Most heat plates have very low wattage and the chicks are meant to snuggle up to the surface. They'll have warnings in the information about the ambient air temperature needing to be 50F or greater. I'm not familiar with this brand so I don't know the specific wattage but I believe the 12x13 heating pad I use is 50W on high. I have it on a frame in a curved shape so they choose to be closer or farther from it and size difference between chicks can be accommodated. I expect a flat panel can be angled for a similar effect. As long as touching it doesn't burn you, it is likely working normally, you may have a higher wattage version that is OK for cold weather brooding.
ETA: I didn't notice this was a new question tacked onto an old thread. For the new poster, I still suggest an angled arrangement. They don't need a heat lamp with a brooder plate as long as the ambient temperature is within the manufacturer's specifications. Outdoor brooding and human house brooding have different needs, it's confusing when people don't give details about their arrangement.
