Academy’s Top Selling Awareness Brochure Updated and Redesigned
 In Brief: To continue the work
begun last year to raise public awareness of the specialty, the Academy’s
most popular brochure, See a Physiatrist has been redesigned to
incorporate the new messaging strategy. The brochure is now titled See a
Rehabilitation Physician and was introduced to members at the 2007
Annual Assembly.
Through the years, members have relied on the Academy’s See a Physiatrist
brochure to quickly explain the specialty to patients, other health care
professionals, and members of the public. It has outsold all other Academy
brochures every year two to one.
As reported in the December/ January issue of The Physiatrist, the Academy
Board approved a new messaging strategy to raise awareness of the specialty
with members of the public. With less than three percent awareness by the
public, the AAPM&R Public and Professional Awareness Committee (PPAC)
developed a set of messages to use consistently in all Academy
communications to the public. It is hoped that if all members and the
Academy use the same terminology, members of the public might finally begin
to understand the specialty.
To keep in tune with the new strategy, See a Physiatrist was recently
redesigned. It now includes the template language and messaging and, most
importantly, it is now called See a Rehabilitation Physician. As with all
brochures sold by the Academy, there is space on the back for members to
affix a sticker or stamp with individual contact information.
Academy members previewed the new brochure at the 2007
Annual Assembly in Boston. For those who did not see it,
click here to download a PDF file
of it. See a Rehabilitation Physician is now available to purchase and an
order form for all Academy marketing materials
is available by clicking here.
All copy in the public areas of the Academy Web site is also being updated
to incorporate the public messaging as well. Members are encouraged to join
in this effort. An “elevator speech” can be used
when talking to the public. As a reminder, here are the two main points to
remember:
-
The term “rehabilitation physician” was selected as the most descriptive,
inclusive, and easiest to understand (and pronounce).
-
The definition of the specialty to use with public audiences is:
Rehabilitation physicians are nerve, muscle, bone, and brain experts who
diagnose and treat injury or illness nonsurgically to decrease pain and
restore function.
Send us your comments
The Academy is eager to receive your comments on the new
brochure, as well as your tips and ideas about how to effectively use
practice-marketing materials. Please send your feedback and comments to
jconstantine@aapmr.org.
Use the AAPM&R publication order form to order any of
these publications, or to view all available marketing tools.
If you choose not to download the Reader to
view this file, contact AAPM&R at (312) 464-9700 for instructions on
requesting a form.
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