At Wellpepper, we’ve been surprised about the amount of effort physical therapists need to do to promote their services and profession. We’ve had great personal experiences with physical therapy ranging from sports injury recovery, chronic illness recovery and management, and pediatric developmental support. To us, it was a bit of a no-brainer that physical therapy works. The more time we spend with the community though, we realize there’s a lot more work to do. On that note, we’d like to highlight some great marketing of the profession that we’ve seen.
One of the most impressive is the award-winning campaign “Moving for Life” from the British Columbia Association of Physical Therapists. Here’s the television spot that was launched in 2011.
The campaign works for two reasons, it connects the general public to the profession and to what physical therapists can do for them, and it introduces physical therapists as professionals and people. The Facebook portion of the campaign shows physical therapists out enjoying all the wondrous nature that British Columbia has to offer, while providing tips for staying safe and fit during physical activity.
We know that physical therapist are happy in their profession, but this campaign takes it one step further by introducing reasons why people are inspired to be physical therapists.
One caveat, of course, is that people in BC have direct access to physical therapists, so the customer for therapy is the consumer, not a doctor who is providing referrals. The campaign would probably look very different if it were aimed at convincing doctors to send therapy referrals. Also, with the abundance of nature and the resource-based economy, BC has a very active population who tend to be more familiar with the benefits of physical therapy and want to get back to work and play faster.
What great examples have you seen? What do you wish your local association was doing for you?