… physio first revealed …. … uk demographics -population 64 million -50,000 physiotherapists...
TRANSCRIPT
… Physio First revealed …
… UK Demographics -Population 64 million
-50,000 Physiotherapists
-16,000 whole or part-time self-employed
-4,000 Physio First members who work with an additional 12,000 colleagues
… UK Demographics
-68% of patients are self referred & self pay
-25% come from a Doctor
-5% from Insurance Companies
-2% are work place referrals
… Physio First revealed …
So how is Physio First doing on our journey to our Vision …?
We want to become capable of:
“Championing evidence based cost
effective private physiotherapy with
Physio First members in the changing
healthcare marketplace”
Our journey is those 16 little words …
Goal 1 – Positioning Physio First
Perception of members:
“… very positive …”
“… value for money …”
“… recommendations high”
but
“ … not aware of all the
benefits available …”
External Perception:
Unclear about
“… what we do”
Goal 1 – Positioning Physio First
Perception of members:
“… very positive …”
“… value for money …”
“… recommendations high”
but
“ … not aware of all the
benefits available …”
External Perception:
Unclear about
“… what we do”
- Aligned – We continue
- Non aligned – We tweak or end
Goal 2 – We undertook a complete review of our “Business As Usual”
Goal 2 – Taught us that we need:
… more resource … more Time, Energy & Money!!!
We had to become more resourceful!!!
Goal 3 – “Evidence”
We have to produce evidence to enable us to:
• Win arguments
• Form commercial strategic alliances
to impact upon our changing healthcare marketplace!
Goal 3 – … meant “defining Evidence”!
… “Evidence” that means something in the “marketplace !”
… we are nearly there!
Goal 3 – Our working definition of “Evidence” is:
To demonstrate the value of private practitioner physiotherapy to potential & actual purchasers of private physiotherapy to include the public by:
Goal 3 – “Evidence” by …
• Finding out what the business priorities are for actual or potential purchasers?
• Reviewing our data to decide whether it is good enough to inform their priorities
• If “yes” - might we share it?
• If “no” might we collect new data?”
The Good News
We are already doing it!!!
The evidence proves that we can be trusted!!!
We have been brave!!!
We think the key is “TRUST”
“TRUST” has 2 faces:
1. Are we “HONEST” enough?
2. Are we “COMPETENT” enough?
The Good News
We are already doing it!!!
The evidence proves that we can be trusted!!!
We have been brave!!!
In the “modern marketplace”
We think that every business “has to earn
trust!” – if not technology
will find us out!!!
We think the key is for us
is to demonstrate to the
marketplace that we can
be “TRUSTED!!!”
The Good News
We are already doing it!!!
The evidence proves that we can be trusted!!!
We have been brave!!!
…. so our next step? We have collected “our” Data
for 8 years
Last year it became open to
all members to join at any time
This year participating members
will get individual reports to
“privately” compare ourselves with “our” Physio
First national database results
The Good News
We are already doing it!!!
The evidence proves that we can be trusted!!!
We have been brave!!!
…. so that we & others …
… get used to the idea
that we have to show the
marketplace that we can be
TRUSTED to monitor our own
quality!
… can demonstrate that we AND
they can be TRUSTED by each
other!!
… but more about TRUST in a minute …
Now … we have to work on “Improving our relationship between our Members & our Executive so that the gap between us feels closer …
… we will complete our Physio First Communications Strategy in June so that we can get to our Goals 5 & 7…
Goal 4 – Narrowing the Gap (Jan to June 2015)
Our Communications Strategy
… is our first step to
creating our “Brand” …
… “Brand” is about
establishing what quality is & living up to it!
Our Communications Strategy includes:
One of the major challenges for Physio First is the limited resource we have, not just in
Physio First's new
position
Website
Search
Social media
Email marketing
Direct marketing
Internal communications
PR
Advertising
Events
Goal 5 – With our Communications Strategy “Champion” our journey to our members
Goal 6 – Have a break/catch up
Goal 7 – With our Communications Strategy “Champion” our journey externally
Goal 8 – Identify commercial partners to work with … who we can TRUST!!!
Goals 5, 6, 7 & 8
Goal 9 – Investigate so that we are able to understand, explain & judge the:
• Potential impact of Cooperatives
(i.e. Physio owned/controlled business entities)
• Elements of real branding (that incorporate measured quality and competence) … by June 2018!
Goal 9 –
Thank You!!!