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Every health care professional knows there is a direct link between health and a good night's sleep. They see evidence of this fact in their  offices everyday.

According to the National Center on Sleep Disorders Research, located within the National Heart, Lung, and Blood Institute of the National Institutes of Health, about 70 million Americans suffer from sleep problems.

The Center notes that, each year, sleep disorders, sleep deprivation, and sleepiness add an estimated $15.9 billion to the national health care bill.

In addition, poor sleep takes a tremendous toll on the mind as well as the body. A study published in the Feb. 10, 2000 issue of Nature concluded that brain activity is visibly altered following sleep deprivation.

In the past, sleep problems were often blamed on stress. Now, the importance of one's mattress, pillow, and other sleep products in the good-sleep equation has been getting more and more attention.

"Granted, stress will take its toll on even the healthiest sleeper every now and then," says Better Sleep Council Director Andrea Herman. "But, if you're tossing and turning night after night, it's time to consider that the condition of your mattress may be robbing you of sleep."

Organizations like the National Sleep Foundation are quick to point out that sleeping on a mattress that doesn't provide proper support can also cause physical problems ranging from back and leg pain to headaches and stiffness.

The link between health and sleep is so strong that both medical doctors and orthopedic surgeons have tried to position themselves as mattress experts.

Howard I. Levy, M.D., of Emory University, published a paper in the Journal of the Southern Orthopaedic Association that noted more than 90% of orthopaedic surgeons surveyed believe a bed or mattress plays a role in the treatment of patients with low back pain, believe sleep quality is particularly important in patients with back pain and have been asked by back pain patients to recommend a bed or mattress.

"Medical doctors and orthopedic surgeons understand the effect of mattresses and sleep on a person's health, but they fail to address the root of the problem," states Terry A. Rondberg, D.C., president of the World Chiropractic Alliance (WCA). "They talk about the symptoms, the pain and stiffness, but doctors of chiropractic are the only ones who understand the problem of vertebral subluxations caused or exacerbated by poor mattresses."

More and more frequently people are being told to "ask your doctor" about mattress and sleep products. In an Internet article for Medscape.com, medical writer Bethanne Black writes: "Your back health and ultimate comfort are most important. Ask your orthopedist or physician to recommend the best type of mattress for you before purchasing a bed set. With a full understanding of your individual back problems and therapeutic needs, these specialists can give you case-specific guidelines."

Dr. Rondberg thinks she's off base with part of her advice. "We at the World Chiropractic Alliance feel people should be asking their family chiropractor," Rondberg says. "There is no reason for them to go to a medical doctor, who may end up prescribing sleeping pills or pain medication. As an important aspect of spinal health and wellness care, the doctor of chiropractic is the health care provider most capable of helping with this decision."

Rondberg also notes that, as we begin the 21st century, there is a need for chiropractic offices to evolve into wellness centers. "To reach our goal of a subluxation-free world," he points out, "every D.C. should provide those products which help enhance spinal health."

To help them do this, the WCA has partnered with a major manufacturer of high-quality sleep products to create a new "Chiropractic Impressions" line that not only promotes quality sleep products but helps raise public awareness of subluxations and the role of chiropractic in wellness care.

A complete marketing campaign was developed that emphasizes the role of chiropractic in sleep health.

The new Chiropractic Impressions brochure explains: "Doctors of chiropractic are the only providers educated and trained to perform chiropractic adjustments to correct vertebral subluxations. A subluxation is a complex of functional and/or structural and/or pathological articular changes that compromise neural integrity and may influence organ system function and general health."

In addition, the brochure highlights the "Inner Wisdom" cushioning design of the Chiropractic Impressions mattress. The cushioning is an advanced specification polymer sensitive to temperature and that recognizes shape and pressure, adjusting to the body's own contours to provide optimum posture support with minimum body pressure.

"The Chiropractic Impressions program gives D.C.s throughout the country an incredible opportunity to help patients maximize their spinal health," Rondberg comments. "In addition, it gives them a chance to significantly increase their office revenue without compromising their chiropractic principles."

A pilot program was launched in which D.C.s displayed Chiropractic Impressions marketing material in their practices. Results of the pilot program showed that patients were very receptive to receiving information about the importance of sleep products and appreciated the opportunity to order top quality mattresses, pillows and other items at the D.C. office. Doctors reported a significant revenue boost with minimal effort of their part or on the part of their staffs.

Based on the success of the pilot program, the WCA will soon extend the Chiropractic Impressions wellness products programs to all D.C.s in the United. States.

Doctors who join program will receive a complete marketing support package, including an impressive point of purchase display, colorful brochures, order forms, and other materials. In addition, the company provides samples of several pillows from the Chiropractic Impressions line, as well as a mini mattress sample to give patients a chance to see the products for themselves.

If they choose, doctors can stock the pillows and sell them directly to patients, setting their own price depending on market conditions and local demographics.

Or, doctors can take orders for the pillows and/or mattresses and forward them to the company, which handles all aspects of the order fulfillment. For these items, when sold at the suggested retail price, doctors receive a 30% commission.

The company will provide ongoing support and assistance to chiropractic offices in the program to ensure that profits are maximized.

As the program progresses, an aggressive media campaign will be launched.. "These ads will generate tremendous interest in the Chiropractic Impressions line," Rondberg explains. "And they'll also help position chiropractors as the nation's number one wellness resource."

To join the Chiropractic Impressions wellness products program, or to receive more information, call 800-347-1011.