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.

Update: Final Report Presentations

Virtual Session Open to All AAPA Members

The PA Title Change Investigation final report presentations from WPP/Landor and AAPA will occur Friday, November 20, 2020, during the AAPA House of Delegates virtual meeting, General Session I, from 8 a.m. to 12:30 p.m. EST. While the virtual session is CME-eligible and open to all PA and PA student members, registration is required. More details coming soon about the registration process and CME. We appreciate your patience during this uncertain time.

Two women sitting in audience chatting

Major Milestones

Oct – Dec

2019
  • Launch quantitative research to gain feedback on selected potential titles
  • Legal counsel identifies conflicts with potential title(s)

Jan – Aug

2020
  • Identify financial implications related to title change
  • The TCI final report presentations will occur during the virtual meeting of the AAPA House of Delegates on Friday, November 20, 2020, from 8 a.m. to 12:30 p.m. EST