Marketing through COVID-19
Your physio can still see you online
With the country moving through COVID-19 alert levels this year, at times many physiotherapists have only been available to see patients through telehealth. For much of the public this has been a new way to engage with their physio. To address this PNZ has run a campaign to increase public awareness that their physio can still see them through telehealth during higher alert levels. The campaign focuses on a clear and consistent message: your physio can still see you online.
Your physio can see you now
As Government measures regarding COVID-19 have allowed members to see patients both by telehealth and in person, this message changed to a more a direct message encouraging the public to make an appointment with their physio: your physio can see you now.
Paid media channels have been used to communicate these messages through changes in COVID-19 alert levels. This includes social platforms, website advertising, radio and Google search. Material has also been posted on the PNZ Facebook and Twitter accounts, asking members to share with their networks.
Support the campaign
Marketing activity, both paid and through PNZ's own social media accounts, drives the public to physio.org.nz where they can Find a Physio. Members are encouraged to add their own information such as areas of expertise to campaign material to direct people to their practice. Please remember to tag PNZ (Facebook: @PhysiotherapyNZ, Twitter: @PhysioNZ) when sharing campaign images. We can then share your posts to reach more people.
Don't say Oh! Say Physio!
Don't say Oh! Say Physio! is PNZ's core marketing campaign to the public. With promotion a key role of PNZ, 'Don't say Oh! Say Physio!' reminds the public to seek out members as health treatment providers of choice.
People wait to see a physio
Research shows that around half of all New Zealand adults have a current condition that could be treated by physiotherapy. But many people wait to see if it comes right on its own before seeing a physio. We've harnessed New Zealander's desire for movement by encouraging them to make an appointment with a PNZ member. This reminds people that an active life is a happy life, and that PNZ members should be a first-call for concerns preventing them from activity.
A consistent message
The campaign has a strong, easily remembered, consistent public message, with a clear call to action; driving people to seek a PNZ member. We're highlighting the point that people don't have to put up with issues preventing them from activity when they can see a PNZ physio, and encouraging them to seek PNZ members through the Find a Physio directory and recognition of the PNZ brand. The campaign also:
- Demonstrates positive feelings of better health
- Shows a range of possible conditions
- Promotes members as leaders in physio
- Is energetic and vibrant
- Is designed to be relevant for several years
Don't say oh! Say Physio!
The campaign creative encourages people to "Don't say oh! Say Physio!". This conveys the campaign message in a positive and vibrant way, while reminding people of the many areas physiotherapy can help with. Testing showed people get the core message and are likely to be motivated to see a PNZ member.
Launched in March 2019 the initial campaign featured online, in malls and on radio. It also included material designed for members to use in their own marketing, providing a platform for all of PNZ to engage with the public in a united voice.
The campaign continued over summer 2019/20, reminding people to seek a PNZ member through physio.org.nz, with campaign material online, in newspapers and on radio.
We are currently working on the next phase of the campaign. This will consider previous campaign elements and marketing activity through COVID-19, driving the public to PNZ members.
Thanks to everyone for your support of the campaign. It’s great that so many members get behind this to raise the profile of physiotherapy and PNZ members.
Find a Physio listings
Please ensure your PNZ Find a Physio listing is up to date. Listings are only available to PNZ members and this is where the campaign will send the public to Find a Physio. Check and update your listing on Find a Physio or register to be listed by emailing firstname.lastname@example.org.
Page updated October 2020