Ch05
Chapter 5
Health Professional Associations:
Finding the Balance between
Profession and Business
Learning Objectives
• Identify the main functions of a medical
professional association and understand how
communication supports those functions.
• Understand the knowledge and skills needed
to implement effective communication
programs in a medical professional
association.
Learning Objectives
• Differentiate between and identify key
components of public affairs, marketing, and
member communication programs.
• Identify and discuss essential components of a
strategic communication plan.
• Discuss strategies for balancing the often
competing organizational objectives of a
medical professional association.
Best Practices
• Health communication requires practitioners to
use a full range of communication skills, from
public to market research
• Medical association communicators must work
hand in hand with regulatory and legislative
specialists to develop and implement public
affairs campaigns to protect the viability of
medical practices
Health Professional Associations
• Professional societies emerged during the late
Renaissance, and were made up of scholars or royal
fiat
• The growth of professional societies was bolstered by
the philosophy of Enlightenment
• Benjamin Franklin founded the American
Philosophical Society in Philadelphia in 1743, and
the American Academy of Arts and Sciences got its
start in 1780 in Boston
Health Professional Associations
• There are hundreds of active medical professional
organizations in the United States
• There is a push and pull between standards of
professionalism and economic considerations as
professional societies have grown and matured
• Communication practitioners use many
communication tools: public relations and public
affairs, marketing communication, reputation
management, media relations, member
communication, and market research
An Era of Fundamental Change
• This is a time of unprecedented change on several
fronts—scientific, business, regulatory, and
technological.
• American healthcare stands at a critical crossroads
– Healthcare costs are rising, but access to care has
not
– Higher levels of expenditures do not necessarily
result in either longer life expectancy or more
years of good health for Americans
Importance of Communication and
Marketing
• Communication and marketing activities in
professional medical associations are most
effective when they are driven by a strategic
communication plan that flows directly from
the organization’s mission and overall
strategic plan
Importance of Communication and
Marketing
• Organizational goals for the communication function
• Relevant research to guide the development of
communication
• Key messages of the association
• Target audiences
• Communication strategies
• Communication channels for message delivery and
feedback from target audiences
• Evaluation mechanisms (Hyde, 1997)
Communicating the
Science/Advancing the Profession
• The principals to which medical professionals
aspire have been categorized most recently in
the Medical Professionalism Project in 1999
– Commitment to professional competence
– Commitment to improving quality of care
– Commitment to scientific knowledge
Advocacy
• Medical professional associations often play the role of
more traditional trade associations by conducting
government relations and advocacy activities
• Preparing issues identification reports and analyses
• Providing information to legislators and regulators
• Interacting directly with government officials
• Developing and providing legislative testimony
• Creating and participating in coalitions
• Guiding member involvement with governments at
local, state, and federal levels
Marketing to the Customer Base
• Medical professional associations employ a
not-for-profit business model
• Most associations strive to be market driven
– To understand consumer needs
– Develop products and services to fill needs
– Set prices that consumers may be willing to pay
– Determine the optimal channels to distribute the
product or service to the intended consumers
– Use promotional techniques

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Ch05

  • 2. Chapter 5 Health Professional Associations: Finding the Balance between Profession and Business
  • 3. Learning Objectives • Identify the main functions of a medical professional association and understand how communication supports those functions. • Understand the knowledge and skills needed to implement effective communication programs in a medical professional association.
  • 4. Learning Objectives • Differentiate between and identify key components of public affairs, marketing, and member communication programs. • Identify and discuss essential components of a strategic communication plan. • Discuss strategies for balancing the often competing organizational objectives of a medical professional association.
  • 5. Best Practices • Health communication requires practitioners to use a full range of communication skills, from public to market research • Medical association communicators must work hand in hand with regulatory and legislative specialists to develop and implement public affairs campaigns to protect the viability of medical practices
  • 6. Health Professional Associations • Professional societies emerged during the late Renaissance, and were made up of scholars or royal fiat • The growth of professional societies was bolstered by the philosophy of Enlightenment • Benjamin Franklin founded the American Philosophical Society in Philadelphia in 1743, and the American Academy of Arts and Sciences got its start in 1780 in Boston
  • 7. Health Professional Associations • There are hundreds of active medical professional organizations in the United States • There is a push and pull between standards of professionalism and economic considerations as professional societies have grown and matured • Communication practitioners use many communication tools: public relations and public affairs, marketing communication, reputation management, media relations, member communication, and market research
  • 8. An Era of Fundamental Change • This is a time of unprecedented change on several fronts—scientific, business, regulatory, and technological. • American healthcare stands at a critical crossroads – Healthcare costs are rising, but access to care has not – Higher levels of expenditures do not necessarily result in either longer life expectancy or more years of good health for Americans
  • 9. Importance of Communication and Marketing • Communication and marketing activities in professional medical associations are most effective when they are driven by a strategic communication plan that flows directly from the organization’s mission and overall strategic plan
  • 10. Importance of Communication and Marketing • Organizational goals for the communication function • Relevant research to guide the development of communication • Key messages of the association • Target audiences • Communication strategies • Communication channels for message delivery and feedback from target audiences • Evaluation mechanisms (Hyde, 1997)
  • 11. Communicating the Science/Advancing the Profession • The principals to which medical professionals aspire have been categorized most recently in the Medical Professionalism Project in 1999 – Commitment to professional competence – Commitment to improving quality of care – Commitment to scientific knowledge
  • 12. Advocacy • Medical professional associations often play the role of more traditional trade associations by conducting government relations and advocacy activities • Preparing issues identification reports and analyses • Providing information to legislators and regulators • Interacting directly with government officials • Developing and providing legislative testimony • Creating and participating in coalitions • Guiding member involvement with governments at local, state, and federal levels
  • 13. Marketing to the Customer Base • Medical professional associations employ a not-for-profit business model • Most associations strive to be market driven – To understand consumer needs – Develop products and services to fill needs – Set prices that consumers may be willing to pay – Determine the optimal channels to distribute the product or service to the intended consumers – Use promotional techniques