The Royal Dutch Society for Physiotherapy (KNGF) represents the interests of a highly fragmented profession. Use Time to develop a common identity.

KNGF is the professional organization of Dutch physiotherapists. She represents the interests of the 20,000 professionals towards including health insurers, government, patients, education and, not least, each other. Besides the central organization has several regional associations and the professional associations twelve specialists who often have their own branding and communications programs.

In the background the more professional job quickly. Most physiotherapists are university graduates and the quality and effectiveness of care continues to improve. Physical therapy is now a valued and accepted form of curative and preventive care with competence.
Yet the rest KNGF no room for complacency, because the position of the physiotherapist in the care in many areas for further improvement.

Initiative
In 2006, physiotherapy every care consumers have become directly accessible. Referral from general practitioners or specialists is no longer needed. This fact suggests the profession for the challenge not only to focus on their own members and the various interest groups: it suddenly became important to a direct bridge to the consumer. It is still insufficiently aware of the immediate accessibility. Also, it has no link between their health questions and the resolution of physical therapy, which has organized more supply oriented.

For this bridge to be stored, it is important that physiotherapy as a whole position toward the healthcare consumer. A unit which then actively working on the (substantive) awareness of physiotherapy with the communication in the sign of vitality rather than care. Vitality is indeed the motivation of consumers. Communication from that perspective leads to more recognition, identification and relevance. An emotional connection that links the demand of ordinary people to the propositions of physiotherapy.

Mission and strategy
Develop a consumer brand for the profession. Visible unity with a strong and distinctive visual identity clearly recognizable and instantly makes manifest what the profession stands for. Be sure to mark this binding works within the profession, so that all components is adopted and disseminated. Turn off the mark then active in the market, with demand from the communications-centered care consumers who own stocks will be no more and no less than the effective and knowledgeable answer.

Develop a brand identity for both consumers and the interest group. Besides the desired connection with the consumer because there is continuing need for a strong dialogue with other stakeholders. The result was a brand that brings together all the forces within the profession. A brand that gives incentives to the development of the profession and the supply of a brand that this offer is relevant for care consumers, creating space for new assets without nullifying the existing acquis.

Design
The name of the brand is as obvious as obvious: De Fysiotherapeut.
It stands for all those professionals who daily ensure that people within their own funds as little as possible be restricted in their movement and thereby maximize the quality of life experience.
To symbolize a mark developed in which movement is central, as well as the diversity within the profession. A powerful symbol that appeals to care in the form of a cross, while an emphasis on physical therapy in the form of an F.
The color is warm and positive, to the personal relationship between 'Physical' and its customers to emphasize.

The new corporate identity finds its way to all physiotherapists in the care and thereby ensures consumer recognition and visibility. It is also tailored for all other parts of the profession in order to emphasize unity and transparency.

Communications
Using the brand communication programs disclosed under the active care consumers and gives them clear what the physical therapist means to them. Besides traditional channels is a key role for the Internet. The communication of the physiotherapist takes advantage of the relevance of physiotherapy care consumers. We can see this reflected in images of people with conviction anything out of life what's inside, and the claim Life Movement.

Internal release
During the Physiotherapy Congress, the brand introduced to the internal audience. At the beginning of the congress is "the story of the brand" shared with visitors through a short film and a booklet. In addition, the site itself and its stimulating environment with communication carriers and house style.

External release
During the year 2009 the brand was introduced to the healthcare consumer with an outdoor campaign and guerilla marketing. All activities are explicitly shared with the members of the physiotherapy practice to promote ownership and the adoption of the brand promotion.

For more information please contact Dennis Glijn: dglijn@totalidentity.nl