APMA News - July/August 2018 - 16

"Today's Podiatrist" Spring
Campaign Breaks Records

bout every three years, APMA gathers fresh data on
12. Both Millennials and Generation X would consult their
Americans' understanding of and attitudes toward
primary-care physician first regarding foot pain; and
foot health and podiatry.
13. A majority (56 percent) of Americans are aware that poThis year, APMA took several different approaches to data
diatrists are the go-to doctor for foot and ankle surgery.
collection. First, we surveyed a roThe campaign messages included:
bust consumer sample from five
Before you Google why your
generations. These categories infeet hurt, take a look at our
cluded Generation Z, ages 18-22,
resources and how Today's Pothrough Matures, ages 73-plus.
diatrist can help.
By sampling these generations,
Did you know that Today's
we were able to compare the difPodiatrist can help you with
Our press release was picked
ferences and similarities beany of your foot and ankle
up by 362 unique outlets and
tween each generation. In addiconcerns? From foot fungus to
tion to sampling five generations,
ankle reconstruction, they can
had more than 156.3 million
APMA also wanted to investigate
do it all!
impressions as a result. Clearly,
the link between weight and foot
48 percent of US adults say
and ankle issues. Our survey rethey experience pain from their
foot health was a timely topic
spondents included people who
footwear. Today's Podiatrist can
for members of the public.
were underweight, average weight,
help you pick out the right pair
overweight, and obese.
of shoes for your foot type.
APMA created a public education campaign based on these
81 percent of obese Americans say they experience painfindings for April's Foot Health Awareness Month. The camful foot ailments. If you're overweight and have foot pain,
paign emphasized that people of all ages should see a podiatrist,
see your podiatrist today.
regardless of their foot or ankle issues. APMA also emphasized
75 percent of US adults experience foot problems. Rethat if you are overweight or obese, it is important to see a pomember, foot pain is not normal! If you're experiencing
diatrist to address resulting problems in the feet and ankles.
foot pain, make an appointment with a podiatrist.
Key findings of our survey included:
Are you interested in helping heal painful conditions
1. Generation X (ages 38-53), Millennials (ages 23-37),
and improving a patient's quality of life? Then consider
and Generation Z (ages 18-22) are the least likely to
a career in podiatry.
know about or be familiar with podiatry;
2. 75 percent of US adults experience foot problems;
The findings and messages were incorporated throughout
3. 47 percent of US adults experience at least two foot
the campaign, and APMA used a combination of traditional meproblems;
dia relations, social advertising, and social media to reach our
4. 81 percent of obese US adults experience foot problems;
target audiences.
5. 74 percent of overweight US adults experience foot
problems;
6. Those who are obese are significantly more likely to
Public Outreach
experience many foot ailments;
7. 52 percent of US adults say foot pain restricts their
To start the campaign, APMA distributed a national press
activities;
release titled "81 Percent of Obese Americans Experience Foot
8. 60 percent of obese US adults say foot pain restricts
Pain" to both English- and Spanish-language US news outlets.
their activities;
The press release included our main campaign messaging.
9. 80 percent of US adults say they would walk more if
APMA also provided an accompanying image with the press
their feet didn't hurt;
release that educated patients about the link between obesity
10. 64 percent of US adults say they would consult their
and foot pain. This image, which was created by APMA staff
primary-care physician first regarding any foot pain isand a graphic design company, appeared in Times Square in
sues, as opposed to 38 percent of US adults who would
New York. The press release also prompted readers to visit
consult a podiatrist first;
www.apma.org/todayspodiatrist, which we updated with our
11. Generation Z is most likely to first look for information
continued on page 18
online regarding foot pain;

16 APMA News July/August 2018

http://www.apma.org/todayspodiatrist

Table of Contents for the Digital Edition of APMA News - July/August 2018