Town Halls 2011

• Branding and Social Media: we are leading the country in innovation to promote physio
• QAP: We are influencing change with CPTBC
• Knowledge Team: our unique service is cutting edge

• Didn’t have one
• Needed to message:
– Who is the PABC?
– What do PABC and physiotherapy stand for?
– How are we differentiated from other health care providers?

• Attributes
- 2,000 members, provincial scope, innovative, dedicated, results driven, accredited Master’s degree…
• Benefits
– improved function, reassurance, trust, cost effective, member support/advocacy…
• Values
– Integrity, respect, accepting, open-minded, outdoor lifestyle…
• Personality
- energetic , enthusiastic, passionate, proud, humble, sense of humour …

Positioning BC Physios as unique
- BC is the most active of all provinces – outdoor lifestyle
- BC has the most active physiotherapists in
Canada
- PABC has the most active health professional in Canada
- Because you are so active, BC physios are the best informed about the body
- Most able to role model for patients how to keep moving

BC physiotherapists know best how to prevent and treat injuries and chronic conditions
.

To promote an identity for PABC and members
- Sense of being active; person in motion
- Colours and shapes of BC sea and mountains
- Sense of humour
- Idea of stretching as a profession

Messaging the Profession
Promoting your character, and what you do to help British Columbians be active
Message : you Keep British Columbians Moving for life
Message within the message: you role model an active lifestyle
TV ad and calendar campaigns star PABC members
Covert message: You are the COOL health profession

• Spans the range of conditions
• Promotes active lifestyle
• Promotes our microsite www.movingforlife.ca

Target Audience
• Women 35+ who oversee the health and wellness of their family
(and they watch 2 hours more than the average per week)
Timing
• April 4th and run through June 26 th
(compliments CPA TV ad campaign April/May during NHL Playoffs)
• On news because news is the most watched program for our target.
– Global Morning News, Noon Newshour, Early News, Global National;
Saturday and Sunday Morning News
– Canadian Traffic network helicopter spots

• PABC launched its microsite, movingforlife.ca, to coincide with Physio 4 topics featured on
Facebook
• The site went live in June, and has totaled
1,004 visits so far, increasing each month

movingforlife.ca

January
February
March
April
May
June
July
August
September
October
November
December
BALANCE AND FALLS
HEART HEALTH
RUNNING AND WALKING
LIFTING, WORK-RELATED INJURY
GARDENING
CYCLING
GOLF
WATER SPORTS – swimming, paddling, etc.
CARRYING: Backpacks/back to school; luggage; purses
Pre and Post NATAL HEALTH
HOCKEY
SNOW SPORTS: Skiing, snowboarding

bcphysio.org
Your new best friend
“I've spent more time on the PABC website this year than ever before lots of great stuff there. Thank you!”

Revamped bcphysio.org
• Reflect new branding
• Improve functionality
Main areas of redesign:
• “Look and feel” both public and member sites
• Find-a-Physio
• Informative physio profiles
• Increase member Engagement

Look and feel: out with the old

Look and feel: In with the new

Member’s Side of the site has information, resources, news, and tools to help you in your professional practice
These are the links that are available on the members’ side of the site.

News for Members
Knowledge Centre & Library

Member profile:
– Professional with personality
– Connect to patients
– Connect with peers
– Build web presence bcphysio.org/user

Integrated Social Media concepts into bcphysio.org the Microblog feature
• Twitter-like posting for members only
• Connect to other members
• Follow members’ interests

• Canadian Society of Association Executives awarded us the
2011 Best National Website award

• Microblog
• Microsite
• Facebook
• Twitter
• YouTube
Featuring:
• LinkedIn
• Webinars

• Engage members with patients (present and future)
• Engage members with PABC (awareness of activities)
• Increase public awareness of PABC and of our members

• PABC had a series of three free, half-hour webinars in July and August 2011
– Facebook, Twitter, and advanced Google
– 79 members attended the live events
– overwhelmingly positive in feedback
– Follow-up to PABC office for help establishing new social media presence
• Webinars and corresponding documentation have been viewed 333 times on the website

• Librarian has been posting 2-3 weekly literature news
• Launched June 1 daily postings of members demonstrating
Physio4 Tips
• 655 current ‘Likes’
• 253 new Likes from April 1 to the present, up 66%
• 900 average daily impressions
• Feedback on posts has risen 128%

• 617 Followers
– members, clinics, healthcare professionals, news media, suppliers, etc
• PABC has posted 605 tweets
• Exponential spread of PABC info:
- Many of these tweets get re-tweeted by our followers
- Our daily FB postings are auto-tweeted

• 26 PABC created videos
– PABC Tutorials
– video blogs by UBC members
– Lighthearted physio-related videos
• 7,827 total views

• For professionals; sharing their academic and employment history, professional interests and activities
• Less about organizations; more about the people
• “Groups” are a LinkedIn feature that some of our members have taken advantage of, participating in discussions of topics, techniques, etc.

linkedin.com/company/physiotherapyassociation-of-british-columbia

• PABC has not even run a campaign
– Our social networking has happened organically, with members finding and following us on their own
• PABC is the only Branch to have Social Media action
• During SportMed AGM last month during the keynote address, an audience member extolled PABC as an organization who engages their members via social media and webinars (we were the only mention)

If you have questions about PABC’s Social Media endeavors, contact info@bcphysio.org