Alophysio,

The last lot of APA media releases have included a focus on back care when gardening, back to school and the productivity commission report where we're arguing for better physio access to Medicare. These are all private practice issues designed to drive profile, demand and revenue. Press releases are often PP centric as the issue in the public sector is demand management not demand itself.

PBA's role is to focus on private practice, thus PBA will focus on PP issues. Our focus over the coming year or so will be developing ways to assist PP's in marketing into their own niche.

By the way, all of the areas above (other than cardio) are being done in PP. PBA has members who run niche practices in Neuro, aged care, private and public hospital contracting, paediatrics, sports niches (down as far as dance), occupational rehab and ergonomics, hydrotherapy. Then we have members that have an interest in these areas but who also run a relatively general practice and those that run broad based general practice. Thus we'll be delivering customised materials to practices that will hopefully allow them to target their particular niche.

Of course, we also have a listing of PBA members on Australia's leading health consumer web site (audited at 70,000 unique hits per month on the site) and in the two leading script writing packages for GP's.