Here's an email I just received from a reader who also is a physical therapist. He makes a great observation at how good pharmaceutical companies are at marketing and how we, physical therapists, need a "new subject in the journey to promote our profession." My thoughts follow his email.
Subject: Re: [The View from Sports Center] There is 1 new post in
"The View from Sports Center"
Doug
As always you hit ten on the target. Pharma companies seem to use psychology and marketing with advertisment the way we DO NOT as Physical Therapists despite we are the experts in exercises and their natural way of healing and promotion of good health. I like how you approach the medical problems and how physical therapy misses all the opportunities to promote itself. I agree with you that Aleve could and probably is helping people with various pain but this is only assistive factor in promotion of functional and active life.
I am looking forward for a new subject in the journey to promote our profession.
Peter
The problem is that drug companies know that what most people want is the blue pill; not the red pill. They want something that will give them the dream ("Hey, I can play softball as long as I take Aleve!") and keep them immersed in blissful ignorance without the hassle reality often brings with it. I just love the Matrix.
Promote movement as medicine. Sometimes, the right movement is just as fast or faster than a pill, but more importantly, it empowers the client / patient. What people are really after isn't pain relief. It's control or at least the illusion of control. I know what it's like to feel like your life just took a dive off a cliff and you're not sure if there's a bottom coming up or how long a fall it will be and what you'll be like after it's done. Drugs offer control. Sometimes, you have to use them but physical therapists should be talking about and promoting what people really want not what they say they want and not how great physical therapy is for this or that.
Move it or lose it.
DK
