The Australian Physiotherapy Association (APA) has updated its URL to www.australian.physio. Abandoning their previous Australian country code URL of www.physiotherapy.asn.au, CEO Cris Massis said, “We are excited to be moving forward with our profession’s very own top level domain (TLD) by utilsing the .physio domain extension for our website address”.
“With the ability to drop the ‘www’, the domain australian.physio provides a much better match to our identity and positions our brand strongly for future digital service provision”, said Mr Massis.
The APA first began using the .physio domain extension with its highly successful consumer campaign in 2017. The campaign’s call-to-action slogan ‘Choose Physio’ was perfectly matched with the campaign’s website domain of choose.physio. With such multiple functionality in a single line of text, the campaign’s messaging was cleaner, simpler and more direct. The APA is in good company with this strategy of ‘call-to-action branded navigation’ increasingly being used by leading corporations, such as experience.apple, grow.google, drive.bmw and play.afl,
Managing Director of Phys Biz Pty Ltd, the Registry Operator of the .physio TLD, Glenn Ruscoe said, “We are absolutely delighted that the APA is the first National Member Organisation within the profession to adopt a .physio domain for its corporate website. Australian physiotherapists have a long history of innovation so it comes as no surprise that they were the first to take this action”.
Mr Massis explained, “A recent update of our website provided us with the perfect opportunity to update our URL and we are pleased to be able to provide greater functionality to our members”. A month earlier APA email addresses were switched over to email@example.com format.
With a membership of over 27,000 physiotherapists throughout the country and globally, the APA will be spreading the ‘physio’ brand via their digital messages, loudly and widely.