Physiotherapists have always had an identity complex with themselves. We have manual therapists, exercise therapists, therapists who dry needle, functional needle, IMS and acupuncture. We are never able to identify with one thing and keep it. To our credit our ability to have a broad base of knowledge and skills is what also sets us apart from other clinicians. But to our detriment it is also the root cause of why physiotherapists have a branding and messaging problem with the general public.
Have some tight muscles in your shoulders and neck? Massage Therapy!
Is your Low back stiff and sore? Chiropractor!
Need to get active and in shape? Personal Training!
Have some type of pain and injury and you are not really sure what to do, or what is going to help, and your doctor recommends physio? Physiotherapy!
The issue we have is the general public does not know when or why they need to see a physiotherapist. For any of the above concerns, there is no reason a physiotherapist can’t help optimize any of those concerns. But we are rarely the first thing that comes to mind for when people get hurt, tight, or stiff and sore. As a profession we don’t have a key message or “area of expertise” that people can relate too. We are often too broad and vague with the description of our services, and this just creates a general sense of confusion and leaves people unsure of where we are in the continuum that is rehab.
Again as we pride ourselves on the ability for us to have a wide array of skills, it just muddles the water when an individual is trying to make a decision of what clinician to see, especially if they have never seen a healthcare or rehab professional in the past.
As physiotherapists we generally market ourselves as movement experts, but then add in; “we also do acupuncture, manual therapy, soft tissue techniques, cupping, etc..”. What we need is a clear message of our role in rehab, the services we provide, and then within our treatment model or approach we can then use all of those skills that we possess within our scope of practice. But until we have a clear and concise message to give to the public, we will always be labeled the “my doctor sent me to physio” practitioner.
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