Quality Data in a Voluntary World Beth Zemach Don Brown Kacper Szczurek Association Management Center

Target Marketing 2 Foundational knowledge for healthcare quality professionals across the care continuum.

Q Solutions Module Sales

Primary Expertise within Practice Setting 4

Hospice Medical Director Certification Board Pilot test New client Build fresh demographic database from ground up as physicians registered to sit for exam AMC initiative - Recognized many clients had stale demographics Recognized many clients had incomplete profiles Pilot results New Orleans – 2014 Successful

From Pilot to Full Push Membership/Customers Build a universe For BIG DATA Exhibitors/Sponsors Ties to potential sale What matters? Meeting Registration New audiences Best topics/under performing topics Pricing strategies Pre Con planning 6

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Primary Work Setting – acute care community hospital Primary Responsibility – clinician, research Primary Position – director, professor Primary Specialty – neuro-oncology, cardiac Area of Expertise – pediatrics Highest Degree Earned Certifications Earned Custom Demographic 8 Informed Decisions: Healthcare

9 Informed Decisions Module

Philosophical Issue: Wipe out or Swipe in Mapping Case Study: NAHQ Wiped out and started fresh 6500 Members 4000 Member Completed demographics (60%) Year I 320 updated record multiple times Historical perspective missing BUT, data wasn’t good Existing Demographics?

Risk of Forcing Data? 11

16 client teams 7 – 11 months live Comments Recorded Customer wanted to process order without answering demo questions. Member Services representative explained purpose behind questions, helped customer answer questions and proceeded to check out. Unhappy about having to answer demo questions, ordered over the telephone so she wouldn’t have to answer them. Need help to navigate back to recertification record after completing demo questions. Needed help filling out. Issues filling out questions. 12 Contact Tracking

Completed Records 13 DemographicPre Informed Decisions 1 Year out AAHPM 4745 Primary Work Setting Primary Position 11% 39% 63% 67% ITNS 1166 Primary Work Setting Primary Responsibility 80% 47% 81% 79% APS 2069 Income Level Specialty 22% 48% 40% 58% NAHQ 6611 Primary Position Primary Responsibility 52% 74% 62%

Pharmaceutical companies want to get close to board and members that they cannot reach through regular sales calls. IRC allows them access to oncology pharmacists from top: institutions, universities and cancer centers VIA: summits, conference, receptions, mail, e-blasts, advisory meetings. HOPA sends ID demographics + CVs to Pharms (title, specialty) acknowledging fresh and accurate for pharma to select for inclusion in its council. 14 HOPA Industry Relations Council Almost $1 million from Pharmaceuticals

Build New Personify360 Reports Develop a more data driven culture at AMC Education Evolve the talent pool 15 Next Steps

16 Power of Data Driven Culture

Thank you! Beth Zemach Don Brown Kacper Szczurek Association Management Center – Chicago, IL 17