HPA BRAND POSITION

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Critical decisions:

What is the direction that HPA wants to go? What is our brand promise? What is our why? What are our top 3-5 priorities in the next year? What are the additional resources we need to

make our priorities a reality? Whom must we collaborate with to succeed -

both inside and outside the APTA family? What are the elements of the action plan we will

develop to implement the priorities? How will we measure success?

HOWNAVIGATING THE

PRESENT ILLUMINATING THE

FUTURE

HOW

WE TAKE THE WIDE VIEW OF SOCIETY

AND FOCUS ON THE BIG PICTURE OF HEALTH CARE

What is the direction that HPA wants to go?

NEW NAMEHPA:THE CATALYST*

ACCELERATING LEADERSHIP & INNOVATION

*Catalyst: A person or thing that precipitates change or a substance that accelerates

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"HPA"

NEW (TOCOME)

TECHNOLOGY

GLOBALHEALTH

LEADERSHIPSIG

SIGADMIN

REGULATORYCOMPLIANCE

SIG

SIG

SIG

SIG

Hot topic groups• Develop criteria

for “what is a sig and what do they get.”

• Newly emerging Sig’s begin As “hot topic groups”

• Consider developing “expert” panels

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HPA: a Catalyst for bold new ideas SUCH AS:

SOCIAL RESPONSIBILITY: PROMOTING SOCIAL RESPONSIBILITY AT HOME

AND ABROADTECHNOLOGICAL INNOVATION IN

ADMINISTRATION, PATIENT CARE, AND COMMUNICATION

NEXT GENERATION COLLABORATIONLEADERSHIP DEVELOPMENT

POLICY AND HEALTH SERVICES RESEARCH

??????????

PLACEHOLDER LANGUAGEPrepares you for the future

sparks and ignites the profession (dialog)

Reaches out to connect people with their passions

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Placeholder languageWe bring Physical Therapy to

the next level, always reachingWe make things happen rather than wondering what happened

YOU ARE NOT ALONE

Placeholder languageHPA: The Catalyst provides

cutting edge knowledge and powerful connections allowing PT professionals to shape their own future

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Placeholder languageWhat ever future you

dream of for your career or your profession you will find people at HPA

to help make it a reality

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BRAND PROMISEASSURANCE OF

QUALITY, ETHICS & BEST PRACTICE

PLACEHOLDER LANGUAGEInformed & Innovative,

InspiringTransforming health care by connecting

people

BRAND PROMISEBRINGING GREAT

IDEAS FORWARD TO THEIR TIPPING POINT

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HOW PROVIDING KNOWLEDGE SKILLS BEHAVIOUR – FILLING

YOUR NEED TO KNOW PROVIDING RESOURCES BEYOND THE CLINICAL TO

TRANSFORM YOUR IDEAS INTO ACTIONS

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WHY SHOULD I JOIN WE MENTOR providing you the tools to

understand policy issues, practice management, and more

Once you get into a practice environment you are going to impacted by rules and regulations that you may not understand AND HPA can help you

WHY SHOULD I JOIN Because good clinical skills are not

enough Because together we can improve the

state of health care for all Because as an autonomous professional

you are personally accountable for your actions and HPA helps you to make

sense of all the regs

WHY SHOULD I JOINTo participate in the

discovery of emerging trends and to help create

the future of physical therapy in health care

WHY SHOULD I JOINTO HAVE A VOICE IN

SHAPING THE FUTURE OF HEALTH CARE

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WHY SHOULD I JOIN

We help you take care of business today so

you have time to shape tomorrow.

WHY SHOULD I JOINTo help BUILD HEALTHIER

COMMUNITIES

VALUE PROPOSITION – WHAT WE DO

HPA:  The Catalyst BUILDS AND SERVES a network of visionary

thought leaders  OOOMPH

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PLACEHOLDER LANGUGAGE Because you care… and the status quo

is never good enough. To help people excel in their passion To help people put what is in their heart

into action

TOP PRIORITIES1. INTEGRATE NEW BRAND INTO EVERYTHING THAT HPA THE

CATALYST DOES.2. DEVELOP A COMPREHENSIVE COMMUNICATION PLAN AND

STRENGTHEN ACTIVE TWO-WAY LINES BETWEEN HPA APTA AND ALL COMPONENTS AND OTHER POTENTIAL COLLABORATORS

3. BUILD HPA PROSPECT LIST4. EMPOWER OURSELVES AND HPA VOLUNTEER GROUPS

(ARTICULATE GUIDANCE) – DEVELOP 5. ADDRESS AND RESOLVE LAMP6. CONSIDER AND RESOLVE THE SIG ORGANIZATION7. STRENGTHEN THE WEB SITE – MORE PICTURES LESS WORDS8. CREATING PARTNERS PROGRAM

PRIORITIESIRA & • * Prepare a plan and scripts for the town

hall meeting – members helping us co-create the plan -- December 15

• *Promote the town hall meeting to members, and non members Immediately (when do we start promoting csm)

• * make it fun – dynamic – lively – positive

• * flashlights – glow sticks

WHAT ARE THE RESOURCES WE NEED

??????????????

HOW WILL WE MEASURE SUCCESS?

1. develop implementation plan and begin implementing by January 1. AUDACIOUS!

2. X NEW MEMBERS and X retention rate3. X PARTICIPATION IN PROGRAMMING4. CREATION OF NEW IDEAS5. ATTRACTING YOUNG MEMBERS AND

THOUGHT LEADERS IN THE PROFESSION6. Partners program7. Capture our stories

WHO SHOULD WE COLLABORATE WITH?

Other sections State Chapters Other Health Groups (Tri-Alliance,others ) Health care executives Hospital associations Institute for Health Care Improvement Nursing Home and Long Term Care

Associations International – WPTC, other

ACTION PLAN Convene a town-hall meeting

Wednesday night at the CSM to engage members and perspective members in shaping HPA THE CATALYST

Serve as the convener of a high-level summit of thought leaders from health professions and related policy makers

Capture video that demonstrates the HPA THE CATALYST in action

ACTION PLAN Develop a collaborative model for

trademarking HPA THE CATALYST programs and services, and for developing revenue sharing streams from co-adopting partners

Create a cafeteria of unbundled LAMP MODULES – LAMP electives, and promote their delivery through other component societies

ACTION PLANEMBRACE SUPPLIERS

More pictures fewer words

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Marketing and branding tactics• Focus on the WHY.

• Tell your story in simple terms.• Collect your success stories and identify opportunities to tell them.• Develop on-going lines of

communication with members, APTA, other components.

• Update the web regularly.

1. Develop a new brochure2. Develop web content3. Develop policy