Social media surge amplifies CRT awareness, advocacy

YARMOUTH, Maine – Stakeholders in complex rehab technology (CRT) have increased their presence on different social media channels, laying the groundwork for a more impactful CRT Awareness Week in August, they say. 

The National Coalition for Assistive and Rehab Technology (NCART) recently joined Instagram and the Clinician Task Force (CTF) recently joined LinkedIn. 

“We had as much activity on social media channels in those five days as we normally have in an average month,” said Barry Steelman, who founded Steelman Marketing and who leads NCART’s marketing efforts. “We had a lot of comments, likes and shares.” 

During CRT Awareness Week, Aug. 18-22, consumers, clinicians, providers and manufacturers took to social media daily to raise awareness about the importance and impact of CRT. 

CTF Executive Director Tamara Kittelson says the organization is prioritizing LinkedIn and Instagram over Facebook to reach younger professionals and draw them into the field. 

“One of our executive board members (Katie Fitzgerald) feels like this is where the future is,” said Kittelson. 

Coordinating campaigns and superhero graphics 

To streamline participation, Steelman created ready-made graphics featuring animated “superheroes of CRT,” representing each stakeholder group. This visual content helped unify messaging and boost engagement. 

“There was a lot of collaboration that allowed us to coordinate efforts and be prepared with Barry’s amazing graphics,” said Andrea Madsen, executive director of iNRRTS. “We were able to plan the flow of the week.” 

Stakeholders didn’t just post on their designated days – clinicians on Aug. 20, for example – but also actively engaged throughout the week by reposting, liking and commenting. 

“There was definitely a bigger impact,” Kittelson said. 

Educating policymakers and the public 

While the week fostered community engagement, a key goal was also to educate policymakers and the general public about CRT’s distinct role in mobility and independence. 

“I was at the National Conference of State Legislatures recently and it’s amazing how many people don’t know about complex rehab,” said Wayne Grau, executive director of NCART. “They think it’s like the wheelchair you use at the airport. Well, no, it’s not even close. If we’re going to move forward as an industry and maintain our patient focus, we have to make more people aware of what we do.”