PA Title Change Investigation

Overview

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?

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.

TCI Final Report & CME-Eligible Presentation

Report & CME Now Available to Members

WPP and AAPA presented the final report of the Physician Assistant Title Change Investigation to the AAPA House of Delegates and AAPA members virtually on November 20. The recorded presentation is now available free to AAPA members for CME credit in Learning Central. Members can also access a PDF of the Title Change Investigation Final Report by logging in to AAPA’s website.

Major Milestones

Jan – Sept

2020
  • Identify financial implications related to title change and AAPA’s responsibilities related to the investigation
  • AAPA 2020 canceled due to COVID-19
  • Annual HOD Meeting postponed to November

Oct – Nov

2020
  • WPP and AAPA meet with TCI Advisory Council
  • TCI final presentations delivered to AAPA House of Delegates and AAPA members