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2016 Annual Conference: Thursday
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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

Thursday, July 21

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.

8:00 - 9:00 a.m.
“Healthy Choice” Breakfast in Exhibit Hall

9:00 - 10:00 a.m.


Medical Societies of the Future: What We Need to Know about Physician Practice Yesterday, Today and Tomorrow
Kurt Mosely, Merritt Hawkins

10:15 - 11:15 a.m.


  • Member Satisfaction is Not Member Engagement
    Jane Aguirre, Vice President, Membership & Alliances, American Academy of Ophthalmology
    Matt Braun, Vice President Client Services, Association Practice Leader, The Loyalty Research Center

    This session will provide a new perspective to better understand your members' engagement with your society. Learn how one association developed a member engagement scoring system. Then collaborated with a research company to delve deeper into member engagement and uncover the true drivers of their members' loyalty and how to enhance it.
    • To describe the differences between member satisfaction and member engagement and why member engagement is actionable and therefore preferable.
    • To detail how a national medical specialty society created a member engagement scoring system and how it is being used.
    • To detail the components of membership engagement research, how it benefits associations to move the needle and increase member engagement and loyalty.

  • Dispelling the Mythical Unicorn: Real World Physician-Focused Alternative Payment Models
    Sandy Marks, Asst Director of Federal Affairs, AMA
    Walter E. Birch, MBA, CMPE, Division Director, Practice Management, Clinical Affairs Department

    MACRA encourages the creation of "physician focused" payment models, including the development of Alternative Payment Models (APMs). APMs may provide an opportunity for physicians to gain flexibility, adequate payment, and greater ownership of the quality improvement process – and an opportunity for medical associations to help physicians lead in the new era of value-driven reimbursement. This session will provide an overview and real world examples of physician-focused APMs, the latest updates on the MACRA rulemaking process and how CMS intends to implement the APMs, and guidance for medical associations including a real-world case study from an association that is developing an APM. Presenter: Sandy Marks, Asst Director of Federal Affairs, American Medical Association. Previously AMA's Director of Physician Payment Systems.
    • Describe how physician practices and specialty societies can identify opportunities for improving care and design Alternative Payment Models to address them.
    • Describe the key elements of the Medicare Access and CHIP Reauthorization Act pertaining to Alternative Payment Models and what organized medicine is doing to help provide meaningful opportunities for physicians to participate in these models.
    • Describe the Alternative Payment Models developed by the American Society of the Clinical Oncology and the process the specialty society used to develop them.

  • How To Use (and not get used by) the Media
    Patricia Clark, Communications Strategies

    If the thought of talking with a reporters gives you the yips, this session will deliver fresh air. Reporters may wield the camera, the microphone and the proverbial mighty pen but you can control your message—what you say and how you say it. We'll cover how to dress and face the cameras with confidence; how to develop your message; and--most importantly--how to deliver that message successfully. This session, loaded with practical tips, is designed for association spokespersons and the communications staff tasked with preparing them.
    • How to use the news media to market your organization
    • How to manage your message in a PR crisis
    • How to prepare spokespersons for interviews

  • Board Development: Honeymoon or Divorce?
    Melina Davis-Martin, Medical Society of Virginia

    Having a strong Board is the foundation to creating a great organization yet many organizations struggle to build cohesion, synergy, and harmony amongst their Board Members. This lack of unification can have strong ramifications for the engagement, productivity, and innovation levels across the organization. During this presentation participants will learn the 6 core elements of a strong board and will be taken through a board game exercise designed specifically to identify the breakdowns that currently exist on their Board.
    • Understand the 6 elements of creating a strong board
    • Discover where the breakdowns are in your current board
    • Identify tools and processes to overcome current shortcomings

11:30 a.m. - 12:00 p.m.
Exhibit Hall Viewing

12:15 - 1:00 p.m.

1:15 - 2:15 p.m.


  • Powerful Productivity Engineering
    Mary Byers, Mary Byers, Inc

    Productivity requires a careful balance of having the right people and doing the right things. How can you ensure you have the internal alignment necessary to help your association achieve its strategic plan? Learn to match your genius to your job and take a fresh look at staff alignment within your association. .
    • Identify how to free yourself up to do more of what you're good at while encouraging your team to do the same
    • Acquire a process designed to help determine additional staffing needs as well as whether or not current team members are being utilized according to their strengths
    • Learn a practical approach to addressing staff issues within your ogranization

  • Case Study in Member Segmentations
    Catherine Carithers, American College of Cardiology
    Erika Squeri, American College of Cardiology
    Co-Presenters: Kristin West and Sarah N. Sears

    Engaging members across all segments of medicine is a challenge for every medical association. Over the past ten years the American College of Cardiology has grown its member sections through a combination of careful study of data and trends and listening to member needs. This session will share the specifics of how the ACC decided to create its member sections, how the initial segmentation was determined (clinical specialty vs. interest group/demographics), and how the ACC has responsibly grown the sections over time. The session will focus specifically on the work the ACC has done to engage early career physicians and non-physicians across all member sections. The speakers will share their triumphs and failures in working to engage members at the section level.
    • Successful member segmentation strategies
    • Tactics for engaging early career physicians across member segments
    • Positive collaboration between allied health professionals and physicians

  • Developing Future Leaders
    Brent Heathcott, CAE, IOM

    The session will focus on strategies for developing a diverse group of future leaders for medical societies. Based on The Institute for Medical Leadership's recent success with AGA and other medical societies, Brent Heathcott will outline how to build an ongoing program that insures strong physician leadership for years to come. He will discuss the knowledge and skills development future leaders need, will outline recruitment techniques, and will discuss how to build a successful mentoring program. The program will specifically look at the value of diversity in areas such gender, ethnicity, personality, and geography.
    • How to plan a year-long leadership development program for future leaders
    • Understand the importance of diversity in future leaders when building a dynamic organization
    • Develop strategies to recruit and mentor future leaders of organization

  • How to Achieve Work-Life Balance and Avoid Burnout
    Lynne Hughes, Medical Society of Virginia Foundation

    This session will focus on what a life in balance and out of balance looks like, the "balance continuum" and strategic to avoid becoming burned out and address the unique challenges that healthcare professionals face. The session will include interactive activities and provide resources and daily coping strategies.
    • Understand what life in balance and out of balance looks like
    • Develop strategies for leading balanced life
    • Identify symptoms and provide tools to help avoid burnout

2:30 - 3:00 p.m.

Hot Topics

  • YourMembership

  • Prior Auth Reform - From Complaints to Consensus
    Ralston King, Medical Society of Virginia

    The Medical Society of Virginia frequently hears from our members regarding their angst with egregious health plan practices. When the count of complaints regarding authorization of medications reached an all-time high, something needed to be done. Through structured, data-driven negotiations with health plans, we were able to force their hands in delivering on what was in our patients' best interests – transparency, timeliness, and accountability. The result is a new law that requires health plans to be transparent in their requirements, to publish their criteria, to respond in a timely manner, to provide access to needed medications in urgent situations, to honor existing prior authorizations, and to be accountable for their decisions. This session will walk participants through how we achieved this legislative victory in a business/health plan friendly state including the data gathering process, how we brought our key allies together to advance change, and how we will continue to engage with the health plans to achieve broader change.
    • Understand the key components of a comprehensive policy and legislative strategy on a major initiative.
    • Understand how to build stakeholder and grassroots support of a strategy that may require a multi-year effort.
    • Understand how to engage legislators in a pro-patient dialogue.

  • Public Health and Advocacy: A Model for Revenue
    Ellie Parker, Twin Cities Medical Society

    Learn about the advocacy work Twin Cities Medical Society is accomplishing through their Physician Advocacy Network initiative and how they have secured non-dues revenue for public health initiatives. Learn how to replicate a similar model and pitch the idea to funders who have a vested interest in supporting public health programs in your area. Gain tools for educating and engaging members in public health advocacy roles.
    • A model for developing non-dues revenue around public health initiatives
    • Tools for developing and offering public health education to members
    • Practices to engage physicians/members in local public health advocacy roles

  • Your Magazine is Now an Email
    Diane Mossholder, American Society of Transplant Surgeons

    The ASTS member magazine stopped print publication in 2010 and became PDFs on the website, accessed by only a fraction of the membership. To revive it, the ASTS Council directed that it be converted to another format. The result: an email readable on a smartphone. The first issue was read by twice the number who had downloaded the PDF of the previous issue.
    • Ways to get the right information into your members
    • How to get to the heart of what your member magazine is about.
    • How to work with members to determine their preferred method of information consumption.

  • DocbookMD’s Plan to Help Physicians Deliver Better Care in Less Time
    Tim Gueramy, MD, DocbookMD

    DocbookMD’s HIPAA-secure messaging platform makes physician and care team communication and collaboration instant and easy. Since it’s universally accessible via any device, physicians and care teams can exchange patient information via text, securely from anywhere. This helps physicians deliver better care in less time.

    Come listen to DocbookMD co-founder Dr. Tim Gueramy explain how HIPAA-secure messaging helps physicians coordinate and provide better care in less time. Dr. Gueramy will show how easy it is to use DocbookMD – no complicated installations or training required.

    *DocbookMD is free for members in 40 states. To see if your society is participating or to participate visit

3:15 - 3:45 p.m.
Break in Exhibit Hall

4:00 - 5:00 p.m.


  • Less is More: Using a Shrink to Grow Strategy
    Mary Byers, Mary Byers, Inc.

    More doesn't necessarily mean better when it comes to providing programs and services for your association members. How long has it been since you've done a top to bottom look at your association offerings?. In this session, Mary Byers will discuss the concept of "shrink to grow" and address the challenges of promoting a counterintuitive operating strategy. In addition, she'll walk you through a proven process to help you complete a meaningful and profitable program review
    • Learn a proven process for reviewing programs and services
    • Experience the conversations that result during a review
    • Hear valuable case studies about associations that have used the process

  • Keeping Your Members Engaged Through Advocacy
    Davon Gray, College of American Pathologists

    This presentation is designed to talk about how to keep members engaged through advocacy regardless of what is happening in their local, state or the federal legislative body. Advocacy is often the number one reason why association members get involved. However, advocacy is one of the most challenging areas to keep your members engaged and understanding the return on investment for doing so. This presentation will focus on how to properly recruit members and to continue to show them the return on investment for being engaged.
    • How to recruit members based upon their interest
    • How to use their interest to keep them involved and in becoming a major part of the advocacy strategy
    • How to assimilate members into a long term strategy

  • How to Create and Scale a Lean Medical Society
    Jeffrey Hausfeld, Society of Physician Entrepreneurs, Physician Entrepreneur, Chairman of the Board, Society of Physician Entrepreneurs

    This presentation will describe the creation and growth of the Society of Physician Entrepreneurs, the largest of its kind in the world, by applying lean startup methodologies
    • The basics of lean startup methodologies
    • How to improve your society using them
    • When to pivot and add more value to your members

  • Reconcilable Differences: Common Core Principles Across Standards for Medical Certification Programs
    J. David Rozsa, CAE, ACA, Metacred

    We survey the landscape of standards that apply to medical specialty certifications, then explore the points of difference and—most importantly, the points of commonality. This enables us to assess the relative reliability of competing credentials, as well as guiding our own efforts in developing new (and improving existing) medical specialty certification programs.
    • Which standards apply to medical specialty certification programs
    • Differences between and commonalities across these standards
    • Guiding principles for developing and delivering a reputable medical specialty certification program

5:15 - 6:00 p.m.


  • The Best Marketing and PR Campaigns in the Association Industry
    Adele Cehrs, Epic PR Group

    How do you get members to attend your conference in a not-so glamorous city? How will your association respond to a global crisis? How do you get the board to move on important issues in the news? The answer is simple smart "PR." Equipping your organization with messages, success stories, and the perfect balance of the right stuff at the right place and right time can help your association maximize its visibility and minimize vulnerability. Learn from associations such as ASAE, Emergency Nurses Association, Medical Group Management Association (MGMA), American Physical Therapy Association, and more. Walk through some of the most effective marketing and PR campaigns and determine why they worked and how you can apply those same techniques to your own association.
    • Develop breakthrough ideas with your peers that will increase membership and get people talking
    • Pitch the ideas and get instant feedback from other medical society executives
    • Learn from the best associations regarding how to use the seven principles of influence, SPIKES (a sudden points of interest that kick-starts exposure) and listening techniques to get your associations voice heard in a noisy world.

  • Strategic Leadership for the Future: Transforming the Governance Structure
    John Jordan, Pennsylvania Academy of Family Physicians

    Many non-profit boards and governance structures are undergoing significant changes as related to board size, committees and commissions, Annual Meetings and component chapters. Come and learn how one chapter transformed their overall governance structure to enhance a more nimble and efficient association. This interactive session will provide an overview of the challenges facing non-profits and why boards need to transform themselves to improve their performance and strategic direction. Learn how a board meeting has been transformed from an informational session to a strategic session.
    • Attendees will have a basic understanding of an effective governance structure.
    • The attendee will ask the question, "is my association relevant in today's environment."
    • The attendee will identify the strategies from an reactive board to a proactive board.

  • Secrets to Selecting a New AMS
    Wes Trochill, Effective Database Management, LLC

    At some point or another, every medical society is faced with the prospect of selecting a new association management system (AMS). Whether you have a staff of two or 200, this time-tested AMS selection process will help you identify an AMS product that is right for your association's size, budget, and needs. Determine what your organization's needs are, how to prioritize them, how to review the products available, and how to select the right system. From needs analysis to RFP development to final system selection, after attending this session, you'll understand all the steps involved in selecting an AMS that your association can use for 7-10 years or more. And you'll be able to apply this process at your organization. This process has been successfully used at several medical societies.
    • Learn the 7 Steps of the Selection Process and how to apply them at your society how to identify the best potential vendors for your society's data management needs
    • Learn the critical elements of an effective AMS request for proposal

  • Top 3 Advocacy Issues - Meaningful Use of an EHR, Opioid Use, Health Plan Mergers
    Rebecca Hancock, American Academy of Ophthalmology
    Co-Presenters: Daniel Blaney-Koen, AMA and Alfred Gilcrest, Colorado Medical Association

    We are busy with so many issues. This session will provide a quick summary of the top issues for medicine. Participants will hear what the issue is all about in a nutshell.
    • Recent Regulatory and Legislative activity impacting meaningful use
    • Attendees will learn the current state of opiod-related legislative trends and what's next
    • Sttendees will discuss how medical societies can play constructive roles in opiod epidemic

6:30 p.m.

Baltimore Social Event

Get to know Baltimore with us at AAMSE's Visit Baltimore event reception at the Visit Baltimore Visitor Center. This event brings together local fare for an evening of eating, drinking and celebrating. Take in the excitement while enjoying stunning harbor views at the new, state-of-the-art-center, located on the Inner Harbor’s West Shore Promenade.

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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.