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AAMSE 2017 Annual Conference


Thursday | Friday

Friday, July 27

9:45 am - 10:45 am

Incorporating Leadership at all Levels into your Team Culture - Part 1

Christina Rowe, MSOL, Founder and Leadership Coach, The Collaborative LLC
Steve Smith, CAE MS, Executive Director, American Academy of Hospice and Palliative Medicine/ Association Management Center

Medical Society executives work with a variety of individuals, including committee and board members in addition to colleagues in various roles. This requires a delicate balancing act and at times, can cause strains on a team’s communication and interactions with one another. Integrating a strong sense of individual leadership at every level can be achieved through positive strength-based focus and techniques. This session will examine how tools associated with StrengthFinder 2.0 can help identify and build leaders at every level in an organization and create positive team habits for staff and volunteers.

Educational Objectives and/or Takeaways:

  • Identify 34 different individual areas of strength
  • Understand how unique talents can be leveraged to improve teamwork and productivity
  • Develop strategies for using Strength-based leadership t

Physicians Boost the Economy: Leveraging Findings from the 2017 AMA Economic Impact Study

Annalia Michelman, JD MPP, Senior Legislative Attorney, American Medical Association

Beyond safeguarding the health of their communities, physicians have a huge impact on the national and state economies by supporting jobs, purchasing goods and services and generating tax revenue. The AMA Economic Impact Study quantifies that impact and underscores that physicians are vital economic drivers, spurring economic growth and creating jobs across industries. Learn how this information can be leveraged to effectively advance your advocacy agenda on issues ranging from Medicaid to Scope of Practice.

Educational Objectives and/or Takeaways:

  • Hear about findings from the updated 2017 AMA Economic Impact Study;
  • Learn how to incorporate the Economic Impact Study into your advocacy materials; and
  • Discuss ways to promote physicians as economic drivers in your state.

Preparing your Spokesperson for a Media Interview

Pete Friedmann, Owner, and Principle, Friedmann Communications Inc.

If you’re in PR/Communications for a medical society, you’ve been there. As member-based organizations, our physician leaders – not professional staff – usually serve as official spokespersons. Some doctors take to this naturally, but most require at least some training. How do you manage all of this, from fragile egos to complex issue briefings? This session, designed for staffers, is presented by a former staffer and focuses on best practices in media training and spokesperson preparation.

Educational Objectives and/or Takeaways:

  • Learn how to prepare yourself before you help prepare your spokesperson     
  • Identify and prioritize your areas of focus during your media training session(s)             
  • Develop strategies for a collaborative learning environment

ROI: A Powerful Tool to Recruit and Retain Members

Claire Duncan, Director, Knowledge Center, Texas Medical Association
Sylvia Salazar, Associate Vice President, Membership and Leadership Development, Texas Medical Association

In today’s cost-conscious environment, it’s more important than ever to emphasize the value of membership to your organization.  Quantifying the dollar value of your benefits and services and comparing that figure to annual dues provides a compelling argument to prospective and current members alike, who can quickly and easily see their current or potential return on dues dollars.  Learn how TMA created its own online ROI calculator and start proving your association’s worth!

Educational Objectives and/or Takeaways:

  • Understand the importance of demonstrating tangible member value
  • Learn how to calculate the dollar value of your programs and services
  • Learn how to use those values to create and market an ROI calculator for your association

Incorporating Leadership at all Levels into your Team Culture - Part 2

Christina Rowe, MSOL, Founder and Leadership Coach, The Collaborative LLC
Steve Smith, CAE MS, Executive Director, American Academy of Hospice and Palliative Medicine/ Association Management Center

Medical Society executives work with a variety of individuals – including committee and board members in addition to colleagues in various roles. This requires a delicate balancing act and at times, can cause strains on a team’s communication and interactions with one another. Integrating a strong sense of individual leadership at every level can be achieved through positive strength-based focus and techniques. This session will examine how tools associated with StrengthFinder 2.0 can help identify and build leaders at every level in an organization and create positive team habits for staff and volunteers.

Educational Objectives and/or Takeaways:

  • Identify 34 different individual areas of strength
  • Understand how unique talents can be leveraged to improve teamwork and productivity
  • Develop strategies for using Strength-based leadership techniques to engage with volunteer leaders

Activity-Based Costing: A Fresh Approach to Organizational Planning and Budgeting

Lance R. Lewis, MBA, Chief Operating Officer, California Medical Association

Many nonprofit organizations develop budgets based on traditional methods utilized by accountants and finance managers. This is good for external reporting but less useful for internal decision-making about organizational priorities and alignment to the budget. Activity Based Costing (ABC) is an approach that makes transparent all the activities of the organization and their associated costs which provides useful information to management. This session introduces the concept of ABC accounting, benefits and showcases real-world examples.

Educational Objectives and/or Takeaways

  • Understand concept of activity-based costing vs traditional accounting methods
  • Understand different activity measures and methods
  • Know how to read and interpret an activity-based costing report

How Technology Continues to Revolutionize Continuing Education

Philip Forte, President, Blue Sky eLearn
Holly Dorr, MBA, CAE, Deputy Executive Director, Ohio Chapter, American College of Emergency Physicians

This session will explore how to utilize virtual and digital technology to take your eLearning program to the next level. Taking real-world experiences from our clients, you’ll learn about: 

  • Current trends (using actual examples from other Associations) 
  • Pitfalls to avoid when implementing your eLearning program and hosting virtual events (using actual examples) 
  • Best practices when it comes to implementing your eLearning program   

You’ll also learn tips and tricks on how to provide engaging learning events that can help increase your revenue and membership.

Educational Objectives and/or Takeaways:

  • Discover some of the best virtual and online learning technologies being utilized today that can help you engage and grow your members, and increase your non-dues revenue.
  • Apply best practices provided by our client's success stories to your own association’s eLearning program.

"Right-Sizing" Your Membership:  Growing Your Association the Smart Way

Matt Braun, Vice President, Client Services, Loyalty Research Center
Stephanie Mercado, CAE, Executive Director, National Association of Healthcare Quality

Membership growth is one of the biggest challenges facing association leaders.  Increasingly, leaders want to learn how to close the value gap to drive member retention and growth.   However, research frequently shows that associations are not built to handle the volume of growth that they are striving to achieve.  Attendees will learn how to grow through “right-sizing” their membership:  identifying  ’good fit” and “bad fit” members and targeting strategies at the former, not the latter.

Educational Objectives and/or Takeaways:

  • Examine scenarios where it is cheaper to retain current members than acquire new.
  • Explain how you can identify prospective members who are “good fits” and  “bad fits”  for your growth strategy.
  • Discuss the difference between members and customers, recognizing that there are benefits to engaging both.

2:15 pm - 3:15 pm

Tackling Regulatory Relief and Prior Authorization  - Part 1

Ashley John, MS, Senior Specialist, Advocacy and Policy, The American Academy of Dermatology Association
Heather McComas, PharmD, Director, AMA Administrative Simplification Initiatives, American Medical Association
Koryn Rubin, MHA, Assistant Director, Federal Affairs, American Medical Association
Emily Carroll, JD, Senior Legislative Attorney, AMA Advocacy Resource Center, American Medical Association

  • How Regulatory Relief is an Important Component of Tackling Physician Burnout—and what we can do about it with Koryn Rubin

Physician burnout is an issue medical societies must tackle and a big contributing factor is an administrative burden. In this session, you will learn about regulatory relief priorities and success, and how advocacy from medicine continues to achieve improvements for patients and physicians.

  • Part 2: How Medical Societies Can Address the Burden of Prior Authorization with Ashley John

This presentation will explore how specialty societies can work to address the ongoing burden of prior authorizations. Specifically, it will provide 1) an overview of recent survey data on how prior authorizations are affecting dermatologists, 2) discuss the process the organization took to develop an appeals letter generator tool that aids physicians in handling prior authorizations, 3) and show how these resources have contributed to the organization’s advocacy efforts to streamline prior authorizations. Attendees will learn how the intersection of practice management and advocacy efforts is essential to success today.

Prior authorization poses a major administrative burden for physician practices, and the AMA offers a variety of resources to help state medical associations, national medical specialty societies, and their physician members advocate for meaningful changes. We will provide a “state of the states” overview of current state legislative efforts to address prior authorization hassles and discuss how states are achieving success; review AMA research that offers a strong evidence base to support advocacy on this issue; discuss our ongoing conversations with health plans and benefit managers to press for program reforms; and showcase educational resources that can support physicians in automating and simplifying the approval process.

Social Media Roundtable: Your Questions Answered

Allison Lundberg, Manager, Marketing and Communications, American Academy of Hospice and Palliative Medicine

Social media: you hear the word, you learn the strategies, but you still come up short. Get intimate help on your social media issues at this roundtable extravaganza! Topics include event marketing, starting a social account, social membership recruitment, advertising, and analytics. Have a different issue? Come anyway to listen and learn and spark new topics of conversation!

Educational Objectives and/or Takeaways:

  • Obtain quick and easy to use information on specific social media topics
  • Receive intimate support and ideas for your social media issues
  • Obtain quick ideas to implement your strategy today

The Strategic Relationship Plan: Leveraging Your Connections To Advance Your Goals/Governance Workshop

John Barnes, President, Barnes Association Consultants

As an association leader, you conduct meetings and activities with external groups.  But are you connecting these activities to your strategic plan?    During this session, we’ll explore how to bring strategy to your outreach.  We’ll go through a step-by-step process on how to leverage your connections to advance your strategic plan. Attendees will leave with a detailed work product ready for implementation, including outreach responsibilities and a plan for connecting relationships with goals and objectives.

Educational Objectives and/or Takeaways:

  • Prioritize their external relationships and connections
  • Connect these relationships and connections to their strategic plan
  • Identify the roles and responsibilities of association member and staff leaders for their Strategic Relationship Plan

3:30 pm - 4:30 pm

Tackling Regulatory Relief and Prior Authorization  - Part 2

Ashley John, MS, Senior Specialist, Advocacy and Policy, The American Academy of Dermatology Association
Heather McComas, PharmD, Director, AMA Administrative Simplification Initiatives, American Medical Association
Koryn Rubin, MHA, Assistant Director, Federal Affairs, American Medical Association
Emily Carroll, JD, Senior Legislative Attorney, AMA Advocacy Resource Center, American Medical Association

  • How Regulatory Relief is an Important Component of Tackling Physician Burnout—and what we can do about it with Koryn Rubin

Physician burnout is an issue medical societies must tackle and a big contributing factor is an administrative burden. In this session, you will learn about regulatory relief priorities and success, and how advocacy from medicine continues to achieve improvements for patients and physicians.

  • Part 2: How Medical Societies Can Address the Burden of Prior Authorization with Ashley John

This presentation will explore how specialty societies can work to address the ongoing burden of prior authorizations. Specifically, it will provide 1) an overview of recent survey data on how prior authorizations are affecting dermatologists, 2) discuss the process the organization took to develop an appeals letter generator tool that aids physicians in handling prior authorizations, 3) and show how these resources have contributed to the organization’s advocacy efforts to streamline prior authorizations. Attendees will learn how the intersection of practice management and advocacy efforts is essential to success today.

Prior authorization poses a major administrative burden for physician practices, and the AMA offers a variety of resources to help state medical associations, national medical specialty societies, and their physician members advocate for meaningful changes. We will provide a “state of the states” overview of current state legislative efforts to address prior authorization hassles and discuss how states are achieving success; review AMA research that offers a strong evidence base to support advocacy on this issue; discuss our ongoing conversations with health plans and benefit managers to press for program reforms; and showcase educational resources that can support physicians in automating and simplifying the approval process.

Personas and Engagement Scoring: Strategies for More Effective Audience Segmentation

Lena Banks, Director, Marketing, Texas Medical Association
Sylvia Salazar, Associate VP, Membership and Leadership Development, Texas Medical Association

Understand how developing personas and engagement scoring from available demographic and behavioral data, with a focus on motivations, needs, and other factors help provide a better overall picture of what persuades physicians to action (such as joining/renewing, purchasing a product, or utilizing a member service). See how these concepts can be combined to strategically segment audiences, identify and target priority groups, and produce more effective messaging that resonates with both current and potential members.

Educational Objectives and/or Takeaways:

  • Outline possible differentiator(s) for their market/audience personas
  • Understand the process of developing engagement scores
  • Understand how personas and engagement scoring can be utilized together to develop more personalized messaging

Developing Emotional Intelligence: The Brain if a Leader

Daniel Stover, Senior Leadership Consultant, Integrated Leadership Systems

This session will enable participants to understand how to leverage emotions rather than suppress or avoid them. In research from Stanford, Cal Berkeley and University of Texas at Austin, it has been shown business negotiations fail or fall short of an ideal outcome when one or more parties is suppressing their emotions. By understanding the emotional underpinnings of your behavior, business people are better able to cooperate and find common ground with direct reports, team members, bosses, vendors, colleagues and their spouses. Research suggests that emotional intelligence is responsible for nearly 60% of job performance.

Educational Objectives and/or Takeaways:

  • Understand how emotions occur.
  • Assess what emotions mean and what to do with them.
  • How to manage fear effectively and harness passion for success.