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Lawsuit targets chiropractic ‘runners’

Attorney General Dustin McDaniel on Monday filed a lawsuit seeking to halt what he alleges is the deceptive marketing of chiropractic services to accident victims.

McDaniel filed the suit in Pulaski County Circuit Court against Maumelle resident Roger D. Pleasant; his employees, Rogerick Pleasant, James “Jimmy” Hinton and Brian Hinton; and the entities Information and Discovery Inc., PSG and Investigation LLC, Physician First Marketing Group LLC and Network Collision Group LLC.

According to the suit, Roger Pleasant and his employees are chiropractic “runners” — people who collect information from accident reports and then use it to contact accident victims and solicit business on behalf of chiropractors.

The suit alleges that the defendants have deceived consumers by claiming to be insurance agents or claims adjusters, falsely telling consumers they will not receive any insurance money unless they visit a certain chiropractor, and falsely implying that consumers will not be charged for chiropractic treatment.

The defendants also have called consumers repeatedly and visited their homes and workplaces in efforts to persuade them to visit chiropractors, according to the suit, which seeks an injunction ordering the defendants to cease practices that violate the Arkansas Deceptive Trade Practices Act, plus civil penalties, attorneys’ fees and costs.

Calls to Roger Pleasant seeking comment went unanswered Monday.

According to the website of the state Board of Chiropractic Examiners, the defendants are registered as runners, or procurers, for chiropractors Heath Delane Lenox and Daniel Scott Morris.

Rebecca Wright, the board’s executive director, said Monday the board is investigating complaints of improper solicitation by runners for Lenox and Morris. A hearing on one complaint against Lenox is set for July 24, she said. No hearing is currently set for Morris.

The board can impose a variety of sanctions for misconduct, up to revocation of a chiropractor’s license, Wright said.

Lenox and Morris are not named as defendants in the attorney general’s lawsuit. McDaniel spokesman Aaron Sadler said Monday that the board regulates chiropractic services but that “as our investigation into these types of action continues, we will be looking into whether chiropractors violated the Deceptive Trade Practices Act.”

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