The Canadian Physiotherapy Association (CPA) supports new ideas and opportunities to improve the efficiency and effectiveness of Canadian health services. In fact, creativity is often the solution to the impossible when pursuing enhanced outcomes on constrained budgets. Notwithstanding, there are significant and complex factors related to practice, structure and culture that prohibit clear-cut solutions for the delivery of cost-effective, comprehensive, quality care that present barriers to innovation. Successful, sustainable innovations require a combination of: imagination to meet a consumer (or patient) need; design to fit within a complex healthcare ecosystem; and strategy to uncover the shared values and needs of the participants of the system. The CPA submission to the Advisory Panel on Healthcare Innovation will focus on innovative models that feature the role of physiotherapy in improving patient flow and maximizing system resources for better health outcomes.