DETERMINING POTENTIAL POSITIONING STATEMENTS FOR PHYSICAL THERAPY ORGANIZATIONS IN COMMUNITY CARE

D.-J. Barten¹, E. van der Herberg², J. Rehorst¹, H. Pol², G. van der Veen², T. van der Linde², C. Veenhof^1,3

Background: Physical therapists can provide high-qualitative, affordable care to a large amount of the ageing population. Hence, physical therapy primary healthcare organizations (PTPHOs) potentially fulfill an important role in community care. One of the preconditions for realizing their market potential is a distinctive positioning statement. Positioning is about identifying an appropriate market niche for a specific service and, subsequently, getting this position established in customers’ heads. At this moment, most PTPHOs have a similar range of care with little distinction from concurring PTPHOs and remaining competitors in community care. To derive a distinctive position in the complex context of community care, PTPHOs need inspiration, knowledge and tools to formulate a future-proof positioning statement, taking into account the complex, competitive stakeholder network of community care.

Purpose: The purpose of the current study is to determine what feasible positioning statements for PTPHOs in community care consist of.    

Methods: An iterative process was used to determine potential eligible positioning statements. The first step was secondary text analyses of 54 previously undertaken in-depth interviews with physical therapists and their stakeholders concerning their needs regarding physical therapy in the community. Subsequently, in a co-creation session, 10 experts on the field of physical therapy, marketing and community care formulated preliminary positioning statements. Finally, these preliminary positioning statements were validated by 14 physical therapists and 24 community care stakeholders by way of multiple consensus-meetings. Participating stakeholders were: patients, general practitioners, community nurses, social workers, sport coaches, medical specialists, municipalities and insurers.

Results: In total, consensus was reached on 7 positioning statements for PTPHOs in community care. Although these high-potential positioning statements all meet the needs of physical therapists and their stakeholders in community care, the content of the statements differs widely. Differences consisted of target audience, core values, and expertise of the PTPHO. One of the most appreciated positioning statement is about the PTPHO who supports older people in improving their physical functioning in order to maintain their functional independence in their own environment. Another popular statement concerned a PTPHO which progressively apply eHealth technologies to empower patients in optimizing their functional independence. In the remaining positioning statements, PTPHOs stand out in for instance ‘focusing on sustainable movement behavior’ or ‘providing the best available specialized care’.  

Conclusion(s): This study offers 7 widely supported positioning statements which PTPHOs are encouraged to use in order to distinguish themselves from colleagues and competitors in the complex context of community care. As the statements fit to the professional expertise of PTs, respond to trends and needs in the field of community care, and are endorsed by multiple stakeholders in the community, the potency of the positioning statements is high.

Implications: The current study provides insight and tools for PTPHOs to make an informed choice on an positioning statement in their complex context of community care. Choosing a positioning statement will subsequently guide PTPHOs in developing a sustainable business model, including development of appropriate innovations, pricing, location and staff deployment. These aspects in turn reinforce a PTPHO’s positioning statement.  

Funding, acknowledgements: This research project was funded by the Dutch Taskforce for Applied Research.  

Keywords: Business performance, Positioning statement, Community care

Topic: Professional issues: business skills, leadership, advocacy & change management

Did this work require ethics approval? No

Institution: N/A

Committee: N/A

Reason: We applied qualitative methods involving healthcare professionals instead of patients. However, verbal or written informed consent was recorded by all participants.