Alliance for Physical Therapy Quality & Innovation (APTQI) Campaign
Advocating for greater access to physical therapy
Challenge
APTQI wanted health plan decision-makers to understand how limited physical therapy coverage can unintentionally lead patients toward more costly pathways for musculoskeletal care.
With a network spanning more than 5,000 physical therapy offices, the organization needed one clear and compelling message its members could use to advocate for better coverage and demonstrate the value of physical therapy for both patients and payers.
Solution
We began with an in-depth analysis of four primary audiences, identifying their priorities, pain points and reasons to care.
Through a collaborative workshop, we helped the client prioritize those audiences and map the most relevant benefits for each. Those findings became the foundation for a messaging framework and integrated campaign showing how greater access to physical therapy can support better patient outcomes while helping reduce costs.
The campaign was brought to life through a flexible toolkit of educational and advocacy materials for APTQI members to use with health plan leaders and decision-makers.
Results
The campaign was enthusiastically received, and the toolkit was quickly adopted by APTQI member organizations.
The materials continue to support the organization’s efforts to influence insurance benefit design and expand access to physical therapy.
The Campaign
The campaign positioned increased physical therapy coverage as a benefit for everyone involved: better access and outcomes for patients, and the potential for meaningful cost savings for payers.
A bold visual system contrasted physical therapy with more costly treatment pathways, while the messaging translated clinical and economic evidence into a clear argument health plan decision-makers could act on.
The system extended across campaign concepts, brochures, infographics, case studies, a research compendium and presentation materials.
Our Role
Strategy and audience planning
Messaging framework
Campaign concepting and design
Brochure and infographic development
Case study and compendium design
Presentation development
Campaign production