After a decade of providing the country’s most effective physical therapy, Dynamic Physical Therapy required rebranding to position the company as vanguards of a transformative approach to patient care. Dynamic Physical Therapy, a Chicago-based practice, has been at the forefront of physical therapy since its founding in 2004. Based on the principles of Functional Manual Therapy, the company was originally positioned to deliver in-home physical therapy treatment to self-pay clients. However over the next seven years, the practice began to build a base of clients who were referred by physicians, thus leading to the addition of treatment that was insurance-reimbursed. In 2011, in response to the operational complexities of managing two separate income paradigms, Dynamic Physical Therapy launched 360 Body Gears. The goal of 360 Body Gears was to support the self-pay practice under a separate brand, while delivering service out of the same physical clinics. Practicing a truly revolutionary approach to physical therapy, yet frustrated with the complexities, expense, and redundancies of maintaining two brands that provide the same service, Dynamic Physical Therapy engaged Otherwise to develop a brand strategy that facilitates the growth of the practice and promotes their unique approach to patient care. Armed with the understanding that the organizing principle of a successful business should be the services it provides, Otherwise began a series of working sessions with Dynamic Physical Therapy in order to develop a comprehensive understanding of their physical therapy offerings. Through these conversations, Otherwise discovered that the integrated approach to physical therapy practiced at Dynamic Physical Therapy was not only hugely successful for most patients, but was actually transformative – and that there was an incredible opportunity to serve a broad and engaged community. Otherwise determined that the best way forward would be to leverage elements of the existing Dynamic Physical Therapy and 360 Body Gears brands to enable a single, resonant brand to emerge, representing the fresh, rigorous approach to physical therapy that they provide…and Body Gears emerged as the new brand. Body Gears speaks to the practice’s therapeutic commitment to helping patients achieve an optimal physical state in which their
moving parts are in sync. This is inherently a smart, optimistic brand, which elevates the practice and provides a distinctive, positive positioning that goes beyond solely post-injury or post-surgical rehab.