The Pedorthic Association of Canada (PAC) has gone out on a lower limb to launch new awareness campaigns aimed at the public and health care professionals.
The campaigns include two 90-second YouTube and Facebook videos for the general public, information kits to physicians and brochures in physicians’ waiting rooms.
“We’re trying to make sure our members are top of mind both with consumers and physicians,” says Jonathan Strauss, CEO of the Winnipeg-based Pedorthic Association of Canada.
Pedorthists are orthotic and footwear experts who help treat foot and lower limb problems.
Other health care professions are more established and well-known, Strauss says. “You don’t hear, unfortunately, about pedorthists ever being involved in an investigation on CSI, but occasionally you hear about a podiatrist being called in.”
The goal “is for certified pedorthists to be the most recognized foot professionals in Canada” and top of mind for physicians and their patients with foot problems.
The videos, which feature wellness expert and TV personality Bryce Wylde speaking to a pedorthist, will be supported by targeted digital advertising on Facebook and YouTube until mid-May.
“He’s got a great reputation in wellness circles,” says Strauss of Wylde. “It’s a good fit for us.”
Strauss says the Facebook and YouTube videos have proved to be a cost-effective way to raise awareness, with more than 70,000 views in less than a month. “We’re thrilled with those results. Having that many impressions is great for us. It’s certainly more than we could have imagined.”
About 1,500 physicians across Canada are receiving a Physicians Guide to Pedorthic Management information kit that educates physicians about pedorthic treatment and encourages them to refer patients to a pedorthist. In addition, patient-focused foot orthotics and foot pain brochures from the association are being displayed in 550 high-traffic physicians’ waiting rooms across the country.
The association’s PR agency of record, Cowan & Company, developed both campaigns and is managing content development and program coordination with the association’s management firm, Strauss. Cowan & Company worked with health care communications company IDS Canada to develop the physician education kits.
“We’re always looking for ways to get pedorthists in front of physicians. Physicians are a tough group to reach,” says Strauss, noting that the association doesn’t have the resources of pharmaceutical companies or medical supply companies to get information in the hands of physicians.
Cowan & Company is also increasing awareness about pedorthic treatment through strategic communications, consumer-focused blogs on the association’s website pedorthic.ca and media relations that include using Fifth Story for matte stories.
“We’ve had a lot of success publishing matte stories in community newspapers across Canada,” Strauss says. “It’s been a great educational tool for us.”
