If Physical Therapy Is for Everyone, Who Are You Actually Talking To?

Physical therapy is for everyone.

But if your marketing is for everyone, who exactly are you talking to?

On the first day of Physical Therapy Month, Jimmy McKay, Tony Meritato and Dave Kittle dig into APTA’s public-facing messaging, “PT for future me,” the role of professional associations, and one of the biggest communication problems in physical therapy:

We keep trying to say everything at once.

The episode explores the difference between representing the entire profession and creating communication that actually resonates with an individual person.

Jimmy argues that broad messaging often becomes bland messaging. Tony and Dave push into what APTA membership should actually provide, whether professional associations should offer more structure and accountability, and why peer-to-peer groups may create more tangible value than another webpage full of resources.

Then the conversation turns practical.

Tony shares recent social media numbers and explains what kinds of images are generating hundreds of thousands or even millions of views. Dave breaks down how he turned a simple comment into a reaction video in minutes. Jimmy explains why most clinicians already have a massive content library sitting on their phones.

And eventually the conversation lands on the biggest obstacle:

Fear.

Fear of looking stupid.

Fear of being criticized by another clinician.