Public perception of physiotherapy: implications for marketing.

A national telephone survey which randomly selected 510 members of the general public was undertaken in early 1992. The aim was to ascertain the public's perception of physiotherapy. The results of the survey revealed that physiotherapists were best known for their treatment of musculoskeletal conditions. There was very little awareness that physiotherapists provided specialist care for women and children. Location of the physiotherapist appeared to be an important factor, giving physiotherapists the potential to capitalise on tailoring service provision to their particular locality. Another important feature of physiotherapy service that was identified was the need for client centred care. Medical practitioners were found to be very important for referral and communication about physiotherapy. However it appears the public is unaware of the full range of physiotherapy services, which suggests that there is a need for appropriately focused marketing campaigns.