February 8, 2023

Health Mettler Institute

Healthy LifeStyle & Education

APTA Pushes Digital Health Companies To Use “Physical Therapy” In Marketing Materials Only When The Care Is Directed By Licensed Physical Therapists – Advertising, Marketing & Branding

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On December 2, 2022, the American Physical Treatment Association&#13
(APTA) released a statement relating to a latest&#13
determination from UnitedHealthcare and its contractor, Kaia Overall health, to&#13
stop advertising Kaia Health’s solutions as “actual physical&#13
remedy” supplied that Kaia Health’s method does not&#13
constantly include accredited actual physical therapists. As a end result,&#13
digital health and fitness companies that current market by themselves as offering&#13
bodily remedy ought to evaluate their advertising and shopper&#13
communications to ascertain regardless of whether any revisions are demanded&#13
pursuant to the APTA’s advice.

Track record
&#13
The APTA and APTA North Carolina despatched a letter to UnitedHealthcare,&#13
along with a criticism submitted with the North Carolina Board of&#13
Actual physical Remedy Examiners, determining that the companies provided&#13
as a result of Kaia Health’s application had been not overseen by a&#13
accredited bodily therapist. UnitedHealthcare subsequently&#13
acknowledged that Kaia Overall health and United Healthcare’s benefits&#13
supervisor, Optum, used the phrase “physical therapy” in&#13
its promoting resources and that all elements would be revised to&#13
eliminate reference to physical remedy.

WHY IT Matters
&#13
The APTA has continually held that actual physical therapy, both in&#13
particular person or digitally, will have to be “carried out or directed only by&#13
accredited bodily therapists
.” The APTA has asked for that&#13
actual physical treatment suppliers sign a pledge, which in section&#13
acknowledges that the “bodily therapist assessment,&#13
analysis, analysis, improvement of a administration system, and&#13
intervention shall be represented and reimbursed as ‘physical&#13
therapy’ only when carried out by a bodily therapist or when&#13
selected interventions are performed by a physical therapist&#13
assistant beneath the direction and supervision of a physical&#13
therapist.” Quite a few electronic healthcare corporations have signed&#13
onto the APTA’s pledge.

The grievance filed with the North Carolina Board of Actual physical&#13
Therapy Examiners, alongside with the APTA’s letter to&#13
UnitedHealthcare, are sturdy indicators that condition boards of&#13
physical therapy and market teams are reviewing the marketing&#13
and the scope of services made available by digital actual physical remedy&#13
corporations, as effectively as companies who associate with virtual physical&#13
therapy firms.

Companies featuring electronic or virtual actual physical therapy or&#13
musculoskeletal solutions need to assessment their company descriptions&#13
and promoting materials and evaluate no matter if any updating is&#13
required—a task our healthcare team can assistance with. For&#13
assistance or questions, be sure to achieve out to your typical McDermott&#13
law firm or get hold of any of the authors of this write-up.

The information of this short article is meant to present a typical&#13
manual to the issue make a difference. Professional information must be sought&#13
about your precise situations.

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