Osteopaths Opinions on the Impact of the Advertising Standards Authority Guidelines on Advertising and Marketing Osteopathy to Patients.
Item
- Title
- Osteopaths Opinions on the Impact of the Advertising Standards Authority Guidelines on Advertising and Marketing Osteopathy to Patients.
- Author(s)
- Warstat, A
- Abstract
- Background: Since the ASA and CAP codes came into play with the introduction of the Osteopathic Act in 1993, the number of complaints regarding professional misconduct related to advertising in osteopathy has increased. This has caused controversy between the governing body and osteopathic practioners, as well as with outside groups such as the Good Thinking Society. Word of mouth is the main way in which an osteopath builds up their reputation and gains new patients but with the increase in use of the internet and social media, these platforms are becoming increasingly popular ways to advertise and gain patients. Objectives: The aim of this study was to get an understanding of osteopath’s opinions of the ASA guidelines and if there is an effect on patient’s perception of osteopathy. It also investigated advertising methods and the opinions of osteopaths in terms of research in osteopathy. Design: A qualitative study with elements of phenomenology. Methods: Thirteen qualified, GOsC registered osteopaths were interviewed using semi-structured interviews. They were audio-recorded, transcribed verbatim and anonymised. Data was analysed and interpreted using thematic analysis and with the use of triangulation. Results: The data analysed resulted in the development of four major themes that were developed from the information gathered from the participants; 1. Strategies, 2. Perception of Osteopathy, 3. Evidence and 4. Power/Powerless. There were fourteen subsequent subthemes developed from the high level themes. A conceptual model was then developed that encompassed the themes. Discussion: Although difficult to determine from this small study, it can be said that the public, as well as other health care practitioners are still unclear as to the benefits of osteopathy and that parts of osteopathy are difficult to measure in terms of evidence based medicine. More approaches such as PROMs would be a good way forward as well as an increase in research in osteopathy that is needed. It was also made apparent that the GOsC should handle complaints made to osteopaths about advertising better and the iO should be doing more to promote osteopathy.
- presented at
- European School of Osteopathy
- Date Accepted
- 2019
- Date Submitted
- 19.11.2019 18:31:10
- Type
- osteo_thesis
- Language
- English
- Submitted by:
- 62
- Pub-Identifier
- 16519
- Inst-Identifier
- 1229
- Keywords
- Advertising, ASA, Osteopathy, The General Osteopathic Council
- Recommended
- 0
- Item sets
- Thesis
Warstat, A, “Osteopaths Opinions on the Impact of the Advertising Standards Authority Guidelines on Advertising and Marketing Osteopathy to Patients.”, Osteopathic Research Web, accessed May 4, 2025, https://www.osteopathicresearch.com/s/orw/item/228