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AAMSE 2017 Annual Conference


Wednesday | 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

Scope of Practice Trends and AMA Advocacy Resources

Kristin Schleiter, JD, LLM, Senior Legislative Attorney, American Medical Association

Each year, in nearly every state, non-physician health care professionals lobby state legislatures and regulatory boards to expand their scope of practice. While some scope expansions may be appropriate, others definitely are not. Through resources, research and the Scope of Practice Partnership, the AMA has what you need to advance your scope of practice advocacy agenda.

Educational Objectives and/or Takeaways:

  • Hear the latest scope of practice legislative and regulatory trends
  • Learn about AMA scope of practice advocacy resources
  • Discuss ways to use AMA resources to ensure legislative success

Preparing your Spokesperson for a Media Interview

Pete Friedmann, Owner, and Principal, 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, 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.

1:00 - 2:00 p.m.

An Insider’s Guide to Effective Advocacy 
Richard Pan, MD, California State Senator

Richard Pan, MD is a pediatrician, California State Senator and an outspoken health care advocate. He cut his political teeth in organized medicine starting as a medical student, and he has served in numerous leadership roles in his local, state and specialty medical societies. Doctor Pan was elected to the state legislature in 2010 and was the lead author of Senate Bill 277, a bill that sought to increase pediatric immunization rates by limiting the ability of parents to claim a “personal belief exemption” when enrolling their children in public schools. Doctor Pan faced fierce opposition to SB 277 (even receiving death threats) but successfully organized support to get the bill through the legislature and signed into law. During this keynote session, Doctor Pan will reflect on his experience in the legislature and will share his unique perspective on what constitutes effective advocacy and how organized medicine can more effectively represent the views of physicians and patients in our advocacy efforts.

2:15 pm - 3:15 pm

Tackling Regulatory Relief and Prior Authorization  - Part 1

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 One Medical Society Addresses Regulatory Relief and Prior Authorization with James Scroggs

This presentation will describe how a medical specialty society has worked to address the ongoing burden of prior authorizations for pharmaceuticals. Specifically, it will provide 1) a brief description of the advocacy process at the AADA, including how priorities are determined 2) an overview of recent survey exploring how prior authorizations are affecting dermatologists, 3) discuss the process the organization took to develop an appeals letter generator tool that aids physicians in handling prior authorizations, 4) a summary of other efforts to reduce barriers to providing appropriate drugs to patients. 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

MOC: Your Questions about the Vision Initiative Answered

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

Continuing Board Certification: Vision for the Future is a collaborative effort that brings together multiple stakeholders to envision a system that is responsive to the needs of those who rely on it and that is relevant, meaningful and of value to physicians. This ‘Vision Initiative’ includes physicians, professional medical organizations, national specialty and state medical societies, hospitals and health systems, the general public and patients, and the 24 Member Boards of the American Board of Medical Specialties (ABMS). Together, they comprise a Commission that will lead the effort throughout 2018 and early 2019.

3:30 pm - 4:30 pm

Tackling Regulatory Relief and Prior Authorization  - Part 2

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
James Scroggs, MHA, Associate Director, Regulatory and Payment Policy, American Academy of Dermatology 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 of 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.