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Community Engagement: A Strategy for Delivering Value
Eric McKeeby American Board of Internal Medicine
Michele Pore American Board of Anesthesiology
Christine Shiffer American Board of Surgery
Carol Clothier American Board of Medical Specialties
Workshop Overview
• Welcome and Introductions – Carol Clothier • Community Engagement – Eric McKeeby • Engaging Surgical Societies – Christine Shiffer • ABA Launches MOCA 2.0 – Michele Pore • Engagement Challenge • Discussion and Closing Thoughts
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© American Board of Internal Medicine | September 29, 2016 All Rights Reserved
A Quick Look at How & Why We
Engage Our Community
Eric McKeeby ABIM Director of Community Engagement
● Discuss what community engagement is (and isn’t)
● Provide an overview of how and why to engage
● Share ABIM’s community engagement approach
● Give you a few tips or tools you can take home
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Presentation Goals
● Mission: To enhance the quality of health care by certifying internists and subspecialists who demonstrate the knowledge, skills and attitudes essential for excellent patient care.
● ABIM certifies approximately one out of every four physicians in the U.S.
● There are more than 200,000 ABIM Board Certified physicians.
● The subspecialties of Internal Medicine include: o Adolescent Medicine o Adult Congenital Heart Disease o Advanced Heart Failure & Transplant Cardiology o Cardiovascular Disease o Clinical Cardiac Electrophysiology o Critical Care Medicine o Endocrinology, Diabetes, & Metabolism o Gastroenterology o Geriatric Medicine o Hematology o Hospice & Palliative Medicine o Infectious Disease o Interventional Cardiology o Medical Oncology o Nephrology o Pulmonary Disease o Rheumatology o Sleep Medicine o Sports Medicine o Transplant Hepatology
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About the ABIM
“The difference between a good movie and a bad movie is getting everyone involved in making the same movie.” - Francis Ford Coppola
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The Difference Between a Good and Bad Movie?
● Staying current in knowledge and practice.
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ABIM’s Shared Purpose with Community
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What Community Engagement Isn’t
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What Community Engagement Is
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What Community Engagement Is
• Empathetic listening • Building relationships and
partnerships with your customers and stakeholders
• Collaboration in creating win-wins and building programs and services based on your community’s needs.
● Better-informed decision-making
● Programs products your community wants
● Inclusion of diverse individuals and views
● Relevance to today’s world
● Legitimacy in eyes of stakeholders
● Improved collaboration with key partners
● Increased participation and program use
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Why You Should Do It?
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Why You Should Do It?
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They’re Doing It
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Engagement Goal: Move from Informing the Community to Empowering It
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ABIM’s Community Engagement Approach
● LISTEN: Uncovering core truths of the community Key Activities: Facilitate + collect information from community
● CONNECT: Design directly with your community Key Activities: Use community-created data to develop proposed policies
and programs ● MOVE: Put design into action
Key Activities: Share community engagement inputs internally and share outcomes with the community
ABIM’s Community Engagement Team works with all departments, across functions, to:
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A Look Back and Ahead at Community- Driven Evolution of ABIM’s MOC Assessment ● September 2015:
“Assessment 2020” report released to public Assessment 2020 Implementation Subcommittee works to examine MOC
assessment models
● Fall & Winter 2015/2016: Widespread community engagement around models based on Assessment
2020 report All-diplomate survey launch Additional deliberations of Assessment 2020 Implementation Subcommittee
● Spring & Summer 2016: Subcommittee and Council refine models, resulting in two & five-year models Extensive community engagement through the fall
● November 2016: Council provides guidance on which MOC model to further pursue
● January 2018: Alternative assessment available as “maintenance path,” alongside 10-year
option
Specialty Boards ● Critical Care Board ● Endocrinology Board ● Gastroenterology Board ● Hematology Board ● Infectious Disease Board ● Internal Medicine Board ● Medical Oncology Board ● Nephrology Board ● Pulmonary Disease Board ● Rheumatology Board
Discovery Sessions at Society Meetings ● American College of Cardiology (ACC) ● American Thoracic Society (ATS) ● Digestive Diseases Week (DDW) ● Endocrine Society (ENDO) ● Society for Cardiovascular Angiography and
Interventions (SCAI) ● Society of Hospital Medicine (SHM) ● Society of General Internal Medicine (SGIM)
Presentations & Discussions
● American College of Physicians (ACP) ● American College of Cardiology (ACC) ● Endocrine Society (ENDO) ● Heart Rhythm Society (HRS) 21
Community Engagement: Spring/Summer Leadership Meetings
● American Association for the Study of Liver Diseases (AASLD)
● American Board of Medical Specialties (ABMS) ● American College of Cardiology (ACC) ● American College of Physicians (ACP) ● American College of Physicians (ACP-NY Chapter) ● American College of Rheumatology (ACR) ● American Geriatrics Society (AGS) ● American Thoracic Society (ATS) ● Renal Physicians Association (RPA) ● Society of General Internal Medicine (SGIM)
Community Physician Outreach & Focus Groups
● Birmingham ● Buffalo ● Chicago ● Montana ● Philadelphia ● Wyoming
Community Exploration Days
● Chicago ● Philadelphia
ABIM Meetings ● LCCR Meeting
● All-diplomate survey w/ embedded representative sample September – October
● Community focus groups ● Discovery Sessions at specialty society meetings
American College of Gastroenterology American College of Rheumatologists American Society of Hematology American Society of Nephrology CHEST Infectious Diseases Week
● LCCR meeting ● Patient and healthcare stakeholder discussions ● Open comment period ● Internal Medicine Summit
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Fall Engagement on New MOC Models
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How Do We Use the Feedback?
Feedback from the community
Informed survey
development
Supports operational & governance
considerations
Guide for additional
dialogue and discovery
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The Engagement Cycle Continues
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How Far Along Are You?
• Governance • RFPs • Open
innovation • Creation
within org-defined framework
• Insights network • Committees • Advisory panels • Brainstorms • Open invitation to
participate in process
• Surveys • Polls • Focus groups • Town halls • Open comments
• Partnerships • Joint meetings • Shared
responsibility
• Email • Press releases • Web Updates • Social Media • Journals • Newsletters • Call center • Booths
Engaging Surgical Societies CHRISTINE SHIFFER DIRECTOR OF COMMUNICATIONS & PUBLIC AFFAIRS AMERICAN BOARD OF SURGERY
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ABS at a Glance ● 30,000 current diplomates
● 550 training programs
● 9,000 residents/fellows
● 18 staff members, including 4 surgeons
● 2 specialty certificates: General surgery and vascular surgery
● 5 subspecialty certificates ○ Pediatric surgery, surgical critical care, surgical oncology,
hand surgery, hospice and palliative medicine
THE AMERICAN BOARD OF SURGERY | www.absurgery.org
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ABS Governance ● Three groups:
○ Board of Directors ○ Component Boards - for certifying specialties
other than general surgery ○ Advisory Councils - related specialties without
a certificate
● Total representation from 39 societies, plus 3 at-large directors and one public member
● Also need to coordinate with other regulatory groups: ABMS, ACGME, RRC-Surgery, etc.
● Canadian and regional surgical organizations too
THE AMERICAN BOARD OF SURGERY | www.absurgery.org
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Engaging Societies ● ABS directors/members are expected to serve as the
primary liaison between society and board ○ Two-way communication
● Other organizations covered by ABS staff members
● Report distributed after each ABS board meeting
● “ABS update” presentations at annual meetings
● Society leadership and staff receive ABS newsletters and announcements
● Social media also helps – share news, updates, etc.
THE AMERICAN BOARD OF SURGERY | www.absurgery.org
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Staying Neutral ● Important to stay neutral
○ Make sure everyone has the same information
○ Realize their job is to promote their organization
○ Your job is to keep the board neutral – great to collaborate, but keep it fair
○ Make sure all organizations are given same opportunities
THE AMERICAN BOARD OF SURGERY | www.absurgery.org
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Society Outreach ● Outreach means reaching out – you may need to
initiate contact, figure out who’s the right person
● Realize society staff may be working on imperfect information – “telephone game”
● Help them do their jobs – they want to help their members meet board requirements
● Keep lines of communication open – be accessible and approachable
THE AMERICAN BOARD OF SURGERY | www.absurgery.org
The American Board of Anesthesiology
The American Board of
Anesthesiology
Community Engagement: A Strategy for Delivering Value
Michele Pore Director, Marketing & Communications Services
ABMS Conference 2016
The American Board of Anesthesiology The American Board of Anesthesiology
MOCA 2.0: Diplomate Engagement Tools
• 2014 MOCA survey – gather diplomate perceptions • MOCA Redesign Task Force – conceptualize vision • MOCA 2.0 Users Group – provide feedback on
prototype • Part 4 Survey – identify activities & associated points • MOCA Feedback mailbox – provide anonymous
feedback • Face-to-face forums – provide venue for live Q&A • MOCA 2.0 EOY Survey – gather current perceptions
The American Board of Anesthesiology The American Board of Anesthesiology
General Communications Tools
Additional bi-directional communication tools that contributed to the MOCA 2.0 engagement effort: • Call Center • Contact Us • Ask the ABA
The American Board of Anesthesiology The American Board of Anesthesiology
MOCA 2.0: Activating Feedback
Feedback generated from engagement initiatives was incorporated into: • MOCA 2.0 user interface (User Group) • Part 4 activity options (Part 4 survey) • Board discussions about the MOCA 2.0 vision (Forums/MOCA
Feedback mailbox) • MOCA 2.0 FAQs, emails, videos and other communications
(Forums/Feedback) The MOCA 2.0 EOY survey will launch in late October and provide fodder for: • 2017 MOCA 2.0 focus groups • Program and operational updates • Future program iterations
Engagement Challenge Your employer, Happy Day Diagnostics, has created a new diagnostic test that can assess with 100% certainty in 90 seconds or less if an individual has contracted HIV within 24 hours of infection. The test, which may be significantly cheaper than other options, will be available only through physicians – at least for the first few years after its launch. By diagnosing patients more accurately and more quickly, the test can help patients prevent further infection, and get treatments more quickly.
Your task is to introduce the test to hard-to-reach, low-income and culturally diverse urban populations. Complicating factors in the neighborhoods may include denial about the high rates of HIV and lack of access to physician care. Your first attempt to introduce the test through press releases and advertising fall flat; your company is ridiculed and efforts are not successful. Discussion Questions:
1. How do you involve members of the patient community, as well as civic leaders,
municipal governments and other important stakeholders to create attitude change and neighborhood familiarity with the new HIV test?
2. Can you apply the strategic lessons from Happy Day Diagnostics to your own organization?
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Closing Thoughts & Contact Information
Carol Clothier Vice President, State Health Policy and Public Affairs
American Board of Medical Specialties [email protected]
Eric McKeeby
Director, Community Engagement American Board of Internal Medicine
Michele Pore Director, Marketing & Communications Services
American Board of Anesthesiology [email protected]
Christine Shiffer
Director of Communications & Public Affairs American Board of Surgery
