Want to know more? We’ve answered some of your top questions about the process.
TCI Process Overview
This video was created at the beginning of the Title Change Investigation when AAPA 2020 in Nashville had not yet been canceled. It is provided here for historical context.
WPP and AAPA presented the final TCI reports to the AAPA House of Delegates and AAPA members during the virtual HOD meeting on November 20, 2020. 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.
We began this comprehensive process in October 2018 to define our overall strategic objectives and design a best practice approach. The overall objectives that have been shared with the TCI Advisory Council, AAPA Board of Directors, and AAPA House of Delegates remain the same and continue to guide our efforts.
02 Research & Analytics
To serve as the foundational research that underpinned the overall strategy development and decision on title evolution. This phase was made up of two research components.
The biggest learning is that perceptions of the PA profession do not accurately reflect the value and capabilities of the PA role.
From the above, we worked closely as a core team, with input from the Advisory Council, to develop a full brand strategy to support and serve as an underpinning for the profession in the future. The strategy was developed using a best practice process, with a framework that many world-leading businesses use to build strategies for their brands.
The Purposeful Positioning for the PA profession, structured as an overarching belief and reason for the profession to exist, provides powerful direction for the profession and distinguishes the unique value we bring to the healthcare landscape and the communities we serve.
The strategy was developed using a best practice process, with a framework that many world-leading businesses use to build strategies for their brands.
Guided by the research and strategy development, and in accordance with the recommendation to pursue a potential title change, we set strategic criteria for how we’d develop potential titles. This focused on making sure the title will be meaningful, credible, and enduring.
We pursued a number of different routes for generating potential titles and defined clear guardrails for title development. We focused on both descriptive titles based on common terms, as well as new titles from existing or familiar prefixes, suffixes, and/or Greek and Latin words.
We ultimately refined from over 100 possible titles, down to a short list, after legal and management review.