APTA's Response to the Marketing Petition

There has been much discussion on the EIM blog, MyPhysicalTherapySpace, HPA listserv, and other venues regarding the marketing petition to APTA. It is nearing 1000 signatories, no small number for a diverse profession who remains a bit technophobic. If you're not an APTA member, please don't bother commenting. If you are a member, have at it. Thanks to everyone for their input and Peter Schrey for originating. The real time collaboration of "end users" (members) cannot be understated in a transparent world of blogs, MyPhysicalTherapySpace, Facebook, and the like. Spirited debate (even heated at times) is foundational to positive action.

John

January 4, 2008

TO: Signatories of Petition to APTA regarding public
relations and marketing efforts

FROM: APTA Board of Directors

Regarding the recent petition to the American Physical Therapy Association on public relations and marketing efforts to promote physical therapy, we wanted to let you know… we agree! We not only agree with the intent of your petition… we are taking action to address the
issues in your petition.

APTA needs to enhance and improve its efforts in the areas of public relations and marketing by creating and implementing a comprehensive communications plan that will do an even better job of effectively explaining what physical therapy is to the public.

This communications plan will help us to achieve the goals of Vision 2020 as well as meet the goals and objectives of a newly created APTA strategic plan (see below). The communications plan will include (1) effective and appropriate messages to the public about physical therapy, (2) the innovative use of the latest technologies to reach the public, and (3) ways to involve APTA’s components in the effective
implementation of the plan.

We have already taken a series of steps in the last number of months that will move us in the direction of the creation and implementation of this comprehensive communications plan for APTA:

Communications Unit

In September, APTA announced a new staff structure plan. A major component of the new staff structure was the creation of a Communications Unit that reports directly to the CEO. The Communications Unit has four departments: Public Relations, Publications, Web Services, and Art. The creation of the Communications
Unit is a tangible example of the renewed emphasis that APTA places on public relations.

Vice President, Communications

In addition to the creation of the new Communications Unit, APTA created the new position of Vice President, Communications. This staff position will coordinate all APTA efforts on communicating with the public and will work with the newly created Member Relations Unit on how we can better communicate with APTA members and potential APTA members. The Vice President, Communications will also work closely with the APTA Board of Directors, the Advisory Panel on Public Relations, and APTA sections and chapters to craft a communications plan. They will also be getting the
input of members such as yourself to ensure that the communications plan reflects the priorities of APTA grassroots members.

APTA is conducting a national search for this position and the goal is to have this position filled in the next few months. We will continue to move forward with ongoing projects as we anticipate the Vice President, Communications coming on board.

Departmental review

APTA is currently conducting a review of each department that will include an evaluation of current programs, processes, and staff. The goal of the departmental review will be to conduct an analysis to ensure that every department is as effective and efficient as it can be. This process includes the departments under the Communications Unit. The departmental reviews are to be completed early this Spring.

Development of strategic plan

APTA has begun the process of developing a strategic plan for the entire Association as part of APTA’s Strategic Thinking and Planning Initiative (for more information about the STP Initiative visit www.apta.org/stp). The development of a strategic plan will include the creation of specific goals and objectives for APTA. The strategic plan will inform our decision-making, help us to achieve the goals of Vision 2020, and allow us to better provide products, services, and representation to the members of APTA.

The APTA strategic plan will build on the past successes of the Association while preparing us to meet the challenges and opportunities of the future in the context of a strategic framework. The strategic plan will not sit on a shelf… it will be regularly revisited and updated as needed through an active and annual process.

One of the major components of the strategic plan will be public relations and marketing. The initial strategic plan will be completed this spring and presented at the 2008 annual meeting for review and feedback by component leaders and delegates. It will then be implemented and will continue to be updated and improved annually to meet our future needs.

Branding initiative

APTA has embarked on an initiative to brand the physical therapist. The APTA's Board of Directors began this process by appointing the Task Force on Branding to develop a brand for the physical therapist. APTA retained the services of a national public relations and marketing firm (CRT/tanaka) to develop the brand.

The first step in developing the brand was to learn what the target audiences and influencers knew about physical therapists and physical therapy. The firm conducted focus groups and telephone surveys with
consumers and interviewed APTA members, physicians, nurse practitioners, and insurers.

In November, CRT/tanaka presented the findings from the research to the Task Force. A final report will be presented to the Board of Directors in March and branding will be a large part of the communications plan discussed above.

Conclusion

We appreciate that you want to see action as soon as possible so that the public is fully aware of the benefits of physical therapy… and we agree with you! We want you to continue to advocate for positive changes in these areas. And, working with you and on behalf of APTA members and the public we serve, the Board of Directors will help to lead this change.

Thank you for your involvement and we hope that you will continue to share your thoughts (with the Board of Directors, section and chapter leaders, members of the House of Delegates, and others) on how we can continue to make APTA better.

Signed,

The APTA Board of Directors

R Scott Ward, PT, PhD, President
Randy Roesch, PT, DPT, MBA, Vice President
Babette S Sanders, PT, MS, Secretary
Timothy J Lyons, PT, Treasurer
Stephen M Levine, PT, DPT, MSHA, RP, Speaker of the
House
Laurita M Hack, PT, DPT, MBA, PhD, FAPTA, Vice Speaker
of the House
William D Bandy, PT, PhD, SCS, ATC
Sharon L Dunn, PT, PhD, OCS
Connie D Hauser, PT, DPT, ATC
Dianne V Jewell, PT, PhD, CCS
Aimee Klein, PT, DPT, MS, OCS
Stephen C F McDavitt, PT, DPT, MS, FAAOMPT
Janet M Peterson, PT, DPT, MA
Paul R Rockar, Jr, PT, DPT, MS
John G Wallace, PT, MS, OCS

Comments

[Peter Schrey]

Definitely a step in the right direction. I like the acknowledgement of our concerns, development of a plan to improve the situation, and description of how it can be acheived.
I'm encouraged, frankly.

[Selena Horner]

Dear APTA BOD,

Thank you for taking the time and sharing information what is relevant to us as members of the association.

I appreciate learning that the CEO has analyzed the structure of the APTA and has determined that some weaknesses need to be addressed. Kudos to Barnes for the steps he has taken with an ultimate goal of strengthening the value of the APTA for members and hopefully forming or improving the value of physical therapy for outside stakeholders.

In the spirit of open communication, I would suggest another area reviewed within the organization would be how communication occurs within the sections. If a member takes the time to post a topic on a section listserve, does that topic really need to go through a moderator? (What message does it send to members that a new topic has to be moderated? Moderators can receive a daily digest and stay current with the various discussions just as members do.) Depending on the listserve, the initial process involved in communicating can take up to 2 weeks. Should posts be moderated at a post by post level of moderation where the moderator determines if the post is allowed or not allowed? Should a moderator have full authority to exert control in moderating a member for whatever reason the moderator chooses? For example, my posts are now in what is termed “moderated status” on the HPA listserve. When a difficult topic is pursued, what message does it send to a member to be “moderated?” Do these types of actions truly allow for sharing thoughts with members/leaders of sections?

Since the petition is focused on marketing, when will something be rolled out to the public? (From what I am calculating, I’d guess 4th quarter 2008 or 1st quarter 2009.) Who will determine if the created brand and marketing products represent us, physical therapists and the value of physical therapy, as effectively as possible? Will the same people who were involved with Blackberry Thumb, Couch Potato Exercises, Bike Fitting etc. be involved in accepting the brand and the new marketing products? If my opinion matters, please do not have the same individuals involved in determining if what is created would be effective. Those individuals missed the boat and should not be involved in the decision-making process. (The words of Donald Trump are perfect, “You’re Fired!”) The brand is us and we constitute more than just the BOD. Since we matter and you desire our thoughts, use technology and upload 3 acceptable products ready for comments/input. Let us, the members, vote on the best product(s) and even allow our comments. Also, because of history, include an option that none of the products are acceptable.

I'm cautiously encouraged with what has been shared.

[Selena Horner]

After a few weeks of playing phone tag, John Barnes, CEO of the APTA and I did have a discussion focusing on the marketing/branding issue. I appreciated the opportunity to both hear his thoughts and share my thoughts. Thank you, John.

My perspective/impression from the conversation is that our professional diversity is both an advantage and a disadvantage (which we already knew) and although that is the case, our identity problem is solvable. No definitive plans are in place as to how members will have a say; I believe the board of directors will have a final say in the matter with regard to marketing and branding.

A definitive time line for finalized marketing/branding wasn't discussed, but my impression was that the marketing/branding project might not truly be completed until end of 4th quarter 2008 or 1st quarter 2009. (This was just my impression, John did not set any time frame.)

I'm going to rock the boat again, because after speaking to John, I did a bit more digging.... I don't know any of you on the board of directors, so I navigated through the APTA member directory and Find A PT to learn a bit about each of you. I do have a history of poor sleuthing ability, so I'm not going to state that I am 100% accurate in my assumptions. :)

There are 15 of you listed at the bottom of the above letter. 3 of you - I have no clue where you practice (couldn't determine via your email address or in Find a PT, so I am going to assume you are in academia); 7 of you are in academia (based on your email address); 3 are in orthopaedic practice; 2 of you do consulting or reimbursement type activities. If my calculations/assumptions are accurate, there will be 10 of you who have a predominant role in academia supposedly being our voice and speaking for us - will you really do that? Is the petition clear enough for you to really and truly understand the state of affairs in the clinical world? We can't be an advocate for consumers if consumers aren't aware of our role. I am very hesitant in placing my full trust with you, the members of the board, only because of history and I highly doubt you have the same experience as we do working in the trenches and dealing with the public. Out of the 15 of you, I truly believe 5 of you definitely understand the real issues and the frustration that we face.

I really would like to see a formalized strategy that includes feedback on the created product from members by the end of 3rd quarter 2008. John did substantiate my belief that the majority of APTA members practice in a predominantly orthopaedic practice setting. We really should have a voice in the matter.

Thanks for listening.

Selena Horner

[CJK]

More help is still needed in the APTA marketing & education department.

http://headtotoe.apta.org/topic/major/hw226016/othertrt.htm

http://headtotoe.apta.org/frame/tr147/tr1473/frame.htm

I'm sure there is more.. but I had to move on to the project I was already working on. This just caught my eye.

[CJK]

Now that I'm not half asleep at the computer, I will highlight the advice given on the APTA website for treatment of LBP and herniated discs:

Other treatments for a back problem or injury may include first aid measures, physical therapy, manipulative therapy (such as chiropractic), medicine, and in some cases, surgery."

"Manipulation, such as chiropractic or osteopathic therapies, which has produced mixed results for people with herniated discs but is likely to help some people."

And the APTA Self-Help guide PT component states:
"Physical therapy may be recommended by your health professional. A physical therapist can treat you with physical or mechanical means—such as through exercise or heat—and teach you exercises to do at home to strengthen the muscles that support your lower back and help prevent reinjury."

Do we pay for this to be linked to the APTA website?! My guess is yes! Neither authorship nor editing was by a PT...no surprise there.