Latest Edition

PRESIDENT'S MESSAGE

The ‘R’ Word

Think back to the first relationship you had with someone or something.  For some it was the obvious boyfriend or girlfriend, maybe a toy or stuffed animal (e.g., Andy and his cowboy doll "Woody"), or even a one way relationship with an actor or actress.  Oh, the days of Daisy on the Dukes of Hazzard... I digress. 

The fact is, relationships have been around since Adam and Eve and while they are not always straightforward or easy, they significantly impact our lives on a daily basis.  I contend there is not a person reading this message that, if you stop and think about it, isn’t on some form of high or low within the last twenty-four hours as a result of the 'R' word.  Despite the fact that we tend to focus on the personal side of relationships, it stands to reason that our professional lives are equally impacted by the people we meet and their influence on our careers.  Working within organized medicine is certainly no exception.

First and foremost, the relationship we have with our physicians is the single most important part of our jobs.  Despite the fact that it is often times overlooked, providing value to our members is the sole purpose for existing as medical societies.  “Building it” (e.g., programs and services) with the expectation that "they will come" just isn't enough anymore.  The value has to be personalized to the extent of making a connection or relationship with the physician members.  As previously mentioned in these messages, we have seen this by the way of social media, employment arrangements and generational changes in our membership.

Click here to continue reading the President's Message

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Congratulations to the following people on their promotions or organization changes:

William (Rick) Abrams

Named the New Chief Executive Officer of the Wisconsin Medical Society beginning March 31.

Wendy Bedsole

New Executive Director of Medical society of Mobile County

Bryan Campbell

New Executive Vice President of the Duval County Medical Society

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Bill Jerome, Consultant

One of the great misnomers in business is the need to increase sales. You see a lot of articles on “How to close sales” and “How to make everyone in your organization a salesperson.”  Some even say that a CEO or executive director’s primary role is to be the chief sales officer.  The thought behind all this is very well intentioned; However, the long-term results are very short-sided.

The important thing to realize is that organizations don’t need sales. They need ongoing revenue.  And ongoing revenue comes from building trust and creating customers. Or, in the case of associations, passionate, advocating members.  Advocates don’t buy products or attend conferences because they have been “sold.”  They engage because they believe the association is committed to delivering value that matters.  They are actually excited about investing in value that will enhance their professional and even their personal lives.

As confirmation of this evaluation, an annual benchmark association study conducted by Marketing General, Inc. continually finds the number one reason for attrition is a lack of perceived value.  

It’s not what you offer, it’s what members believe and experience.

Members of medical associations represent the ultimate challenge.  They already work hard.  They are very busy.  They are extremely demanding.  They don’t have time to wade through pages of resources to figure out what they need to read.  They don’t want to have to figure out which resources to order.  They shouldn’t have to trudge through a website to find what is relevant to their immediate need.  however, that is often what happens.  We provide great resources – even the best practices – that can really help members, but they don’t use them.  Often they don’t know how or even where to start, maybe due to our own clutter. They neither experience value nor feel valuable to the association.

Perhaps that is why many of the most successful associations go beyond “offering” or “selling” best practice information and clearly communicate the “best practice WAY” to use the association.  They break out the best package for those entering the profession from those long-timers.  They recognize the different needs from those in transition from those looking to create a legacy.  They realize the association is accountable for their members knowing what to do, when to do it, how to apply it and what to expect next. 

This approach expands the mission for many associations.  It shifts “offering best practice insights” to “ensuring success.”  It changes surveys from measuring “satisfaction with the organization” to measuring “indispensability to my success.”  It ensures the “member experience” is relevant, easy, enjoyable and valuable. 

It results in clarity and trust.  Members know what the association will do for them NOW and the association knows how all its benefits fit together for the maximum impact.

How does it work?

Many associations find that their members respond better to fewer but more focused communications. One saw sales of their publications jump when they stopped mailing catalogs and began mailing “the President’s Choices” that described what resources were most valuable for different segments of members.

Another saw its value enhanced by having the discipline to only send emails that contained information that was directly relevant to member success.  It was coordinated, strategically timed and always to the point as to why it was critical. Members knew immediately what to do to help them and their careers. This strategy resulted in almost 100% open rates and a continuous delivery of value.  Their retention is over 95%. 

Another reorganized its marketing department into three divisions.  Each focused on the needs of different segments based on their tenure in the industry.  They saw a double digit increase in their membership rates.

Want engagement, loyalty and retention?  It’s easy on paper – understand what your association uniquely offers that is critical to your members.  Understand how this differs among your key member segments and what they believe will make you indispensable.  Ensure your communications convey how to get the most out of membership, starting with incentives in your welcome package and continuing through each segment’s growth especially as their needs change. 

The hard part is having the discipline to focus on resources, opportunities and events that will deliver specific, ongoing value that is always critical to your members and communicating in a way that delivers value, not just information.

Follow this, and engagement is a given. Your members are ensured of an experience that reinforces your association’s value.   Ignore it and you’ll suffer disinterest and attrition, no matter how often and how persuasively you try to sell to your members.

For a complete copy of Marketing General’s annual benchmark study, contact Rick Whelan at 703.706.0350.  To talk more about creating an indispensable brand and communicating value, contact Bill Jerome at wajerome@verizon.net or 215.579.9936. 

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Join us for the 2012 New Medical Executives Institute May 7-9 in Chicago, IL and start building your medical society network as you uncover the mysteries of medical society management and organized medicine!

Geared to those with three years or less experience in medical society management, the New Medical Executives Institute (NMEI) will help prepare you for the unique aspects of medical society management and continue building a network of colleagues which will serve you throughout your medical society management career. The Institute will also provide you with an opportunity to develop the knowledge and tools you need, not only for the advancement for your organization, but also for the advancement of your career.

For more information on the Institute, please visit the New Medical Executives Institute Overview.

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Lights, Camera, AAMSE! The AAMSE Annual Conference will be the premiere event of 2012. From July 18-21 in Los Angeles, medical society executives and staff specialists will meet at the Hyatt Regency Century Plaza to discuss important issues in medical society management. We are excited to announce a pre-conference Communications

Workshop, The Media Revolution: How to Adapt to the Changing Communications Landscape with John Seigenthaler. Mr. Seigenthaler spent more than a decade at NBC News as correspondent and anchor of NBC Nightly News Weekend Edition. Be sure to arrive early on Wednesday, July 18 to attend this not-to-miss workshop. Mr. Siegenthaler will then kick off the 2012 conference on Thursday with Embracing Change: New Ways to Reinvent Yourself/Organization.

Other general sessions will include:

Thursday
How to Succeed as Future Technologies Transform the Practice of Medicine with Dr. Peter Diamandis. Dr. Diamandis is Chairman and CEO of the X PRIZE Foundation, designing and launching large incentive prizes to drive radical breakthroughs for the benefit of humanity.

Friday
Matthew May is a featured expert for the American Express OPEN Forum, a senior lecturer at Pepperdine University’s Graduate School of Business, and author of several works including The Laws of Subtraction: 6 Simple Rules for Surviving and Thriving in the Age of Excess, due out fall 2012.

Saturday
Transforming Your Medical Society through Effective Physician Leadership with Dr. Susan Reynolds. Dr. Reynolds created the Physician Leadership Training Institute for the AMA, served on the White House Health Professionals Review Group from 1993-94 and is currently the President and CEO of The Institute for Medical Leadership.

Check the online schedule over the next few weeks as session titles are announced and speakers and descriptions are added.

Don’t forget to book an aisle seat…and we’ll see you at AAMSE!

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Apply for the Profiles of Excellence Awards by March 9! Medical societies continuously strive to advance the medical industry while making positive contributions among their membership, in their communities and around the country with creative and groundbreaking programs and campaigns. In 2012, AAMSE is once again recognizing these efforts with the second annual Profiles of Excellence Awards.

The Profiles of Excellence Awards are open to all AAMSE member organizations and will recognize one outstanding organization in each of these categories:

• Advocacy
• Communications
• Education
• Membership
• The President's Award (Health & Wellness Promotion) NEW this year!

For more information on all five categories, please click here.

Award recipients receive:

• One (1) complimentary member registration for the 2012 Annual Conference in Los Angeles, CA;
• Recognition throughout the Annual Conference;
• Recognition on the AAMSE website;
• Presentation of the award at the Business Meeting during the Annual Conference; and
• Recognition in the August 2012 issue of Hotline

Before applying, please review the rules and guidelines. 

Applications are due by the end of the business day (5 p.m. Central time) on
March 9, 2012. Don't miss out on this unique opportunity to gain recognition while sharing your innovative solutions with your peers!

Interested in playing a role in deciding the recipients of this year's awards? 
Apply to serve as a judge!

If you have any questions regarding the 2012 Profiles of Excellence Awards, please contact Program Coordinator Tristan Johnson at tjohnson@aamse.org or at (414) 221-9275.

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The Physicians Foundation announces its new grant program to identify promising ideas, programs and tools that address the needs of physicians in multiple practice settings and offer solutions to help them maintain success.

The Physicians Foundation is committed to developing and disseminating resources that support physicians in the full range of practice settings.  As more physicians choose to be in employment type arrangements as an alternative to independent practice, membership and professional organizations, such as medical societies must develop innovative programs that are of value to physicians regardless of their practice type.

Through a new grantmaking program, outlined in this request for proposals, the Foundation will support approaches and models that respond to the needs of all physicians for information, education, advocacy and support to assist them in their care of patients.

Applicants must be tax exempt 501(c)(3) organizations located in the United States. Concept papers are due March 1, 2012.

For additional information and to access the full RFP, application and proposal instructions, please visit the grantmaking page of the Foundation's website.

Enhance your online relationships by becoming an AAMSE follower, fan, subscriber and commenter! Grow your relationships online by joining AAMSE's social media network and get connected immediately to your fellow AAMSE members, other medical society professionals and industry partners! You'll also get the latest AAMSE news and event updates! Follow AAMSE on Twitter, Facebook, Sneak Preview and LinkedIn today!

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Every organization dreams of the day they will find a corporate partner that supports and shares their mission and values. View the articles below that will guide you through the stages of a blossoming partnership!

Jumping Back in the Saddle:
See if your organization is ready to approach a company to sponsor your cause and if it is in your organization’s best interest: Corporate Sponsorship Toolkit

Meeting Mister Right:
Find a corporate partner that fits your organization’s mission and vision: Identifying the Right Corporate Partners for Your Nonprofit

Disaster Strikes:
See how to work with a corporate sponsor when disaster strikes: How to Work with Corporate Partners in Times of Emergency

Rooting for the Underdog:
No matter the size of your organization, find out how you can compete for sponsorship even in a down economy: How Can My Small Charity Get Corporate Sponsorships?

Happily Ever After:
Learn how the World Wildlife Fund was able to get the soft drink Coca-Cola to sponsor their Arctic Home campaign and even change their signature red cans white: Me and My Corporation: A Tale of Interest and Impact

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Submit resources by February 15! The Trends Task Force wants your help in gathering important resources and documents that will help shape the 2012 Trends Identification Report. Send in your white papers, articles, video presentations or any other resources you think may be important to include in the 2012 report.

The task force is seeking resources for the following topics central to medical society management:

• Adjusting to the New Communications Landscape
• Changing Roles of Non-Physician Providers
• Delivery Model Changes
• Medical Society Management and Finance
• Membership as a Value Proposition
• Payment Systems Innovation
• Quality of Care and Patient Safety

Developed by the AAMSE Trends Task Force, the 2012 Trends Identification Report will provide you with the insights and data you need to be successful and prepared for what’s around the corner. To view past Trends Reports, please click here.

Submit your resources to Program Coordinator Tristan Johnson at tjohnson@aamse.org by Wednesday, February 15.

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In light of today’s economic landscape, it’s more important than ever for companies to have happy and productive employees. When employees are loyal and engaged in the company, profits are higher. Conversely, when people feel unmotivated or undervalued, the company suffers. From announcing an open position to avoiding having an open position, here are some helpful tips to creating a warm working atmosphere and a happier workforce:

Find employees
When looking for a new employee, be sure to paint the true picture of the open position by clearly communicating expectations, career development opportunities, the organization’s mission and strategy, managerial leadership style and the organizational culture. Being clear about the position itself will lessen the likelihood of employee dissatisfaction.

Engage your employees
Create an emotional involvement or commitment of employees to the organization to establish a passion for and connection with the mission, vision and values of the organization. Employees that are engaged in an organization increases both individual and organization performance with higher productivity, more satisfaction, lower turnover and better financial performance.

Keep your employees
Most people start with high engagement levels that will increase or decrease in time depending on how the organization handles certain situations. If you see a high turnover at your own organization, look internally at such things as performance management, career development, managerial relationships and communication within your organization.

Motivate your employees
Motivate your employees with a strong sense of strategic direction and leadership, an intense focus at all levels on the members, competitive compensation and effective communication from the top down as well as the bottom up. 

For more information on the ways to build your relationship with staff, view the Engaged Employees outline by Russ Holbrook and Steve Nadeau in the AAMSE Management Library!

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By Matthew O'Donnell, HEALTHeCAREERS.com

There is a wide selection of medical apps available for download that could help physicians practice medicine in a more efficient manner. Listed below are some of the most popular apps downloaded by physicians today.

	Epocrates – Epocrates allows physicians to gain quick access to referencing a host of drug information. Once the desired drug is found, the app displays adult and pediatric dosing, black box warnings from the FDA, pharmacology, contraindications, adverse reactions, and even pricing. Epocrates also allows physicians to check for harmful drug combinations by inputting the medications into an interaction checklist. In addition, Epocrates has a pill identification feature to distinguish different medications by shape, color and markings. Cost: FREE
	AirStrip – The FDA-approved AirStrip app is an innovative real-time patient monitoring system intended for physicians to remotely and securely view a patient’s current condition or progress on a personal iPhone and iPad. Physicians can access monitoring systems (i.e. heart rate monitor) or electronic health records. AirStrip comes in three categories: cardiology, OB and patient monitoring which includes special features respective to each discipline. (Note: In order for the AirStrip app to work, the healthcare facility must purchase the interface, server and individual subscriptions from AirStrip.) Cost: FREE (App only)
	Living Medical Textbooks – Covering Dermatology, Diabetes, Hematology, Neurology, Oncology, Osteoporosis and Rheumatology, these interactive textbooks provide extensive information on each topic. Complementing written text are hyperlinks to external media sources such as videos and journal articles to provide a deeper understanding of each topic. An added benefit of having a digital textbook is the ability to update information without having to purchase a brand new textbook. Cost: FREE
	iAnatomy – iAnatomy makes for an extremely comprehensive anatomical diagram tool. This application focuses on cross section anatomy by displaying 60 authentic CT scans of the pelvis (male and female), chest and abdomen. In each image, you can view labels that identify muscle, bone, organs and blood vessels. The application also contains several cadaveric images of the face and neck. Cost: $0.99
	Diagnosaurus DDx – This app allows the user to quickly search over 1,000 differential diagnoses by organ system, symptom and disease. Use the "See Related DDx" feature within each entry to consider alternative diagnoses. The app also includes a “Favorites” section to bookmark certain entries. Cost: $0.99
	MedCalc – This application gives physicians access to complex medical formulas, scores, scales and classifications. From APGAR Score to Cormack Classification, this application contains over 200 accessible medical calculations. Cost: $0.99 or $4.99 depending on version
	MediBabble Translator – MediBabble was designed by medical students who grew aware of the large number of non-English-speaking patients and how important communication impacts patient care. Currently, MediBabble has five languages: Spanish, Cantonese, Mandarin, Russian and Haitian Creole. It contains an extensive database of clinical questions for the physician and provides detailed instructions about positioning and exam maneuvers for the patient. (Note: The developers of this app confirm the phrases were written by a panel of physicians, translated by professional medical translators and recorded by hospital interpreters.) Cost: FREE
	ICDMeister 2012 – This app was created for physicians that work outside of the hospital. ICDMeister allows the physician to quickly reference over 15,000 diagnosing codes and offers four different search methods for quick retrieval. Cost: $29.99

For more information, visit HEALTHeCAREERS.com.

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Just as Roger Ebert and Gene Siskel roused excitement about films during their biweekly show, Sneak Previews, we hope AAMSE’s Sneak Preview blog will do the same as we share updates with you about the 2012 Annual Conference – Lights,
Camera, AAMSE! From session announcements to tidbits on interesting places you may want to visit while in and around Los Angeles, AAMSE's Sneak Preview will be your one-stop place for the latest information concerning the conference as well as tips to ensure you maximize your experience.

We’ll see you at AAMSE 2012!

Visit http://www.aamse.org/sneakpreview to subscribe to postings and/or bookmark the page to receive updates on speakers, sessions, social events, exhibitors and sponsors, as well as not-to-miss sites and events in the Los Angeles area.

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AAMSE premiered a three-day "back to school" Institute February 6-8, 1956 at the Drake Hotel in Chicago, IL with a registration fee of just $10!

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The following is a compilation of articles that relate to the medical society executive world. The views, comments or opinions expressed by the authors, businesses or organizations linked in this article are not the views of AAMSE. In addition, these articles are not intended to be and should not be interpreted as a recommendation for a specific plan, product, or course of action for any health care or management action.

Association Management

Education Deserves Some Respect
Midcourse Corrections- January 12, 2012
In most nonprofit associations, education deserves some respect. Yet it is frequently treated like the Rodney Dangerfield of the association world. To paraphrase Dangerfield, "Education doesn't get no respect. No respect, no respect at all. That's the story of education's life. Education gets no respect." Typically, education is on of the top three reasons an association even exists...

'Fly on the Wall:' Better Board Orientation
Laramie Board Learning Project-January 23, 2012
If I were a fly on the wall, observing a new board member orientation unfolding in the way it should be structured, what would I see? I know up front that the focus of my recent interview with Renee McGivern for her Nonprofit Spark podcast would be challenging our typical conceptions of new board member orientation. I was prepared to share- and did share- observations and recommendations on the topic...

Trends & Technologies

Google Changed the Search Engine Rules
Fundraising for Nonprofits- January 12, 2012
Online fundraising happens when people come to your website and make a gift. While you can reach previous donors and prospects with email, the vast majority of online donors are not on your email list— yet. While you can pay for ads to bring traffic to your website, Google and other search engines will bring the best possible traffic to your site...

7 Top Online Marketing Trends for 2012
ClickZ- January 9, 2012
While our 2011 marketing forecasts were on target, the big surprise was the lack of a major marketing campaign that attracted and held consumer attention. This may be attributable to the evolving nature of social media and expanded use of smartphones and other connected mobile devices. Combined with 2011's top three news stories, this translates to a different type of marketing outlook for 2012...

Leadership Spotlight

Reading Between the Lines of Conflict and Inclusion
Acronym- January 9, 2012
The 2012 Associations Now Volunteer Leadership Issue includes a feature by Mark T. Engle, FASAE, CAE, titled "Balanced Conflict, Better Decisions," which presents research that Engle conducted on how associations can best handle conflict in decision making. One of Engle's key findings is that conflict is best handled at the committee level rather than at the board level...

4 Keys for Successful Project Leadership
Thought Leaders, LLC- January 16, 2012
We always talk about project management but rarely discuss project leadership. There's a difference. Leaders play a critical role in setting the conditions for a team to successfully manage a project. If you focus on the following four key roles you can play on a project leader you'll dramatically improve the odds of project success...

Current Events

Spending Growth of Physician Services Sinks to Record Low
Amed News- January 23, 2012
Consumers continued to cut back on health care in 2010, which led to record-low growth in spending on physician services and moderate-to-low increases in spending on other health care service and products. National health spending increased by 3.9% in 2010 to $2.6 trillion, nearly a repeat of 2009's historically low growth of 3.8%...

The Public Option Did Not Die
Kaiser Health News- January 12, 2012
In a cavernous room just east of San Francisco, an army of phone operators fields calls from their customers. A large computer screen blinks the number of people on hold: two, and the average wait time: one minute, 12 seconds. These phone operators working in a non-descript office park in Alameda are employed by a large health insurance plan, and they're willing to go the extra mile for their customers...

Policy Watch

On Health Reform, The Election Will Matter More than SCOTUS
Politico-January 15, 2012
Think the Supreme Court is where the future of President Barack Obama's health care law will be settled? Think again. The real verdict on the future of Obama's signature achievement will come in November— and the law's supporters say a Republican sweep could pose a bigger threat to the law than the nine justices ever could...

The End of Health Insurance Companies
The New York Times- January 30, 2012
Here's a bold prediction for the new year. By 2020, the American health insurance industry will be extinct. Insurance companies will be replaced by accountable care organizations—groups of doctors, hospitals and other he lath care providers who come together to provide the full range of medical care for patients...

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