The Cliffs Chiropractic Clinic

A Message from Lord Pickles and Lord Blunkett, followed by The Cliffs Chiropractic Clinic's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from The Cliffs Chiropractic Clinic is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

cliffschiropractorsouthend.co.uk

BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
22 | THE CLINIC
»There is no judgment at The Clinic,
only qualified professional people
who are happy to listen and to help
you in the most ethical way possible,
to have the highest level of self-
confidence.
Realistic expectations
On a daily basis, we are faced
with clients who have unrealistic
expectations of themselves and of
injectables. We are trying to deal
with these struggles rather than
feedingthem.
The Advertising Standards Agency
has been instrumental in reducing
the promotion of before-and-
after photographs and unrealistic
results; however, we still see media
promotions for beauticians training in
injectable medication.
For us, the industry is redeemable, but
we need the public and the beauty
industry to adopt the principles of a
doctor – first, do no harm, and only
treat if you believe the intervention is
better than the problem.
This means that while the technical
aspects of fillers and toxin are
manageable and complications
are rare, the impact of ill-advised
treatment on the mental health of
the client and the public, particularly
via social media, is massive. With the
advent of celebrity endorsement of the
reversal of cosmetic procedures that
have gone to the extreme, we hope
this is not far away.
The Clinic will continue to strive to
promote ethical injecting across the
industry and we plan to open a Level 7
training centre to train practitioners to
work in the same way.
We are confident that the future of
our industry is one in which ethical
injecting can be adopted across the
board and we are proud of the way
we have led the industry over the last
fewyears.
We are faced
with clients
who have
unrealistic
expectations
of themselves
and of
injectables.
We are trying
to deal with
these
struggles
rather than
feeding them
A comfortable and
welcoming environment
23THE CLIFFS CHIROPRACTIC CLINIC |
HEALTH & SOCIALWORK
Clinic Director and Founder
Dr Arif Soomro, chiropractor
Clinical excellence with an open
heart – if you love what you do, it
doesn’t feel like work
The team at Southend-based Cliffs Chiropractic pride
themselves on treating people – not conditions. Clinic
Director and Founder Dr Arif Soomro heads up a team that
strives to constantly innovate; their ethos is “set to the highest
standards in healthcare”, and the team provides a high-quality
service in a welcoming, custom-designed environment. Arif tells
TheParliamentary Review
that everyone – from newborns to the
elderly – receives comprehensive and expedient management of
their musculoskeletal complaints.
Have you noticed that the more you dive into a subject, the more there is to learn?
Health is vast, and no one discipline can attend completely to a person’s wellbeing.
If all branches of medicine have a shared vision – to improve and sustain the
physical form and spirit – there is no conflict between allopathic and alternative
approaches. Agreeing not to be defined by our various tools but to celebrate our
common aims allows patients to gain from a broader spectrum of care.
Over time, Cliffs Chiropractic has realised it is not our techniques that drive success
but rather the reason why we do what we do.
From the outset, chiropractors have credited the body with intelligence; it is able to
heal and regulate itself. The primary regulatory system – the nervous system – may
alter physical, organic or mind processes when disturbed.
Once we have assessed the patient, our tools are primarily mechanical adjustments,
exercise, and structural and nutritional advice. A patient’s physical and chemical
FACTS ABOUT
THE CLIFFS CHIROPRACTIC
CLINIC
»Clinic Director and Founder:
Dr Arif Soomro
»Founded in 1994
»Located in Southend-on-Sea
»Services: Chiropractic clinic
»No. of employees: 11
»Arif Soomro is on the Council
of the British Chiropractic
Association
The Cliffs Chiropractic Clinic
THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
24 | THE CLIFFS CHIROPRACTIC CLINIC
state is also a result of their
environment, attitudes, beliefs and
habitual patterns of thought as well as
their very spirit.
Here at Cliffs Chiropractic, we realised
that in order to be holistic, we had to
expand our knowledge and services.
As such, we have added nutrition,
acupuncture and Pilates. Improving
a person’s inner wellbeing requires
personal growth and self-awareness.
We seek to create an elevated
emotional experience in our patients,
establishing an environment that
leaves the patient in no doubt that we
are experts in our field and that we are
passionate and dedicated to bringing
their health and life up to a level they
can enjoy, share and sustain. We call
this our “open-heart” culture.
Our team
If you love what you do, it ceases to
feel like work. The belief that a 12-
hour day caring for patients is fulfilling
is shared by every member of our
open-heart team. The patient is central
to all we do.
We aim to surpass the expectations
of the health service, delivering the
best clinical standards by far exceeding
statutory requirements.
Our front-of-house team is enrolled
in regular online training courses, and
we hold fortnightly team meetings and
out-of-hours events to develop our
training and camaraderie and solicit
feedback. This builds a respectful,
supportive and cohesive team unit.
I help strategise, listen and
encourage. As team leader, I am
ultimatelyaccountable.
Patient experience
In 2012, the King’s Fund identified that
“patient and public expectations are
rising, [and] patients and service users
expect health services to be like other
service industries. They expect… [a]
personalised approach… convenience
… and healing environments.”
Connecting with patients is key to our
success. It happens at every interaction,
from answering the phone with a smile
to our palpable interest in the patient.
In order to gain our patients’ trust, we
must know the most, care the most
and communicate effectively. We
endeavour to educate our patients,
allowing them to fully comprehend
what is wrong and why.
We provide options on how to
improve, which we feel is empowering,
Connecting with
patients is key to our
success
The patient is
central to all
we do
BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
24 | THE CLIFFS CHIROPRACTIC CLINIC
state is also a result of their
environment, attitudes, beliefs and
habitual patterns of thought as well as
their very spirit.
Here at Cliffs Chiropractic, we realised
that in order to be holistic, we had to
expand our knowledge and services.
As such, we have added nutrition,
acupuncture and Pilates. Improving
a person’s inner wellbeing requires
personal growth and self-awareness.
We seek to create an elevated
emotional experience in our patients,
establishing an environment that
leaves the patient in no doubt that we
are experts in our field and that we are
passionate and dedicated to bringing
their health and life up to a level they
can enjoy, share and sustain. We call
this our “open-heart” culture.
Our team
If you love what you do, it ceases to
feel like work. The belief that a 12-
hour day caring for patients is fulfilling
is shared by every member of our
open-heart team. The patient is central
to all we do.
We aim to surpass the expectations
of the health service, delivering the
best clinical standards by far exceeding
statutory requirements.
Our front-of-house team is enrolled
in regular online training courses, and
we hold fortnightly team meetings and
out-of-hours events to develop our
training and camaraderie and solicit
feedback. This builds a respectful,
supportive and cohesive team unit.
I help strategise, listen and
encourage. As team leader, I am
ultimatelyaccountable.
Patient experience
In 2012, the King’s Fund identified that
“patient and public expectations are
rising, [and] patients and service users
expect health services to be like other
service industries. They expect… [a]
personalised approach… convenience
… and healing environments.”
Connecting with patients is key to our
success. It happens at every interaction,
from answering the phone with a smile
to our palpable interest in the patient.
In order to gain our patients’ trust, we
must know the most, care the most
and communicate effectively. We
endeavour to educate our patients,
allowing them to fully comprehend
what is wrong and why.
We provide options on how to
improve, which we feel is empowering,
Connecting with
patients is key to our
success
The patient is
central to all
we do
25THE CLIFFS CHIROPRACTIC CLINIC |
HEALTH & SOCIAL WORK
and we encourage questions
regarding posture, diet, nutrition,
lifestyle, exercise and accessing
resourcematerial.
Our Facebook page was developed
primarily to educate but has evolved
into a community forum, going
beyond those under active care.
Regular newsletters share patient
experiences, encourage feedback,
inform andeducate.
Recognising that patients seek the
most efficient path to pain relief, we
offer emergency appointments and
out-of-hours contact. We start at eight
o’clock in the morning and finish late.
We monitor our effectiveness with
progress assessments, patient outcome
questionnaires and satisfaction
surveys. We want raving fans, not just
satisfiedpatients.
The future
We are both human and beings. Our
human part can gain weight and be
measured – it has physical presence,
and it is here that medicine has
conventionally been focused, with
great gains.
The being component has been
largely neglected in Western modern
medicine, for it cannot be measured
or subjected to controlled studies. Yet
the true you, as recognised in yoga
and meditation, is increasingly sought
after by the public in order to bring
connection to themselves and others.
How we incorporate this knowledge
and unity in healthcare is a debate that
needs to happen. The challenge is to
combine mental and physical health in
a cost-effective and sustainable model.
Over decades of practice, Cliffs
Chiropractic has developed a clearer
vision: to ease pain and restore
functionality, to maintain homeostasis,
to recognise the voice inside our head,
and to give freedom to the mind and
heart. To develop a greater sense
of self, stillness and compassion.
To not be limited by our tools but
work for the good of all, with like-
mindedcolleagues.
We want
raving fans,
not just
satisfied
patients
»KEY ACHIEVEMENTS
Our most recent patient satisfaction survey showed
that 88 per cent of patients rated our clinic team as
“very good to excellent”.
»2001: Arif Soomro first UK trained Fellow of the
International Paediatric Chiropractic Association
»2003: Installation of first computer radiography
suite in a British chiropractic clinic
»2012: Arif advised on the National Healthy Schools
Programme, a Department of Health initiative
»2014/15: Featured in
The Parliamentary Review
for
best practice in the private healthcare sector – first
time a chiropractic clinic had featured
»2015/16: Honoured as Chiropractors of the Year by
the British Chiropractic Association
»2015 and 2017:
What Clinic
patient satisfaction
Gold Award
»2016 to 2018: Arif elected to the Council of the
British Chiropractic Association Effective communication
encourages patients to
ask questions and be
involved in decisions

cliffschiropractorsouthend.co.uk

This article was sponsored by The Cliffs Chiropractic Clinic. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Elizabeth Truss.

Rt Hon Elizabeth Truss's Foreword For The Parliamentary Review

By Rt Hon Elizabeth Truss

Even by the standards of the day –this has been one of the most exciting and unpredictable years in British politics.

The leadership election we’ve just seen marks a huge moment in our country’s history. This government is taking a decisive new direction, embracing the opportunities of Brexit and preparing our country to flourish outside the EU.

As international trade secretary, I’ll be driving forward work on the free trade agreements that are going to be a priority for the government. Free trade isn’t just an abstract concept bandied around by technocrats. It is crucial for a strong economy and for the ability of families to make ends meet. Free trade benefits people in every part of our country, as British firms export to new markets and people doing the weekly shop have access to a wider choice of goods at lower prices.

The essence of free trade is in the title: freedom. It’s about giving people the power to exchange their goods without heavy government taxation or interference. Commerce and free exchange are the engine room of prosperity and social mobility. I’m determined to tackle the forces who want to hold that back.

One of my priorities is agreeing an exciting new free trade deal with the US, building on the great relationship between our two countries and the Prime Minister and US President. But I’ll also be talking to other partners including New Zealand, Australia and fast-growing Asian markets.

And with the EU too, we want a friendly and constructive relationship, as constitutional equals, and as friends and partners in facing the challenges that lie ahead – a relationship based on a deep free trade agreement. Our country produces some of the world’s most successful exports, and the opportunity to bring these to the rest of the world should make us all excited about the future. It is this excitement, optimism and ambition which I believe will come to define this government.

For too long now, we have been told Britain isn’t big or important enough to survive outside the EU – that we have to accept a deal that reflects our reduced circumstances. I say that’s rubbish. With the right policies in place, we can be the most competitive, free-thinking, prosperous nation on Earth exporting to the world and leading in new developments like AI. To do that, we’ll give the brilliant next generation of entrepreneurs the tools they need to succeed. Since 2015, there has been a staggering 85 per cent rise in the number of businesses set up by 18 to 24 year olds – twice the level set up by the same age group in France and Germany. We’ll help them flourish by championing enterprise, cutting taxes and making regulation flexible and responsive to their needs.

As we do that, we’ll level up and unite all parts of the UK with great transport links, fibre broadband in every home and proper school funding, so everyone shares in our country’s success.

2019 has been the year of brewing economic and political revolution. 2020 will be the year when a revitalised Conservative government turbo charges the economy, boosts prospects for people across the country, and catapults Britain back to the forefront of the world stage.



Rt Hon Elizabeth Truss
Secretary of State for International Development