HPA BRAND POSITION

Susan Lisa 2 Critical decisions:  What is the direction that HPA wants to go?  What is our brand promise?  What is our why?  What are our top 3-5 priorities in the next year?  What are the additional resources we need to make our priorities a reality?  Whom must we collaborate with to succeed - both inside and outside the APTA family?  What are the elements of the action plan we will develop to implement the priorities?  How will we measure success?

HOW NAVIGATING THE PRESENT ILLUMINATING THE FUTURE

HOW WE TAKE THE WIDE VIEW OF SOCIETY AND FOCUS ON THE BIG PICTURE OF HEALTH CARE

What is the direction that HPA wants to go? NEW NAME HPA:THE CATALYST* ACCELERATING LEADERSHIP & INNOVATION *Catalyst: A person or thing that precipitates change or a substance that accelerates

Susan Lisa 6 Hot topic groups Develop criteria for “what is a sig and what do they get.” Newly emerging Sig’s begin As “hot topic groups” Consider developing “expert” panels

Susan Lisa 7 HPA: a Catalyst for bold new ideas SUCH AS:  SOCIAL RESPONSIBILITY: PROMOTING SOCIAL RESPONSIBILITY AT HOME AND ABROAD  TECHNOLOGICAL INNOVATION IN ADMINISTRATION, PATIENT CARE, AND COMMUNICATION  NEXT GENERATION COLLABORATION  LEADERSHIP DEVELOPMENT  POLICY AND HEALTH SERVICES RESEARCH  ??????????

PLACEHOLDER LANGUAGE Prepares you for the future sparks and ignites the profession (dialog) Reaches out to connect people with their passions

Placeholder language We bring Physical Therapy to the next level, always reaching We make things happen rather than wondering what happened YOU ARE NOT ALONE Susan Lisa 9

Placeholder language HPA: The Catalyst provides cutting edge knowledge and powerful connections allowing PT professionals to shape their own future

Placeholder language What ever future you dream of for your career or your profession you will find people at HPA to help make it a reality Susan Lisa 11

BRAND PROMISE ASSURANCE OF QUALITY, ETHICS & BEST PRACTICE Susan Lisa 12

PLACEHOLDER LANGUAGE Informed & Innovative, Inspiring Transforming health care by connecting people

BRAND PROMISE BRINGING GREAT IDEAS FORWARD TO THEIR TIPPING POINT

HOW  PROVIDING KNOWLEDGE SKILLS BEHAVIOUR – FILLING YOUR NEED TO KNOW  PROVIDING RESOURCES BEYOND THE CLINICAL TO TRANSFORM YOUR IDEAS INTO ACTIONS Susan Lisa 15

WHY SHOULD I JOIN  WE MENTOR providing you the tools to understand policy issues, practice management, and more  Once you get into a practice environment you are going to impacted by rules and regulations that you may not understand AND HPA can help you Susan Lisa 16

WHY SHOULD I JOIN  Because good clinical skills are not enough  Because together we can improve the state of health care for all  Because as an autonomous professional you are personally accountable for your actions and HPA helps you to make sense of all the regs

WHY SHOULD I JOIN To participate in the discovery of emerging trends and to help create the future of physical therapy in health care

WHY SHOULD I JOIN TO HAVE A VOICE IN SHAPING THE FUTURE OF HEALTH CARE

WHY SHOULD I JOIN We help you take care of business today so you have time to shape tomorrow. Susan Lisa 20

WHY SHOULD I JOIN To help BUILD HEALTHIER COMMUNITIES

VALUE PROPOSITION – WHAT WE DO HPA: The Catalyst HPA: The Catalyst BUILDS AND SERVES a network of visionary thought leaders OOOMPH

PLACEHOLDER LANGUGAGE  Because you care… and the status quo is never good enough.  To help people excel in their passion  To help people put what is in their heart into action Susan Lisa 23

TOP PRIORITIES 1. INTEGRATE NEW BRAND INTO EVERYTHING THAT HPA THE CATALYST DOES. 2. DEVELOP A COMPREHENSIVE COMMUNICATION PLAN AND STRENGTHEN ACTIVE TWO-WAY LINES BETWEEN HPA APTA AND ALL COMPONENTS AND OTHER POTENTIAL COLLABORATORS 3. BUILD HPA PROSPECT LIST 4. EMPOWER OURSELVES AND HPA VOLUNTEER GROUPS (ARTICULATE GUIDANCE) – DEVELOP 5. ADDRESS AND RESOLVE LAMP 6. CONSIDER AND RESOLVE THE SIG ORGANIZATION 7. STRENGTHEN THE WEB SITE – MORE PICTURES LESS WORDS 8. CREATING PARTNERS PROGRAM

PRIORITIES IRA & * Prepare a plan and scripts for the town hall meeting – members helping us co- create the plan -- December 15 *Promote the town hall meeting to members, and non members Immediately (when do we start promoting csm) * make it fun – dynamic – lively – positive * flashlights – glow sticks

WHAT ARE THE RESOURCES WE NEED ??????????????

HOW WILL WE MEASURE SUCCESS? 1. develop implementation plan and begin implementing by January 1. AUDACIOUS! 2. X NEW MEMBERS and X retention rate 3. X PARTICIPATION IN PROGRAMMING 4. CREATION OF NEW IDEAS 5. ATTRACTING YOUNG MEMBERS AND THOUGHT LEADERS IN THE PROFESSION 6. Partners program 7. Capture our stories

WHO SHOULD WE COLLABORATE WITH?  Other sections  State Chapters  Other Health Groups (Tri-Alliance,others )  Health care executives  Hospital associations  Institute for Health Care Improvement  Nursing Home and Long Term Care Associations  International – WPTC, other

ACTION PLAN  Convene a town-hall meeting Wednesday night at the CSM to engage members and perspective members in shaping HPA THE CATALYST  Serve as the convener of a high-level summit of thought leaders from health professions and related policy makers  Capture video that demonstrates the HPA THE CATALYST in action

ACTION PLAN  Develop a collaborative model for trademarking HPA THE CATALYST programs and services, and for developing revenue sharing streams from co-adopting partners  Create a cafeteria of unbundled LAMP MODULES – LAMP electives, and promote their delivery through other component societies

ACTION PLAN  EMBRACE SUPPLIERS  More pictures fewer words

Marketing and branding tactics Focus on the WHY. Tell your story in simple terms. Collect your success stories and identify opportunities to tell them. Develop on-going lines of communication with members, APTA, other components. Update the web regularly. Susan Lisa 32

1. Develop a new brochure 2. Develop web content 3. Develop policy