Alliance for Physical Therapy Quality & Innovation (APTQI)
Advocating for Increased Physical Therapy (PT) Coverage to Benefit Patients and Payers
The Ask
The Alliance for Physical Therapy Quality and Innovation consists of physical therapists and physical therapy practices who share a common vision for the future of their profession, to establish physical therapy as a clinically appropriate treatment of choice with the best value for patients and payers. This includes greater access to physical therapy for more patients, leading them to explore a campaign conveying the value for building more PT coverage into insurance plans. Our client asked for a carefully crafted message to prepare the APTQI member organizations in their advocacy campaign targeted to health plan designers and decision makers.
Campaign Concepts
Campaign Concept
Background & Challenges
APTQI came to us with an identified prevailing lack of awareness that current plan designs inadvertently encouraged a more costly pathway for musculoskeletal (MSK) care. With a network spanning over 5,000 physical therapist offices, APTQI needed to equip them with a compelling common message to educate health plan decisionmakers on the importance of PT access in achieving enhanced outcomes for patients and significant financial savings for payers. It’s a win-win.
Case Study
Brochure
How We Contributed
Strategy
Messaging
Concepting & Design
Deliverables
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Infographic
Case Study
Compendium
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Our Solution
Starting with an in-depth analysis of our four primary audiences to determine pain points and need, we led a workshop with our client team to prioritize segments and maximize our messaging efforts. Using our discovery findings, we mapped each benefit to distill essential insights and develop the messaging framework which served as our cornerstone for creative concepting. Through a series of themes, we partnered with our client to develop a powerful and compelling campaign to enhance the efforts of APTQI member organizations creating awareness of how increased PT coverage benefits all.
Results
The campaign was enthusiastically received, and the resulting toolkit of deliverables were quickly adopted by APTQI members. The client was extremely happy with our strategic and creative support and the work is being used today to affect the current process of insurance plan design.