WINNING HEARTS AND MINDS TO PT

Branding Private Practice Hands-On Physical Therapy

Learn a lesson from the cowboys (and marketing guru Al Reis.)

By "branding" his cows with a J, Cowboy Jones was able to differentiate his herd from Cowboy Smithers' cattle, branded with an S. Customers came to know that the beef from Jones' herd was tender while Smither's beef tasted like shoe leather. The J brand prospered and was sought after.

Brands distinguish one produce from another. We see or hear a brand name and we have certain attitudes, thoughts, emotions toward them-Starbucks, Body Shop, Home Depot, Coke, Pepsi, and any number of brands all give us certain images and reactions, good or bad.

Do you realize that people and professions are also brands? In the recent elections, both George Bush and John Kerry were a "brand" of politician-each with his own image, qualities, message.

Physical Therapy is a brand. And within that brand, the different types of PT, private practice, autonomous, hands-on, are also brands. Unfortunately, PT is a poorly understood brand. It is confused with chiropractic, exercise, HUMing (hotpack, ultrasound, massage), and for many it brings forth the image of Helga the Swedish Masseuse or the kindly lass who attends parapalegics.

Why?

Consider the ramifications of this mass misunderstanding. It is at the very heart of our most severe challenges:

• It is why many doctors don't refer to you or any PT for that matter.
  
  
• It is why Physicians start their own PT practices.
  
  
• It is why legislators need so much convincing to help the profession. (At a recent briefing to Survival Strategies clients at the PPS convention, the PAC's chief lobbyist lamented that he spends the majority of his time explaining to the government what PT is, and what a PT does.)
  
  
• It is why patients don't seek or pay for PT for themselves.
  
  
• It is why insurance companies don't feel compelled to pay for sufficient PT.
  
  
• It is even why many PTs have become bewildered and disheartened about ever selling their professional image and winning the hearts and minds of America.

The Solution: Branding Based On Core Competencies

So, how are we building the "brand" of PT, and how do we win the hearts, minds and referrals of America?

Realize, that a brand is built around a "core competency". A core competency is what one does that is absolutely different; what they do best that others can't. Physical Therapy has two core competencies:

• The first is the type of motivation that drives PTs. The vast majority of private practitioners are motivated by personal conviction or a sense of duty and not motivated primarily by money.
  
  
• Good PT relieves pain, restores function, improves performance and gets at underlying causes so the problem stays fixed. Good physical therapy is physical, hands-on; it takes time and care, is delivered by specialists, is done before drugs and surgery. Good PT is a wonderful and often life-changing experience, has a great aroma, tastes good, and has a little sleeve to keep your fingers from getting burnt.

SELLING THE PT BRAND

In this web site you will read about the amazing Try PT First! Campaign, that is being carried across the country by a grassroots group of private practice owners, staff PTs and marketing people. Survival Strategies has thrown its full support behind them, assisting in producing state-of-the-art PR materials for use in getting the message out.

Brands are established through Public Relations and not through advertising. That might be good news or bad news, depending upon one's expertise at PR. Once a brand is established, advertising can fan the flames, but PR comes first. We have a huge asset in the more than one hundred practice owners and staff who have signed onto the Try PT First campaign to host rallies in their area with their peers and take this message directly to those who most need to hear it-medical students and residents, physician groups, governmental representatives and insurance companies. That is good news!

We need you on this team-read on, get the information you need, and then participate in what is becoming the most vital, refreshing and effective national campaign in our history to make private practice PT American's first healthcare choice.