To say what you mean, and mean what you say, be mindful of these distinctions:

Health – Ask patients to define health and you’re likely to hear some version of “feeling good.” Unfortunately, the word has been co-opted by the fitness industry, snack food companies, and all manner of interests whose health claims are questionable at best.

Wellness – This too has been hijacked. Well-baby checkups are merely euphemisms for a round of inoculations. And you might find wellness in the name of cannabis dispensaries, day spas, and other trendy businesses. In a chiropractic setting, it’s important to acknowledge that wellness is far more than periodic adjustments, extending to diet, exercise, sleep, sensible sun exposure, and other lifestyle choices.

Ease – As in “balance and freedom of thought and movement.” Using this term helps communicate the progression from ease to dis-ease to ultimately disease. Like “tone” it hasn’t been misappropriated (yet) by others.

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Bill Esteb has been a chiropractic patient and advocate since 1981. He is the creative director of Patient Media and the co-founder of Perfect Patients. He’s been a regular speaker at chiropractic gatherings since 1985. His 12 books explore the doctor/patient relationship from a patient's point of view. His chiropractic blog, coaching program, patient focus groups and consulting calls have helped hundreds of chiropractors around the world. Since 1999 Monday Morning Motivation has been emailed to over 10,000 subscribers each week.