Growing the Brand

By Dr. Chris Wilson, PT, DPT, CHES

At the Private Practice Section (PPS) annual conference in Orlando this past November, the Membership Development Committee convened to create a strategic plan for the next few years. Collectively we are excited with the new direction and initiatives we are working on.

First, one of the undertakings is a reimagining of the student business concept contest. Last year we added a checklist to help provide guidance and remove barriers to applying. However, we have found that the variance in projects is so vast it is in need of a major overhaul to level the playing field. Our goal is to simplify the process for both the students and those reviewing the submissions.

The next idea takes a systematic approach to defining the value of the Private Practice Section (PPS) to members and potential members. Too often when we review surveys about why people are members the overwhelming answer is: “the people.” Great, I love the people, too, but if that is the only reason or the first reason that comes to mind, good luck growing and sustaining a membership base in the mobile and social media age. Further, if the main reason is networking, that represents one type of member and demonstrates our failure to deliver to other membership types. To address this, we plan to create a “win bank” to quickly and objectively demonstrate and recall the value that we provide and the success that we have had in supporting the physical therapist in business.

Finally, we are going to target at least two sections to learn their needs and identify means to deliver on those needs to grow our membership and our brand while helping guide other physical therapists to success in business. The net result of this and other activities will be a net growth equaling and surpassing our best year out of the previous five.

Thank you to Anna Moore for her mentorship in preparing me for my role as the new chair of the committee and her leadership in general as the outgoing chair. Thanks to Audrey Waldron and Kathy Stenslie for their years of dedicated service. Thanks to Clay Watson and Robert Snow for staying on the committee. And welcome to Charlie Bigelow, Kelly McFarland, and Scott Hebert.

Copyright © 2018, Private Practice Section of the American Physical Therapy Association. All Rights Reserved.

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