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Ain’t Gonna Ruin My Derby Week

April 30, 2008 • Health Care News • Larry Benz

At first, I thought it was the greatest May fool’s joke that I have ever seen, even though May 1st isn’t till tomorrow (In feat of symbolism this is how we celebrate it in KY-one month behind everybody else).

Of course I am talking about the front cover of the PT Magazine of Phys (can’t tell what else it says as some kid who is playing the wii’s head is covering the rest of the magazine title).  This is the glossy mag that accompanies our official Journal-Physical Therapy.

It has been posted many times and what I will now refer as “the Paris Hilton of Physical Therapy” (you know something that continues to obnoxiously show up all the time and just when you thought it was gone shows up again)-otherwise known as the Wii as in Wiihabiliation (or Wii’s gone Wild).

But, to see Paris Hilton of PT show up on a magazine produced by our professional association shows just how lost we are in any type of unified branding message.  I am sure that the conversation went something like this:

PT Magazine Idea Generator:  “Why don’t we run our cover story on minority diversification, women’s health,  or PT cash practices?”

Colleague of Idea Generator:  “Uhh, because we run that cyle every quarter?”

Idea Generator: “No, I mean something really different this time!  Let’s run them all three together!  It will be the biggest issue of all time and amass record sales.”.

Colleague of Idea Generator:  “Uhh, well, the magazine is free so sales won’t matter but I am sure your idea will make or advertisers and their mother’s proud-let’s go with it”.

Idea Generator:  “Great!  Wait!  I really got it-let’s throw in a Wii into the picture!”

I am quite confident that is how we got this month’s cover.  We hit the trifecta again (pardon the horse pun).

Just a few questions:  is this ther ex or group?  Does it matter if the kid is on medicare? Do you have to have a DPT or a tDPT to play (I mean facilitate one one one)?

Most interesting thing to the whole debacle?  Right below is “Also inside:“ with the first bullet point being about 21st Century Marketing for PTs.  Hope the Idea Generator reads it for next month.

But, it ain’t gonna ruin my Derby Week!

larry@physicaltherapist.com

Larry Benz

Dr. Larry Benz, DPT, OCS, MBA, MAPP, is the Executive Chairman of Confluent Health. He is nationally recognized for his expertise in private practice physical therapy and occupational medicine. Dr. Benz’s current areas of interest include conducting research and integrating empathy, compassion, and positive psychology interventions within physical therapy. He released a book on September...

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