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Inside This Issue
ASHRM UNVEILS UPDATED BRAND STRATEGY
ASHRM is bringing new life to its brand with a new look that represents the organization’s connected, forward-thinking image.
ASHRM’s updated brand strategy – starting with this issue of the Forum – is the culmination of a thoughtful process that began last year in response to a membership survey confirming that members need enterprise-wide recognition beyond their risk management peers. This brand strategy is consistent with ASHRM’s mission: to advance safe and trusted patient-centered healthcare delivery through proactive and innovative management of organization-wide risk.
As the leading advocate and professional development resource for the healthcare risk management profession, ASHRM is building on the strength of its name recognition by increasing the awareness of its values – integrity, collaboration and innovation – to healthcare stakeholders.
The ultimate goal is to clarify ASHRM’s vital role in the delivery of safe and trusted healthcare.
The process
Working with ASHRM staff over the past six months, a consulting firm with experience in healthcare communication assembled a comprehensive branding strategy. Membership surveys and interviews with new and seasoned members from clinical, legal and insurance interests informed the plan, as did in-depth interviews with external opinion leaders representing the National Patient Safety Foundation, Institute for Healthcare Improvement, Risk and Insurance Management Society and other groups of interest.
Among the insights gleaned during the discovery process:
• Networking is second only to education as an ASHRM membership benefit.
• ASHRM enables risk managers to learn how to work effectively.
• ASHRM’s brand personality is seen as “trusted,” “valued,” “connected” and “forward-thinking” (interestingly, the external opinion leaders stressed that ASHRM should be even more forward-thinking, which further confirmed the need for establishing a sound brand strategy).
• Members are time-constrained and overworked, making it a challenge for them to effectively “tell their story.”
With ASHRM identified as the best resource for networking and educational opportunities in healthcare risk management, the challenge is to ensure that ASHRM brand qualities are strategically represented in all materials and communications to its various audiences.
Important points about brands
A brand is more than a name or a logo. When used purposefully, it informs the perception of members and non-members (what they think and feel about ASHRM).
• ASHRM’s brand comes from its story, summarized in ASHRM’s history booklet and About ASHRM statement.
• The brand is essential for success, requires relevance and can have sub-brands (such as the Barton Certificate Program, Patient Safety Curriculum and Interest Networks) that feed into the overall brand.
• A well-executed brand strategy brings consistency to all communication. It requires dedication from staff, directors, volunteers and affiliated chapters.
• A strong brand can instill pride in membership.
Elements of the brand
The logo is the signature part of ASHRM’s new brand strategy. Click here to see the story behind this first revision of the logo in more than 10 years.
Other important elements include a distinctive color palette and typeface to give ASHRM a well-defined appearance in the healthcare industry. Consistent application of these colors and typefaces is critical to maintaining the integrity of the ASHRM brand.
Now and going forward
The new ASHRM brand strategy is designed to reflect a connected, forward-thinking and evolving professional society.
Immediate changeover to the new branding elements will be seen in eNews, the Forum, Journal of Healthcare Risk Management and other printed informational materials. ASHRM’s affiliated chapters and others authorized to use the ASHRM logo on their Web sites are being giving the new logo to replace the former logo. The Web site is reflecting the new logo and colors now, and a complete Web site redesign is underway. New books, CDs, etc., will also use the new branding strategy elements, too.
The ASHRM Foundation also is included in the brand redesign. Click here to see its new logo.
Future issues of the Forum will provide updates on the brand strategy rollout. With questions or for more information about the ASHRM branding initiative, contact Joe Pixler, ASHRM communications manager, at jpixler@aha.org; (312) 422-3987.
APPLICATIONS AVAILABLE FOR 2007 ASHRM FOUNDATION GRANTS
The ASHRM Foundation supports advanced learning by providing educational grants up to $1,000 for individuals interested in continuing their education in clinical, legal and regulatory and/or risk financing aspects of risk management.
Also, the foundation supports qualified individuals seeking advanced degrees in risk management, insurance, finance, clinical areas and healthcare management by awarding scholarships up to $2,500.
To facilitate the identification of best practices in risk financing, claims administration and patient safety, the foundation awards full or partial research grants.
The 2007 application deadlines are March 23, June 29, Sept. 28 and Dec. 21.
Interested applicants are invited to visit www.ashrmfoundation.org for guidelines or call (312) 422-3980.
Building the foundation
Financial contributions for these awards come from industry, individuals and ASHRM chapters.
The ASHRM Foundation’s planned giving program offers a wide variety of options for those who are interested in including ASHRM in their financial and estate planning while enjoying applicable tax advantages. Through a memorial or honorary gift to the ASHRM Foundation, individuals or corporations can support its mission while paying tribute to an individual or loved one.
To support the future of safe and trusted healthcare through the ASHRM Foundation, send tax-deductible donations to:
ASHRM Foundation
c/o Diane Farina White
One N. Franklin
Chicago, IL 60606
Checks should be payable to HRET/ASHRM Foundation. The ASHRM Foundation is a 501(c)(3) organization and may be eligible for your company’s matching funds program. For details on giving, call (312) 422-3981.
New CPHRMs
The Certified Professional in Healthcare Risk Management designation provides a credential that verifies a broad-based knowledge of risk management. Certification elevates professionals in an increasingly competitive marketplace.
Congratulations to recent CPHRM achievers:
Susan Adams,Salt Lake City, UT
Paula J. Alters, West Frankfort, IL
Maria E. Argo, Pearland, TX
Aisha Imani Bivens, Bethesda, MD
Connie Blaisdell, Provo, UT
Tim Bowers, Lees Summit , MO
Courtney W. Bradley, Canton, GA
Monica A. Cooke, Edgewater, MD
Leigh Cooley, Mount Vernon, WA
Kathy M. Dolan, Cedar Rapids, IA
Mary E. Erlandson, Westwood, MA
Karen R. Farley, Memphis, TN
Laura Ann Finn, Pollock Pines, CA
Deborah B. Garibay, Washington, D.C.
Margaret R. Garrett, Laurel, MD
Debi L. Gifford, Ada, OK
Helen Anne Gillespie, Maidens, VA
Linda J. Gilmore, Littleton, NH
Ellen A. Hampton, Portland, OR
Patricia A. Hannigan, Taos, NM
Corrine Joy Holdridge, Seneca, SC
Howard Kim Hunter, Memphis, TN
Gloria E. Johnson, Jasper, TN
Sara A. Juster, Omaha, NE
Maria T. Koslosky, Dillon, MT
Jennifer Langford, Oklahoma City
Susan Lee Marr, Dunnellon, FL
Carol C. Maultsby, Winston-Salem, NC
Laura L. McComb, Fresno, CA
Rhonda Lynn McGlothlin, Roanoke , VA
Marcia G. McEvoy, Chattanooga, TN
Patricia A. Meade, Brooklyn, NY
Deborah E. Nedelcove, Wilsonville, OR
James E. Nelson, Hazleton, PA
Sonny Nguyen, Irvine, CA
Timothy M. O'Kelley, Oklahoma City
Stephen O. Palmore, Mountain View, HI
Angelina M. Richardson, Birmingham, AL
Sherri Lynn Schuman, Gallup, NM
Lanny D. Scott, Visalia, CA
E. Kathryn Seney, San Diego
Jai Sharma, Houston
Suzanne M. Soderlund, Racine, WI
Aida Solomon, Portland, OR
Glenn E. Sparks, Grand Prairie, TX
John B. Swihart, Augusta, GA
David W. Terbest, Cerritos, CA
Peggy L. Traw, Batesville, AR
Debra J. Verne, Hershey, PA
Ann Victor-Lazarus, Buffalo, NY
F. Annette Vince, Tucson, AZ
Robin Ellen Webster, San Francisco
Stephanie Wiedenhoeft, Fresno, CA
Cheryl Lynn Wilkinson, Stillwater, OK
Lynn M. Worley, Boston
William H. Zuber III, Rockport, ME
The CPHRM designation is awarded based on participants meeting eligibility requirements and passing an examination.
For details about the designation, download the updated CPHRM Candidate Handbook from the AHA Certification Center via www.aha.org/certification or call (312) 422-3713.
Application, test appointment can be done online
Online application for the Certified Professional in Healthcare Risk Management
(CPHRM) credential allows candidates who pay by credit card to apply for the examination and schedule an appointment to test in one visit. This tool may be used for computer-based testing only.
The steps are easy: 1) visit www.goAMP.com, 2) click on “Candidates,” 3) select the “Healthcare” category, 4) select the “AHA Certification Center” program, 5) select the CPHRM examination application, 6) select “Register for Exam,” 7) log-in as a new user to create a certification profile, and 8) follow the prompts to enter application information, eligibility and payment information, then schedule the exam.
In memoriam
Margaret (Peggy) E. Cwik, 60, died Jan. 6, 2007, of cancer, inHoffman Estates, IL. A long-time member of ASHRM, Peggy was an active volunteer on many committees and was published in the Journal of Healthcare Risk Management and Risk Management Handbook for Healthcare Organizations (4th edition). In 2001, she earned the Chicagoland Healthcare Risk Management Society (CHRMS) Lifetime Achievement Award after serving as president.
Peggy practiced nursing in Chicago before taking risk management consulting positions with Alexander and Alexander, St. Paul and AIG. Friends since nursing school helped to care for her at the end. She is survived by her sister and her brother.
Members may forward recent death notices to ashrm@aha.org. Notices should include the member’s complete name, as well as place and date of death, along with any personal anecdotes or comments on achievements for possible inclusion.
Through a memorial gift to the ASHRM Foundation, individuals or corporations can support our mission while paying tribute to an individual or loved one.
Contributions in support of the ASHRM Foundation are tax deductible within the limitations of the Internal Revenue Code. For details, contact Diane Farina White at (312) 422-3981 or e-mail ashrmfoundation@aha.org.
On the move
Pamela L. Popp, MA, JD, DFASHRM, CPHRM, to assistant vice president, Western Litigation Inc., Denver.
Make sure your peers know where to find you now. Send notices for On the Move to ashrm@aha.org. Member contact details may be found in the ASHRM member directory at www.ashrm.org.
