Reputational Risk

The current environment in health care is influenced by educated and connected consumers.  Word of mouth is being eclipsed by online reviews.  Headlines about insurance fraud, abuse, and waste (see #30reps) are also threats to the reputation of our profession. CPA’s advocacy work can be hampered by a few instances of poor judgment, lack of integrity, or insurance fraud.  The bad behaviours of a few people can negatively impact all members. 


Reputational risk may affect individual members directly:

  • Patients may choose a different clinic or a different profession for their health care needs

  • Potential for patient complaints to the regulator

  • Rejected insurance claims lead to increased member use of liability insurance to defend billing practices

  • Funding and access to physiotherapy may be reduced by government and health system administrators

  • Decreased job satisfaction and employee engagement

  • Stress of reporting colleagues for fraud or abuse


Bad behaviour may affect the profession:

  • By limiting the effectiveness of advocacy efforts

  • By harming the positive reputation that physiotherapy currently enjoys

  • By potentially creating lower standards of care if there are no consequences for fraud, abuse, or waste

  • By negatively impacting collaboration with other health professions


Regulation, accreditation and licensing can all contribute to oversight of the profession.  However; the clinicians themselves are accountable to their patients, their colleagues, and their profession.  By enhancing awareness of reputational risk and how to mitigate it, each and every Physiotherapist (PT), Physical Rehabilitation Therapists (PRT), and Physiotherapist Assistant (PTA) can help to be a part of the solution.


How CPA can help

The Canadian Physiotherapy Association is committed to protecting the good reputation of the Physiotherapy profession. We are working hard to promote the profession and highlight areas where physiotherapy can help Canadians improve their health through movement and exercise.


Public Statement

As demand for physiotherapy increases, access becomes easier, and the impacts of technology are realized, the profession must continue to adhere to the Code of Ethics at all times, in all situations. Notwithstanding any future growth or opportunities, this statement holds true:

It is expected that every member of the Canadian Physiotherapy Association will pursue excellence in all professional activities, and will act with integrity, accountability and good judgement in the best interests of the patient/client, society and the physiotherapy profession.” (CPA, Code of Ethics)


Call to Action

  • Become informed: The #30Reps (March 2017) blog posts are archived below for your information and reference.

  • Get involved: Share your thoughts in the comments of each blog post. Encourage colleagues to be involved in this conversation - it is open to all members, future members, and the general public. 

  • Become a member: If you are already a member of CPA, thank you for investing in your profession. Encourage future members to join our professional association – because, like any organization - we are stronger together.



Professionalism toolkit:  The Practice and Policy Team at CPA has developed these tools to share with you on the website.  The tools help you deal with challenging situations

Become a member/benefits of CPA membership



The Canadian Physiotherapy Association (CPA) is committed to combating fraud, abuse and waste. We held an education and awareness campaign in March 2017 (during Anti-Fraud Month). The campaign consisted of a blog post a day for 30 days.  Each post was emailed to all of our members across Canada.

Issues covered included

  • Definitions of fraud, abuse and waste
  • Mandatory reporting
  • Ethical business and billing practices
  • Evidence based practice
  • Organized crime in rehab
  • Patient privacy
  • Policy and procedure manual
  • Investigations
  • Co-payments, specials and discounts
  • Exercise class vs. physiotherapy treatment



  • Unprecedented engagement from membership on blog posts and social media
  • New connections between concerned and forward-thinking physiotherapists


Explore the 2017 #30reps