Today’s blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen.
“We have all heard it from our patients,” says WebPT cofounder Heidi Jannenga, PT, MPT, ATC/L, “PT really stands for ‘physical terrorist’ or ‘pain and torture.’ Sure, there are certain situations where ‘no pain, no gain’ is an appropriate slogan, but the general misconception that physical therapy is only pain just isn’t right. We’re doctorate level healthcare providers, not to mention the musculoskeletal experts, so while increasing range of motion of a frozen joint is no walk in the park, when it results in increased functional independence and reduced pain for the patient, it’s totally worth it.”
There are plenty of online resources devoted to clearing up this misconception (like this), but even more perpetuating it (like this, this, and this gem, whose author imagines his physical terrorist is speaking with a German accent: “Ve haf vays of making you flexible…”).
Perception is reality, so while we all chuckle, the physical terrorist label is probably not going to build business or leave anyone feeling warm and fuzzy about the industry as a whole. So let’s change it; alter these misperceptions and better message the real benefits of rehab therapy—like health, wellness, and mobility. Oh, and the fact that you genuinely care about building a relationship with your patients that lasts way beyond a few sessions.
This month’s blog posts will all focus on marketing the rehab therapy profession—everything you need to know to successfully communicate the value of your services to your patients, the community, and fellow medical professionals. When you control the messaging, you get to decide how you want to present yourself, and we bet there’s many things you’d rather highlight than physical terror.
But this certainly isn’t a one-sided street. We want to hear from you! How do you want the world to perceive your profession? What marketing tips do you have? Chime off on social and in the comments below.