Editor's comment: First impressions

Your business’s reputation is essential for survival, says Frontline managing editor Lynn Eaton.

We’ve another packed issue of Frontline for you: pain, posture and promotion being the themes in our features (pages 24 onwards). But it was Andy Lord’s article on promoting physiotherapy that really caught my eye (page 32). 
CSP members probably don’t like to think of themselves as a sales force. But as Andy, a CSP professional adviser and a physio, points out, your business’s reputation is essential for its survival. Customers (clients, patients, whatever you choose to call them) want to know they are buying a product or service that they can trust. Like it or not, every CSP member is an advocate for the services that physio staff provide.
While we hope no member would ever be as pushy as a typical double glazing salesperson, every clinical interface reinforces the value of your work. And that includes the greeting a patient receives from the receptionist when they arrive.
And as a patient myself, I’ve had to wait for minutes at the reception desk of a physio clinic for staff to look up and acknowledge my presence.
Events like the recent Workout at Work Day (see page 16), and the CSP’s involvement in Older People’s Day in October (see page and 56), can help to raise the profession’s profile and relay public health messages about the value of activity.
But every single CSP member can do their bit to promote the profession – starting with the next patient or relative who enters your clinic or unit.
  • Lynn Eaton managing editor Frontline and head of CSP member communications eatonl@csp.org.uk
Lynn Eaton

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