There is growing value and acceptance for conservative approaches to health care. Given chiropractic’s conservative, vitalistic and patient-centered approach, chiropractors are well positioned to assist patients in improving their spinal health and overall well-being. Unfortunately, too many people are not aware of what chiropractic can do to improve their health. At least some of the public’s poor understanding of chiropractic stems from the lack of a clear identity for the profession and description of what chiropractors do.