Future OT marketing strategy
Inspiring people to choose occupational therapy
We developed a marketing strategy to inspire more people to choose occupational therapy as a career. It set out how to guide individuals from initial awareness through to university applications, with a focus on:
- School students, final year university students and career changers
- Influencers, such as teachers and career advisors
- Underrepresented groups, including racially minoritised communities, LGBTQIA+ individuals, people with disabilities or long-term conditions, carers and men.
Our approach
We carried out in-depth research to understand career motivations and barriers. This included:
- Workshops, surveys and interviews with students, apprentices and practising OTs
- Engagement with career advisors, educators and key influencers
- Analysis of career trends and decision-making pathways.
Career roadmap
We created a career roadmap to outline key decision-making moments and the most effective ways to engage future occupational therapists. This was informed by research, focus groups and expert insights.
Thank you
A huge thank you to everyone who shared their experiences, took part in workshops or completed surveys. Your contributions have helped shape a strategy that will encourage more people to explore and pursue a career in occupational therapy.
Why this matters
We are committed to growing and diversifying the occupational therapy workforce. This strategy provides a clear, targeted approach - moving from awareness to action - to increase university applications and attract the next generation of occupational therapists.