To help identify learning opportunities and facilitate communication between kinesiologists and CKO, we launched a series of Practice Standard and Guideline surveys in March 2024. The fourth survey was about the Practice Standard – Advertising. This survey was published in the June issue of @ CKO, the College’s official e-newsletter.
We are pleased to provide a report on the survey results. Some of the highlights:
91% of kinesiologists who completed the survey correctly responded that appropriate advertising can:
- Help the public choose a provider based on their needs; and
- Help other health professionals make referral decisions based on their needs and those of their patients/clients;
64% of kinesiologists who responded also correctly agreed that appropriate advertising can:
- Provide information about accepted forms of payment, including any insurance plans accepted.
- More information regarding how payment, fees and billing information may be advertised can be found on pg. 2 of the Practice Guideline – Advertising.
The majority (>82%) of kinesiologists who responded correctly identified that the following are not part of appropriate advertising as described in the College’s Standard and Guideline (see pgs. 2-3 of the Practice Guideline for more details):
- Testimonials (for example: “Helping patients/clients share their personal positive experiences with an R.Kin”)
- Comparisons, guarantees or endorsements: (for example: “Giving patients/clients a sense of security by guaranteeing success of the service provided”).
- Comparisons, guarantees or endorsements: (for example: “Helping R.Kins show how their treatment, care or services compares with other R.Kins’.”)
45% responded that kinesiologists can “Never” send advertising directly by email.
- The Practice Standard does state that “He or she does not directly or indirectly solicit patients/clients in person, by telephone, email or any other means of communication that is not considered to be a public medium.”
- However, the Practice Standard also states that “This is not intended to prohibit a member from:
- Undertaking activities that are considered to be reasonably necessary to carry our normal and required health care notices and reminders with current and former patient/clients;
- Periodically contacting current or former patients/clients for goodwill purposes; or
- Providing information to prospective referral sources.”
- Pg. 4 of the Practice Guideline provides some additional information regarding consent to receive commercial electronic messages (CEMs).
Kinesiologists with questions regarding email or similar communication with patients/clients, the public and other professionals can reach out to the College for advice regarding the Practice Standard and can also consult with individuals who have legal or advertising/marketing expertise.
Kinesiologists considering how to provide information about fees or prices in advertising may find some helpful information on pg. 2 of the Practice Guideline, and can reach out to the College as required.
We’d like to thank everyone who took the time to respond, and we look forward to your continued engagement with this survey series!
Questions and/or feedback about the survey, and Practice Standards and Guidelines?
Email: professionalpractice@coko.ca.