As competition in the health environment becomes
increasingly fierce and the ways consumers choose
to address their health needs change, there has
never been a more important time for physiotherapy
to be prominent, public and persuasive.
A clear and consistent message from our members
has been about the APA having a greater influence
in educating the public about the benefits of
physiotherapy. This can be done in many ways, but the
concept of having a highly visible national campaign
that talks about the value of physiotherapy is an
initiative that we haven’t embarked on previously.
We are in a position to change that in 2017.
For the first time, we will launch a national campaign
that will encompass radio, TV and outdoor
advertising. This will be supported and strengthened
by an aggressive social media strategy and
presence, combined with a regular level of exposure
on federal political news outlets. Running
from this month, we have developed
a truly national approach to start the
journey of consistent marketing of
the physiotherapy profession and
its value. At the same time, the APA
will launch its new consumer website
(to be found at choose.physio)
which will be a place where
consumers can find out
regarding their health
needs and how
to address them.
something that we
will learn from as
we refine, develop
and expand our
presence in the community. A one-off effort is not
acceptable, and our focus is on building capability for
the long-term with our media, community and political
This is extremely exciting.
But what makes the difference between a national
campaign that is positive and one that is truly
successful? In July, I spent some time with the CEO
of the American Physical Therapy Association (APTA).
We talked about APTA’s national campaign to
influence the opioid crisis in the US, which has been
successful for a number of reasons: it was
well-planned, well-executed and identifiable.
Yet, the critical reason it has been successful has
been the fact that APTA members have used the
focus of the campaign in their own communities
and workplaces to increase its penetration and, thus,
community impact. They have helped APTA
to wage the war of influencing consumer behaviour
As part of our campaign this year, I urge all of
you to join me and help to further the message
and momentum in our highly competitive health
environment. This is not about criticising other
professions—it is about physiotherapy positioning
itself in the best possible way to enable Australians
to benefit from our skills, multidisciplinary
commitment and holistic care.
Let’s all help Australians to Choose Physio!
APA National Presidentnational.firstname.lastname@example.org