The bottom line is that science is THE currency of influence. Anti-chiropractic zealots try to position chiropractic as "unscientific" because they know that it will put people off using chiropractic. Using science in your communication can help give you and your message more credibility and authority and this means more people are likely to start and continue care with you.
It's easy to get it wrong though. If you get too 'sciencey' then you will just get glazed eyes and bored people. If you get too simple or emphatic then you can actually lose credibility!
In this episode, I go through the do's and don'ts of communicating using science and research and use an example of a paper from Nature's Scientific Reports "Detection of cognitive decline by spinal posture assessment in health exams of the general older population"

The Edinburgh Lectures and the Retention Skills workshop https://www.tickettailor.com/events/scc/864028#

To learn more about the Retention Recipe 2.0 https://insideoutpractices.thinkific.com/courses/retention-recipe-2-0

Check out Certainty 2.0 https://insideoutpractices.thinkific.com/courses/certainty-2-0

Email me - [email protected]