To set the strategy, we asked ourselves: What’s the greatest impact this campaign could have on the association and its members?
The answer was clear:
First, target potential patients who are unaware of physiotherapy, increasing their consideration for PT services.
Second, engage Ontarians already familiar with physiotherapy, strengthening the perceived value of physio as an essential part of the healthcare system.
Our market research revealed six common objections that prevent people from choosing physiotherapy:
Many believe physio is only for major accidents or they don't think their pain is severe enough. Some think a doctor’s referral is required. Others believe competing services work. There’s a perception that physio is too expensive and finally, people worry that treatment may become never-ending.
The market was missing a key message: Everyday aches and pains are treatable, and physiotherapy offers solutions that many overlook.
With this in mind, we developed a social media and paid ads campaign that speaks directly to our target demographics, addressing the symptoms and discomforts they experience daily.
Our goal? To dispel common misconceptions about physiotherapy and demonstrate how it can effectively alleviate everyday pains.
The campaign’s creative was entirely focused on 'stopping the scroll.' Our goal was to capture the attention of targeted social media users, delivering a simple message that would make them pause and click through to learn more.
