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AAMSE 2017 Annual Conference


Wednesday | Thursday | Friday

Thursday, July 26

8:30 - 9:30 a.m.

Write Strategically, Fight Strategically: How to Develop, Draft, and Deliver Messages that Matter

Riley Roberts, Principal, West Wing Writers, LLC

Whether you’re communicating with members, leading your teams, or advocating for change more broadly, it’s never been harder to persuade and engage. This session will teach participants the “new rules” of operating in today’s low-trust environment. It will offer time-tested strategies for establishing credibility and cutting through clutter. Ultimately, it will help participants give voice to their vision—crafting messages that inform, influence, and even inspire action.

Upon completion of this session, participants should be able to:

  • Develop a message that’s authentic to your organization—and compelling to your audience.
  • Draft your argument—using a proven, easy-to-employ structure that anyone can follow.
  • Deliver the message your audience needs to hear—and the results your organization deserves.

9:45 am - 10:45 am

Explore How Values & Beliefs Drive Leadership Vision - Part 1

Denice R Hinden, Ph.D. PCC, President, Managance Consulting & Coaching

High performing leaders continuously learn and envision how they want to show up in their leadership. According to author Cathy Salit, top leaders are always œbecoming who they are. In this workshop leaders envision how to take their leadership to a next level. Participants complete leadership values and beliefs exercises, reflect on areas of mastery and where they can stretch. Leaders leave the session appreciating the impact of bringing intention and attention to leadership identity.

Educational Objectives and/or Takeaways:

  • Express their leadership values
  • Express their leadership beliefs
  • Envision where they want to grow in their leadership

AAP Longitudinal Study of Young Physicians Generate Valuable Data for Leaders

Mary Pat Frintner, MSPH, Senior Research Associate, American Academy of Pediatrics

The changing demographics of younger physicians have a profound impact on defining future member value.  In 2012 the American Academy of Pediatrics (AAP) launched the Pediatrician Life and Career Experience Study (PLACES).  In this unique longitudinal project, the AAP tracks the professional and life experiences of 1,800 pediatricians across their careers, including their career paths, personal life changes, career satisfaction, work-life balance, work environment, and daily stressors. The session will describe PLACES and highlight examples of data used by leadership.

Educational Objectives and/or Takeaways:

  • Appreciate how an established research program can benefit an association.
  • Understand issues of importance to young members.
  • Recognize specific benefits and challenges of a longitudinal study design.

Physician Wellness Programs: A Launch Kit

Belinda Clare, Chief Operating Officer, Travis County Medical Society
Steven Reames, Executive Director, Ada County Medical Society

If you have been wondering how to help your physicians battle burnout and recover the joy of medicine, this session will walk you through the pragmatics of starting a physician counseling or coaching support program. It is based on the AAMSE County CEO workgroup survey of more than two dozen societies with existing member wellness programs. You will leave with a step-by-step how-to toolkit, funded by a Physicians Foundation grant.

Marketing Fundamentals to Grow Your Membership

Krystle Medford, Ouachita Medical Society

Does your organization do great things, yet no one knows about them? That’s a common problem throughout the medical society world. We’re great at programs and member benefits, yet we find our members and potential members don’t know the value we bring. This session will explore simple, effective, and low budget ways your organization can highlight its value. You’ll leave with three impactful ways to promote your organization and grow your membership.

11:30 am - 12:30 pm

Explore How Values & Beliefs Drive Leadership Vision - Part 2

Denice R Hinden, Ph.D. PCC, President, Managance Consulting & Coaching

High performing leaders continuously learn and envision how they want to show up in their leadership.  According to author Cathy Salit, top leaders are always becoming who they are.  In this workshop leaders envision how to take their leadership to a next level. Participants complete leadership values and beliefs exercises, reflect on areas of mastery and where they can stretch. Leaders leave the session appreciating the impact of bringing intention and attention to leadership identity.

Educational Objectives and/or Takeaways:

  • Express their leadership values
  • Express their leadership beliefs
  • Envision where they want to grow in their leadership

Get Noticed on Social Media Without Breaking the Bank

Allison Lundberg, Manager, Marketing and Communications, American Academy of Hospice and Palliative Medicine
Jen Rios, Director of Client Services, Texas Medical Association

Boost your post. Advertise. Promote your business. These buttons and communications are easily ignored because of our limited social media budgets. However, boosts and advertisements can fit any budget amount with surprising results. See how you can be efficient with your advertising, reach your target market, and analyze if your promotions worked.

Educational Objectives and/or Takeaways:

  • Make your organization more efficient with social media
  • Discover how to communicate with your organization’s personality
  • Utilize social media advertising to reach your niche market

Judge Judy Never Ruled on These:  Situation Room – Legal

Joel Corwin, Attorney, Law Offices of Joel S. Corwin
Tom Ingram, CAE, President and CEO, Diving Equipment and Marketing Association (DEMA)

Work through real-world legal challenges faced by associations while also learning about recent developments in the law. Participants, in a courtroom setting with presiding "judges", will review association legal scenarios with each other and experienced content leaders - association legal counsel and an association CEO.  We will collectively discuss strategies and potential outcomes and hear and react to what actually happened.  In addition, legal updates will be interspersed throughout the session.

Educational Objectives and/or Takeaways:

  • Learn from the discussion of real-life legal challenges and by interacting with each other and content leaders in open discussion.
  • Participants will benefit from identifying legal risks which counsel may help mitigate, although it is not legal advice.
  • Explore principles and strategies for association legal issues which may include hotel and tradeshow contracts, hiring contractors, intellectual property, governance or others, and legal counsel's analysis.
  • Learn what has changed in areas of law that impact associations.

Advocacy Sells Membership

Donald J. Palmisano, Jr., J.D., Executive Director/Chief Executive Officer, Medical Association of Georgia

MAG has been successful selling advocacy to our large group resulting in substantial growth over the last 7 years

Educational Objectives and/or Takeaways:

  • Selling advocacy is ongoing by the whole organization
  • Taking specific legislative issues to specific specialties to grow membership

2:15 pm - 3:15 pm

How to Produce Videos for Your Society/Association

Brent Annear, Director of Media Relations/PR, Texas Medical Association

Video is everywhere: Businesses, medical societies, nonprofits, schools, and clubs all use video to communicate. Video is all over social media as well. How do you get in the game? Producing videos for your society or association does not have to be that difficult or costly, regardless of whether you’re the biggest association or the smallest society. Hear practical tips from start to finish about how you can produce videos for your association, from equipment advice to solid user-friendly production techniques – whether you have a big equipment budget or a small one. Your presenter has a background in television news and more than 16 years in state medical association communications.

Educational Objectives and/or Takeaways:

  • Learn basic video production techniques – simple quality-improvement tweaks and some things to avoid
  • Explore some equipment - costly to relatively cheap
  • See how to create video content almost immediately

Battling Burnout for You and Your Docs - Part 1

Steven Reames, Director, Ada County Medical Society
Rae Bond, Chief Executive Officer, Chattanooga-Hamilton County Medical Society

Most of those in medical society leadership have seen the casualties of burnout in their profession, whether their physician members or even their society colleagues. Physicians nationally report epidemic levels of burnout and extreme dissatisfaction with their situation. Come learn why and how medical societies need to make the battle against physician burnout a top priority and how to apply some of the same principles in your own life and work.

Educational Objectives and/or Takeaways:

  • Understand factors around burnout, compassion fatigue, and poor boundaries and how they affect you and the members you serve.
  • Identify the five pillars of resilience and build a self-care plan for your personal and professional life.
  • Articulate the need for medical societies to advocate for physician wellness and some key strategies to engage employers, hospitals and health systems around this issue.

Cosmic Leadership

Kenneth M. Slaw, Ph.D., Executive Director/CEO, Society for Vascular Surgery

“People move systems-Leadership moves people”.  To master the art of leadership then is to work at becoming a master of how human energy systems and exchange work, and thus, how to shape, align, and focus them on change.  Our human systems appear to operate within a set of universal laws, the same universal laws that appear to govern energy exchange throughout the universe.  Our systems vacillate and transform from chaos to order, and order to chaos, leaving change in their wake.  Why?  This session will be a fun and engaging journey exploring several key universal laws and their application to human system dynamics and leadership.  In the original television series "COSMOS" hosted by Carl Sagan, he noted that we, as human beings, "are made from the stuff of stars".  Perhaps the “stuff” we are made of follows the same laws as the “stuff” out in deep space…come find out and take the next step to becoming a master of the universe.

Educational Objectives and/or Takeaways:

  • Attendees will receive an update of top findings from recent scientific research regarding effective leadership;
  • Attendees will explore the energy dynamics that drive human interactions and human systems, and how this can be helpful when leading change;
  • Attendees will explore the notion that human energy dynamics appear to function in accordance to the same universal laws that govern energy in the Universe; 

6 Trends Healthcare Organizations Should Not Ignore

Sheri Jacobs, FASAE, CAE, CEO, Avenue M Group

The biggest distinction between a trend and a fad is time. Fads fade whereas trends tend to solve problems or provide better solutions. Trends have the power to influence and change behavior. Organizations that ignore trends will just need to catch up later.    What got your organization where it is today may not help it in the future. From new membership models to innovative ways to attract attendees to your conferences, organizations need to adopt some of the trends occurring in society if they wish to attract and engage members and customers.    Sheri Jacobs, FASAE, CAE, author of the Art of Membership, will identify the 6 trends healthcare associations cannot ignore, raise questions you should be discussing with your staff and leadership and provide examples of solutions being adopted by some organizations.

Educational Objectives and/or Takeaways:

  • Develop new approaches to engaging the cord-cutting generation
  • Expand their definition of membership and understand new ways to increase your reach.
  • Understand the trends they should be watching that will impact their organization.

3:30 pm - 4:30 pm

Alternative Membership Models: What Has and Hasn't Worked

Susan G. D' Antoni, FAAMSE, CEO, Montgomery County Medical Society
Heather A. Wilson, MSW, CFRE, Deputy Executive Vice President, Pennsylvania Medical Society
Chris Leister, Senior Director, Component Medical Society Services, California Medical Association

  • Part 1 with Chris Leister: Monthly Membership Dues (“Subscriptions”)- Pros, Cons, and Can It Work for You?

One year ago, CMA and its Component Societies began a pilot project to test if a monthly membership subscription might work for our members. One year later, we have almost 400 members making monthly payments, with annual retention over 95%, and serving members who can’t afford to make a large up-front annual payment. Learn the pros and cons of a monthly membership option to see if this might benefit your members.

Educational Objectives and/or Takeaways:

    • Know the benefits and potential pitfalls of a monthly membership option
    • Understand the basic legal requirements for a monthly membership subscription
    • Consider if this might be a good option to offer your members
  • Part 2 with Susan G. D’ Antoni: Membership Model Innovation? Who’da Thunk It?!  

Membership organizations are often challenged to develop new membership models because of bylaws constraints, tradition, culture, and/or a lack of creativity or initiative. If your active membership isn’t growing, and there are entire segments of your physician community who aren’t joining, you can’t keep doing what you’ve always done and expected different results. Innovation is key. This presentation will focus on the planning and approval processes for model innovation, key factors in implementation strategy, progress to date, and plans for evaluating success.

Educational Objectives and/or Takeaways:

    • Identify why membership model innovation is important in medical associations
    • Gain an understanding of the planning and approval process required to innovate related to model development and governance
    • Identify the key factors in implementation, monitoring progress and evaluating model success
  • Part 3 with Heather Wilson: FutureMed (Student and Involvement) and Frontline


FutureMed is a program that offers medical students and residents free membership.

    • Specifically for residents, we partner with specialties to promote joint, free membership
    • We have a joint paper application and a joint online application

Frontline recognizes group practices that support PAMED with 100% physician membership – typically nearly 600 (ranging in size from 3 – 300)

    • Receive a plaque identifying them as a 100% membership group – we see these on many practice’s walls
    • Frontline exclusive call – once/month 30-minute gotowebinar that covers the “hot” topics PAMED is involved with
    • Membership Office works to visit frontline practices to make sure they know what is available to them, thank them

Battling Burnout for You and Your Docs - Part 2

Steven Reames, Director, Ada County Medical Society
Rae Bond, Chief Executive Officer, Chattanooga-Hamilton County Medical Society

Most of those in medical society leadership have seen the casualties of burnout in their profession, whether their physician members or even their society colleagues. Physicians nationally report epidemic levels of burnout and extreme dissatisfaction with their situation. Come learn why and how medical societies need to make the battle against physician burnout a top priority and how to apply some of the same principles in your own life and work.

Educational Objectives and/or Takeaways:

  • Understand factors around burnout, compassion fatigue, and poor boundaries and how they affect you and the members you serve.
  • Identify the five pillars of resilience and build a self-care plan for your personal and professional life.
  • Articulate the need for medical societies to advocate for physician wellness and some key strategies to engage employers, hospitals and health systems around this issue.

How to Prepare for Effective Transitions

Maria Huntley, CAE, MAM, Executive Vice President, Minnesota Academy of Family Physicians
Bert T. Guinn, MBA, CAE, Executive VP/CEO, Greater Louisville Medical Society

So you’re stepping down. Or Stepping up. This session will teach you how to effectively manage a CEO transition. Learn from two CEOs – one state specialty CEO hired externally and one county CEO hired internally – who are three years into the position after succeeding legacy leaders who were beloved by their organizations. Hear what worked well and what could have worked better and gain valuable insight into effective transition strategies and pitfalls to avoid. Whether you are a new CEO, planning to retire soon, or you are looking to take the next step in your career, this session will help your CEO transition go smoothly.

Educational Objectives and/or Takeaways:

  • Navigating board and staff roles most effectively
  • Documenting what is actually helpful (and worth spending the time preparing)
  • Creating a healthy timeline for hand-off

When it Comes to Conversations About Older Patients…We Need to Talk (Differently)

Daniel E. Trucil, MA, MPH, Associate Director, Communication, American Geriatrics Society

More of us are looking forward to living longer, healthier lives than ever before—and the diverse health specialties our members represent have played a critical role in that milestone. But as more and more of usage, are our conversations within healthcare matching what we all want (and need) “aging” to be? The short answer: Not yet—but that can change! In this session, the American Geriatrics Society (AGS) will share key learnings from its work with the FrameWorks Institute and the Leaders of Aging Organization to reframe how we all think about and act upon aging as a social construct. By looking critically at how communication strategies—even down to individual word choices—can activate positive (or negative) frames for our members and the people they serve, we hope to help all health specialties adjust to the reality of providing care that not only meets but also embraces the needs of us all as we age.

Educational Objectives and/or Takeaways:

  • Identify perceptual gaps that may impede colleagues, executives, policymakers, and even the public from seeing “aging” as an important socio-biologic construct that impacts us all.
  • Explore ways that a discipline like geriatrics has shifted its self-description to reframe how we talk about the people who benefit from our care (and our members' expertise by extension).
  • Build an understanding of the value of new narratives (specifically those grounded in empowerment and social justice) to move communication about how your specialty is prepared to meet the needs of our aging population.