A new branding campaign that positions physical therapists as the experts in human motion will be introduced during the Combined Sections Meeting (CSM) of the American Physical Therapy Association (APTA), Feb 9 to 12 in Las Vegas, at the Brand Launch Reception on Feb 10, from 6 pm to 7:30 pm in the Palm Foyer of the Mandalay Bay Resort & Casino.
As motion experts, PTs will be positioned as specialists who can help improve mobility and quality of life without the expense and pain of surgery or side effects of prescription medication. The tagline will be: Move Forward. Physical Therapy Brings Motion To Life.
APTA joined forces with public relations and marketing experts in 2007 to conduct research about where the physical therapy profession stood in the minds of multiple audiences and where it needed to go. It was found that nearly 90% of consumers had a positive impression of PTs, yet respondents thought of PTs primarily in terms of rehabilitation. Requirements for "living the brand" were also identified for PTs, such as flawless and thorough documentation.
Recognizing that a brand is about the people who live it every day, a brand personality was developed that combines the "Sage," the person who helps people act smarter and feel more confident and the "Hero," the one who helps people perform at their upper limits.
APTA has begun educating members through its "brand champions"—PTs who are leaders and specially trained advocates of the brand.
A key element of the branding initiative was the development of a newly branded consumer Web site, http://www.moveforwardpt.com and a members-only Web site on living the brand, http://www.apta.org/brandbeat. Both sites are scheduled to go live on February 9.