HPA BRAND
POSITION
2
Critical decisions:
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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?
Susan
Lisa
HOW
NAVIGATING 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 NAME
HPA:THE CATALYST*
ACCELERATING LEADERSHIP & INNOVATION
*Catalyst: A person or thing that
precipitates change or a substance that
accelerates
6
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
Susan
Lisa
7
HPA: a Catalyst for bold new ideas
SUCH AS:
 SOCIAL
RESPONSIBILITY: PROMOTING
SOCIAL RESPONSIBILITY AT HOME AND
ABROAD
 TECHNOLOGICAL INNOVATION IN
ADMINISTRATION, PATIENT CARE, AND
COMMUNICATION
 NEXT GENERATION COLLABORATION
 LEADERSHIP DEVELOPMENT
 POLICY AND HEALTH SERVICES
Susan
Lisa
RESEARCH
 ??????????
PLACEHOLDER LANGUAGE
Prepares you for the future
sparks and ignites the
profession (dialog)
Reaches out to connect
people with their passions
9
Placeholder language
We bring Physical Therapy to
the next level, always reaching
We make things happen rather
than wondering what
happened
YOU ARE NOT ALONE
Susan
Lisa
Placeholder language
HPA: The Catalyst
provides cutting edge
knowledge and powerful
connections allowing PT
professionals to shape
their own future
11
Placeholder language
What ever future you
dream of for your
career or your
profession you will find
people at HPA to help
make it a reality
Susan
Lisa
12
BRAND PROMISE
ASSURANCE OF
QUALITY, ETHICS &
BEST PRACTICE
Susan
Lisa
PLACEHOLDER LANGUAGE
Informed &
Innovative, Inspiring
Transforming health
care by connecting
people
BRAND PROMISE
BRINGING GREAT
IDEAS FORWARD TO
THEIR TIPPING POINT
15
HOW
PROVIDING KNOWLEDGE
SKILLS BEHAVIOUR – FILLING
YOUR NEED TO KNOW
PROVIDING RESOURCES
BEYOND THE CLINICAL TO
TRANSFORM YOUR IDEAS INTO
ACTIONS

Susan
Lisa
16
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
Susan
Lisa
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 JOIN
To participate in the
discovery of emerging
trends and to help
create the future of
physical therapy in
health care
WHY SHOULD I JOIN
TO HAVE A VOICE IN
SHAPING THE FUTURE OF
HEALTH CARE
20
WHY SHOULD I JOIN
We help you take care
of business today so you
have time to shape
tomorrow.
Susan
Lisa
WHY SHOULD I JOIN
To 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
Susan
Lisa
TOP PRIORITIES
1.
2.
3.
4.
5.
6.
7.
8.
INTEGRATE NEW BRAND INTO EVERYTHING THAT HPA THE
CATALYST DOES.
DEVELOP A COMPREHENSIVE COMMUNICATION PLAN
AND STRENGTHEN ACTIVE TWO-WAY LINES BETWEEN HPA
APTA AND ALL COMPONENTS AND OTHER POTENTIAL
COLLABORATORS
BUILD HPA PROSPECT LIST
EMPOWER OURSELVES AND HPA VOLUNTEER GROUPS
(ARTICULATE GUIDANCE) – DEVELOP
ADDRESS AND RESOLVE LAMP
CONSIDER AND RESOLVE THE SIG ORGANIZATION
STRENGTHEN THE WEB SITE – MORE PICTURES LESS WORDS
CREATING PARTNERS PROGRAM
PRIORITIES
IRA &
•
•
•
•
* Prepare a plan and scripts for the town
hall meeting – members helping us cocreate 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.
2.
3.
4.
5.
6.
7.
develop implementation plan and begin
implementing by January 1. AUDACIOUS!
X NEW MEMBERS and X retention rate
X PARTICIPATION IN PROGRAMMING
CREATION OF NEW IDEAS
ATTRACTING YOUNG MEMBERS AND
THOUGHT LEADERS IN THE PROFESSION
Partners program
Capture our stories
WHO SHOULD WE COLLABORATE
WITH?
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
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 PLAN
EMBRACE
SUPPLIERS
More pictures fewer
words
32
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.
•
Susan
Lisa
1.
2.
3.
Develop a new brochure
Develop web content
Develop policy