In my opinion, the AOTA's president's own quote clearly shows that
branding will not work for OT. She says:
Branding actually starts with the occupational therapy
practitioner in that all practitioners must ensure their
services are efficient, effective, result in client
satisfaction, and have value in terms of the cost-benefit.
Right off the bat, we KNOW that ALL practitioners do NOT provide
effective occupational therapy resulting in patient satisfaction. The
"coners" and "peggers" ensure this doesn't happen!
In my honest opinion of OT, our single biggest problem is INTERNAL, not
external. As a profession, we do NOT do what we say. And NOTHING will
kill a product or profession more quickly and efficiently than not
delivering what is promised and/or promoted! The more the branding
process proceeds the more we are shooting ourselves in the foot. The
more we promote "living life to it fullest" while delivering "crappy PT"
the more disenchanted our patients and referral sources become and the
practice of phsy-dys OT will become even more disenfranchised!
Ron
~~~
Ron Carson MHS, OT
www.OTnow.com
----- Original Message -----
From: [email protected] <[email protected]>
Sent: Wednesday, April 15, 2009
To: [email protected] <[email protected]>
Subj: [OTlist] AOTA's "BRAN" Bus
cac> Here is a quote from the AOTA president that supports my statements
cac> "As a profession, we seem to understand marketing more than we
cac> understand a branding process. Branding is about building the emotional
cac> reaction to a product or service over time. Branding actually starts
cac> with the occupational therapy practitioner in that all practitioners
cac> must ensure their services are efficient, effective, result in client
cac> satisfaction, and have value in terms of the cost-benefit. Branding
cac> starts with ensuring a basic level of competence, as well as making
cac> sure that every practitioner can deliver the message of what we do. We
cac> all know that this is difficult given all the different types of
cac> services we provide and the client problems that we solve.
cac> Therefore, branding is not about a single tag line, poster, etc. It is
cac> really about capturing the essence of our impact. Marketing we have
cac> done before with the posters about skills for the job of living. It
cac> described occupational therapy as a discipline where practitioners
cac> worked with people with a disabling condition to do things like brush
cac> their hair, etc. This was a great one-time marketing campaign, it was
cac> not a branding process. Granted occupational therapy is about getting
cac> people back to doing; but, when we did the marketing research some 8
cac> years later with our consumers and potential consumers, the good news
cac> was that we did not have a bad image. The bad news was that we did not
cac> have an image. Perhaps likening living to a job did not emotionally
cac> resonate with our consumers."-Moyers
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