APTA Press & Marketing: How Much Bang for the Buck?

As I was combing through my news aggregator this morning, the APTA sponsored story "Simple Workout Urged for Pregnant Women on Bedrest" in the Washington Post caught my eye.  While it is certainly not the embarrasment the "Posture Perfect" story was, it does make you wonder why the APTA continues to utilize the valuable print space available to it on conditions that are either "niche" in nature, low-volume, rare (imagined or hypothesized?) or for which there is little evidence for effectiveness.  How many women are place on bedrest these days? I don't know, but it wouldn't surprise me if it were fewer than the number of backpain patients put on bedrest. 

In the meantime, it is nice to know that the benefits of physical therapy are being reported and touted in the press by rheumatologists like Dr. Sean McMillan, even if it is in smaller market newspapers/e-zines like this recent release in deseretnews.com (Exercise Urged to Ease Arthritis Discomfort).   

Resources are precious and print space is limited.  With the connections and resources our professional organization has at its disoposal to get the word out that "Physical Therapy Works", why doesn't the APTA focus it's publicity and public relation efforts on the common, high-volume conditions (LBP, Neck Pain, Hip and Knee OA, Shoulder Pain) that what we have evidence for and that most consumers are looking for solutions to? 

I think the majority of the readers of this blog "get it" when it comes to physical therapy publicity, especially those whose ability to actually make a living depend on it (see attached file subitted by David Penn...thanks David!).   It really isn't that hard to get it right and do it right.   In the meantime, we will keep you posted on the next APTA PT publicity peice that turns up in the press (although this is getting old).  Perhaps your comments, suggestions and input would be of assistance to their planning efforts.

Download ArticleNewspaper_Article_OA_hip_knee_CORE.doc

If your a member of APTA then let your voice be heard.  If your not a member, then you need to get on board and join the APTA....help make a difference.

 

Rob

Comments

[Deydre]

Rob:

Although I agree that "Couch Potato Workout", the shoulder handbag, the snow shoveling, and the Blackberry Thumb campaigns were not ideal.

I was actually impressed with this article. It is a real medical condition in which a women's health PT plays a significant role. There are still a lot of women with complicated pregnancies put on bedrest and as the article states the 2nd and 3rd order effects of this bedrest are in line with other medical problems that prescribe bedrest.

So, although the APTA PR machine has let us down recently - this is such a huge improvement from the past campaigns.

I do agree it is a small niche of our profession - but one in which this type of education for the public is a good thing.

Deydre

[Rob Wainner]

Deydre,

The fact that this topic was a huge improvement from previous efforts still doesn't change the fact that we have growing volumes of evidence for common musculoskeletal condtions, not to mention geriatrics and numerous neurologic disorders, for which there is a plethora of ever growing evidence. This is where our the press and marketing efforts of our professional association should be focused.....it still isn't happening. While it is great that other professions and organizations take note of what we have to offer in these areas (and we should be thankful they are doing it), shouldn't this be something that is front and center for us?

So, Washington Post readers for the last few months have been exposed to PT for: 1. Postural awareness and 2. Exercise/movement is helpful for preventing deconditioning and related side-effects in pregant females with LBP placed on bedrest.

Is this at the heart of what we do? Can an unsubsidized independent practicioner subsist on a practice geared toward treating these populations? Granted, not every story printed has to necessarily relate to these 2 questions but where are the stories that do? I, for one, would be interested in seeing them.

Thanks for the input D.

Rob

[Deydre]

Rob,

Totally concur!

I just think this article is more in line with what we would like to see compared to the previous APTA sanctioned marketing campagins.

However, the AAOMPT marketing campaigns are spot-on!

I agree that one of the main goals - if not the main goal of marketing by APTA is to educate the consumer (both patients and providers) on what we bring to the table as a profession, our role in treating pain and dysfunction, and the evidence behind our practice patterns.

So, from that perspective - this article met those goals. However, as you have stated, not a large niche of what we do as a profession and there are a lot more "low hanging fruit" conditions that could be used for these types of campaigns.

[Sean]

One of the major reasons women are being put on bedrest is because of how OB's are reimbursed for pregnancy services by insurance. In many cases they do't get a dime unless they deliver the baby. This means that they are incentivised to put women on bedrest, induce labor, and perform C-sections. I have met numerous women who were put in this situation.
While it is a matter of survival to the OB profession, and ethics, just consider this proposition prior to you or your wife having a baby.