HPA BRAND POSITION
description
Transcript of HPA BRAND POSITION
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HPA BRAND POSITION
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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?
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HOWNAVIGATING THE
PRESENT ILLUMINATING THE
FUTURE
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HOW
WE TAKE THE WIDE VIEW OF SOCIETY
AND FOCUS ON THE BIG PICTURE OF HEALTH CARE
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What is the direction that HPA wants to go?
NEW NAMEHPA:THE CATALYST*
ACCELERATING LEADERSHIP & INNOVATION
*Catalyst: A person or thing that precipitates change or a substance that accelerates
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"HPA"
NEW (TOCOME)
TECHNOLOGY
GLOBALHEALTH
LEADERSHIPSIG
SIGADMIN
REGULATORYCOMPLIANCE
SIG
SIG
SIG
SIG
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
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HPA: a Catalyst for bold new ideas SUCH AS:
SOCIAL RESPONSIBILITY: PROMOTING SOCIAL RESPONSIBILITY AT HOME
AND ABROADTECHNOLOGICAL INNOVATION IN
ADMINISTRATION, PATIENT CARE, AND COMMUNICATION
NEXT GENERATION COLLABORATIONLEADERSHIP DEVELOPMENT
POLICY AND HEALTH SERVICES RESEARCH
??????????
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PLACEHOLDER LANGUAGEPrepares you for the future
sparks and ignites the profession (dialog)
Reaches out to connect people with their passions
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Placeholder languageWe bring Physical Therapy to
the next level, always reachingWe make things happen rather than wondering what happened
YOU ARE NOT ALONE
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Placeholder languageHPA: The Catalyst provides
cutting edge knowledge and powerful connections allowing PT professionals to shape their own future
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Placeholder languageWhat ever future you
dream of for your career or your profession you will find people at HPA
to help make it a reality
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BRAND PROMISEASSURANCE OF
QUALITY, ETHICS & BEST PRACTICE
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PLACEHOLDER LANGUAGEInformed & Innovative,
InspiringTransforming health care by connecting
people
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BRAND PROMISEBRINGING GREAT
IDEAS FORWARD TO THEIR TIPPING POINT
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HOW PROVIDING KNOWLEDGE SKILLS BEHAVIOUR – FILLING
YOUR NEED TO KNOW PROVIDING RESOURCES BEYOND THE CLINICAL TO
TRANSFORM YOUR IDEAS INTO ACTIONS
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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
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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
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WHY SHOULD I JOINTo participate in the
discovery of emerging trends and to help create
the future of physical therapy in health care
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WHY SHOULD I JOINTO HAVE A VOICE IN
SHAPING THE FUTURE OF HEALTH CARE
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WHY SHOULD I JOIN
We help you take care of business today so
you have time to shape tomorrow.
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WHY SHOULD I JOINTo help BUILD HEALTHIER
COMMUNITIES
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VALUE PROPOSITION – WHAT WE DO
HPA: The Catalyst BUILDS AND SERVES a network of visionary
thought leaders OOOMPH
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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
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TOP PRIORITIES1. 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 LIST4. EMPOWER OURSELVES AND HPA VOLUNTEER GROUPS
(ARTICULATE GUIDANCE) – DEVELOP 5. ADDRESS AND RESOLVE LAMP6. CONSIDER AND RESOLVE THE SIG ORGANIZATION7. STRENGTHEN THE WEB SITE – MORE PICTURES LESS WORDS8. CREATING PARTNERS PROGRAM
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PRIORITIESIRA & • * 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
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WHAT ARE THE RESOURCES WE NEED
??????????????
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HOW WILL WE MEASURE SUCCESS?
1. develop implementation plan and begin implementing by January 1. AUDACIOUS!
2. X NEW MEMBERS and X retention rate3. X PARTICIPATION IN PROGRAMMING4. CREATION OF NEW IDEAS5. ATTRACTING YOUNG MEMBERS AND
THOUGHT LEADERS IN THE PROFESSION6. Partners program7. Capture our stories
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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
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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
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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
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ACTION PLANEMBRACE SUPPLIERS
More pictures fewer words
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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.
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1. Develop a new brochure2. Develop web content3. Develop policy