The Problem with Traditional Physical Therapy Conferences
As physical therapists, it’s our job to rise above the noise and become influencers in our communities. I thought that by going to typical physical therapy conferences, I could get closer to that goal. I did what everyone told me: marketed to physicians, took out print ads, sponsored the local football stadium, etc. But it didn’t work. Patients pay their physician a copay, so why would they pay me (the “technician”) more? When I was trying to rely on the marketing strategies above, that’s the patient mindset I ran into a lot. Have you ever had a patient who was prescribed PT three days a week for 12 weeks, but you determined you only needed to see them once a week to get the desired result? What that tells you is this: because you’re just the “technician,” you don’t get to be the decision-maker. If we rely on marketing to physicians, we become technicians instead of the Doctors we are. Overall, I never found a PT conference where I...