1. a m e r i c a n m a r k e t i n g a s s o c i at i o n m a r k e t i n g p ow e r . c o m
pulse CheCk
Marketing health care
marketers
health services discuss their
defining moments
s u m m e r 2 011
Painting the
town red
Md anderson rebrands to
“Make Cancer history”
Gps for the
social Media
superhighway
Traffic moves fast, so make sure
you’ve got a strategic road map
prognosis:
Convenience
Vanderbilt transforms a mall to
enhance patient experience

2. or agenda tied to their recommendations.”
When a patient leaves the exam room,
for example, it’s important to provide
Rehabilitation at Work
something positive to remember, such as
A brand-building campaign strengthens
a remarkable experience to talk about. the image of physical therapists
Start demanding that every employee—not
only the physician—who is involved in By Emilio Rouco and Deborah Myers
the patient’s experience understands this
golden rule.
In his book “Social Intelligence: The
New Science of Human relationships”
(Bantam Books, 2007), Daniel Goleman
shares that, in exit interviews with patients
leaving a health plan, 25 percent attri-
bute their departure to a doctor’s bedside
manner, saying, “I didn’t like the way my
physician communicated with me.”
Fostering positive Wom is the respon-
sibility of everyone connected to the health
care organization. From the C-suite to the
mailroom, everyone should understand the
importance and necessity of providing an
exceptional patient experience.
Cafferky advises marketers not to forget
that nurses are still considered some of
the most important Wom carriers about a
health care organization.
Creating positive experiences also
happens outside the walls of the health
care facility. When physicians and staff
participate in health fairs, charity walks or
health screenings, they’re building informal
Wom for your organization.
A Final Word
Those who dismiss the power of Wom
are missing a huge opportunity to create
E D u C AT I O N I N M O T I O N :
lifelong customers. The American Physical Therapy Association launched
The continuing demise of traditional a brand campaign to, in part, expose consumers to the
marketing methods combined with the benefits of physical therapy. Through a series of brand
rise of new digital marketing options helps images and videos, shown here and on page 6, APTA
established a strong voice and social media presence.
Wom remain a surefire advertising tactic
for health care marketers. Inexpensive and
A
effective, it could be a marketing profes-
sional’s dream. s increased opportunities for consumers to directly access health care
Dr. Wright’s tactic for achieving success providers continue, clinicians and their professional associations are
in today’s challenging market is simple: progressively utilizing marketing and communications to showcase
Provide a positive health care experience their capabilities and relevance. In 2007, the American Physical
worth talking about. mhs Therapy Association—which represents more than 77,000 member
physical therapists, physical therapy assistants and students—embarked on a
✒ daniel fredrickS is manager of multi-year initiative to elevate the profession. APTA partnered with public relations
clinical marketing at the Dean Clinic-riverview and marketing firm CRT/tanaka to conduct a comprehensive study to determine
in Janesville, Wis. He may be reached at
daniel.fredricks@deancare.com.
how patients and prospective patients view physical therapists, and to develop and
implement a new branding strategy.
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3. C
ombined results strived to become the WebMD
from focus groups of physical therapy. The content
and quantitative strategy for the site is consumer-
research revealed driven, and the site’s “Ask a PT”
a common attitude about section received upward of 500
physical therapists: 90 percent questions within six months.
of consumers surveyed view Through Ask a PT, physical
physical therapists positively, but therapists address a wide range
they limited the role of physi- of health issues outside of reha-
cal therapists to rehabilitation. bilitation and the database now
Respondents also reported that includes more than 95 answers
they would be more likely to from physical therapists. The site
see a physical therapist if they addresses specific conditions and
knew he could improve mobility, shares targeted prevention tips
provide an alternative to surgery with cyclists, gardeners, office-
and manage or eliminate pain dwellers and other audiences
without medication. with specific movement needs,
With these attitudes revealed, as well.
CrT/tanaka worked with APTA To further enhance content
to develop a brand campaign and become a go-to resource,
to educate consumers on the the site has a video feature.
benefits of physical therapy and Video captures the message of a
increase the relevance of the physical therapist like no other
profession. The new brand was medium; seeing a physical
based on ownership of one’s mo- therapist in action eliminates
tion. “move Forward” became the unknown for consumers.
the brand mantra, expressing a Both the site and a YouTube
rallying cry for the profession channel are populated with 49
and the value proposition for videos highlighting a variety of
consumers. Through a variety conditions. In total, videos have
of mediums, the Move Forward been viewed more than 60,500
campaign educates consumers times and the channel has 202
about the benefits of working subscribers.
with a physical therapist.
After introducing the brand Establishing Presence
to APTA’s members in 2009, and Voice
the Move Forward campaign As a new brand, Move Forward
was rolled out to consumers in needed to establish itself and
2010. The vision was clear: It deliver messages across many
would lead the conversation in channels. moveForwardPT.com
traditional and digital channels serves as home base, with social
to demonstrate the breadth of media and advertising employed
physical therapists’ expertise. to drive traffic back to the site.
In 2010 and 2011, televi-
Becoming a Hub sion ads were developed and
Research indicates that, when launched across four markets
consumers seek health informa- throughout the country and on
tion, the Internet is second only CNN. radio spots were also
to a primary care physician. developed to run nationally on
Women, in particular, spend a Sirius/Xm. each employed a fun
great deal of time researching approach that showed people
conditions and treatments. experiencing challenges with
With this in mind, the online everyday activities, such as
hub moveForwardPT.com has reaching or bending. The
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4. ReseaRch
indicates that,
when consumeRs
seek health
infoRmation,
the inteRnet is
second only to
a pRimaRy caRe
F O R W A R D T H I N k I N G : APTA's Move Forward campaign included MoveForwardPT.com, which
physician.
was designed to be a hub of connectivity for consumers considering and advocating for physical therapy.
message to consumers was that and digital forms, the brand Participants were invited to The Move Forward brand
physical therapy could restore could focus on polishing and bring their questions to a group has been consistent and strong
motion, reducing the need for further developing its website as discussion on Twitter, where in meeting its communication
surgery or pain medication. a major driver for consumers to they could swap stories with objectives since its inception
With ads active nationally, see a physical therapist. others who shared their health and in its ability to create
Move Forward launched a social concerns and tap into the ex- synergies among research,
media campaign by establish- Connecting with pertise of a physical therapist. branding, and traditional
ing relationships with popular, Prospective Patients Each chat boosted site traffic, and digital media.
niche online communities that In addition to educating the doubling monthly traffic since The ultimate objective has
influence consumers. each community about the role of the website’s launch. been to drive consumers to find
community had low awareness physical therapists, the new In 2011, the campaign en- a physical therapist near their
of the role a physical therapist campaign needed to boost hanced the live event concept location on the Move Forward
could play in a patient’s well- physical therapists’ interactions with a video feed broadcast website. As a campaign, move
ness regimen. Within a year with consumers to establish a via livestream.com as part of Forward increased visits to
of the launch, 27 influential reputation for the profession. “Fit for life,” a conversation “Find a PT” by 44 percent over
outlets—including About.com, live events and conversations about maintaining health and the previous year and is reach-
USA Today, BlogHer.com and via Twitter called “tweetchats” fitness as people age. The event ing consumers and making
livestrong.com—covered con- were an ideal platform for this featured a panel of physical physical therapists more acces-
tent from the website. interaction. therapists available to answer sible than ever to the patients
In addition, influentials such In partnership with well- consumer questions. who need them. mhs
as Aol’s That’s Fit website, respected websites and blog- This audiovisual addition
BabyCenter.com, the Hollyrod gers, physical therapists allowed physical therapists to ✒ eMilio rouco is the director
Foundation, Grandparents.com provided their expertise in demonstrate exercises, pitfalls of public relations at the American
and blogger Talli van Sunder real time during the one-hour and proper technique. The Physical Therapy Association and
partnered with the Move Forward live tweetchats. In 2010, these physical therapists also added deboraH MyerS is executive vice
campaign, legitimizing it in the events covered the topics of perspective as to when and president of CrT/tanaka. They may be
social media world. With an es- pregnancy, obesity, children why a person should consider reached at emiliorouco@apta.org and
tablished presence in traditional with disabilities and running. seeing a physical therapist. dmyers@crt-tanaka.com, respectively.
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