Title Change Investigation

WPP is leading an independent Title Change Investigation (TCI) to determine the best marketing strategy and title for the PA profession. The agency was selected to conduct the investigation as a follow up to a resolution from AAPA’s House of Delegates and at the request of AAPA’s Board of Directors. The overarching goal of this project is to position PAs to successfully compete in the ever-changing healthcare marketplace.

The TCI is attempting to address two key questions:

1. Is there a need to evolve the PA brand based on an objective, well-informed, data and analysis-driven view of where it stands today?

2. And if so, how do we redefine how the PA profession is positioned, how its value is conveyed, and how it is titled to meet the requirements of tomorrow’s healthcare landscape?

Update From AAPA on the PA/PA Student Survey

Thank you for providing your thoughtful feedback in the PA/PA Student Survey that closed on Monday, Dec. 9. We’ve reviewed your comments and suggestions and have addressed some of the most popular ones in this News Central post.

How WPP/Landor Selected Alternative Title Options

Informed by extensive qualitative and quantitative research, WPP/Landor developed more than 150 alternative title options. Since then, many options have been eliminated from consideration following state and federal legal and regulatory investigations, trademark and acronym reviews, and other rigorous research. This document explains the criteria used to evaluate the alternative title options.

CME Session: Final Reports on the PA Title Change Investigation

On Saturday, May 16 at AAPA 2020 in Nashville, both WPP/Landor and AAPA will provide their reports in response to the 2018 AAPA House of Delegates Resolution requesting a PA Title Change Investigation. Learn about WPP/Landor’s research with various stakeholder groups, with additional presentations on the state & federal, financial, employer, and branding impacts of a title change.

CME Session Title: PA Title Change Investigation: Final Reports From AAPA and WPP/Landor

Saturday, May 16: 9:00 AM – 12:00 PM

Major Milestones

PHASE 3

July – August 2019

  • Completed quantitative research on PA brand
  • Identified all places in the US Code and Code of Federal Regulations where PAs are named
  • Developed PA brand positioning strategy

PHASE 4

August – October 2019

  • Identify alternative titles based on the PA brand positioning strategy
  • Examine alternative titles to determine any trademark, regulatory, or other conflicts
  • Identify all stakeholders, organizations, partners, etc. that would be impacted by a title change

PHASE 5

October – December 2019

  • Launch quantitative research to gain feedback on selected potential titles
  • Legal counsel identifies conflicts with potential title(s)

PHASE 6

January – May 2020

  • Identify financial implications related to title change
  • Final report presented at the May 2020 AAPA House of Delegates in Nashville; and in an AAPA 2020 CME session
PHASE 3: July – August 2019
  • Completed quantitative research on PA brand
  • Identified all places in the US Code and Code of Federal Regulations where PAs are named
  • Developed PA brand positioning strategy
PHASE 4: August – October 2019
  • Identify potential alternative titles based onthe PA brand positioning strategy
  • Examine alternative titles to determine any trademark, regulatory, or other conflicts
  • Identify all stakeholders, organizations, partners, etc. that would be impacted by a potential title change
PHASE 5: October – December 2019
  • Launch quantitative research to gain feedback on selected potential titles
  • Legal counsel identifies conflicts with potential title(s)
PHASE 6: January – May 2020
  • Identify financial implications related to potential title change
  • Final report presented at the May 2020 AAPA House of Delegates in Nashville; and in an AAPA 2020 CME session

Have questions? Check out our FAQs!

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News and Information

AAPA 2019 TCI Session – CME Eligible

WPP recently shared an interim report with AAPA’s House of Delegates and conference attendees at AAPA 2019 in Denver this May. The CME-eligible session presented to attendees is now available in AAPA’s Learning Central. It’s free to AAPA members and $25 for nonmembers.

Your Top Questions About the Title Change Investigation Survey, Answered

More than 27,000 PAs and PA students took the recent Title Change Investigation survey before it closed on December 9. That included 21,184 PAs and 6,094 students.

90% of PA Respondants Cite Disconnect Between Official Title “Physician Assistant” and Their Role in Healthcare

New research conducted by WPP, the agency selected to lead the independent Title Change Investigation, was presented today to AAPA’s House of Delegates.

PA Title Change Investigation Advances with Selection of Advisory Council Members

AAPA’s president and chair of the Board of Directors, Jonathan E. Sobel, DMSc, MBA, PA-C, DFAAPA, FAPACVS, has selected 12 PAs to serve on the Title Change Investigation (TCI) Advisory Council.

Recent Board Actions

During our recent AAPA Board of Directors (BOD) Meeting, we took action on two important initiatives for the PA profession that I want to share with you.

Contact

[email protected]
703-836-2272

*The survey is part of the ongoing Title Change Investigation, which considers the impact of a potential title change on the profession. Submitting your personal feedback via the survey does not qualify as an official vote, whether as an AAPA member or a nonmember, either for or against any title options. Data gleaned from the PA/PA Student survey may be included in OR will help inform a final report to AAPA’s House of Delegates.