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Pedorthic Association of Canada conducts campaigns

The Winnipeg-based Pedorthic Association of Canada has begun two marketing communications campaigns, one aimed at healthcare professionals and one aimed at consumers. Both focus on how certified pedorthists, experts in orthotic footwear, can ease foot and lower limb pain and increase mobility. The campaigns were developed by Cowan & Company.

The healthcare industry effort is intended to educate physicians about pedorthic treatment and encourage referrals to certified pedorthists. It consists of a "Physicians Guide to Pedorthic Management" information kit, delivered to 1,500 physicians nationally, as well as patient-focused foot orthotics and foot pain brochures in 550 physicians' waiting rooms. It is being conducted in association with IDS Canada.

The consumer campaign includes two 90-second videos featuring television personality Bryce Wylde and pedorthist Ryan Robinson. The videos will run on YouTube and Facebook, supported by digital advertising until mid-May. The videos were produced in association with RYOT Media.

"A startling 75% of Canadians will experience foot pain, and orthotics and orthopaedic footwear from Canadian certified pedorthists can help treat and prevent foot and lower limb problems," said Jonathan Strauss, CEO of the association. "Our new pedorthic awareness campaigns are designed to reach physicians and health-conscious consumers where they work and play by directly engaging them in physicians' offices and social media."

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