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  • Advertising and Physiotherapy: Where Do You Draw the Line?

    Apr 07, 2014

    Some of you are familiar with the Advertising Standard. Among other things, it prohibits endorsements, testimonials, superlatives and anything that could be interpreted as promoting a demand for unnecessary services.

    I know some of you hate it. I have heard from you that it is not fair that you must compete with unregulated clinic owners who freely use these very advertising tools. I understand that. When the College is publishing standards it is important to know that the standards are based on feedback that we receive from the profession as to what the expectations should be. In the fall of 2013 we advised the profession that the advertising standard was up for review and we sought feedback from all of you. The feedback we received was that the expectations defined in the standard were reasonable. So unless new evidence arises, it seems as though the standard is set at the right place. In addition, the government has been requiring the new Colleges to have advertising regulations (a higher level of accountability) that address just these issues.

    The goal of the advertising standard is to ensure that members of the public can rely on the information provided by physiotherapists to make a decision when they are choosing a physio. We, as a society, expect to be able to trust our care providers. We all know that there is enough information out there to suggest that you shouldn’t believe everything that you see or hear but patients in pain or family members seeking care for loved ones may not be as skeptical of advertising by health care providers as they would be if they were looking at a used car ad. The nature of self-regulation is to protect the public from undesirable or unprofessional behaviours by those few members who might engage in them. These are the reasons that physiotherapists are held accountable to an advertising standard.

    So I don’t want to talk too much about what’s wrong with the standard. I would rather talk about how we should apply it. You are the profession. These are your standards. Tell me what you think.

    Scenario One

    On its website, a physio-owned clinic has a beautifully produced video done by a well-known television personality talking about how the clinic keeps him active. This meets the definition of advertisement in the standard. Seems like an endorsement, or do you disagree?

    Scenario Two

    A WagJagTM (or LivingSocial or Groupon) promotion offers 10 physio sessions and a 50% discount on orthotics for a low, low price. The advertisement doesn’t say anything about what happens if the first assessment does not demonstrate that physio is clinically indicated.

    Do you think this intends to promote unnecessary services?

    I would love to hear from you about whether these situations breach the standard. Are they professionally appropriate? Do they mislead the public? What other advertisements have you seen or used that you want to talk about?

    Tell me – tell your colleagues – what you think.

     

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    Some of you are familiar with the Advertising Standard. Among other things, it prohibits endorsements, testimonials, superlatives and anything that could be interpreted as promoting a demand for unnecessary services. I know some of you hate it. I have heard from you that it is not fair that you must compete with unregulated clinic owners […]
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    • Policy
    • Standards
    • accountability
    • advertising
    • advertising regulations
    • College
    • College of Physiotherapists of Ontario
    • Groupon
    • physical therapists
    • physiotherapists
    • physiotherapy
    • professional standards
    • protect the public
    • public
    • public interest
    • self-regulation
    • Shenda Tanchak
    • Shenda's Blog
    • SocialLiving
    • unprofessional behaviours
    • WagJag
  • Should the College Regulate Physiotherapy Clinics? Thanks for the Feedback!

    Apr 03, 2014
    Thank you for all your input on the issue of whether the College ought to regulate clinics. We left the blog post up for longer than usual because new comments kept coming in. The College will be exploring the potential for clinic regulation over the next few years. Watch Perspectives or the website for updates […]
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    • Policy
    • Auto Insurance Anti-Fraud investigation
    • billing
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    • College of Physiotherapists of Ontario
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    • physiotherapy
    • physiotherapy clinics
    • protect the public
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    • Registrar
    • regulate
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    • Shenda Tanchak
    • The College
  • Should the College Regulate Physiotherapy Clinics?

    Jan 31, 2014
    I have been thinking about fraudulent billing practices a lot lately. Not such a cheerful way to begin the New Year, I know. This won’t come as much of a surprise to you if you have been following the College’s activities over the past 18 months: one of our strategic goals is to improve the […]
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    • College of Physiotherapists of Ontario
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    • Health Claims for Auto Insurance
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    • professional credential tracker
    • PT clinics
    • public interest
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    • registration number
    • Shenda Tanchak
    • Shenda's Blog
    • The College
    • title protection
  • Do You Know What Physiotherapy Is?

    Nov 26, 2013
    As some of you may know, I am a lawyer. But that doesn’t mean I am practicing law when I am acting as the College Registrar. I am not, although I believe my legal training helps me to perform well. When our Practice Advisor, Shelley Martin, is talking to you on the phone, she isn’t […]
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    • Description of Physiotherapy in Canada
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    • Zerona®
  • Dear Private Clinic PT

    Nov 13, 2013
    Are you providing publicly paid treatment? How are you settling in to the funding changes? Those of you who have been here before may remember that my first blog was about whether the College should take action against those people who had allegedly been billing OHIP excessively. At least that’s what I thought it was […]
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    • OHIP Funding
    • #CPOWebinar
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    • Kingston
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    • manage
    • new system
    • November 21
    • OHIP
    • Ontario Physiotherapy Association
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    • Queen's University
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    • Shenda Tanchak
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    • The College
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  • What Kind of College Should We Be?

    Oct 17, 2013
    In Ontario, the College of Chiropractors exempts new graduates from paying a registration fee in the year their first certificate is issued. New dentists pay a proportion of the fee depending on the month they enter practice. Respiratory therapists, whether they are new grads or returning to practice after an absence, pay a proportion of […]
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    • Shenda's Blog
    • Shenda Tanchak
    • returning to practice
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  • Funding Changes to Physiotherapy—Where’s CPO in all of this?

    Sep 04, 2013
    Thanks for stopping by to read my first blog. I am hopeful that you’ll stay long enough to leave a comment and tell me what you think about this issue. The purpose of Shenda’s Blog is to generate discussion around things that matter to patients, the public, physiotherapists and anyone touched by the regulatory world, […]
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    • OHIP Funding
    • Auto Insurance Anti-Fraud investigation
    • billing
    • clinics
    • College
    • College Council President
    • College of Physiotherapists of Ontario
    • designated OHIP clinics
    • funding changes
    • funding model
    • generate discussion
    • investigations
    • John Spirou
    • OHIP
    • Patients
    • physical therapists
    • physiotherapists
    • protect the public
    • public
    • Registrar
    • regulation
    • regulatory
    • Shenda Tanchak
    • Shenda's Blog
    • Toronto Star

Contact the Practice Advisor

Free and anonymous counsel for PTs, patients, & the public. Learn More 

practiceadvice@collegept.org
416-591-3828 ext. 241
1-800-583-5885 ext. 241