Depends on what your definition of branding is. From how she desribes
it the OT practitioner being "honed in" is the first step to this
branding process. Not sure if they should go forward with the second
phase until the first step is complete. I am certainly in agreement on
this one. Seems like she should describe in detail what the plan is.
A lot of this seems a little ambigous the more I look into it. Doubt
if they have a solid plan yet though.
-----Original Message-----
From: Ron Carson <[email protected]>
To: [email protected] <[email protected]>
Sent: Wed, 15 Apr 2009 12:36 pm
Subject: Re: [OTlist] AOTA's "BRAN" Bus
Chris, I thin that if the OT practitioner is JUST starting to be
efficient, then don't you think it's a little earlier to be branding our
profession. Should we get the internal workings a little more "honed"
before going "public", so to speak?
To me, it' like putting the cart before the horse. It just won't work!!
----- Original Message -----
From: [email protected] <[email protected]>
Sent: Wednesday, April 15, 2009
To: [email protected] <[email protected]>
Subj: [OTlist] AOTA's "BRAN" Bus
cac> That is the key to the President's statement. We must "start".
If
cac> that does not occur we can forget it. Not sure what they have
planned
cac> for this aspect. It would be a good question to ask her on her
blog.
cac> -----Original Message-----
cac> From: Ron Carson <[email protected]>
cac> To: [email protected] <[email protected]>
cac> Sent: Wed, 15 Apr 2009 7:33 am
cac> Subject: Re: [OTlist] AOTA's "BRAN" Bus
cac> In my opinion, the AOTA's president's own quote clearly
shows that
cac> branding will not work for OT. She says:
cac> Branding actually starts with the occupational
therapy
cac> practitioner in that all practitioners must ensure
their
cac> services are efficient, effective, result in
client
cac> satisfaction, and have value in terms of the cost-benefit.
cac> Right off the bat, we KNOW that ALL practitioners do NOT
provide
cac> effective occupational therapy resulting in patient
satisfaction. The
cac> "coners" and "peggers" ensure this doesn't happen!
cac> In my honest opinion of OT, our single biggest problem is
INTERNAL, not
cac> external. As a profession, we do NOT do what we say. And
NOTHING will
cac> kill a product or profession more quickly and efficiently
than not
cac> delivering what is promised and/or promoted! The more the
branding
cac> process proceeds the more we are shooting ourselves in the
foot. The
cac> more we promote "living life to it fullest" while delivering
"crappy PT"
cac> the more disenchanted our patients and referral sources become
and the
cac> practice of phsy-dys OT will become even more disenfranchised!
cac> Ron
cac> ~~~
cac> Ron Carson MHS, OT
cac> www.OTnow.com
cac> ----- Original Message -----
cac> From: [email protected] <[email protected]>
cac> Sent: Wednesday, April 15, 2009
cac> To: [email protected] <[email protected]>
cac> 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
cac> emotional
cac>> reaction to a product or service over time. Branding actually
cac> starts
cac>> with the occupational therapy practitioner in that all
cac> practitioners
cac>> must ensure their services are efficient, effective, result in
cac> client
cac>> satisfaction, and have value in terms of the cost-benefit.
cac> Branding
cac>> starts with ensuring a basic level of competence, as well as
cac> making
cac>> sure that every practitioner can deliver the message of what we
cac> 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.
cac> It is
cac>> really about capturing the essence of our impact. Marketing we
cac> have
cac>> done before with the posters about skills for the job of living.
cac> It
cac>> described occupational therapy as a discipline where practitioners
cac>> worked with people with a disabling condition to do things like
cac> brush
cac>> their hair, etc. This was a great one-time marketing campaign, it
cac> was
cac>> not a branding process. Granted occupational therapy is about
cac> getting
cac>> people back to doing; but, when we did the marketing research
some
cac> 8
cac>> years later with our consumers and potential consumers, the good
cac> news
cac>> was that we did not have a bad image. The bad news was that we
did
cac> not
cac>> have an image. Perhaps likening living to a job did not
cac> emotionally
cac>> resonate with our consumers."-Moyers
cac> --
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cac> Archive?
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cac> --
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