PNZ Public Survey

2020 PNZ Public Survey

Following a similar format to 2016 and 2018, a survey of the New Zealand public was run by independent researchers in April 2020 to understand perceptions of physiotherapy and PNZ as the profession’s membership organisation. Overall there was an increase in public awareness of Physiotherapy New Zealand from 2018 and people had seen more marketing about physiotherapy in the last year. Responses indicate that the PNZ Don't say oh! Say Physio! marketing campaign remains relevant and will be continued into 2020/21 in the context of COVID-19.* Read the full report.

Summary

  • Physiotherapists remain among the country’s most recognised health professionals, with roughly a quarter of New Zealanders having had an appointment with a physiotherapist in the last 12 months.
  • People have seen an increased amount of marketing material about the profession this year with many recalling the Physiotherapy New Zealand Don't say oh! Say Physio! campaign.
  • Most people still think it is important to find a member of the national membership organisation when they require a physiotherapist and the proportion who have heard of Physiotherapy New Zealand has increased to almost a third.
  • While awareness of marketing material has increased, there continues to be an opportunity to improve public knowledge about the breadth of areas physiotherapists work in and encourage them not to delay treatment.

Actions

  • Consistent promotion to the public and strengthening of the PNZ brand continue to be priorities, the purpose of which is to raise the profile of the profession and increase knowledge about the breadth of areas members work in.
  • Designed to increase understanding of physiotherapy and prompt people to seek treatment immediately, the Don't say oh! Say Physio! marketing campaign remains relevant and will continue.
  • Campaign material will be delivered in the context of COVID-19. This includes tailoring messages to encourage people to make an appointment at member practices.

* The 2020 PNZ Public Survey was conducted while New Zealand was in COVID-19 Alert Level 4.


2018 PNZ Public Survey

A survey of New Zealand adults was run in December 2018, to help better understand public perceptions of both physiotherapists in general and PNZ as the profession’s membership organisation. Following a similar format to a PNZ survey completed in 2016, this was done through a public research panel managed by independent research agency Perceptive. Read the full report.

Summary

Physiotherapists are well recognised in New Zealand, with physiotherapy one of the leading health professions in terms of awareness and physios top-of-mind for many people when thinking of healthcare professionals. However the public often think of doctors as their first point of call for issues that physiotherapists can help with, suggesting they aren’t aware of the complete range of areas where physiotherapy can help.

  • As also identified in 2016, at any given time a notable proportion of adult New Zealanders have a health issue that physiotherapy can help with – but many people wait to seek treatment. The Don't say oh! Say Physio! PNZ marketing campaign, launched in March 2019, has been designed to address this.
  • Interestingly over a quarter of adult New Zealanders think they have heard of Physiotherapy New Zealand and 61% think it’s important to seek a physio who is part of the national membership organisation. This indicates that promoting members to the public and strengthening our brand should continue to be a priority for PNZ.
  • Less than 10% of the public remember seeing any marketing material about physiotherapy in the previous 12 months. Again this is something we’re looking to address with the consistent promotion of members through the Don't say oh! Say Physio! campaign.

Page updated July 2020