Public perception of physiotherapy: implications for marketing.
Authors: Sheppard L
Source: Australian Journal of Physiotherapy 40(4):265-71.
Abstract: In 1992, a national telephone survey was conducted on 510 randomly selected individuals from the general public. The objective of the survey was ascertaining the perception of the public regarding physiotherapy. The results showed that the physiotherapists were best remembered in regards to the musculoskeletal condition related treatment. The public had little awareness about the role of physiotherapy in providing specialist care to women and children. One of the important factors was the location of the physiotherapist, which gave them the chance to tailor their service provision in the place they were located at. One of the other important features was the provision of client-centred care by the physiotherapists. The medical practitioners did all the referral and communication about physiotherapy. In spite of all this, there is still very less awareness regarding the range of physiotherapy services that are available. Therefore, the authors have suggested the use of marketing campaigns that are focused on promoting more awareness. (Cirrie Abstract)
Institution: School of Physiotherapy, University of South Australia, North Terrace, Adelaide, SA, 5000.