Jamie

Very sensible suggestion and I agree with what you have to say. We
discussed much of this a couple of years ago in private correspondence and
I am delighted to note that your views have developed further. I meant to
add to the previous submission that an ‘integrated marketing &
communication strategy’ needs a comprehensive ‘integrated development
strategy’ to make it work! It is no good marketing a deficient product,
hence the call earlier this month for a debate on professional strategy and
direction to all parties – or stakeholders as you call them. We have to get
past the point where some folks are less secretive and sensitive to such a
process and whilst it may be difficult for some parties to accept, I
believe that this is the only way to go forward with confidence.

The issue was over simple nail care. There are many more areas of
professional strategy that need application and solutions too. I made
myself extremely unpopular with some on the mailbase earlier last year when
the General Podiatry Council proposal was being discussed, suggesting that
we could not propose such a scheme in isolation as there would be a knock-
on political effect. I regret the rather enthusiastic manner by which I
made my suggestions, but the principles remain the same. An integrated
approach means just that. We need to look at the entirety of the foot
health market and this profession’s relationship with it. How we structure
our practice; how we fund it; how it is regulated and licensed; how we
educate and train; and how we market and promote it. If we approach the
problem in this manner then I believe we can elicit political and social
support for these objectives. This profession has a great deal to offer. It
won’t achieve anything behind closed doors.

Kindest

Mark Russell

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