even in Spanish media. To capture a broader market, trips were taken for interviews as far away as Los
Vegas.
26
One of the most interesting interviews was set up on an early morning talk show on the local Channel 9, now a Disney-owned
station. The program host was Meridith MacRae, a well-known actress turned TV hostess and interviewer, not unlike today’s
Diane Sawyer. On this show it was discovered that Dr. Coy had been “set-up” and was not there to talk about the Institute
but to defend Chiropractic. It seemed there was another guest on at the same time, the President of the California Medical
Association.
27
There had been radio talk shows that had covered various chiropractic topics over the course of the interviews and there
were writers and interviewers who were not the greatest fan of Chiropractic. However, all in all, there seemed to always be a
positive outcome from the sessions, at least no negative press ever came from them.
Now, as relates to the television interview, there seemed to be a potential for real harm to the Institute and its founder by
an attack from the State medical group represented on the same show. After introductions and “niceties” there were questions
presented, and the one directed to the medical doctor was meant to get the ball rolling. “What do you have against
Chiropractors?” With that question the MD proceeded to bring forth a book written my a Dr. Jansen (check spelling) who
had written about the treatment of patients with various conditions.
In Chiropractic you have two groups. One group practiced only the art of adjusting the patients and is called “straight”
chiropractors. Those who used nutrition, therapy, and other forms of treatment were called “mixers”. In the book there were two
things the MD brought up; first was the use of “Karo” syrup enemas for some condition and the other was using “milk” products
in the care of patients with stomach ulcers. In this area, the MD said he was an expert as a “gastroenterologist” specialist. The
funny, but sad thing he mentioned next was that, “I am well aware of the contraindication of the use of milk products in ulcers,
since I have one!”
That would be like a Chiropractor telling the audience he had a back problem. Duh! This did not leave room for much
confidence in that MD’s ability to treat. But, I was not interested in trying to argue the merits of “Karo” syrup or milk products.
What I said next is the position of most Chiropractors. First I said, “As far as the enemas, I have no idea, since that is a
therapeutic application and NOT Chiropractic!” Second, “As for what is best for ulcers, of which I do not have, these
suggestions by the author of the book is in regards to his opinion about “nutrition”, which is also NOT Chiropractic!”
28
I then went on to tell the MD I was there to discuss “chiropractic” and wanted to know what complaints he might have
against the profession. It was clear this doctor knew nothing about chiropractic. But instead of asking to know more, he took the
typical medical approach in those days. He then made a very big mistake by saying, “We (the medical profession) consider
Chiropractic to be a RISK to the public!” It was time to set the record straight. What I said next is something I have
encouraged all young chiropractors to say when facing the “risk” statement.
“Doctor, when you make such an accusation we need to discuss the truth in what you are saying. There is a business
that sets the levels of risk; do you know what that business is? Yes, the INSURANCE industry. This industry sets the
standards for who or what is a greater risk, including doctors of all kinds! How much do you pay in malpractice insurance? The
doctor begrudgingly answered, “Between $3,000 to 4,000” annually.” I then went on to inform him I paid less than $400 per
year (remember reader, this was a long time ago) and therefore according to the insurance industry, you are 10 times a greater
risk to the public.
After that, the medical doctor had little to say. In fact, things became rather cordial so that when we went to commercial,
our hostess said that we needed to become a little more controversial upon our return. It is not like me to be confrontational, but
after having to deal with the attacks of the MD, when we came back from commercial it was Dr. Coy’s turn.
It was then pointed out the list of negatives we all have of medicine. That those “who live in glass houses should not throw
stones”. It was then discussed that most medical doctors are nothing more than “drug pushers” and have nothing to do with
healing. It was Chiropractic’s turn, where all were enlightened what chiropractic is and what it does and that the MD really did
not know what he was talking about or criticizing
The dialogue ended with the understanding there was a need for better relationship between professionals and the
public. Everyone needs to have knowledge of the benefits of chiropractic.
29
As a final note on the show, while the program was still going, Ms. MacRae mentioned that she was a chiropractic
patient and was very satisfied.
That became one of the most interesting interviews over the years of doing such gatherings. It was learned early on that
the best you can do in these circumstances is to stick to what you know best and maintain an honest approach to the profession.
As Chiropractors, and through the Institute, it is our desire to see this message get out to all people.
Through the programs of the Institute, it can happen.
During the time of all these events and interviews, Dr. Coy continued to run a full time practice, necessary to pay the
cost of all that was being completed to promote the seminar at the Crystal Cathedral.
30
1982
The time of Dr. Bach…
We continued our efforts to raise funds for the Institute and to make more and more people became aware of the need
for such an organization. The Institute leadership had been placed back in the hands of a local chiropractor and supporter, Dr.
Don Bach. Dr. Bach was one of the most successful chiropractors in the area. He recently retired, leaving, for those that
followed him, thousands of patients and a positive reputation in the community of the value of chiropractic. Dr. Bach was always
willing to do scoliosis screenings and help in anything we at the Institute wanted to do.
As a supporter, one of the more interesting stories was when we had another fund raising event, an “Art Auction”. This
was held at the Downey Women’s Club, with a preview held at our office where many of the pieces of art were displayed. Wall
space was limited but the preview did make the event a greater success. Our preview party attracted local politicians and
supporters of the Institute.
On the evening of the auction, Dr. Bach bid on a signed Miro piece. He paid several hundred dollars for this work of art. It was
not until later when we informed Dr. Bach of his winning, that we learned he owned the “original” and just wanted to have a copy
as well.
While president of the Institute, we had the pleasure of gathering our supporters at the sparkling waterfront home of Dr.
Back, in Huntington Harbor, a beautiful Southern California community where all homes are built on a network of channels for
all to birth their yachts, of which Dr. Bach maintained a beautiful “boat”.
Dr. Bach’s support was always appreciated and in the years to come, he would show his support in ever-greater ways,
with his efforts contributing to the saving of a local chiropractic college. He was someone who put all into his decisions and was
one of the largest financial supporters of the college rescue program.
31
During his tenure we continued with the postural and scoliosis
screenings while we evaluated what the Institute might do next to
promote chiropractic, not only locally, but beyond the influence of the
community.
The one thing Dr. Bach always offered was the
confidence that anything could be done once your mind was made up to
do it.
To gain more professional support, Dr. Coy spent the next few
years cultivating support from the profession, which had never seen
anything like this in support of their colleges and for the purpose of
public education. Articles were also published in trade journals and
professional papers. This was always to meet the mission of helping the
Chiropractic profession.
32
1983
“No Problem”…Alda
Once again the Institute was having challenges with the IRS. They continued to return the paperwork, asking the
Institute to fill out the same paperwork without any explanation. Frustration was beginning to mount as to how we were going to
resolve our National challenge since the IRS had still not given the non-profit status.
Dr. Coy’s office was now the center of all the Institute activities and fundraisers. It was during this time, and continued
for the next few years, that Dr. Coy became more involved with the International Chiropractors Association of California, one
of two (previously there were three) State Chiropractic organizations. The Institute was developed intentionally to be “nonpolitical” and the aspiration was to create an organization for the whole profession, not just one side/one view of the profession.
This was a risk for Dr. Coy as he found himself on one side, although very supportive of the entire profession.
He used his position to cultivate more professional support for the Coy Chiropractic Institute. The challenge was the
perception his colleagues had of the Institute’s philosophy. They believed it was “his” business, his practice, his company, and
not the “Public” entity it had been set up to be. Still, the experience of politics helped gain greater knowledge about the state
and national political process. With running a practice, the Institute and all the screenings, the inclusion of political activities was
more than could be properly handled. There are only 24 hours in the day, and seven days in the week, a limitation Dr. Coy
would try to expand.
With the experiences and results learned from this involvement would come, in a few years, another opportunity and the
friends made would recognize the strengths of Dr. Coy to help in a major crisis. (You will learn about this crisis later on.) In the
meantime, Dr. Coy needed to get back to the office - and the Institute.
33
This was a time when computers were new and had limited functional use. Dr. Coy had a “Commodore” in those early
days and spent a total afternoon programming a stick figure to sit and stand up. A great accomplishment, but not ready for what
was needed. It took a small portable typewriter, manual, that sat on a table in his home, where Dr. Coy typed hundreds of
letters to other foundations looking for support for the Institute.
These were all letters of inquiry, which showed what programs were available for everyone coming to the Institute. Some
of Dr. Coy’s patients were involved in a lot of State politics and were on the staff of the head of the State Senate, Senator
David Roberti. They encouraged Dr. Coy to ask for funds through grants and endowments.
Not knowing what needed to be done, we learned and did it. We wrote grants and applied for those funds and although
everyone worked hard, we never received funding from a single request.. The medical control of financing sources was still
greater than what we were able to overcome. That did not mean we have stopped, it only means we have continued to learn and
will eventually receive the financial support we need for all our programs.
We continued to do whatever we could to raise additional funds. Thousands of dollars from the office practice were put
into the Institute with hopes of generating the support needed for greater success. Everything from garage sales to art actions,
“Run For Health” and assorted fundraisers, were conducted to raise money to continue the programs.
It was at this time one of the patients of the office said she wanted to help. Enter Alda Sichting, a patient with a mission
and a strong will to get things done. This local real estate agent and business owner was so pleased with her personal results
from Chiropractic care that she wanted to give something back. We discussed the Institute’s frustration with the IRS, as well
as the failure to get the financial support needed.
34
As for the IRS, her comment was, “NO
PROBLEM”, and with that she asked if she could
take over the entire registration process, that the
attorneys had failed to complete. Of course she was
more than welcome to take this on.
Within the year she accomplished what the
attorney had failed to do. The very next year we
would get the letter we had been waiting over five
years to receive. This was a huge accomplishment
and the greatest relief for the Institute. And there
was finally someone who really wanted to see the
Institute fulfill its potential. Alda’s efforts lead her
to become the President of the Institute, following
Dr. Bach; a position she held for over 10 years.
Note that she did not necessarily want to work on
the project that long, but the statement of “no
problem” was a commitment from which she could not
be released.
With her help we finally had the support that
Alda Sichting was the force behind the success of our
“canister” fund raising effort.
had eluded the Institute in its beginning years. For
the next several years the Institute began to have
the growth it needed, but still not the full financial
support necessary to implement all the programs.
35
1984
Finally…the IRS letter and Creation of CHER
I don’t know what had to be accomplished to finally get the IRS to complete the filing. I do know it took insurmountable
persistence and the unwillingness to accept No, and the ability to ask the right questions in the correct tone. “What do you
need?” “What will it take?” “What do we have to do?” Alda did not leave until those questions were answered. With unrivaled
determination, Alda Sichting finally completed what the legal “experts” had not, even though they had been paid thousands of
dollars.
The year was 1984, seven years after the conception of the Coy Chiropractic Institute and 6 years after the initial
filing with the State, and 5 years of challenges with the IRS. Finally the IRS gave the Institute its 501(c)(3) non-profit status
and also noted in the letter was the major difference, the Institute was a “not for private” organization.
Therefore, it was the first PUBIC charitable organization in the Chiropractic profession. Nothing like this
organization had been created in the previous 89 years of the Chiropractic profession. Chiropractic has always been a very
generous profession, with most chiropractors giving free care, or reduced the cost of care, to many of their patients in need. But
these giving doctors have never been recognized for their generosity. Now there was an organization that could highlight these
chiropractors, as well as offer greater support for the public in fulfilling the mission of “Chiropractic for everyone, not just those
who have insurance or the ability to pay”.
36
37
Now we were in position to go full throttle and work on the many projects spelled out on paper, but yet to be completed.
The leadership of the Institute, once again, looked at what needed to be prepared and set forth to fulfill those promises made
at the beginning. Alda Sichting was President and took that position to heart, wanting to help others. With this, the Coy
Chiropractic Institute began expanding its organization.
With the programs on paper and many more ideas forming, the thought occurred to “split” the Institute. Not really create
another organization but to create a “dba” for the programs. We were thinking of all we wanted to accomplish and realized there
were health programs for the public, and research and educational programs for the Chiropractic profession. With those
aspects in mind, the CHER Foundation was born, CHIROPRACTIC HEALTH, EDUCATION and
RESEARCH. The intention was this would be a “health” division, which for years conducted “ability to pay” services at the
Institute, and now we would create a separate center for these services.
This left the Coy Chiropractic Institute as the governance head of the organization and the CHER Foundation to do
the programs in health, education, and research. It was left to the Institute to search for financial support of the community
programs currently offered, and those that would be offered in the future.
With the assistance of Alda Sichting as President and benefactor of the Institute, and because of her hard work, a
building was made available to become the first CHER Clinic. Located in Bell Gardens, California, the CHER Clinic
opened with great support and fanfare. The famous Native American, Iron Eyes Cody, came to the clinic and did an Indian
blessing. Political dignitaries for the cities and county came to wish us well in our efforts to serve the surrounding communities.
This was one of the major highlights in the development of the Institute’s programs.
38
Here was a home for the “Children’s Free Clinic” and “Senior Citizens Clinic” as well as all the other programs for care. The
clinic would be used for than patient care in the months to come.
“Iron Eyes” Cody
Appeared in over 100
movies and dozens of TV
appearances.
Although not born a Native
American he devoted his life
to Native American causes.
Reference:
www.snopes.com/movies/actors/iro
neyes.asp
39
1985
Education of others
This new “home” was separate from the Institute office and from Dr. Coy’s practice. It gave the separation necessary
for greater independence and strengthened the hope of obtaining more financial support for the ever-growing programs the
Institute wanted to develop and offer the community. This provided exam rooms where patients would be seen and conference
space for board meetings.
It was a lot of work to create the new home for the CHER Foundation and clinic. This building had been a warehouse
for an ice cream company, with a couple business offices. The space needed to be remodeled into a patient-care facility and
business offices for the Institute. The private practice office of Dr. Coy still housed the initial files and archives, as well as
conducting most of the day-to-day Institute business. That arrangement was necessary since the work of the Institute was
entirely voluntary and the support staff was primarily that of the doctor’s private office, along with all of those staff members
handling the work of the Institute.
The building was soon renovated with the support of its owner, Ms. Sichting, and Dr. Bach, who graciously donated
funds to ensure the remodeling completion. Dr. Burl Pettibon donated the X-ray equipment. So many people working to bring
the CHER Foundation to its new home. It soon became a center for public education about chiropractic and seminars were
held with the Pettibon Biomechanics Institute to support students from the surrounding three chiropractic colleges; which
served as part of the “educational” segment of the CHER Foundation.
The clinic continued to help many low-income individuals and families in the local neighborhoods. Volunteer doctors
would donate time each week to work at the clinic. And yet, the public financial support was not sufficient to cover the cost of
operations.
40
The care provided was taking the doctors out of their own offices and so it became more and more difficult to secure
their services. We needed to hire a staff chiropractor in order to be able to continue. We were unable to do so and after less
than two years in operation, the CHER Clinic was closed.
Understand that this did spell the end of the Coy Chiropractic Institute and it did not end the CHER Foundation or
its services. For thirty years Dr. Coy, and the many doctors who have worked with him over the years, has offered the CHER
Clinic “Program” in their respective offices. Millions of dollars of free and low-cost care has been given.
The desire of the Institute has always been to offer Chiropractic care to everyone. With the positive attitude of
overcoming this setback, not a failure, the Institute continues to seek the means to make things work; and not just lick the wounds
of failure.
Everything that has been done has been a learning experience. We continue to learn and we continue to help others.
41
1986
Working with the profession
As the private practice office continued to take care of patients, the Institute continued to pursue public and
professional financial support. The clinical program helping children, low income, and seniors are among the main programs we
still offer. Internships were offered in the clinic, as well as the continuation of nearly 10 years of “Postural and Scoliosis”
Screenings, to-date we have already screened tens of thousands of children in and around the center.
This was Dr. Coy’s final year of political activity in what was hoped to be support from the profession to help in
developing the Institute. The challenges of dealing with the hostilities of the medical profession and the insurance companies
and government agencies left little time or concern for this small organization. The hope of stronger political support had faded,
and it was time to move on in finding other areas of support.
Where to go?
What to do?
Who would help?
Who cared about the health of the public?
These were some of the questions that needed to be addressed. There had been no support from other Foundations,
the political groups had their own challenges to deal with and the profession did not seem to recognize the value of having more
public support. Why?
Another lesson had been learned, and another realization had to be faced. Who “owned” Chiropractic? D.D. Palmer
discovered chiropractic, and in the beginning he believed he had a “family” business. As he shared his discovery with friends and
family, there were those who wanted the value of chiropractic to spread throughout the country, and so they did just that;
carried the message and the care.
42
In the chiropractic history books there are many pioneers of the profession. These are individuals who suffered great
hardship and ridicule to bring chiropractic to the public. Many went to jail for “practicing medicine without a license”. Many were
treated with disdain for questioning the standard of care set down by the medical profession.
In each and every state there were continual battles to bring recognition and validation of chiropractic. The arguments
continued into the 1970’s when the final state agreed to license chiropractors; very much against the wishes of the medical
profession. The colleges worked hard to support themselves without any government aid, grants, or any outside assistance.
“We had to do it ourselves!”, was the consensus for the development of chiropractic.
Dr. Coy retells a story that came from his first days at Palmer College. There was a room, a private lecture hall used by
BJ Palmer. On the walls behind the podium was one of the finest blade collections in the country, from Dr. Palmers world
travels. Covering all the other walls and the ceiling were hundreds of old black and white framed photographs.
The guide told the story of the earlier days of Chiropractic and how a chiropractor was treating a theatrical person. In
treating this individual, the chiropractor was negligent and did harm, this happens rarely, but is possible. The injured person was
known to, or associated with, a powerful theatrical mogul who threatened to use all his power to destroy chiropractic.
In defense and with great authority, BJ Palmer sent a letter stating that anyone in the industry who wanted chiropractic
care would be treated free if they were to only send their picture to him, and he would send a letter of referral that would be
honored by any doctor in chiropractic. For details of the story, look to the history of the Palmers and the Palmer College.
This story is retold simply to note the sacrifices made by the leadership of the profession at the time, and the challenges
that were overcome. B.J. Palmer was a prolific writer and set the stage for a lot of the growth in the profession. His father was
the discoverer of chiropractic and BJ became known as the “developer” of the profession.
43
TheTruth
We chiropractors work with the subtle substance of the soul. We release the
imprisoned impulse, the tiny rivulet of force that emanates from the mind over the
nerves to the cells, and stirs them into life. We deal with the magic power that
transforms common food into living, loving, thinking clay; that robes the earth with
beauty, and hues and scents the flowers with the glory of the air.
In the dim, dark, distant long ago, when the sun first bowed to the morning star,
this power spoke and there was life; it quickened the slime of the sea and the dust of
the earth and drove the cell to union with its fellows in countless living forms.
Through eons of time it finned the fish and winged the bird and fanged the beast.
Endlessly it worked, evolving its form until it produced the crowning glory of them all.
With tireless energy it blows the bubble of each individual life and then silently,
relentlessly dissolves the form, and absorbs the spirit into itself again.
And yet you ask, “Can Chiropractic cure appendicitis or the flu?” Have you
more faith in a knife or a spoonful of medicine than in the power that animates the
living world?
By B. J. Palmer, D.C., Ph. C
44
This writing of B.J. Palmer is one of the most profound. It points to the value of the profession and brings into light the
greatness that had been discovered by his father. Though his father as its discoverer, and B.J. along with all his
contemporaries around the country had worked tirelessly to develop the profession, and see that it spread throughout the
nation, still the question lingers, “Who owns Chiropractic?”
D.D. Palmer was the one who came up with the name, offered by Rev. Reed from a Greek derivative. Chiropractic is
from Greek words meaning done by hand. Perhaps we may have ownership of the “word”, but not what the word stands for; as
pointed out in B.J. Palmer’s “Truth”. He spells out that Chiropractic is the representation of a truth and truths are those
concepts that have always been and will always be.
It is this reason the Institute developed a different concept to answer the question. We hold that Chiropractic is a truth,
a truth that benefits all mankind. The Chiropractic profession and all of its organizations, doctors, and associations are its
“protectors”, its guardians and must take serious how we care for this truth. But the ownership is that of MANKIND.
As the advocates of Chiropractic, everyone, the PUBLIC, becomes the owner of this truth.
We do not lessen what Chiropractors have accomplished, past or present. We take no credit away from those who have
dedicated their lives to its growth and development, and at times to its very survival. What we ask is that you recognize the
enormity of what Chiropractic is and of what is still needed. It is time for the profession to not only continue its stewardship, but
look to the public for the public to take responsibility for a fulfilled chiropractic future.
The public is the source of future support that can foresee the completion of Chiropractic’s mission. It is from the public
that all funding will originate. It is the public that forms our corporate and business worlds. It is the public that educates the
doctors of the future, and it is the public from which our government obtains its financing for the very existence of this country.
45
The public are the voters, they are the consumers, they are the builders, they are the makers, and they are the creators.
They are not only the future of this country but, the future of this profession.
We all realize that the resistance by our profession, of public involvement, pertains to us as a public institution. We
cannot let go of what we love and for which entire lifetimes have been sacrificed. As with children, it is difficult letting them go
and allowing them the freedom needed to grow and develop their own lives, it is with chiropractic. At some point we must have
faith and believe there is greater reward in releasing the confines of our profession and finally sharing it with the public.
This does not mean there is no control of the future actions and directions. As said, we are the “Guardians” and must
exercise good judgment in its future, but we must include the public with the responsibility of funding the many programs needed
to build the profession, as well as support the regulations and governmental actions that affect the profession.
Be reminded, it was the California “public” who voted on an initiative that gave all California chiropractors the license to
practice. This was one of the greatest acts of public support ever given to the Chiropractic profession, and what the
profession appears to not recognize was that this initiative passed the voters, most of whom were NOT chiropractic patients,
but they believed in our right to render services to others who wanted them.
46
1987
Building a new home
During the first years of business we practiced in a very small office, only 386 square feet. Dr. Ferlita, Dr. Coy’s
associate, and Sue Dufour, office manager, signed the paperwork in that small office on Paramount in Downey. Dr. Ferlita
eventually left and went on to build his own very successful practice in Orange County.
Year after year we grew, as more people came for chiropractic care. Dr. Coy was compelled to move his office into
larger quarters, eventually building offices to accommodate the growing practice and to fulfill the needs of the newly conceived
Institute.
Dr. Coy and Ms. Dufour
moved into the new offices at 8358
Florence
Ave.,
September 1978.
Downey,
in
This office was
1,700 square feet, four and a half times
larger than the first one. Primarily a
converted house, it became a good
location for growth over the next 10
years. There was a second floor of
500 square feet that was perfect for
the new Institute. Thus it stayed, from
the time we moved in, until the building
was remodeled 10 years later.
47
From 1978 to 1987, the Institute’s second floor offices bustled - maintaining business records, Board meetings, and
planning the programs and activities. Downstairs was a large clinic, where the health programs through the CHER Clinic were
held; except for the two years when the CHER Clinic program was moved to Bell Gardens.
The available clinic space grew smaller and smaller with the success of the CHER Foundation, and the private practice
of Dr. Coy along with several chiropractic associates. All the associate chiropractors eventually went on to have successful
private practices, some taking along the desire to continue the work of the Institute and the CHER Clinic.
We then decided to increase the size of the clinic from its 1,700 square feet to nearly 7,000 square feet and increase our
patient capacity to 13 at a time, with a staff of five chiropractors. This was a major undertaking for the facility, to work and
conduct “business as usual” while the construction crews were all around. Though this was a private clinic and the development
was primarily as a private practice, it also carried with it all the hopes and desires of the Institute.
Over that year and most of the next we dealt with construction. This was compounded by the decision to continue to
care for patients in the midst of the mess. When the roof was taken off the rains came and flooded all of the files. One challenge
after another was overcome, and finally there was the shining glory of the Institute and the private practice. So great was the
accomplishment that awards were given by the City of Downey for civic “Beautification”.
This was now a center that all could come to and show the pride in what Chiropractic had accomplished.
48
1988
A place for lectures
In addition to the larger clinical facility, there were now offices on the second floor for all business activities of the
Institute. There were offices for the Institute President, programs administrators and a four-person secretarial staff. The
boardroom was designed with additional offices for program conception, creation and implementation, and a library area for
thousands of documents on research, and brochures created for the public and the profession.
Above all, we now had a 1000 square feet, well-lit, lecture hall to accommodate 100 attendees in a seated arrangement,
and 50 to 60 in a table setup. Hundreds of students from the three Los Angeles area Chiropractic Colleges came often to
hear from the Pettibon Institute and from famed lecturers in Chiropractic. They learned additional educational programs for
themselves as students and for the time when they became doctors.
Continually meetings were held to discuss future activities to support our profession. Dr. Coy, who was actively
involved, by appointment, with the environmental health subcommittee of the State Senate, offered this wonderful facility for
State meetings when the subject involved areas of health care.
His dedication to chiropractic soon placed him in yet another direction, involvement in the educational challenges facing
a Southern California chiropractic college.
Over the next several years many programs were developed in and initiated from the Institute offices. They still faced
one major challenge, getting greater support, physically and fiscally, from outside their current circle of supporters. We needed
others to give of their time and fortunes to assure the Institute’s dreams were realized. However, we still faced resistance from
very influential and wealthy “would-be” supporters.
49
We had been supported by famous attorneys like Melvin Belli, and had received encouragement from famous authors
and lecturers like Mark Victor Hansen and Cavett Roberts, but strong financial support remained elusive.
This was the edifice, the heart, the Institute had dreamed of and had worked so long to achieve. It was one of the key
highlights of accomplishment. As with the Bell Gardens office, this triumph was not to last either.
Mark Victor Hansen, Author
of Chicken Book for the Soul
series
Melvin Belli, A prominent American
trial lawyer.
50
1989
Saving a college
The CHER Clinic continued, the postural and scoliosis screenings continued, and many other community programs
were begun. There were always new ideas and programs to support the Institute, when an unexpected opportunity arose. A
colleague called asking for some help at the smallest of California’s five Chiropractic colleges. Formerly known as the Pasadena
Chiropractic College, this revered institution had been taken over by a new administration and they were eager to develop the
college as a leader in the State. Renamed Southern California Chiropractic College, the new administration had great plans.
Early in the year, Dr. Coy was invited to teach at the reorganized college. Teaching was always an enjoyable
experience for Dr. Coy and now he had another opportunity to share the past 12 years of charitable activities with a
“captured” audience, a venue from which to instill the need for charitable work in the profession. With the ability to bring the
Institute into a college setting, Dr. Coy accepted the position with great anticipation and hope that this might be another step
forward for the Institute.
Unknown to Dr. Coy at the time, the college was having serious administrative and financial difficulties. The college
was in so much trouble the stipend payments for teaching were never paid for the months Dr. Coy had completed. With those
challenges, and the college no longer viable, it was decided to end the relationship.
One evening, months later, a call came from Dr. Dan Kuhn, an Orange County chiropractor. Dr. Coy knew Dr. Kuhn
from his political days with the ICAC. Dr. Kuhn was one of the more conservative chiropractors, and had even established the
Golden State Chiropractic Association to support and promote his conservative movement
51
Though not totally philosophically aligned with each other, Dr. Coy lived and worked close to the troubled college and
there was apparently enough professional respect that Dr. Kuhn advised the college was going to be taken over by yet another
new board and wanted to know if I would be on that board.
SOUTHERN CALIFORNIA COLLEGE OF CHIROPRACTIC
This began an unbelievable journey. In subsequent conversations, Dr. Kuhn was asking Dr. Coy, to not only be on the
board, but also be its chairman. Because of the support at the office by Dr. Coy’s sister, Dr. Rayvenia Puckett, also a
chiropractor, and with the Institute’s leadership in the capable hands of Alda Sichting, Dr. Coy now had the time, energy and
strength to take on the new position. The decision was, therefore, to become chairman of the board of trustees of the
Southern California Chiropractic College.
Joining him on the board was his most trusted ally, Alda Sichting. This partnership had worked well in building the
Institute and was now in place to save a college. Dr. Coy may have had a vision, but it was Ms. Sichting who was able to make
things happen, something that was going to be very necessary if the college was to survive.
52
It was discovered, upon assuming this responsibility, that…the college was about to be thrown out of its location by the
landlord, the IRS was prepared to close the college for assorted fiscal failures, the administration and faculty had not been paid
and they were prepared to leave permanently, and the student body was loyal to the past administrative leadership (which had
been placed on leave while the board came to terms with all of the listed challenges).
Meetings were held and the students were informed we would do all we could to save the college. Unfortunately, many
who had supported the failed administration thought we were wrong in our actions and even picketed Dr. Coy’s office in
protest. Dr. Coy had to laugh with thoughts of his actions some 12 years earlier.
Dr. Coy, as Chairman of the “new” Board of Trustees, promised the current administrative staff and faculty (who were
prepared to walk) that all that could be done would be done. They and the students were then informed that the new board
needed time and should they leave, the college would be closed. They were encouraged to hold on to the hope the college could
be saved. With reluctance, the staff offered to wait a little longer.
Next task was the landlord. We explained we were a new board, and could not be responsible for the old board’s
mistakes, but would do all in our power to bring the college current with its responsibilities and that an empty property would not
be to their advantage at this time. Here the Realtor skills of Ms. Sichting were invaluable in negotiating a reprieve from the
owners (a church group) and their board.
Then came the biggest challenge, the United States Internal Revenue Department, whose agent considered the
college as a “dead horse” and simply wanted to close the facility and liquidate any assets. The IRS representative did not
believe the college could be salvaged. The college had been previously in bankruptcy with its creditors and was now in debt with
its current creditors, who were seeking payment or closure.
53
This is what the new board of trustees faced and questioned as to whether or not this college could be saved. With
meetings scheduled with the IRS, Alda Sichting and Dr. Coy confronted the agent and “pleaded” to be given enough time to
put the college back together. Dr. Coy pleaded the case that as long there were students and faculty, there was a college.
There seemed to be a softening on the agent’s stance, but still the overwhelming debt seemed to be an insurmountable hurdle.
Then the genius of Ms. Sichting came to the front as she discussed with the IRS something that no one had thought of
or even thought could be possible. Ms. Sichting asked for the IRS help in opening the old bankruptcy and placing all of the
new debt within that structure. With careful thought, the agent agreed to help the college when this proposal was presented to
the bankruptcy court. This allowed the newly reorganized college a new chance to survive. We had won, or least we were given
some extra time to put our plans into play. Now came the work of running a college.
Over the next few weeks, with the help of a brilliant chiropractor, Dr. Millie Jaggard, from Pennsylvania, came the
knowledge to reorganize the college administration with replacements and reassignments. Dr. Jaggard set up the in-house
meetings and interviews with existing staff to see what talent could be salvaged. With Dr. Gang Jian Shu’s expertise we were
able to reorganize the college. One of the greatest challenges was in it accreditation; it was about to be revoked meaning that all
of our work would have been for naught.
Dr. Shu, now dean of the college, assumed a position to reorganize and complete all the necessary paperwork and
accreditation reviews. With his efforts, hope was restored. The college was still alive, staff stayed, administration was working,
and most of the students continued their education. Those who left were those who aligned themselves with the past
president/administration; those who had created all the problems in the first place. These students never seemed to
understand what had transpired and blamed the new board for not keeping status quo.
Due to contracts and legal concerns, the past administration had been placed on leave until their contracts ran out in a
few months. For that reason, there was never an immediate presidential replacement; instead the board ran the college. Once
the contracts ended, the newly established board was free to have a Presidential Search.
54
In the meantime, the running of the college needed leadership. It was decided that Dr. Coy would step down as chairman
of the board and become acting president of the college. In this position, he kept the college moving forward, all the while
maintaining his private practice and the Institute.
There was no pay from the college, the Institute was supported by the private practice and the practice was suffering
from the loss of the time needed to maintain it. These challenges would be greater the following year.
55
1990
What almost was
Dr. Coy saw opportunity to combine the efforts of the Institute with the Chiropractic College. Just as he had with his
prior political associations, he was limiting himself by attaching to one college, when the purpose of the Institute is to help all
chiropractic colleges. He believed the work at this college would begin an outreach to other colleges.
Palmer College, Davenport, Iowa, honored Dr. Coy for being one of their alumni who became head of another
chiropractic institution. The World Chiropractic Federation honored Dr. Coy with their highest award, the Founder’s Award,
for his service to the college and the establishment of the Institute.
It was hoped the college would not only survive, but also
support the Coy Chiropractic Institute, so that together they could
implement many of the Institute’s programs through the college clinic,
and have a basis for conducting research programs. To assist him,
Dr. Coy hoped to convince Dr. Burl Pettibon to join the college as
its new President, and bring his research experience to lead them.
The college seemed to be going in that direction. Instead, the ultraconservative members of the board decided to become another
Sherman College of Straight Chiropractic.
Burl R. Pettibon, D.C., Pd.D.
56
When the final choice came for a new college president, Dr. Pettibon had not committed to the position. Four of the
seven-member board assured Dr. Coy he would be chosen as president over the Sherman College choice, Dr. Ralph Boone.
When the vote was taken, it was 4 to3 and Dr. Coy lost!
Someone had changed their mind for philosophical and political reasons. Dr. Coy accepted the results. His supporters
were Alda, Millie and another board member, Dr. Don Bach, who believed in the Coy Chiropractic Institute’s philosophy and
believed we should be given the opportunity to complete the task. Dr. Coy and Ms. Sichting still believed the college was the
place to implement many of the programs developed in the Institute. This, then, became a double-purposed mission.
Dr. Coy left the position of Acting President and assumed a position as member of the board. Additional new members
increased the membership to eleven. The new board members, there to reinforce the conservative board and direction of the
new administrative leadership, never knew that Dr. Coy and Ms. Sichting had saved the college. There was continuous
disagreement over the direction the college now took. The board eventually voted Dr. Coy, Alda Sichting and Dr. Mildred
Jaggard OFF the board, without explanation. We were no longer there to help, guide or direct the future of the college.
The college survived for several years and was taken over by yet another board that tried and failed to create a viable
institution. There was never any regret, by Dr. Coy and his associates, for what had been achieved. There were hundreds of
new doctors who became colleagues, reward enough for all the efforts made. It is sad what could have been but never was.
It was time to go back to the Institute, the practice and to rethink where we would go from here. A lot had been learned, a
lot had been achieved, and another chapter was ending. The future was unsure and challenges were building for the profession.
Changes were coming which would affect us all.
57
1991 to 1995
Trying to hang on
Now totally drained from the experience and doing the “impossible”, Dr. Coy went back to his practice and the Institute
programs. It was time to decide what would be next for the Institute.
The screenings at the schools continued, though the support from volunteers had dwindled. The program had not been
managed adequately due to the diversion created by the involvement with the college. The clinic had survived the absence of its
director, however the flow of patients was diminishing. Things were changing and not all for the good.
Following the failure to gain the colleges’ support, in conjunction with the Institute, it was time to rethink what would be
best for the Institute and what could be accomplished to make more things happen. Seminars were planned as the staff changed
and the years went by, but things were at a slower pace. Funds that kept the Institute alive had diminished. Dr. Coy and Alda
Sichting had put all of their energy, time and resources into saving the college to make it an even better institution. As this
chapter closed, energy drained and both needing to recuperate, they returned to their respective businesses.
The Sichting businesses support of the Institute was valued in the hundreds of thousands in property, staff support,
time and effort. Ms. Sichting returned to her business enterprise to rebuild the financial base that had supported all the
Institute activities.
Dr. Coy, who had invested millions of dollars from his successful practice into the Coy Chiropractic Institute, the new
Institute offices, his effort to incorporate the college and maintenance of staff was now ready to re-invest time and spirit in the
original mission. It was time to return to the focus of the Institute, treating thousands of patients through the clinic.
58
The primary objective now was to secure funding to continue the clinic community service projects. There had to be
additional support. Yet, there were always meetings, exchange of ideas, accounting, and other activities that continued to be
taken care of by Dr. Coy and Alda. The desire was still there, the energy was not. The clinic needed more help but Dr. Coy’s
strongest supporter and associate (Dr. Puckett) was retiring and would no longer be there to take the load of work in the office
left behind by the philanthropic activities of Dr. Coy. It was time for her to rest and relax. Thank you cannot express the
gratitude felt from all she gave to the Institute and the practice; her support is missed each day.
The Institute still tried to have an affect on the community by
continuing the CHER Clinic programs, using staff, funding and any
resource available to sustain the Clinic. All that was needed was public
support. One of the activities was a clinical research program,
developed by the last graduate of the now non-existent Southern
California Chiropractic College. Dr. George Youngblood, a former
NFL football player, decided in later life to become a chiropractor.
His association with retired NFL players, combined with the Institutes
association with the Pettibon Biomechanics Institute, set in motion a
research study to evaluate the retired players. Dr. Youngblood worked
hard, bringing awareness of the Institute to the NFLPA (National
Football Players Association).
George Youngblood played in the NFL from 1966
to 1969; beginning with the Los Angeles Rams.
He also played for the New Orleans Saints and
Chicago Bears over the course of his 4-year career
In the early 1990s, health care, which had given the medical profession a blank check for decades, had to face the reality
of the business world. In the ever growing and competitive international market, health care was a major cost factor, and it was
out of control. They rebelled against the continuing high cost of health care; which drove many into bankruptcy. Through
legislation, they set up controls and limits, which evolved into the “Health Maintenance Organizations”, aka HMOs.
59
The CCI/CHER Foundation clinical research program continued, but the HMO challenge was going to hurt. The
gradual decline of patients, now under HMO insurance plans, was creating a decline of funding that supported the Institute.
HMOs, as a business group, were developed to limit the high cost of health care and make it more in line with what
businesses could afford and still be competitive. The HMO fees were less than that of the standard “group insurance” and
thus became very popular. Be aware, most HMOs excluded chiropractic care, to the detriment of the profession and so the
CCI/CHER Foundation and Clinic suffered from revenue loss. Dr. Coy’s private practice, as with most chiropractors,
began to decline from 10% to 20% every year, as more patients were limited in their choice of doctors and providers.
It is now 2009! The HMO incursion occurred about 15 years ago. Here we sit, and the HMO revolutionary approach to
controlling health care cost has failed. We hear the same thing, even with giants like GMC, Ford and Chrysler; all have
difficulties due to the burden of health care costs. Health care for everyone has always been a goal of “the current President’s
administration”, but it is questionable as to whether they will have an answer to this major challenge any time soon.
At chiropractic offices where strong management existed, a strong marketing effort could overcome the HMO-
influenced decline. That is not what happened at the Institute’s office. Outside funding was even more vital to the plans to
implement publicity efforts, as well as being able to continue all its programs.
Dr. Coy put everything he had into salvaging his 2o years of hard work. Liquidation of personal property brought funds
to cover the facility for another couple years. The clinic in the Institute continued to offer health care and conduct screenings
throughout the community. The threat of losses in the patient base meant fewer funds would be available for the Institute to
grow and develop its programs. It was existing - not growing.
60
The year 1995 marked the 100th Anniversary of the Chiropractic profession, it was a time to celebrate. Though there
was ample pride in the accomplishments of the Coy Chiropractic Institute, so much had changed in the health care industry, that
it was becoming increasingly more difficult to sustain its programs.
One of the most outspoken lecturers in Chiropractic was Dr. Reggie Gold.
As a treat for the students and doctors from the surrounding areas, the Institute
sponsored “An Evening with Reggie”. His strong belief in the mission of Chiropractic
was a reminder of my days at Palmer. It was the 100th Anniversary of the profession,
and here was the strongest voice for Chiropractic. Dr. Coy states, “It was sad for me
knowing that this giant should have been speaking to an audience of thousands, as we
sat and had a quiet dinner at a local Mimi’s Café. Talking about, what else,
Chiropractic.”
Dr. Coy continues, “I spent time trying to get this icon of chiropractic philosophy to understand the need for, and the
benefits of, having a public charity to bring about the changes needed in the profession and the support it required. He did not
understand. I had not managed to impress the Institute’s mission. I wanted so much to share the Institute with him, not just a
wonderful evening talking about the profession we both loved and to which we had dedicated so much of our lives.
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1996-9
Expansion … misplaced trust
It was 1996 when it became apparent that the practice, which had supported the Institute for nearly 20 years, was in
danger of collapse. Being a risk taker, and willing to do whatever he could to make changes and gain financial support for the
Institute, hard work ensued to established a chain of offices supported by Dr. Coy and his chiropractic associates. Various
programs were created that sought a stronger financial base from which to regroup and reestablish support of the Institute. The
goal was always to have a successful Institute. Funding for the new venture was made available at the risk of losing everything,
even the new Institute building, built just eight years earlier. The “new” funds made it possible to establish “For Your Health”
programs with local sport gym facilities, taking Chiropractic to those who were interested in better health.
Promises were made to make this a major venture.
The undertaking was a gamble, every aspect for its
success was considered. Ultimately nine locations
participated. Contracts were signed, the infrastructure
set up, then one individual, key to the success of the
collaboration, backed out. The contracted facilities were
viable and had tremendous potential.
They were successful while Dr. Coy worked there, but the moment another took on the responsibilities, they faltered by
not having been properly training and that spelled the program’s ultimate failure.
62
To forestall the looming failure, there was an attempt to collaborate with a medical group lead by a chiropractor. With
this new association the facilities were expanded into “Complete Medical Services” which allowed the ongoing effort to expand
into the health care programs previously denying alternative health care services. This would have saved the Institute, but the
great experiment failed, and the whole endeavor to build a better structure collapsed with mounting debt.
All of this lead to the bankruptcy of Dr. Coy personally, and the following year of the corporation, the loss of the
building designed to house the Institute and everything that had been built during twenty plus years of struggle and sacrifice.
During this time the Institute tried to maintain governance, one of its Presidents was Dr. Gang Jian Shu [the Dean of
the failed college]. His abilities, which saved the college, could not be utilized to save the Institute from mounting debt.
One of the longer-termed board members, and another lay person, Ms. Sally Soto, took the presidency and with her
guidance they tried to save the home of the Institute, but it was too late, and there was little more could be accomplished.
63
2000 to 2003
Loosing it all…but there was hope!
The first of the year may have been the beginning of a new millennium, but it was the end of over 20 years of sacrifices
and efforts to create something special for chiropractic. With the corporation bankruptcy, which held title to the office building,
the loss was also of the Institute’s home and all the assets of its developer, Dr Coy.
There was nothing but one remaining gym office in the “For Your Health” program. The others were closed as the LA
Fitness Company built new facilities; after we had invested heavily in the older location, thus loosing everything they had put
into them. “It had come down to a matter of having a place to live”, stated Dr. Coy. To stay with friends who had supported the
Institute, and later that year offered to use their position to obtain a place for Dr. Coy to live, two blocks from the office he had
built. For over a year, Dr. Coy drove blocks out of his way to avoid the angst felt as he passed the office he built.
Left with a small office located in the final “gym” location, Dr. Coy placed the Institute on the shelf, its hopes, dreams,
and goals were now in mothballs. The goal now was to survive. Even the screenings, conducted over a 25 years period, were
halted. When the schools called requesting this service, for the first time Dr. Coy sadly replied, “NO.”
With the failure of dreams, and the Institute he loved dormant, it was now working to pay rent, utilities and to have a place
to live. The thought of retirement was strong, but there was so much more to do. It was time…to go into semi-retirement and
practice only two and a half days per week. Then the last gym office closed, and space with another Chiropractor became
available on a limited schedule. Even then, just barely alive, the CHER Clinic program continued.
64
With CCI always in the back of his mind, Dr. Coy was approached about a nutritional program. Being a chiropractor
he preferred to adjust his patients and not deal with nutrition, preferring to refer them to more established and knowledgeable
nutrition professionals. As time passed, and being the son of a mother who was always interested in nutrition, Dr. Coy began to
see the potential of a nutritional program. As usual, he saw how it might benefit the Institute.
Once again, thoughts of funding for the charity he loved, but could no longer support, occupied his quiet hours. This
nutritional program could be designed to aid the funding of the Institute, and the programs which were set aside. This program
would allow the organization to benefit in residual income as great as 25% from product purchases.
The program, CHER4Life, is now in effect at the CHER Clinic and will be seen at the events in which the Institute
participates. CHER4Life is on the web, raising thousands of dollars to support the clinic. This Institute realizes this is
nutrition, not Chiropractic, but does provide an outside source of support with unlimited potential.
Dr. Coy received a personal request, from Dr. Gang Jian Shu to help him with projects in China. Dr. Coy would go to
China representing several Universities from the United States who sought students from China. This request, and in
hindsight, potential exposure for the Institute, came at a good time and was a diversion from all the losses. It was a nice paid
vacation and a chance to renew the energy that would be required upon his return. With the potential of additional funding, and
a nice vacation, there was new hope for a future felt for the first time in several years.
65
2004
Starting over… again
In 2004 Dr. Coy reestablished new offices at 7444 Florence Ave., a mile from the building he had created for the
Institute 16 years earlier. With renewed interest, Dr. Coy decided to rebuild his world and end his part-time retirement.
In doing so, he was approached by old associates who wanted to be involved in his new projects. One of those who
contacted him was an old friend of Dr. Shu from China, who wanted Dr. Coy to become involved in a project in China to build
the largest private hospital in Hangzhou. With this request came thoughts of, “What else?”, the Institute. Here was offered
involvement in Asia. From this point, thoughts of philanthropic activities began to stir in Dr. Coy’s heart and mind.
One person who triggered the revival of the Institute and its programs
was Bill Mayer, author of “The Magic in Asking the Right Questions”.
When Dr. Coy met Bill there was instant friendship and mutual
interest in future accomplishments. Bill asked Dr. Coy, “What are you most
proud of in your life?” He answered, “The COY CHIROPRACTIC
INSTITUTE/CHER FOUNDATION.”
Bill Mayer, Author
Bill then said, “Why are you not working on it?” This became the topic of conversation wherein they reviewed what
would be needed and what might take place to rebuild the Institute, not just as a personal clinical program, but also as a viable
charitable organization, as it was first envisioned.
66
Through CHER4Life, there was a potential funding source to help support the Institute and there was international
interest in activities, which might involve the Institute. With encouragement from this author and lecturer, it was time to act.
What happened next was the creation of the new Institute offices. A location was found but rent had become very
expensive as we were in a real estate inflation at the time that was driving up the cost of property, and subsequently the rent.
Exactly what would become of this office was not known. It was more a matter of “getting back into business”.
This was a new start and they were going to see what they could do once again. It reminds one of Colonel Sanders, of
Kentucky Fired Chicken fame, who had to start over at age 65; and now Dr Coy, only 61, and no longer retired, was going to
do the same…embark on his new/old dream – The Coy Chiropractic Institute.
CHER4LIFE.COM
67
2005
Telemarketing…failure
And so the adventure continued, with new programs and new ideas, new hopes, new dreams, as Dr. Coy’s thought of
retirement faded and a new sense of purpose came to mind, whether voluntary or a necessity, it became clear that there needed
to be a public charity, it was still the purpose to pursue.
Attempts were made to develop funding programs to increase financial support of the Institute. It was ultimately realized
that there was no way that one person could ever re-build the intent and purpose of the Institute as it was and could still be. It
was going to take the support of many. But how? And from where would these people come?
The facility was completed and looked good. Even though it was not the grand facility of the past, it was one that we
could be proud of and this was a great beginning. With the help of old friends digital x-ray equipment was now available. This
was one of the first chiropractic clinics in all of California to have digital x-rays. Patient care remained the key focus. The
CHER Clinic program was now becoming a more central part of the facility. It was the desire of Dr. Coy that the Institute
assume the total operations of the office, to become the CHER Clinic (a facility not just a program).
In an attempt to boost the development of the Institute, a commitment was made to participate in greater marketing
efforts, which lead to associations with groups who were knowledgeable in grant writing and telemarketing. This would be a
major source of outside funding that would facilitate financing of the tremendous growth projected for the clinic.
But with greed and impatience, those entrusted with the program were too busy thinking of what they could make for
themselves and soon stopped thinking of the needs of this philanthropic Institute.
68
Once again a hard lesson was learned about depending on key individuals. Unknown to Dr. Coy, those in whom he
entrusted the future of the Institute were recovering addicts, who, with extra income, soon fell on old habits. They did not have
the moral strength to be honest, in the first place, and to stay clean and on track with the project; instead depending on
substances to enhance their lives, and subject them, and the project entrusted to them, to failure.
This occurred during attempts to build “clinic” facilities within the gyms. Now, with the failure of the telemarketing
program, designed to build a base of donation support and to create contacts with other foundation, they were unable to fund
the Institute’s programs.
Because of these setbacks, another lesson learned. However, they became very aware of what could be created, under
the right conditions, and with the right people, a stronger more vital Institute.
69
2006
CHER Clinic - worldwide
It was time to make the necessary changes to turn the new offices, created by Dr. Coy, into a CHER Clinic facility.
Not since 1985 had there been an independent clinic devoted to the programs of the Institute. It was also a place where the
statistics could be gathered on the many lower-income patients served.
The Institute had a home, a facility dedicated to the
primary care of the surrounding communities. Dr. Coy included
his private practice in the CHER Clinic. The new center
conducts CCI/CHER programs and activities.
As Bill Mayer had suggested, it was time for Dr. Coy
to focus on the purpose in his life. And that is exactly what was
happening. There was a new CHER Clinic and a place to
develop all the programs that had been shelved in the past
difficult years.
There is an old saying about people coming into your life when there is true purpose and need. This was the case when
another invaluable person came into contact with the Institute, Ms. Gwynn Gustafson. A woman with an independent mind and
someone who had strong conviction in her support of that which she believed, and she believed in the Institute. Having been
involved in many community activities, including the local Chambers of Commerce, networking groups and the local Kiwanis, as
examples of her involvement, Gwynn was also a Chiropractic patient and someone who was frustrated with what she saw in
medicine. She was like people in every Chiropractor’s office, and wanted to help. Not since Alda Sichting had there been
someone who wanted to support the Institute to such a level.
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With a background in marketing and an appreciation for Chiropractic, Dr. Coy saw in Gwynn Gustafson the support
that was needed to strengthen this new effort to develop the Institute, and the potential of a relationship for the benefit of
others. Being a “strong-willed woman” many suggestions were made as to what would help the Institute. Some of these
suggestions were plans of which Dr. Coy was well aware, but with which he was reluctant to get involved.
One of the suggestions was to become involved in the local Kiwanis. This organization had nearly a $5,000,000 trust
fund, from which the interest alone supported local charities. It was hoped that these community leaders would see the value of
the Institute and gain their support for its programs.
Ideas were exchanged and plans were made but Dr. Coy’s time was spent in Asia developing a hospital program. This
was a year during which several trips were made to China, Malaysia and Brunei. Meetings were held with local officials, wherein
Dr. Coy, as spokesperson for the investment company, conducted negotiations regarding the100 million dollars (yes, U.S.
dollars) construction program. Due to this involvement, there was not enough time to invest on local networking opportunities.
These would be addressed the following year.
This did not mean there was nothing happening at home. The clinic continued to be busy taking care of those in need.
Back at the office, sitting on the proverbial drawing board, was a list of ideas, hopes and dreams. Now to decide which items on
the list would be addressed first; where do we start.
The need for chiropractic is as great now as it ever was, but the availability of care has diminished. We are seeing a crisis
in health care again. The past 15 years of HMO’s has failed to offer better health, lower cost, or satisfy the patient’s needs.
Even businesses that had turned to HMO’s to save on the cost of conducting business in order to increase their profit margin,
were being pushed into higher and higher medical-insurance premiums.
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Dr. Coy had now been a chiropractor for over 40 years and was taking time to reflect on those four decades. It was
while attending Palmer Chiropractic College that Medicare considered including coverage for Chiropractic and companies
began demanding the inclusion of chiropractic in their policies.
Through the 1960s and 1970s, Chiropractic seemed to be making great strides. In the 1980’s doctors fondly looked at
those years as the “golden era” of chiropractic, when insurance plans supported the ever-growing public demand.
In the 1990’s the HMO’s changed the game, picked up the ball and left the playing field…with the Chiropractors
standing in the outfield without their supporting team. Everybody else went home and they were sent, alone, to the showers.
Since then many chiropractors have had challenges in maintaining their practice and especially in having patients, who
were accustomed to someone else pay the bills, now find they were responsible. Patients, who didn’t want to pay on their own
and who had not been educated by the Chiropractic office as to the benefits received, left and went to medical clinics offering
prescriptions for their pains. These patients only returned when the pills didn’t work and they realized the natural care they had
received at the hands of their chiropractors was of greater benefit…without drugs.
Dr. Coy, at this time, reviewed statistical information on the overall conditions of patients’ health, learning that 47 million
U.S. citizens were uninsured. Not disclosed was the 100 million or more who are “underinsured”. There may be more, it all
depends on how you define the statistical information. If you add the people who have HMO’s without chiropractic coverage,
they are underinsured. If you have a low-income earner whose insurance requires a $1,000 to $2,500 deductible, you have
someone who is underinsured.
Interpreting these figures, it shows an even greater need for the CHER Clinic. Understand, that currently there is only
one CHER Clinic facility. Even the Colleges charge as much as $60 per walk-in patient seen by student doctors. There is
an educational requirement for each student to conduct a specific number of patient visits or adjustments. Therefore, many
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students pay the fee, adding the cost of care to their tuition, since they will bring in friends and family so they can get the credits
necessary for graduation. CCI has a plan that could eliminate this process.
At one point, Dr. Coy was asked how would he
expand the CHER Clinic program were there available
funds. He stated that he would go to each college with
enough funds to pay for a clinic, as long as the college
guaranteed they would take care of lower-income families
under the CHER program.
The Institute screens thousands of patients every
year, this same screening program would be made
available to all CHER Clinics associated with the
colleges. It is hoped in the years to come there will be
funds available for hundreds of CHER Clinics across
the country.
Many chiropractors would be able to create
Dr. Coy treating one of the many children from lowincome families. These patients would not otherwise
receive chiropractic care but would go to emergency
rooms for drugs.
CHER
Clinics
once
the
graduating
students,
indoctrinated into the benefits these non-profit programs
offer, begin opening a sister clinic with their private
practice.
It is certainly hoped that doctors currently in private practice see the value of providing at-cost care to the
underinsured and uninsured citizens in their communities. These services, as part of a CHER Program, will bring awareness
of a very philanthropic profession.
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Internationally, the Coy Chiropractic Institute has proposed CHER Clinics in China, Malaysia, and Brunei. There
have been plans established to create clinics in Mexico as well as places where chiropractic care could be of help.
Dr. Gerald Coy is currently assisting in the development of Chiropractic in Asia. He is on the Board of Trustees of
the largest and finest private hospital in Hangzhou, China. The new center will first offer positions to doctors in the United
States. Then students will come from China, and other countries, to be educated in U.S. Chiropractic colleges.
The Hangzhoa Aid Hospital began Dr.
Coy’s effort to secure financial support
throughout Asia, in order to bring additional
funding for Chiropractic programs.
Clinics are being planned in Malaysia, as
well as Brunei and other countries in the
Southeast Asia region. All locations will offer
U.S. Chiropractors an opportunity to bring
Chiropractic care to millions living in other
countries.
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As with all foreign programs, it is essential to be able to communicate and effectively conduct your business with the
officials who are in a position to assist you in your endeavors. Dr. Coy was fortunate in establishing contacts with those who
were very helpful and have now become close friends. One of these new friends is Mr. Lui.
Dr. Coy is being honored by Mr. Liu, representative from the Government of Ze ZhangProvince
(This is the Plum Room where Mao Tse Tung entertained President Nixon) in Hangzhou, China
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2007
The Internet…the communicator
It was time to act. Statistics were gathered, the CHER Clinic was fully operational and many avenues for funding were
being taken. Contact through professional organizations was being made, but the greatest capacity for communicating ideas
was provided by the computer and its connection to the Internet, the 21st Century communicator.
The
Coy
Chiropractic
Institute operated the entire facility,
once part of Dr. Coy’s private
practice, and the sign depicted the
CHER Foundations Chiropractic
Clinic.
Contractual screenings were arranged through a private company, Back2Back. These screening sent a steady flow of
lower-income patients. With the help of this new relationship, the office steadily filled with many in need. The focus could now
be directed to the development of the Institutes other community programs.
A major factor in the stability of the Institute was the creation of a more supportive CCI Board of Directors. The new
Board was selected from a list of committed community leaders. The CCI Board selection was in compliance with government
regulations for a public non-profit, which stipulates that over half of the directors must not be chiropractors. With the list of
names, and the necessary insurance to cover and protect their charitable activities, we were organized and ready for the support
needed in seeking contributions from individuals, businesses, foundations and government agencies.
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Prior to re-structuring, our program presentations were in the form of newsletters, typed brochures, or press releases in
professional publications. With easy access to computers, certainly making life easier, we can now create flyers, brochures and
advertisements; and of course we are using the Internet as a source of information as well as communication.
Whether you own a business or not, most of us have websites, message blogs or other forms of data-delivery systems
through the Internet. Over half of Chiropractic offices now have websites. All foundations, organizations and colleges have
websites. On the final pages of this book, you will see a list of websites connected to the Coy Chiropractic Institute. You are
invited to visit our websites, learn how we are progressing today, and join the CHER network of clinics. This manuscript will be
available on the website for all to read and to discover more details about the Institute. Add us to your “Favorites” and visit
often since there are many programs that are in development now and will be listed in the near future.
Suggestions and Ideas are always welcome. The Coy Chiropractic Institute offers you a blog to send your comments.
Go to cherfoundation.blogspot.com – click FOLLOWERS and set up an account so you can come back every day to share
your thoughts on CHER Foundation's Monthly Life.
Remember when Mr. Mayer asked, “What do you want the Institute to do?” We really want your ideas to make
chiropractic accessible to, and affordable for, everyone. While working on this book, the blog and new websites for
CHER4Life, additional plans are underway so all your ideas are welcome.
Throughout there was continuous nudging to get everything in order
for the Institute’s future, including more programs. This nudging was from
supporter Gwynn Gustafson, and her company CO-OP Cache Consulting.
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Gwynn saw a greater need for exposure of the Institute’s community service programs and became a spokesperson,
discussing our needs with many in the community, making them aware of our activities. It was Gwynn who, in 2007, compiled the
data and completed documentation for the first submission of a grant request from a local service club. More requests, by grant
or for donation, were planned for the following year.
Gwynn would go on to donate more of her time and talents writing press releases, designing ads and editing assorted
forms of printed materials about the Institute. Along with Gwynn Gustafson’s committed support, the Institute entered the
21st Century, and was now poised for achieving its goals. This did not mean there were not a lot of disappointments (no grant
requests were funded) or challenges, but it was a renewed beginning. The glass was truly half full.
Suggestions for the Institute were being considered as Dr. Coy participated in more community groups. However, the
most important service was and remains the care of our patients. By the end of the 2007 over 500 new uninsured or underinsured patients had come through the CHER Clinic. Plans for increased staff and increased screenings were being finalized.
We were growing and that was the best news.
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2008
Starting the grants
The main focus in 2008 was to obtain funding. We had the programs, the administration, the website, and increased
staff. We needed funds. Grant searches had been done and many possible contributors had been located. Once the
government registration is completed, there is an entirely new process to follow in order to open the coffers of government
programs. It is not easy, but it is a beginning. It was also a time for working with the local cities. These are some of the
opportunities for funding that were brought to our attention. Grants were submitted to:
Wells Fargo Bank
City of Downey [HUD Grant}
Massage Therapy Foundation
City of Pico Rivera [HUD Grant]
Kiwanis Downey
It must be noted, one person, Gwynn Gustafson, made this strong effort possible. Without her help we could not have
completed the required documentation requested for the grand submissions.
In the past, Coy Chiropractic Institute received strong support from patients and
many local companies. What many did not realize was that funds had also been received
from UNITED WAY, with contributions coming from employees in companies offer
United Way as a choice.
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Support for community activities (spinal screenings) came from the American Red Cross, as part of
their public outreach program. As a public charity, the Coy Chiropractic Institute was allowed to participate.
In the course of the year these submittals were well received, leaving us with great hopes. Officials were known in both of
the City programs, but unfortunately, by the time decisions were made, the governments (State, County and City) were
running out of money and many of the programs were being cut, or funding reduced.
The Kiwanis grant wanted the Institute to provide more details regarding service to the local children from low-income
families. This posed a challenge since Downey is a wealthier city, surrounded by less affluent communities. We attempted, in the
grant request proposal, to explain that those who mowed our lawns, picked up our trash, delivered ad flyers, washed our cars,
washed the dishes in our restaurants were the ones who needed the care at the clinic. These were the citizens who had children
at home who they could not afford to take to the doctors. It is unfortunate when reason cannot overcome the limitation of some
people’s minds. Though refused, we will try again, and again, and again until they understand we are not going away and will be
helping people with or without their assistance.
Some in Chiropractic will ask, “Why the Massage Therapy Foundation!” One of the principles of the Institute is to
work with other natural healing arts to the benefit of the patient. One group we work with is from “Extreme Medical”. These
people are confined to wheelchairs due to serious injuries, yet benefit from Chiropractic care and the Institute’s body therapy
programs. The Institute, being a charitable organization, has been willing to work with other therapies to help this and other
groups of the disabled. Unfortunately this was not funded either.
The only successful submission was with Wells Fargo Bank. They presented an opportunity that came to the Institute
from a networking group. Wells Fargo Bank’s program: Fund a Reverse Mortgage and they donate to a charity of your choice.
A company with a generous heart, their agent Lucy Sarkis made the donation possible. These funds will drive more efforts to
secure funding. That is how it works.
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It is frustrating that no funds were granted from any of the submittals, but that is how the process goes, especially when
you are an alternative health program and competing with Red Cross, Salvation Army and other well-recognized national
organizations. More submittals will be made every year and, with help from experienced grant writers, we will be successful.
In the meantime, the clinic continues to maintain and update the websites and develop its program literature. The new
board of directors is extremely active developing additional venues for donations. Events such as “Spa Day” were designed
and hosted by the therapeutic staff and lead by Sandra Montoya, Licensed Massage Therapist, who continually volunteers
to assist those in need. These events gain tremendous support and raised much needed finances for the Clinic
The clinic program has almost doubled the number served since 2008. Over 4,000 screenings were conducted at our
small clinic, with nearly 1,000 patient evaluations. Most of these were adults from poorer communities and were Spanish
speaking. To accommodate their needs, we have added Dr. Raul Moreno to our staff. Dr. Moreno, who speaks fluently in
Hispanic dialect, has participated with the Institute for over 20 years, as a visiting chiropractor. Now that he works in the clinic,
he has been of great help to our Hispanic patients.
Unfortunately this has been a financially troubling year for the country as a whole, and though the grants submitted have
not produced the desired results, we will continue to care for all in need of chiropractic care. The needs are greater and the
clinic is getting busier, fulfilling the health needs of this community.
The Coy Chiropractic Institute continues its public and professional awareness campaigns. We have devoted the first
quarter of 2009 in writing E-books to better explain how Chiropractors can be more successful, how the chiropractic patient
can participate in their own well-being, and a history of Coy Chiropractic Institute. More books are pending.
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E-BOOKS
1.
SUCCESS SOLUTIONS
Designed to assist all chiropractors with developing more successful
2.
THE CHIROPRACTIC PATIENT
practices and to assist them in the education of the public around their private practice.
This is written to help patients understand they have a
responsibility to support their chiropractor, who helped them, asks each to be involved with the growth and development of
chiropractic.
3.
Others in development to be released in 2009
THE CHIROPRACTIC STUDENT For our thousands of students in college.
HEALTHY KIDZ ‘N SPORTS For the prevention of injuries in young athletes.
WHICH DOCTOR, DOCTOR? A reference book on-line for people to see how Chiropractic can be
part of so many conditions they have not understood before.
To get these books to members of the profession, the Institute mailed and E-mailed introduction letters to thousands of
doctors asking that they simply request the book and it would be sent. The following letter was individually sent and this is a
copy of the letter in the website available to all who might read it and respond.
After 40 years of experience and a multitude of seminars, we were ready to share a wealth of ideas that helped build
practices across the country. The Institute introduced its first E-Book, “Success Solutions”, sharing successful ideas with
Chiropractors and introducing how to create a public chiropractic charity.
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The second E-Book, titled “The Chiropractic Patient”,
introduces the chiropractic patients to ways they can help build their
chiropractor’s practice and work with the Institute.
Another book being edited, and sponsored by the Institute,
focuses on youth and sports. Titled “HEALTHY Kidz ‘N
Sports”, it is a collection of information from coaches and doctors of
current ideas to help prevent injuries in young children at play, as well
as in youth sports.
Each book is supported by the Institute and gifted to the
profession. The challenge is getting these materials to the people
who can best benefit.
That is where we are at the end of 2008, as we continue to
use the Internet to contact the Chiropractic Associations, Colleges
and many of the Chiropractors. By going right now to the Institute
website you can get your copy of the E-Books.
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2008 was a very special year, the 30th Anniversary of the Coy Chiropractic Institute. We planned a large celebration
to conclude the year, however, as usual, patients first! A major increase in patient load at the clinic, as well as additional
community projects, took most of the time and energy. We decided it best to hold an intimate dinner celebration with friends,
family, supporters and the board. On a rainy night, all gathered to celebrate Dr. Coy and show their appreciation for his
decades-long desire to give chiropractic care to all, regardless of their ability to pay for the care. Certificates of Appreciation
were awarded to those who had worked so hard, for so long, for the Institute. This was a fitting conclusion to 2008. All shared
in the celebration and pride in knowing what the Institute had achieved to-date. Going forward into 2009 all believed the long
held dreams would be realized. We have just begun.
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2009
A year of hope and renewal
This year there will be one of renewal, with a long list of programs and projects to begin. These will be discussed and
explained at the close of 2009. For now we will list all we hope to work on.
 Greater emphasis on grants writing
 At least 50 community screenings to detect those who need our care
 Goal of 10,000 screened by year-end – 52 new patients each week
 Goal of 2,000 in-office evaluations – follow-ups on screened patients
 E-Book sent to at least 20,000 Chiropractors
 E-Book sent to at least 200,000 Chiropractic Patients
 Celebrate the Silver Anniversary of the CHER Foundation and the CHER Clinic program, as well as a
celebration of the anniversary of finally obtaining that letter of acceptance from the IRS, making this the first
“PUBLIC” non-profit charitable organization in the Chiropractic profession.
January 2009:
As the first month passes, we hope, we dream and we set new goals. A lot has been completed already. The clinic is
slower which is not unusual for January. The national economy is worse, more than it has been for decades, and that means we
will be busier as employees lose their medical insurance, but not their pain.
Dr. Moreno is battling health issues of his own. We all pray he will get stronger soon. His services are greatly needed to
care for the influx of patients at the clinic, and especially since he is the only Spanish-speaking doctor on staff.
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Plans are in place for a February offer -to treat patients with acupuncture as Dr. Bao schedules regular visits to the
facility. He is a very reputable doctor and will be an asset to the facility as an alternative health care provider.
CHER4LIFE is preparing additional materials for public education, creating new brochures that will help deliver the
message about our nutritional program. For those with serious, and/or life-threatening, conditions we offer CHER4 LifeSavers. As with lifesavers used to prevent drowning, it is designed to help the seriously ill regain health with natural products.
There are many people working diligently to create marketing tools for the CHER4LIFE programs; website, seminars
and other venues to launch new ideas. We continue to seek financial support to benefit the Institute and the profession.
Do you realize the potential if just .05 percent of the patients involved in the program could generate a residual income
for our profession. That could be $7,000,000 every year. This could happen if 1% of the profession participated. So little
involvement could produce so much support and so few understand it. What will it take to get people to understand?
Following the success of the 30th Anniversary celebration, we held a meeting with the owner of the restaurant, Rudy
Lopez. He heard what great deeds had been accomplished over those 30 years and wanted to know how he could help
generate the much-needed financial support to keep it going. Mr. Lopez offered to host several events, serving food and
providing entertainment, donating all funds to the Institute. He agreed to one event per quarter.
All are Spanish themed since that is the audience targeted. Most of the services offered at the CHER Clinic are to
the same Hispanic community from which the funds are raised. We hope each event will generate $2,000 to $5,000; the support
needed for the ongoing screening program.
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“Healthy Community”
Here are events in 2009.
March 22 “The Humble Worker”June (TBD) “Healthy Children”/September (TBD)
“Women and Health” / November (TBD)
Aside from all of this, we have been busy with writing books. As stated, there have been challenges getting the E-Book,
SUCCESS SOLUTIONS out to the profession. We have not been able to overcome the Internet spam challenges of
mass distribution. It is being worked on and we hopes this coming month to reach all of the doctors for whom we have email
addresses.
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The second book is written and edited and ready to send. THE CHIROPRACTIC PATIENT was written and
planned to follow the first book released to Chiropractors. This is directed at patients. The book is finished with just a few
touches that will be completed by the first of February, and then sent to people we know.
Our screening company, Back2Back, has also been spreading the word about the Institute. A call was received and
hopefully we will begin to see more help from other professionals.
February 2009:
The month of February begins after five screenings which should bring 80 to 120 new evaluations into the office. We
are still completing the statistics from last year and will release them as soon as we have them calculated.
February 2 we received a surprise phone call from Tedd Koren, of the Koren Press that prints up chiropractic materials.
He had been sending out communications to chiropractors about a battle he was having with Don Peterson of Dynamic
Chiropractic.
It saddens me when I see the battles within the profession. I would love to see us all focus on the more positive activities.
But why should chiropractic news be any different than national news. The one thing this brought to mind was a communication
I had had with Tedd many years earlier.
I communicated back to him with the hope he might become supportive of the Institute and the materials we were writing. I
have sent him a copy of the first book to see what he thinks about what we are putting before the profession.
On Monday we went for a radio taping on a program called Kidz ‘N Sports; the show is broadcast by a friend, Coach
Mike Davis. We had discussed many months ago about producing another E-Book in which we would collaborate with sportsinvolved people, to produce material for the prevention of injuries to young athletes.
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The book title is HEALTHY Kidz N’ Sports, and is being written now. We hope many in the profession will send us
their stories and suggestions to help prevent injuries and to promote better and safer treatment for injuries that do occur.
As the book develops under the guidance of the Institute, we
hope this will become an outline that can be offered in seminars and
eventually certification-type workshops for volunteer coaches and
concerned parents.
The E-Book will be on a limited release as we edit and
update the content with the articles being sent in from well-known
sports doctors, and professionals in other areas of athletic activities,
equipment and health care.
THE CHIROPRACTIC PATIENT E-book is
available now. And yet another book is in projected for all
chiropractic
students,
appropriately
CHIROPRACTIC STUDENT.
called
THE
With all of these books released, and hopefully read by many, the Institute will finally gain the recognition and support
necessary to better help the profession. We are looking at not only the process of E-Book exposure, but printing these as
small “booklets” for doctors, students and patients who would prefer a hard copy.
The success of the E-Books and their supportive programs are but a beginning of what could be produced. There are
so many stories to be told. So many areas that need to be written about and repeated so the public will finally understand what
is available to them for their health through Chiropractic.
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YET TO COME
In the working stages are two major projects. Though the primary objective is for the availability of chiropractic care to
those who are uninsured or underinsured, and to offer the public alternative health care that they would otherwise be denied,
the Institute is also interested in letting non-chiropractic programs flourish for the benefit of the public.
The new alternative, which can prevent the more damaging and dangerous medical procedures that are often the only
direction these patients might have, is LASER THERAPY.
The CHER Clinic will become the only facility to offer this remarkable therapy to the lower income community since it
is only now offered as a very expensive therapy to those who can afford it. This therapeutic service could help alleviate pain and
discomfort in many people who are only helped through expensive and dangerous medications or medical procedures. This
program will be brought to the public attention within this year. But first is the matter of raising funds to obtain the equipment.
The next program we want to bring into the Institute is a supplemental program to assist the seriously ill patients with a
natural product that will boost their immunity better than any other known product. This natural product is not within the domain
and control of the pharmaceutical industry and yet it is available to everyone. However, for the lower income community, the
reasonable cost could still be an obstacle.
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For this reason, the CHER Foundation will seek to purchase large quantities of this product and make it available to
participating individuals, thus offering help, once again, to those who would otherwise not have the availability of such nutritional
supplemental materials though the state and county hospital system.
This effort, and request for funding, will be brought to the public’s attention in the months to come.
As years end and new ones begin, the Coy Chiropractic Institute will celebrate its annual accomplishments. We have
celebrated the 30th Anniversary of the founding of the Institute, and reflected on new directions in the future.
…and so, as Frodo gave the journal to Sam, the adventures continues!
THIS WILL ONLY BE POSSIBLE
WITH YOUR HELP!
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Summary:
After 30 years of service to the community, 30 years of blazing a trail of untold opportunity and creating and executing
programs to support the Chiropractic profession, where are the dozens of other charitable organizations throughout the
country? Where are the branches and auxiliaries of this organization? Where are the grants and funding from the millions of
chiropractic patients?
All of this has yet to be realized because we continue to fail as a profession in reaching out to the public for them to be
anything more than patients, or as future doctors to be educated in our colleges and to replace those who leave the profession.
At some point this profession will need to realize the wealth of support available in the 30,000,000 plus chiropractic patients
and in others in this 300,000,000 person country, home to the Chiropractic profession.
People want to help this profession, people want to see us grow, people want us to validate the trust they have given us,
and people want to know that we are going to be there for their children, and their children’s children. Above all, people want to
be healthier, to live longer, to be free of pain, and they want to live their lives naturally. At least they would if they were not lied
to by the medical profession, telling them they need drugs to feel good, they need drugs to build their bones, they need drugs
for their heart to beat, they need drugs to digest their food and they need drugs to have sex.
This is what the public is immersed in every day they watch TV, read the paper or magazines, listen to the radio and
working on their computers. Even worse, when they visit their trusted “all knowing” medical doctors, who advise that health is
swallowed but does little to enforce the truth about better diets, exercise, less stress, adequate rest, and a cleaner environment.
Instead of helping to make the public more responsible for themselves with the total understanding that 70% of poor
health is due to poor choices, our medical doctors, “men of science” who tout technology and become legal “drug pushers”, have
abandoned their oaths and become businessmen seeking to make these poor decisions into diseases they can treat. They have
done it with pregnancy, the most natural of all processes, and with all of this control the statistics have shown they failed to make
the process healthier for the mother or child, but have made giving birth the most expensive in the world.
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With all the discontent, with medical error epidemic, and a society crying out to be taken care of properly, where are we
as a profession. These people want what we have, need what we have, and are dying because they do not have it.
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Websites:
Coy Chiropractic Institute governance:
www.coychiropracticInstitute.org
CHER Foundation activities and functional:
www.cherfoundation.org
CHER Clinic and its activities in screening and care:
www.cherclinic.com
Nutritional programs as a support business:
www.cher4life.com
To communicate with the Institute
cherfoundation.blogspot.com
Watch for additional sites as programs continue to evolve.
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Support:
Support is an essential element to the success of any project. Without support, financial, emotional and manpower, wars
are lost and governments fall and businesses fail. It is because of public support that Chiropractic exists today. Public outcry
created the laws to allow chiropractic doctors licensing.
Support is what all doctors need from their staff and from their patients, or there would be no practice. Support is what
is needed from the politicians to keep the profession from medical domination. Support is what is needed from businesses and
insurance companies to fund the health care systems; though for the first 70 years of the profession this element of support was
not available.
Support is what is needed now more than ever, in order to gain the strength to bring to completion the massive effort
created by the Coy Chiropractic Institute. We need the support of chiropractors, not out of their pockets but through their
influence of the 25 to 35 million patients. It is these people who should be first in line to support a profession from which they
are benefiting. And we need support from the chiropractic students. The energy they bring into the profession, and their fresh
ideas, can translate into new educational programs in their colleges
We need the support of organizations who influence the public and business sectors, those who might be most willing to
support our profession, and who have the ear of politicians who authorize funding of hundreds of projects and who might find
financial support for chiropractic programs. And as a profession we need the support of all those with whom we do business;
our chiropractic vendors who want our dollars and should be ready support our growth and development.
For the readers of this book, and those who would like to become involved with the Coy Chiropractic Institute, the CHER
Foundation and the CHER Clinic, here are some of the things to consider doing:
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EAST ~ WEST ~ NORTH ~ SOUTH
If you are a Chiropractor:
 Encourage your associations to familiarize themselves with the Institute.
 Tell other Chiropractors.
 Read the free E-Book: SUCCESS SOLUTIONS, BOOK I
 Read the free E-Book: THE CHIROPRACTIC PATIENT
 Give the free E-Book to all of your patients to read.
 Refer anyone, who might be of help, to the Institute:
o Doctors who want to start a CHER Clinic.
o Grant Writers who will work on projects for the Institute.
o Patients who want to contribute to a public Charity.
 Send in suggestions of what you would like to see accomplished.
 Take on a charitable program for Institute contributions.
 Who do you know that could help with ideas, assistance, and contributions?
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If you are the Public or a Chiropractic Patient
 Read
the
free
 Refer
your
friends
E-Book:
CHIROPRACTIC PATIENT.
and
family
THE
to
your
Chiropractor for a check-up.
 Invite your doctor to speak at your service club.
 Make sure your school offers professional
Scoliosis Screenings.
 When you contribute to a charity through
United Way, please remember the Coy
Chiropractic Institute in Downey California.
 If you have a desire to help others, become a
public force in making the Institute more
successful.
 Sponsor a charity patient through your
organization.
 Make “Public Awareness of Chiropractic” a
mission.
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If you are a Chiropractic Student:
 Start a Student CHER Club at your college.
 Develop a needs program at your college.
 Create a charitable fundraising program for that need.
 Talk to your friends and family about getting involved in Chiropractic programs and charity.
 Establish an inter-college relationship with other CHER clubs.
 Encourage your college to create a CHER Clinic program within your college clinics.
 Find a needy group to focus Chiropractic care for (Children, scoliosis, etc.)
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Presented at the 2009 International Chiropractors
Association of California Convention
If you are a Chiropractic Association or Organization:
 Establish a charitable program within the organization or adopt an established program.
 Support the Institute programs by bringing them to your area.
 Help in public fundraising through your membership’s patients.
 Use the Institute to support the associations non-political needs.
 Bring the Institute to your meetings to brainstorm what can be done for Chiropractic.
 Use your political support to obtain funding from your regional government and foundations.
 Do a “talent” search for those who have abilities with a public charity.
 Use your influence to increase the effectiveness of the charitable program.
 Work to develop charitable programs needed in your area. Make your influential friends aware of the public charity.
 Support public educational programs .
 SUPPORT a National Telethon program
 This is for local societies.
 This is for State Associations…all of them. This is for the National Associations…all of them.
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If you are a Chiropractic Vendors and Support Businesses:
 The stronger the chiropractic profession, the greater the opportunities for marketing to it.
 The more chiropractic patients, greater is the need for your products and equipment
 The greater the income of the Chiropractor, the more they can afford to implement your product in the office.
 The more the profession grows, all those who are associated with that profession will benefit from your recognition.
 The more you support the profession, the greater will be their acknowledgment of that support.
 The more the public recognizes the benefit of alternative and natural health care services, especially Chiropractic,
the greater the benefits to all who are part of associated professions.
 Your influence with the development of a national public charity will give you satisfaction beyond that of any success
or accomplishment to-date.
 You are helping those who will help YOU.
This is YOUR charity supporting causes that affect you!
Remember “Chiropractic is for everyone, not just those with insurance or the ability to pay!”
Dr. Gerald L. Coy
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