American Physical Therapy Launches Campaign To Brand Physical Therapists As Expe

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American Physical Therapy Launches Campaign To Brand Physical

Therapists As Experts In Human Motion

http://www.medicalnewstoday.com/articles/137850.php

A new branding campaign that positions physical therapists as the

experts in human motion will launch during the Combined Sections

Meeting (CSM) of the American Physical Therapy Association (APTA),

Feb 9-12, 2009, in Las Vegas, NV., at the Brand Launch Reception,

Tuesday, Feb. 10, from 6:00 pm - 7:30 pm in the Palm Foyer of the

Mandalay Bay Resort & Casino.

As motion experts, physical therapists 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 percent of consumers had a positive

impression of physical therapists, yet respondents thought of

physical therapists primarily in terms of rehabilitation.

Requirements to " living the brand " were also identified for physical

therapists such as flawless and thorough documentation.

" The focus on movement is very appropriate because this is a

movement " to have our members learn and live the brand and to build

on and expand the existing, overwhelmingly positive perceptions of

physical therapists in the minds of consumers and other health care

professionals, " said APTA President R. Ward, PT, PhD.

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 " -

physical therapists 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

member-only Web site on living the brand,

http://www.apta.org/brandbeat. Both sites are scheduled to go live on

February 9, 2009.

Physical therapists are highly-educated, licensed health care

professionals who can help patients reduce pain and improve or

restore mobility -- without expensive surgery or the side effects of

medications. APTA represents more than 70,000 physical therapists,

physical therapist assistants, and students of physical therapy

nationwide. Its purpose is to improve the health and quality of life

of individuals through the advancement of physical therapist

practice. Learn more about conditions physical therapists can treat

at http://www.apta.org/consumer, and find a physical therapist in

your area at http://www.findapt.us.