There was separation of the public relations and marketing roles in 1991 when the Public Relations Committee changed its name to the Marketing Committee.  Executive took over the role public relation exercises such as media releases,  leaving the Committee free to concentrate on marketing ie. NZSP symbols,  merchandising,  educational pamphlets,  public display kits etc.  Executive and the Committee met to discuss the already established marketing resources,  review the publicity kit,  determine which areas of physiotherapy should be profiled in the short term and produce a marketing plan.  Branch Liaison officers continued in their roles.

In August 1991 the Mission Statement was printed and laminated, and one copy sent to each branch and SIG

Four leaflets were revamped in 1991- “Pelvic Floor”, “Self Help Back Care” all required reprinting due to demand. The latest pamphlet “Physiotherapy Following Stoke” was developed and finalised during the year.  New developments were a Display Kit,  embroidered Hand symbol patches, and “With compliments” note pads.  The Committee was present at the PAUSE Conference,  the WCPT in London and the NZSP Conference.  The Mail Order Shop relocated to Erwin Drok’s practice in 1991,  with many thanks to Raewyn Newcomb[1].  Executive appointed Richard Hopkins to oversee and liaise on purchase of stock and assets in 1991.

By August 1992 the McMos products were self funding[2], but there were some problems with the Physiotherapy display kit.  The sample lectures had proved very popular - “Posture”, “Sports injuries” the “Pelvic Floor” and “Stress and Relaxation”.  In 1992 the Marketing Committee developed and released a master copy of a “Body Stamp” as well as name badges,  car bumper stickers,  balloons and a new pamphlet  “Physiotherapists working in Women’s Health and Childbirth Education.  Clothing and the mission statement sold well,  and it was decided to develop give away items such as pens, tie pins, and badges.  The Marketing Committee was present at a number of conferences through the year,  including Erwin Drok’s courage in getting to snow bound Christchurch[3]!  Executive took another broader look at marketing in September 1992.  They met with the Committee in October to discuss.[4]

  1. Review the Marketing Resources already established and their short medium term value
  2. Determine other areas in physiotherapy to be profiled in the short term
  3. Review the Publicity Physiotherapy Kit
  4. Determine a marketing plan to increase the public awareness of physiotherapy
  5. The 1993 budget.

A Journal article in the December 1992   “To market, to market” was a Founder’s Lecture from British Chartered Society of Physiotherapy which acknowledged that the health market was different to the commercial sector and that it aroused emotional,  ethical and moral differences.

The writer advocated principles to become well known to New Zealand through Lee Gardiner’s teaching - know your target,  do surveys,  promote the service,  ensure quality,  make the service available at a price that meets the needs of the market,  provide after sales service[5].  The writer advocated modern marketing techniques,  while acknowledging that the health market aroused more emotional,  ethical and moral differences than the commercial sector did.  In October 1992 at the Executive meeting the name of the Committee and future projects were discussed,  and the decision made to approach a marketing company[6].  In February 1993 the communication company chosen as a Public Relations consultant was Trumps Communication.

Membership of the Marketing Committee had changed over the years from 1984 to 1993,  the only constant member until 1992 being Erwin Drok.  In April 1993 the Committee felt it had done all it could and asked to step down.  Richard Hopkins suggested separating McMos from the Public Relations aspects of the Committee[7].  The journals for December 1993 and 1994 gave details of how to prepare a patient satisfaction questionnaire.[8]

At the annual general meeting in May 1993 Lee Gardiner captivated the audience with an address on marketing strategies undertaken by the Australian Physiotherapy Association in recent years and by guidelines for the preparation of publicity from the Society.  In May 1993 it was decided to ask Lee Gardiner to assist in Public Relations and Marketing,  and a sub committee was asked to prepare a questionnaire to obtain up to date information on the attitude of the membership towards the Society[9] and to determine member’s opinions on a wide range of issues faced by the profession.  Cameron Marshall assisted with this Membership survey

The intensive questionnaire was sent out to all branches and SIGs to determine their present resources and marketing strategies, most had little and all indicated a need and willingness to improve these.  It was hoped to have a plan ready by May 1994[10]. 

The initial survey had a disappointing 33% response in November 1993,  however information collected gave a valuable insight into the profession and showed there was a need for further marketing at local level.

It was felt there needed to be a multi-levelled plan from executive level,  branches level and members level.

Although the return rates were disappointing,  the results showed there was a trend which indicated a need for further marketing at local level.  Lee Gardiner presented the Marketing Report for 1993,  writing about the survey National Executive asked the Marketing Committee to conduct to determine member’s opinions on a wide range of issues that the profession faces,  and to help the Society develop the future direction of physiotherapy,  and the role of the Society.

A Working Party was set up in May 1993 to develop a brief,  objectives,  strategies and an action plan.  Executive would not employ a marketing person until the Working Party Report had been discussed[11]. 

The Terms of Reference for the Working Party were discussed at Executive in February 1994 and the following agreed upon -

a. To consider the public relations and marketing foci for the profession.

b. To outline a plan for the NZSP to implement for the current year and the next five years.

c Time Frame - to Report to the National Executive by 15 April 1994.


a. To consult widely in the profession and determine the need and enthusiasm for public relations and marketing and

     to collate the strategies and resources already developed within the profession.

b. To liaise with the McMos arm of marketing and determine how it fits into the overall plan.

c. To recommend priorities for public relations and marketing over the next year and five years. [12]

By September 1993 the preliminary results of the survey were known,  and an introductory paper prepared by Lee Gardiner was considered.[13]

In June 1994 Executive agreed that Lee should visit Branches,  expenses paid by the Society.   By August 1994 plans for the questionnaire about the publics’ perception of physiotherapy were underway,  with MRL organising the telephone survey held in September.  Auckland Private Practitioners had conducted their own McNair survey in Auckland and they allowed the Working Party access to their findings.[14]

The May 1994 Newsletter was almost entirely devoted to the report from the Marketing and Public Relations Working Party.  The Working Party consisted of Lee Gardiner (Chair) and Philippa Wade, Neil Beney,  and co-opted help from Nell Dawson (National Executive representative) and Glen Gallagher (NZPPA representative).  The Group surveyed members and a questionnaire was sent to branches and SIGs,  and meetings and discussions were held with groups and individual members.  The group noted that all successful marketing efforts are based on an understanding and identification of three critical marketing concepts.


[1] Annual Report 1991 page 3

[2]  Executive Minutes 25-8-92

[3] Annual Report  1992  page 4

[4] Executive Minutes  20-9-92

[5] NZJP December 1992 page 9

[6] E.M. 30-10-92

[7] E.M. 2 4-93; 16-5-93

[8] NZJP December 1993 page 35;  NZJP December 1994 page 34

[9] E.M.16-5-93

[10] Annual Report  1993 page 6

[11] E.M.19-11-93

[12] E.M 2-4-94

[13] E.M. 25-9-93

[14] E.M.17-4-94

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