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2016 Annual Conference: Friday
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2016 AAMSE Annual Conference

July 20-23, 2016 | Baltimore, MD

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Schedule at a Glance | Wednesday | Thursday | Friday | Saturday

Friday, July 22

6:30 - 7:30 a.m.
  • Early-Riser Harbor Walk
  • Sunrise Yoga
    Bob McDowell

    Please join us for a sunrise yoga class of stretching and movement with awareness of breath and core balance. We will explore standing poses and basic twists. Loose clothing is recommended. All levels welcome.

9:30 - 10:30 a.m.


  • Successful Medical Society Collaborative Models
    Susan D'Antoni, Montgomery County Medical Society
    Mike Steenburgh, CA Medical Assoc

    Medical societies are finding exciting new ways to collaborate with each other to maintain or enhance service to their physician members and their communities. This session will feature several case studies of actual medical societies which found creative ways to work together to solve common challenges further strengthening relationships between the associations, and making it possible to achieve goals and objectives in the best interests of both organizations and their members. Join us to see if some of these collaborative ideas could help you and your colleagues reach a new level of member and community service!

  • Effective Storytelling and Marketing Automation: A Prescription for Success
    Christopher Scavo, Informz
    Jeanette Brown, MBA, Society for Vascular Ultrasound
    Lena Banks, Texas Medical Association

    How are you achieving a customized communication experience in telling your brand's story? When it comes to communication and engagement, we strive to learn the story of our constituents and the effect that our message has on their day to day lives. Be it internal or external communications, understanding how subscribers react to our messages allows us to craft content that speaks to our members needs individually. Learn how to move away from a one-size-fits-all approach and create a one to one communication style that resonates with your unique audience. Hear from a panel of association professionals as they share how they are strategically transforming their marketing messages through marketing automation.
    • Learn how fellow medical societies are using technology to increase member engagement.
    • How to utilize marketing automation to transform targeting and personalization in your marketing messaging.
    • A plan to increase efficiency and effectiveness with marketing automation.

  • Creating the Medical Society of the Future: Learning from the Canadian Medical Association’s Experience
    Panel Facilitated by Michael Fraser, PhD, CAE, FCPP, Executive Vice President, PA Medical Society
    Tim Smith, B.S.Sc., MBA, CEO, CMA, Canadian Medical Association
    John Feeley, MA, VP Member Relevance, Canadian Medical Association

    Medical societies continue to explore the best way to retool, realign and rebrand their activities to stay relevant in a dynamic and changing healthcare environment. Legacy programs, government structure, and operational policies often hold back innovation and challenge leaders to create organizations that thrive.  In this session learn from the experience of the Canadian Medical Association which recently embarked on change efforts to increase relevance, grow member market share, and recommit to providing member value. Learn about outreach to component societies, new governance models, enhanced programmatic activities, and how to segment membership to attract and retain active physician members. Share your experience with change and compare your efforts to those that are working with our Canadian colleagues.

10:45 - 11:15 a.m.


  • Finding a Clear Path in an Age of Disruption
    Jill Andreu, Vice President, Membership & Alliances, Naylor Association Solutions

    Whether you're new to the association world or a lifelong association professional, there's never been more pressure to find ways to cut through the cluttered communication landscape and to remain top of mind with members and prospective members. Attendees of this session will receive insight based on results from Naylor and Association Adviser's annual Association Communications Benchmarking report, which assesses the current communications landscape by identifying patterns and trends in how associations manage their communications and compares communications department budgets and staff sizes for small, medium and large associations. More than 700 association leaders participated in this year's study, with an overwhelming response from medical association executives spanning across North America. Based on these findings, we will look at five actionable recommendations on how senior-level association staff can help their teams improve the effectiveness of their association's communications. Participants will also be invited to discuss the findings, and share their own best practice recommendations based on their experiences. To learn more about the 2015 Association Communications Benchmarking Report visit 
    • Educate the audience on tools to assess their association's current communications landscape through the identification of association patterns and trends.
    • Identify and compare what communications strategies are working for health care associations of all sizes across North America with the aim to guide strategy, content, and monetization.
    • Deliver five actionable recommendations on how to help teams improve association communications.

  • Integrating Mobile Into Your Overall Strategy
    Michael Jones, Results Direct

    Mobile technologies provide opportunities for innovation in how medical societies communicate with and serve members. But determining what role mobile should play in your overall strategy - how much should be delivered via mobile vs web, what new tools and services to offer, and how to best leverage mobile - can be a challenge. Hear practical strategies from a panel of medical society professionals who've successfully integrated mobile into their organizations - what's worked, what hasn't, and how they've learned to think differently about serving members.
    • Understand when mobile makes sense and when it doesn't in delivering services to/for members
    • Recognize how member expectations are shaped and how to leverage mobile to fulfill those expectations
    • Learn how to engage members using the right apps

  • Prove Value with Analytics, Benchmarking and Engagement Reporting
    Andy Steggles, Higher Logic

    Walk through the results from The 2015 Community Benchmarking Report and learn 50+ engagement metrics you can use to find trends and opportunities, new ways to measure engagement and benchmark your organization, what the highest scoring organizations are doing to grow engagement and how and where to use the report this year to make an impact.
    • View results from the 2015 Community Benchmarking Report on measuring community engagement and renewal rates
    • Learn about new engagement metrics to use to find trends and opportunities
    • See how similar and high-scoring organizations are tracking and growing engagement

  • If We Had to do I.T. Over Again: Technology Upgrades in our Spare Time
    Laurie Kulikosky, CAE, American Society of Transplant Surgeons
    Diane Mossholder, American Society of Transplant Surgeons

    With a small staff, no dedicated IT department, and a limited budget, implementing new technological systems can be a challenge. Moving from a homegrown member database to a SaaS solution while building a mobile-friendly website took ASTS a year, and then implementing a new learning platform took the next two. This session will cover lessons learned and advice for other small staffs needing to make big technology projects work.
    • What to look for in a project vendor partner.
    • Ways to keep the staff on board with new systems and processes.
    • Warning signs of trouble and how to get out of it.

11:30 a.m. - 12:30 p.m.


  • Do you Know Where Your Members Are? The Power of Workforce Data for Delivering Member Value
    Ann Peton, MPH, Director, National Center for the Analysis of Healthcare Data

    While many medical societies create and maintain their own membership-based data inventories for their profession these database are often limited in terms of available information or self-reported information shared by members. In this session, learn how to add new value to your member services by visualizing and analyzing members and other healthcare providers (e.g. Nurse Practitioners, Physician Assistants, etc.) within local areas, legislative districts, regions, states, and across the country. Using data created from publicly available sources including state licensure, the National Center for the Analysis of Healthcare Data (NCAHD) has been a leader in researching and identifying sources for healthcare workforce data since 2007. In this session, we will describe the Center's process to assure consistent data quality that would meet the needs of the your medical society for research, member education, workforce planning and more effective policy and decision-making. Additionally, we'll highlight the multi-state analysis support NCAHD provided toward a state medical society's advocacy efforts relative to recent scope of practice initiatives.
    • View/map healthcare workforce data at multiple geographies and generate maps
    • Learn about how tren analysis and mapping brings SOP issues into reality
    • Learn how to use the free national healthcare workforce portal to support workforce planning and policy decision making

  • Evolving and Winning in a Digital World
    Leigh Wagner, Public Communications Inc.

    The significance of social media continues to expand particularly in the health care arena where its impact can play role in everything from making medical treatment decisions, to choosing a doctor or hospital to using health related apps making the importance of incorporating digital media story telling into integrated communications a necessary strategy.
    • Understand the role of digital story telling and how to incorporate into integrated communications
    • Evaluate the rewards vs. risks of digital story telling
    • Learn elements of successful stories and how to integrate into social media to move from vulnerable to compassion and connection

  • Physicians Foundation: Case study on grants

    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.

  • Employed Physicians: What’s the Value?
    Panel Facilitated by Michael Fraser, PhD, CAE, FCPP, Executive Vice President, PA Medical Society

    Join colleagues for an open sharing of your medical society’s efforts to recruit and retain “employed” physicians and brainstorm strategies to increase membership in this key segment. This session will be an open format conversation with participants sharing of experiences, materials, and ideas. WARNING: This is not a typical talking heads presentation. It will require engagement and discussion with peers. Come ready to share what you have done, questions you have for other medical society executives, and open to group conversation about the value that your medical society can bring to employed physicians.

12:30 - 1:15 p.m.

1:30 p.m. - 2:00 p.m.


Payment Models
Patrick Conway, MD, MSc.

2:15 - 3:15 p.m.


  • The Six Rs of Association Thrivability
    Jeff De Cagna, FASAE, Principled Innovation LLC

    As a very different future continues to unfold before our eyes, health care associations are feeling the relentless and unforgiving impact of the forces of accelerating societal transformation. Today and going forward, then, the critical question that decision-makers in these associations must be able to answer is how they will harness those forces to build truly 21st century organizations. To build their organizations to thrive over the next decade and beyond, health care association boards, CEOs and C-Suite executives must focus on integrating new thinking and action around six strategic imperatives that will minimize both the influence of internal resistance to transformation and the impact of external risk for innovation. This session will challenge participants to question their orthodox beliefs, think expansively about what is possible and build new momentum for compelling value creation into their organizations' work. (Session attendees should view the brief online presentation available at
    • Discuss the impact of powerful forces of societal transformation that are reshaping the world.
    • Understand the strategic imperatives known as “the six Rs of association thrivability.”
    • Apply The Association Thrivability Framework to their organizations' strategic work.

  • How Medical Societies can collaborate to make America healthier
    David Sabgir, Walk with a Doc

    Walk with a Doc has been honored to collaborate with medical societies across the United States. The Texas Medical Association has been a shining example of the potential of such a collaboration. By pairing the physician and the community outside of the traditional office/hospital setting, Walk with a Doc breaks down barriers. Barriers to education, exercise, and empowerment. Come to hear about one of the most rapidly expanding movements in the field of medicine.
    • What is Walk with a Doc?
    • What are the metrics behind Walk with a Doc?
    • How can I easily introduce Walk with a Doc to my association/community?

  • Membership Marketing: Cutting Through the Clutter, Write for Readability
    Harold L. Maurer, CDM, CeM, Managing Director, Account Services, Marketing General Incorporated

    This session will focus on writing effectiveness and how to develop a voice to members and prospects that will attract their attention and keep it long enough to help them move from casual interest to persuasion. Major areas covered will include how to:
    1. Realign your writing to match how people actually read
    2. Recognize four distinct information transmission styles
    3. Write for humans, not just members
    4. Write actively not thinking of the craft of writing as a possibly passive activity
    5. Develop a writer's CD (Crud Detector)
    6. Practice Dundee writing: "You Call That a Knife?" 10 things to cut, cut, cut
    • To help the audience members view their own writing objectively
    • To discover how to write for everyone, not just those who are most like us
    • To learn how to improve even the most helpless writing styles

  • Enhancing Your Brand Through Video Podcasting
    Steven Reames, Ada County Medical Society

    Your middle aged and younger physician members are more likely to engage with content if it is visual. Podcasting is one way of keeping your members tuned in to your messaging. You don’t have to have a background in video production or even that good of speaker to make your podcast a valuable addition to your medical society’s brand. But you do need to plan and this session with provide you with some fundamental tools to get started.
    • Learn to how to plan for and create content that you constituents want to watch and forward to others
    • Learn how to produce your podcast using cheap or free editing software
    • Learn how to publish your content and get people to subscribe and Learn how to develop a support team that will keep your podcast fresh

3:30 - 4:30 p.m.


  • Bringing Your Organization to Life through Strategic, Purposeful Storytelling
    John Trybus, APR, Director, Georgetown University’s Center for Social Impact Communication

    Storytelling, storytelling, storytelling! It seems that everyone within the world of marketing and beyond is talking about the power of storytelling. And for good reason. Powerful stories--especially from mission driven organizations--can drive emotional connections with target audiences and drive them to action on behalf of the organizations we care deeply about. Yet, actually creating those stories and a culture of storytelling within an organization are not easy tasks. This session will share the applied research findings from the Stories Worth Telling report, produced by Georgetown University's renowned Center for Social Impact Communication. Get ready to roll up your sleeves to think deeply about how to bring organizational stories to life in a new, highly strategic and research-driven way for those audiences you most want to reach.
    • To learn the five essential building blocks of all effective stories and how to employ them in story creation.
    • To learn how to create highly strategic stories that have purpose and are linked to larger organizational brand and business goals.
    • To learn how to build a stronger, more sustainable culture of storytelling within an organization.
  • Leveraging Social Media for Grassroots Campaigns
    Rob Jordan, AMA

    A discussion of how to use social media networks to advance grassroots advocacy initiatives and walk through case studies of past campaigns (including the 2015 effort that helped repeal Medicare's Sustainable Growth Rate formula). We will examine social media's growing influence over policy makers and how they use these networks to communicate with their constituents.
    • Which social networks their organization should be using and how
    • How to recruit for and grow these networks
    • Integrating social media into existing advocacy efforts

  • Technology . . . just right: 3 steps to on time and under budget
    Margaret Harris, Medical Society of Virginia
    Moira Edward, Ellipsis Partners, LLC

    Change is a simple word but a very complex reality, especially within health care. The only certainty is that it will continue to be the norm so organizations need to find ways to best manage change in order to enable members to engage with organized medicine and each other. Like other medical associations, MSV needed to find a way to best adapt to change through implementation of a new association management system during a time of significant strategic transformation within the organization. As MSV transitions to an organization that can cultivate relationships, elevate the value of physicians and empower them to lead, we discovered a way to embrace a technology that could keep up. Learn how we found our solution so that we achieved our goals on time and under budget – accomplishments that seem impossible in the technology realm but that are, in fact, possible if you follow our three steps.
    • Prepare the Way - don't underestimate the planning phase.
    • Manage the Project - work in tandem with your vendor.
    • Implement the Solution - train, test, rinse, repeat

  • Programs with Impact: Aligning your Portfolio with your Strategy
    Carolyn Lugbill, CAE, Tecker International, LLC
    Pam Mechler, American College of Radiology

    Have you ever had that nagging feeling that you might not be on point with your program offerings? Maybe there is a similar program offering from others and it feels like you’re competing for dollars, or the programs and services aren’t clearly contributing to the strategic plan. Or, you’re not exactly confident that the offerings meet the needs of membership and create a strong competitive position in the marketplace? A strategic program assessment will answer these questions, and create opportunities for effective resource allocation in the future, too.
    • Learn about three dimensions for analyzing your products and services
    • Understand the importance of being a better and wiser steward of association resources
    • Offers a tool to better focus and align products and services with association's strategic direction

4:30 - 5:15 p.m.

Board Installation Reception

6:00 p.m.

Baltimore Orioles Baseball Outing

Visit historic Oriole Park at Camden Yards and cheer on the Orioles with your fellow AAMSE colleagues as they take on the Cleveland Indians. AAMSE has a block lower level reserved tickets on the left field line.

Price: $35

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CAE ApprovedAs a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for credits toward your CAE application or renewal professional development requirements.

Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program. Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.