Adjust Your Advertising Subluxated Pen

By Michael Dorausch, D.C.

Yesterday I authored a post regarding a 1996 ICA Review magazine and I mentioned that in the entire publication there was only one use I could find of an e-mail address being printed. None of the author bios included e-mail addresses, none of the classified advertisements mentioned e-mail, none of the ads for more than two dozen vendors listed an e-mail address for further contact, except one.

adjust your advertising

Take a look at the very bottom of the ad and you’ll notice an e-mail address for Anybody remember Netcom and those 3 1/2 inch floppy disks they used to mail out so you could sign up for their service? I think I had my first netcom account about this time, somewhere around 1994 or 1995.

I’ve checked some 1994 ICA Review publications and this same advertiser was taking out ads during that time. From what I could find they added the e-mail address contact sometime during 1996.

Even though this bent pen advertising is from 1996 I think the company is still in business today. I know that Dr. Fred Schofield and Dr. Luke Cohen have continued using these subluxated pens as part of there in office marketing for more than a decade. I believe a number of different companies either distribute these pens for this company, or they make their own versions.

I have not used the subluxation pen in my office but I have used plastic spine key chains, which patients have loved. If anyone has a good source for a current maker for these pens, post it in the comments and let’s give them some business.

3 thoughts on “Adjust Your Advertising Subluxated Pen”

  1. HW Industries is indeed still in business!

    You can find them here:

    Or call 1- 800-824-5084

    According to the site, they launched their business when they invented the bent pen in 1978. I bet they didn’t advertise an email address back then, though…:)

    Great post – love to see those old ads!

  2. Thanks for the research. Look at that, they have a website. I’ll have to to ask some Planet Chiropractic readers to share stories about their bent pens and get the company a link. Thanks for finding that!

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