PNZ Public Survey

2021 PNZ Public Survey

The PNZ Public Survey was again run in 2021 to understand public perceptions of physiotherapy and PNZ as the profession’s membership organisation. With members having navigated COVID-19 throughout the year, it was good to see overall improvements in recall of physiotherapists as health professionals and understanding of physiotherapy. The 2021 survey also showed an increase in the number of people seeing a physiotherapist, which is positive given regional movement between alert levels during this time.

Having adjusted the PNZ marketing campaign for COVID-19, public awareness of our advertising increased over the year and was successful in encouraging people to seek appointments with members. This year’s campaign included a more direct message that was adaptable to alert levels, highlighting that a digital campaign intended to drive the public to the Find a Physio website can increase online traffic. Read the full report.

Summary

  • Unprompted mention and understanding of what physiotherapists do increased this year, along with the proportion of people who had an appointment with a physiotherapist in the last 12 months.
  • Awareness of PNZ advertising almost doubled over the year, with the Your Physio Can See You Now campaign focussed on directing the public to make an appointment at a member practice.
  • The Your Physio Can See You Now message drove an increase in public search for members online and supported PNZ in reaching our highest ever membership numbers.
  • With this year’s advertising focused on seeing your physio through COVID-19, rather than strengthening the PNZ brand, there was a decrease in respondents having heard of PNZ.

Actions

  • Building on activity over the last few years, PNZ should continue promoting physiotherapy to raise the profile of the profession and increase public knowledge about member expertise.
  • A campaign that prompts people to seek immediate treatment by making an appointment at a member practice remains relevant, particularly as the country remains in COVID-19 alert levels.
  • To improve the digital campaign, prominence should be given to the PNZ brand to increase public recognition and further encourage people to seek member appointments.

Adjusting For Alert Levels

Following insights from the 2020 PNZ Public Survey our advertising campaign was amended to support members through COVID-19, including a more direct message to make an appointment at member practices (Your Physio Can See You Now). This campaign accommodated moving regional alert levels, through which physiotherapists could in some weeks see patients via telehealth and in other weeks see them in person. It also targeted a public audience experiencing changing physical activity and working from home.

To do this the Your Physio Can See You Now message was used when most members could treat patients in person and adjusted to Your Physio Can Still See You Online in Auckland when telehealth was the only option for many members. The campaign drove an increase in public search for members through the Find a Physio website, with page views up 84% on average during campaign months compared to the previous year. It was a finalist in the 2021 TVNZ-NZ Marketing Awards and supported increased member numbers.


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 November 2021