Physiotherapy is often undervalued by those within its ranks as well as by the broader public, despite the profession’s profound impact on individual lives and the community as a whole. 

In her 48-year physiotherapy career, Sue Croft APAM has been at the forefront of physiotherapy’s development, especially in women’s health, continually championing its immense value. 

Reflecting on her journey and recent experiences, Sue offers insights that explore how physiotherapists might better recognise and advocate for the worth of their service. 

A matter of perception 

One of the key challenges lies in how physiotherapy—even among practitioners—is perceived and priced, Sue says. 

Sue recently sold her practice, Sue Croft Physiotherapy (now Active Women’s Health Physiotherapy) at Highgate Hill in Queensland, and a new pricing structure was implemented by the new owners to ensure fair compensation for staff and the business’s sustainability. 

Sue’s initial hesitation at the new pricing structure underscores a common tendency among physiotherapists to undervalue their services—a mindset shaped by fear of potential pushback from clients and by a lack of confidence in the market. 

At the front of her mind has also always been concern for patients’ ability to afford treatment. 

‘It’s a tough balance,’ Sue says. ‘As physiotherapists, we care deeply for our patients and sometimes that leads us to undervalue the time, effort and expertise we bring to every consultation. 

But if we don’t advocate for fair pricing, we risk the sustainability of our practices.’ 

This mindset contrasts sharply with other professions. In the legal field, billable hours are standard, while tradespeople suitably charge for their expertise. 

As Sue notes, clients often accept these fees without hesitation, yet physiotherapists, whose services can dramatically improve quality of life, frequently face resistance when advocating for fair pricing. 

Rising awareness after a fall 

The value of physiotherapy goes beyond the treatment of injuries or physical conditions. Sue’s journey—including her recovery from a traumatic fall she sustained while hiking at Belougery Split Rock in the Warrumbungle National Park in New South Wales, resulting in three fractures of the fibula and a hairline fracture of the tibia—illustrates the profound impact that physiotherapists can have. 

Sue’s treating specialist physiotherapist not only suggested she use advanced treatment devices such as a JetBoot and VACOped moon boot but also offered her reassurance and guidance, helping Sue regain confidence and envision an eventual return to hiking. 

‘I can’t overstate how important those words of reassurance were,’ Sue says. ‘My mood was very low and when my physiotherapist told me I would be able to hike again one day, it felt like a lifeline. 

That’s the power of physiotherapy—it’s not just about the physical; it’s also about the emotional recovery.’ The emotional and psychological support provided by physiotherapists is invaluable, Sue says. 

In pelvic health physiotherapy, a field Sue has passionately championed (she has also authored several books on the topic and received a Medal of the Order of Australia in 2023 for service to community health as a physiotherapist), treatment often involves education, reassurance and rehabilitation strategies. 

These interventions help patients to navigate deeply personal and sometimes traumatic health challenges. Sue’s comparison of a pelvic health physiotherapist’s role to that of a lawyer or dentist is particularly compelling. 

‘We wouldn’t hesitate to pay for a lawyer’s expertise or a dentist’s care,’ she says. ‘So why do we struggle to see the same value in physiotherapy?’ 

An internal sense of value 

To shift perceptions, physiotherapists should be encouraged to lead the charge in valuing their work, Sue says. 

This begins with self-advocacy—acknowledging the training, expertise and effort that goes into providing care. 

Sue’s reflections highlight the importance of educating both patients and practitioners about the value of physiotherapy. 

By sharing stories of transformation, such as Sue’s own recovery or that of the countless patients whose lives have been changed through the delivery of pelvic health physiotherapy, the profession can build a stronger case for its indispensability.

Physiotherapists are increasingly leveraging advancements in technology to enhance patient outcomes and demonstrate their value. 

Devices such as those used by Sue during her recovery from the fall exemplify the profession’s embrace of new innovations. Investing in these technologies and educating patients about their benefit underscores the profession’s commitment to comprehensive care. 

Similarly, the rise of telehealth has opened new doors for physiotherapists to reach patients in remote and rural regions. 

This shift, accelerated by the COVID-19 pandemic, has highlighted the adaptability and resilience of the profession. 

By integrating these services into their practice, physiotherapists can expand their reach and reinforce their value to a broader audience, Sue believes. 

Reducing barriers 

For the profession to truly thrive, physiotherapists must address internal barriers that perpetuate undervaluation. This includes fostering a culture of confidence and assertiveness among practitioners. 

Mentorship programs, professional development opportunities and peer support networks can empower physiotherapists to advocate for fair pricing and articulate their value to patients. 

Additionally, Sue argues, the profession must prioritise research and evidence-based practice to strengthen its credibility. 

By contributing to the growing body of knowledge on the effectiveness of physiotherapy interventions, practitioners can solidify their role as essential healthcare providers. 

The value of physiotherapy extends beyond individual patients to the community at large, Sue says. 

By addressing physical and emotional challenges such as those Sue experienced, physiotherapists can help reduce the burden on the healthcare system, improve workplace productivity and enhance overall societal wellbeing. 

Sue’s career—from her early days as a physiotherapist at the Princess Alexandra Hospital and Mater Hospital in Brisbane to her leadership in women’s health— is a testament to this broader impact. 

Preaching what you practise 

Sue believes that physiotherapists are in a unique position to advocate for public health at a community level. 

Community engagement initiatives—such as workshops, public talks and collaborations with local organisations—not only educate the public about the benefits of physiotherapy but also strengthen the profession’s standing in society. 

‘Engaging with the community is essential,’ Sue says. ‘When we educate people about what physiotherapy can do, we empower them to take charge of their health and to see us as essential partners in their journey.’ 

By taking an active role in community health, physiotherapists can help dispel misconceptions, encourage early intervention and foster a culture that values proactive care, Sue says. 

These efforts ultimately contribute to healthier, more informed communities that recognise and appreciate the vital role of physiotherapy. 

Sue believes that for physiotherapists, recognising and advocating for the value of their work is not just about fair pricing; it is also about ensuring the sustainability and growth of the profession as a whole. 

It’s about empowering patients to prioritise their health and invest in services that can profoundly influence their lives. 

'We have a responsibility to advocate for our profession and for our patients,’ Sue says. ‘When we value our work, others will too. That’s how we ensure that physiotherapy continues to thrive and change lives.’