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Move Forward Move Forward
Physical Therapy Brings Motion to Life Branding the Physical Therapy Profession!!! Your new brand: Learn It. Live it. Join the Campaign!!! A Comprehensive campaign aims to change how the public views the physical therapy profession. Why Brand? With the boom of technology over the past 20 years, consumers are bombarded with advertising at a rapid pace making the need for a solid brand for our profession, physical therapy, that more pressing. A brand is the core essence of a person, company, organization, or profession. A strong brand builds trust and recognition and garners business. At CSM 09, in Las Vegas, APTA officially rolled out the brand of Move Forward, followed by descriptor Physical Therapy Brings Motion to Life. Brand was developed after a survey conducted by CRT/tanaka; public relations firm hired by APTA, in October 2007 of 400 households nationwide demonstrated the following: • Nearly 90% had a positive image of PTs, • 80% were likely to consider using a PT in the future, • 68% of respondents who had not used physical therapy in the past were likely to use in the future, • 84% of physical therapy users would refer a friend or family member to their PT, • 88% of physical therapy users said their care was very or somewhat beneficial. While positive percentages and positive impressions, respondents primarily thought of PTs in terms or rehabilitation. While accurate as far as it goes, rehabilitation is a limiting word that does not recognize physical therapy’s role in fitness, wellness, or pain reduction unrelated to rehabilitation. The branding campaign is aimed at expanding the public’s perception of physical therapy form predominately “rehabilitation” to “motion”. No matter which specialty or practice setting – Women’s Health, geriatrics, wellness, private practice, or hospital, etc., motion is necessary for life. Motion touches all elements of physical therapy and the physical therapist is the expert in restoring and improving motion. Consumers surveyed said they’d be more likely to see a PT if physical therapy would improve/restore their mobility, provide a cost effective alternative to surgery, and help avoid the side effects of prescription medications. The core message of the campaign is what we do as physical therapists and physical therapy assistants and the services we provide to our patients day in and day out!! The brand guidelines drawn up by CRT/tanaka are designed to highlight physical therapy’s value and relevance and focuses on brand characteristics/personality – that is how PT’s are seen in the eyes of the consumers. Two particular personalities have been identified and represent a combination of two distinct professional personality types – the Sage/Hero. The physical therapist as Sage is the person who helps people act smarter and feel more confident. The Hero is one who helps people at their upper limits. The Sage is known as a coach/teacher, delivers knowledge, offers independence, focuses on understanding and is an expert/advisor. The Hero helps people perform at their upper limits, is known as a rescuer/warrior, delivers courage, offers mastery, focuses on proving and is a motivator. These personalities raise the physical therapist in the eyes of the consumer to a powerful partner in both prevention and recovery. Also based on the research, requirements to “living the brand” were identified. Examples of professional behavior include: • Flawless and thorough documentation. • Introductions with full name and title. • Maintaining a professional personal appearance. APTA has begun educating members through its “brand champions” – PTs who are experts on the brand and advocates of same. Their job is to spread the word among APTA members and take the message on the road to referral sources. To find our Brand Champions and to learn more about What’s in a Brand go to www.apta.org/brandbeat, a members only site that answers frequently asked questions; offers a timeline of efforts past, present and planned; and provides all the tools you’ll need “live the brand”. You will find guidelines for using the brand and the “Move Forward” logo. Visit the brand initiative’s consumer Web site at www.moveforwardPT.com to obtain information on the messages being conveyed and offered to recipients and prospective users of physical therapy services. Does Move Forward fit RI APTA? You bet!!! We consistently improve mobility to perform daily activities and improve quality of life, provide an alternative to painful and expensive surgery and manage or eliminate pain with out or reduced medication(s) and side effects. As a component are we moving forward? You bet!! I am continually impressed with the commitment, hard work and efforts of many. A few examples include: • Numerous continuing education seminars /conferences planned for Fall ’09 and 2010!! • Electronic Newsletter • Increase initiatives to reach out to and to expand the RI APTA Membership Why Brand??? Can we afford not to??? Pat Wolfe Vice President – RI APTA 
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