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Annual Conference Schedule
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Schedule | Speakers | Hotel | Sponsor and Exhibit | AAMSE Experiences


  • Wednesday
  • Thursday
  • Friday
  • Saturday
8:00 a.m. - 4:00 p.m. State Membership Committee Meeting
9:00 a.m. - 3:00 p.m. County CEO Meetings
11:00 a.m. – 2:00 p.m. AAMSE 360 On-Site Meeting
2:00 - 3:30 p.m. Leadership Academy — When Sparks Fly: Answering the Call to Leadership
Allison Peterson, Director of Communications & Membership, Kansas Medical Society

Great leadership occurs at all levels and within all positions in medical societies almost every day. Do you see it? Do you recognize it? Do you absorb it? Or do you walk right by it? This session is meant to inspire all medical society executives to “wake up,” see the world through a leadership lens, and bring it into everyday awareness. This session provides an introduction and base understanding of why building competency in leadership is essential, and will highlight the behavioral constellations that have been proven through research to comprise successful leadership. The session will be presented through a series of vignettes or stories to exemplify the application of research knowledge.
4:00 - 5:15 p.m.

KEYNOTE: An Overwhelming To-Do List? 13 Tactics to Get it All Done
Andy Core, MS, Core Wellness

A credentialed, award-winning thought leader on increasing employee engagement, Core is the perfect coach to help you become what he calls a “Thriver”: someone who works hard, meets or exceeds expectations, and enjoys high levels of personal and professional success, accompanied by (and this is the best part) lower stress levels. His book gives readers the tools to create precisely that type of life. It also includes a curriculum to help companies re-engage employees, improve communication, retain talent, and boost innovation — all of which catapult overall profitability. “To start reclaiming the goals that once inspired and excited you, you’ll have to change the way you approach your day,” says Core. “Instead of a worker whose actions are dictated by supervisors and to-do lists, you’ll need to begin acting like the CEO of your own life.”

5:30 - 6:45 p.m. Opening Reception
7:00 p.m. Small Group Meet-Ups/Dine-around
7:30 - 8:30 a.m. WEL1A. Early-Riser River Walk
Special Events group

WEL1B. How Pilates Can Power your PR
Lizabeth Fleenor, Director of Communications/Managing Editor Missouri Medicine, Missouri State Medical Association

In the House of Medicine, every Association in AAMSE and its collective healing arts membership has its own mind, body, and spirit. Breathe fresh air into a public relations program through the discipline of Pilates and its support of mind, body, and spirit. In this session, Liz Fleenor will teach Pilates and demonstrate 20 classic mat moves interspersed with 20 tips participants can implement in their public relations/communications/member service programs. To be successful in communications, mindful planning is essential, along with careful attention to execution and detail with ROI in mind. So too, can Pilates, teaching moves that lengthen and strengthen the mind and the ‘powerhouse’ — the core muscles — helping us become aware of ourselves and our core. The final outcome: a stronger mind, body, and spirit with the same application to public relations programming.

8:30 - 9:00 a.m. Grab and Go “Healthy Choice” Breakfast
9:00 - 10:15 a.m.

KEYNOTE — The Power of Stories: Communicating Value & Meaning through Messaging
Louise Aronson, MD, MFA, Professor, UCSF Division of Geriatrics, Director, Northern California Geriatrics Education Center, Director, UCSF Medical Humanities

There’s a good reason journalists, politicians, fundraisers and businesses use stories when communicating with the public and other target audiences. They work. Stories get people’s attention, are memorable, and can inspire people to action. They can be used to foster learning, self-care and resilience in individuals and for advocacy, recruitment and public education by organizations. In this presentation, you will learn how you and your medical society can tell stories that enable reflection, generate empathy, communicate value, and transmit your message in effective and enduring ways.

10:30-11:30 a.m.

202A Your Doctors in the Spotlight: Using Public Health Issues to Raise Your Society’s Profile
Erica Noonan, MA, Senior Editor, Massachusetts Medical Society
Robyn Alie, Manager, Public Health and Education, Massachusetts Medical Society

Public health emergencies and political issues can strain small staffs and limited resources. This panel discussion will focus on how AAMSE members can position their medical societies as public health/communication leaders by leveraging internal and external resources and low-cost media channels such as blogs, Twitter, LinkedIn, and community cable television. We’ll discuss topical public health issues, such as medical marijuana, emerging diseases, and health disparities, and when and how to communicate about them with members and the public.

202B Sharing of Best Practices for Membership Development
Joshua C. Richmond, Director, Membership & Political Fundraising, Michigan State Medical Society
Kate Boyenga, Director, Membership & Marketing, Medical Association of Georgia
Ed Whitver, Deputy Executive Vice President, Iowa Medical Society
Megan Turcotte, Director of Member Services, Rhode Island Medical Society
Steve DeToy, Director of Government and Public Affairs, Rhode Island Medical Society
Jan Reisinger, Vice President of Physician Leadership, Education & Practice Support, Pennsylvania Medical Society

This session is designed to be a collaborative discussion on best practices, old and new, among membership societies across the country. Come see what others are doing and get some good hands-on examples to take back home and implement in your marketing efforts. Some topics covered are medical society staff “concierge” program, expanding membership categories, employed physicians, marketing show-and-tell and much more. All attendees will be encouraged to participate and share what you are doing in your organizations.

202C Successful National and State Advocacy Collaborations Between Physicians and Advanced Practice Nurses
Kathleen Zwarick, PhD, CAE, Associate Executive Director, Public Policy and Practice Support, American Urological Association
Elizabeth Schumacher, JD, Managing Director, Affinity Strategies

This session will discuss the integration of policy objectives and politics to successfully advance your society’s position. The course will guide the audience through the development of policy objectives and setting up a strategic plan that includes the following elements: Identifying state and federal entities of jurisdiction, inclusion of affected medical specialties; messaging and importance of literature review; partnership with the Federation of State Medical Boards, state and national specialty societies; and more!

202D Physician Employment and Early Career Physician Membership Value: Two Trends Your Medical Society Needs to Deal with Today
Moderator: Michael Fraser, PhD, CAE, Executive Vice President, Pennsylvania Medical Society
Speakers: James Reuter, MBA, Vice President, Membership & Business Development, Wisconsin Medical Society; Rachel Damrauer, Associate Director, Communications, Young Physicians Section Staff, Pennsylvania Medical Society (PAMED)

In this session, participants will learn about two major trends impacting medical societies of all types and sizes — the increase in physician employment and your value proposition for early career physicians. Panelists will discuss practical strategies to engage both employed physicians and early career physicians and facilitate conversations about other strategies used by county, state, and specialty medical societies to address these two trends. Participants will leave the session with tools and resources they can use to build programming and demonstrate value for these two large segments of physicians we all are actively seeking to serve in our societies.

11:45 a.m. - 12:15 p.m.

203A Is it a Rebrand, Reinvigoration, Evolution, or Launch? Medical Society Branding Unpackaged
Mary Katherine Krause, MS, Vice President, Communications, College of American Pathologists

Branding for many nonprofits has been a tool for managing external perceptions of the organization and a concern primarily for the communications, fundraising, and marketing areas. Today, branding is taking on a more strategic role and is a concern of boards and executive teams. Having a strong brand is seen as critical to helping build organizational capacity, galvanize support, and maintain focus on the social mission. What’s more, no health care organization has been immune from the need to respond to the Patient Protection and Affordable Care Act and broader industry reforms. Hear how two organizations recognized the need to manage and develop their brand in a more strategic way and move forward with implementing plans.

203B Seismic Shift: How Workforce Changes Will Shape the Face of Association Membership in the Next 10 Years
Susan Farrell Stock, Director, Catalyst Consulting, Association Management Center

The rapidly changing face of associations and professional societies directly correlates to demographic shifts as baby boomers retire and early and mid-career professionals relate differently to associations and professional societies. This change will impact governance, operations, and the mission and unique value of associations. These professionals think differently, learn differently, and engage (or not) with their professional societies. Navigating through this dramatic change requires leadership and vision at the highest level.

203C Lead Different: 6 solutions to Drive Organization Change
Holly Duckworth, CEO, Leadership Solutions International

Everything about our associations is changing. You may be running the race for relevance, or looking at your association in unorthodox ways… but, at the end of the day it comes down to leading people. Are you ready to create more optimistic change in your organization? Never before in history have associations had opportunities like they do now to spread a message, engage members and generate revenue. Bold changes, like retiring sacred cows and creating fresh new programs, may be needed. Now is the time to build connected teams to dedicated staff and volunteers who are excited to be engaged and lead. Now is the time to “carpe diem” in your organization!

203D Narrow Networks – How it Impacts Physicians and How to Fight
David Brewster, Assistant Director, Practice Advocacy, American Academy of Dermatology Association

Potential termination due to “narrow networks” is looming for physicians if they are in health exchange (HIX) or Medicare Advantage networks. The American Academy of Dermatology Association has seen its members terminated from Medicare Advantage networks in at least 17 states and has been on the front lines pushing back on the insurance companies and seeking intervention from the White House, Congress, and CMS. The voice of one organization will not shift the landscape, but a united front from the house of medicine can. This session will go through how the AADA has informed its members of the ongoing terminations and what it has done to prove network inadequacy in the Medicare Advantage world.

12:15 - 1:30 p.m. Lunch & Networking with Exhibitors
1:45 - 2:45 p.m.

205A How Research Helps you Boost Membership
Barbara Armentrout, Relationship Director, Marketing General Incorporated
Dr. Adina Wasserman, Director, Market Research, Marketing General Incorporated

Barbara and Adina will provide a practical intepretation of the latest research published in the annual Membership Marketing Benchmarking Report, sharing data gathered from 1,000 associations and with special drill-down attention to data from medical and healthcare societies. They will talk about which benchmarks are helpful for member engagement, retention, and recruiting, and how you can adopt and adapt research for your own society’s needs. Q&A throughout will be encouraged.

205B Hot Trends in Association Social Tools
Andy Steggles, President and Chief Customer Officer, Higher Logic

Micro-volunteerism, social mentoring, and inbound/content marketing are just a few of the top disruptive trends with major implications for associations. Take a look at these trends, hear real examples of associations embracing (and implementing) them, and walk away with a solid understanding of the best and worst member collaborative practices and how to measure them.

205C Innovations in Leadership Development: Review of Physicians Foundation-Funded Initiatives
Jennifer Hanscom, Executive Director/CEO, Washington State Medical Association

One essential ingredient for a successful medical association is physician leadership, yet cultivating leadership can be challenging. To aid medical associations and other organization in promoting physician leadership, The Physicians Foundation has undertaken several initiatives in recent years. In this session, participants will learn about these initiatives and the different models and best practices that have emerged, including an in-depth case study of a successful, self-sustaining medical association-sponsored leadership development program. The session will have a major focus on replication and collaboration.

205D Conference ROI: Driving Growth, Engagement and Value
Susan Farrell Stock, Director, Catalyst Consulting, Association Management Center

Creating a positive return on investment for an association’s annual meeting is a renewable challenge. Establishing financial goals for the meeting without a clear understanding of the value to members and customers proves disconnected at best and financially disastrous at worst. Many organizations bet their futures on “hoped for” meeting attendance strategies. Additionally, workforce shifts prompt new business and educational design models, requiring boards and staff to think and act differently. Hear how several medical societies approached this: the first, through a turn-around strategy, the second through a pricing model change, and the third through future site selection considerations.

3:00 - 4:00 p.m. Small Group Meet-Ups
4:15 – 5:00 p.m.

Book Club Discussion

For the first time, we are offering attendees the opportunity to participate in a Book Club discussion. During this session you will have the opportunity to join your colleagues as we discuss and learn more about History of the Present Illness by Louise Aronson, our opening plenary speaker. The book will take you into the lives of doctors, patients and families in the neighborhoods, hospitals and nursing homes of San Francisco, giving you a deeply humane and incisive portrait of health and illness in America today. You will be taken “behind the curtain” into the anxieties, elation and exhaustion of the physicians, while at the same time, seeing the challenges faced by patients battling sudden and chronic diseases. The book compassionately illustrates the psychological toll illness and caregiving take on patients and the people, family and professionals who care for them.

Join us for this insightful session.

4:15 – 5:00 p.m. Exhibitor Product Showcases
6:00 p.m.

Welcome to Portland Event

Get a taste of Portland with us at AAMSE's Travel Portland event reception featuring Oregon’s bounty at Portland’s World Trade Center. This event brings together local fare for an evening of eating, drinking and celebrating. Take in the excitement while indulging in some of Portland's finest beers, wines, and local delights (food carts included!) all together in the World Trade Center’s Outdoor Plaza.

7:30 - 8:30 a.m. WEL2A Early Riser River Walk
WEL2B Yoga & Mindfulness for Association Professionals
Susan Farrell Stock, Director, Catalyst Consulting, Association Management Center

New this year, we are pleased to offer a 60-minute yoga and mindfulness session targeted toward association professionals. Whether you’re brand new to yoga or a regular practitioner, plan to attend this unique yoga offering. This practice is based on the traditions of Hatha yoga with a focus on connecting breath with movement. A key goal of this practice is to awaken and energize the senses, bringing new awareness and flexibility.

This session will be led by certified yoga teacher Susan Farrell Stock, who is also an association executive. Sue is certified in both Hatha Yoga as well as Mindful Yoga Therapy, and leads a weekly class at AMC, as well as Mindful Yoga for Veterans and their families. In addition, she offers yoga workshops to many associations.
8:30 - 9:00 a.m. Grab and Go “Healthy Choice“ Breakfast
9:00 - 10:00 a.m.

301A Membership Shark Tank
Cathleen R. Hight, President, Hight Performance Group, Inc.
Kordell Norton, CSP, President, Synergy Solutions

A panel of experts evaluate society membership campaigns/marketing materials and provide feedback.

301B Speak Up: Communication Strategies Every Leader must Understand in Today’s Hyper-Communicated World
Ryan Avery, Managing Partner, AveryToday, Inc.

Among the top skills of an effective leader is the ability to communicate! You can be smart, charming and the best in your industry but if you can’t get your ideas across to others, your other skills don’t matter. In this interactive session, let Ryan Avery, the youngest World Champion of Public Speaking in history, teach you communication strategies that will get people to take action in today’s hyper-communicated world!

301C Show Me the Money: Evaluating and Assessing Return on Investment for Medical society Advocacy Programs and Lobbyists
Elena Lopez-Gusman, Executive Director, California American College of Emergency Physicians

Advocacy, lobbying in particular, is a people business. With a mix of clearly defined deliverables and harder-to-define relationship-oriented outputs, evaluating and quantifying the return on member investments in advocacy, as well as understanding how to evaluate a lobbyist’s performance, can be challenging for medical society executives. This session will focus on tools and strategies for evaluating and measuring return on investment of advocacy efforts, as well as lobbyist performance, and will give examples of evaluation tools and resources available for medical society executives.

301D Do You Have the Right Technology Partners?
Moderator: Sherry Budziak, President, .orgSource
Kevin Ordonez, Senior Consulting Partner, .orgSource
Jim Pearson, PMP, Director of Information Systems and Administration, Society for Academic Emergency Medicine
Nicki Augustyn, Senior Vice President, Education, American College of Chest Physicians

Are you feeling held hostage by your technology vendor? Are you throwing good money after bad money and achieving minimal results? Do members and staff insist there’s nothing else you can do, that you have the best system – based on a decision your organization made years ago? If your technology vendor or provider of your cloud-based services is strangling your mission, then don’t miss this opportunity to join our discussion as we share the good, the bad, and the ugly regarding vendor management and re-aligning expectations. This presentation will be structured as a panel, moderated by Kevin Ordonez and Sherry Budziak of .orgSource and featuring as panelists Stephen Welch of the American College of Chest Physicians, Nicki Augustyn of the American College of Chest Physicians and Jim Pearson of the Society for Academic Emergency Medicine.

10:15 - 11:15 a.m.

302A Digital Transformation: How to Assemble the Right Staff and Talent to Move Your Organization Ahead
Kevin Ordonez, Senior Consulting Partner, .orgSource
Sherry Budziak, President, .orgSource

As an association leader, you are faced with complex decisions about investments in digital infrastructure, systems and staffing in order to enhance member value, grow the organization and achieve core strategies.

How do you make these digital improvements without stretching your staff too thin? Why do organizations fail even though they have invested significantly in infrastructure? And what talents are needed to help you move forward? Organizations can no longer look expect their IT resources to support all of the technology needs an organization may have, and a typical marketing department may not have the expertise to help move these endeavors forward.

In this session, we will discuss how to create a digital roadmap, how to make sure the right people are involved and how to put together the right teams to move your organization forward. We will explore the talent that is needed and how to integrate both IT with other key skill sets within your organization.

302B Physician Engagement Excellence Recognition: What Does Excellence in Engagement Look Like?
Tracey Glenn, CPC, COC, CPMA, CPPM, CEMC, CCS-P, Director, PACT Physician Engagement Assessment Program
Gaspere (Gus) Geraci, MD, FAAFP, FAIHQ, CHCQM, CPE, Consulting Chief Medical Officer, Pennsylvania Medical Society

Everyone wants to provide training on leadership. But when and how do those leadership skills become effectively engaged? How do you measure that physician leadership has translated into effective physician engagement? Is there a benchmark for excellence in physician engagement? Learn how the Pennsylvania Medical Society and PMSCO Consulting Group are working to establish a process for evaluating and improving physician engagement within a health system.

302C Protect Your Association: The Importance of Clear and Concise Bylaws
Willarda V. Edwards, MD, MBA, Managing Partner and Internist, Edwards & Stephens
Lee Ann Conti, JD, Division Counsel, American Medical Association
Janice Robertson, Policy Analyst/Secretary, Council on Constitution and Bylaws, American Medical Association

Medical society bylaws are important legal documents, and their importance cannot be overemphasized. Bylaws are a set of agreed-upon rules and procedures that define what the society is, how it is organized, who can belong, and how it operates. Clear and consistent bylaws make it easier for medical societies to function smoothly and efficiently. Bylaws are intended to be a living document, and should be reviewed periodically to ensure that they remain consistent with state corporation law and accurately reflect how a society organization operates. Failure to follow bylaw provisions can have legal consequences for not only the medical society but also for its leaders. Ignoring or abusing the rights of members can lead to lawsuits. Bylaws that include prescribed duties that are not followed can lead to poor relations between the staff, the board, and members. When a society faces a situation where adverse action needs to be taken, due process provisions as set forth in the bylaws must be followed.

302D Strategies to Improve the Membership Life Cycle
Cathleen R. Hight, President, Hight Performance Group, Inc.

The Membership Life Cycle focuses on implementing best practices for acquisition, ensuring that members are well integrated into our communities, influencing engagement, and a successful renewal process. This is an ongoing cycle that we must manage and continuously improve on.

Explore the best strategies for acquiring, integrating, engaging and renewing members!

11:30 a.m. – 12:45 p.m. Board Installation and Awards Lunch
1:00 - 1:30 p.m. 305A Career Development: The Value of CAE and AAMSE Membership Panel
Steve Smith, MS, CAE, Executive Director, CEO, American Academy of Hospice and Palliative Medicine
Susan G. D'Antoni, Executive Director, Montgomery County Medical Society
Dale Singer, MHA, Executive Director, Renal Physicians Association

305B Choosing Wisely: Equipping Physicians to Lead Organizational Change
Jessica Martinson, MS, Director, Clinical Education & Professional Development, Washington State Medical Association
Susan Callahan, Director, Communications & Membership, Washington State Medical Association

The Washington State Medical Association (WSMA) launched an aggressive strategy to provide physician leaders with the tools and resources they need to integrate Choosing Wisely into practice—not just at the individual level, but at the organizational level. Through strategic partnerships with other health care associations, the WSMA developed the first of its kind claim-based data technical specifications, statewide results on 11 Choosing Wisely recommendations and a Choosing Wisely Action Manual. We will review the strategies the WSMA used to create tools and resources, the components of successful partnerships, and the mechanism to measure performance on specific Choosing Wisely recommendations.

305C The Seven Things your Team Needs to Hear You Say
David Dye, President, Trailblaze, Inc.

Engaged and motivated teams are essential to your members’ success. In this interactive program, participants will gain practical tools, tips, and specific actions to cultivate an innovative, responsible, results oriented team. It doesn’t take buckets of charisma – they just need to hear these seven things. Participants will discover:

  • The secret to doubling the productivity of their entire team in just 5 minutes a month (unbelievable until you hear how it’s done).
  • Ways to dynamically reverse the team’s attitude from “we can’t” to an enthusiastic “we can” without threats, large sticks, or begging.
  • Easy to implement tools to find more time for their work and get more work from their team (and make it home in time for dinner!).
  • Methods to build teams stacked with eager problem solvers, not reactionary problem catchers. It may surprise you a bit, but follow the plan exactly for stunning results…
  • And way, way more!
305D Hot Topic
1:45 - 2:45 p.m. Small Group Meet-Ups
3:00 - 4:30 p.m.

KEYNOTE: Creating a Member Culture that Inspires Passion, Community, Collaboration and Connection
Sheri Jacobs, FASAE, CAE, President & CEO, Avenue M Group, LLC

Playing it safe is riskier than you think. In today’s changing health care and medical society environment, you need to occasionally “rock the boat” and create new opportunities for engagement. Approaches to education, networking and professional development are evolving — are you? Learn more about models of community-building that other successful organizations are adopting and how you can build stronger connections between and with your physician members.

8:00 - 8:30 a.m. Grab and Go “Healthy Choice” Breakfast
SATURDAY WORKSHOPS - limit of 50 attendees for each session
These Sessions are Not Included in the Regular Registration Fee ($50 per Session or $85 for both)
8:30 - 10:00 a.m.

401A 10 ways to Attract & Engage Today’s Young Physicians
Sheri Jacobs, FASAE, CAE, President & CEO, Avenue M Group, LLC

Much has been written about difficulties associated with attracting Millennials to professional associations. These members represent the fastest-growing segment of our workforce, yet they are highly selective about who they listen to and where they spend their time.

So how do you reach this group? Learn the latest strategies for how associations are recruiting, retaining and communicating with early career physicians. Case studies and counsel will be provided.

401B Crisis Communications, Managing Your Message and the Media
Patricia Clark, President, Communication Strategies
Michael Darrouzet, Executive Vice President/CEO, Dallas County Medical Society

During a public health crisis, is your organization the “trusted voice?” Does your organization have the R-E-S-P-E-C-T it needs to be the “go to” spokesperson? A crisis is no time to be learning the art of communications. Please join two veteran executives as they share their experiences in the managing messages and media during large scale crisis, and how to coach your leaders in advance to take over an interview and earn the respect of the media and the public. Whether your crisis is Ebola or a hurricane, or a flood, come learn how to drain your pond while it’s full of alligators.

401C Grow Your Organization: The Tools, Tips, Tricks and Traps to Growing Your Association and Have a Blast at the Same Time
Kordell Norton, CSP, President, Synergy Solutions

Highly interactive, entertaining, and chalk full of ideas and practices that will grow your membership. With ideas like:

  • How covering three things in the first 60 seconds of every event will drive membership through the roof and increase volunteerism.
  • Learn the secret used by church ladies everywhere to improve event attendance.
  • What is the strategy for growth that most associations use and yet is the most prone to fail.
  • Five things to make word-of-mouth buzz for your association explode.

Warning. This is not your usual conference session. You may suffer writer’s cramp from the massive banquet of great ideas. Motivating, humorous, and fast-paced, this is one you will not want to miss.

10:15 - 11:45 a.m.

402A The Membership Retention Workshop
Cathleen R. Hight, President, Hight Performance Group, Inc.

Explore how to conduct a retention audit, discover factors that influence retention rates, and strategies to develop a retention plan. Discover best practices from the nation’s Retention Specialist and developer of The Member Retention Kit.

402B Creating More Diverse and Inclusive Medical Societies
Alexis Terry, MBA, CAE, CDP, CNP, CCMC, Senior Director, Diversity, and Inclusion, ASAE
Steve Smith, MS, CAE, Executive Director, CEO, American Academy of Hospice and Palliative Medicine

Diversity and Inclusion (D+I) has long been accepted as the “right thing to do,” but only recently acknowledged as a strategic imperative in many non-profit organizations. Medical societies are positioned to represent a strong and evolving model of D+I within the field of medicine. This session will focus on identifying why a Diversity and Inclusion strategy is essential for today’s medical societies; defining the critical first steps toward developing, creating and implementing meaningful and customized D+I initiatives; and examining tools available to assist associations in defining, measuring, and communicating about diversity and inclusion that impacts your physician membership and potentially the underserved populations they support.