Developing and Telling Our Story: Elevating the ABMS Brand and Value of Continuing Certification Programs Through Coordinated Efforts

Description: While many hospitals and health systems (H/HS) accept American Board of Medical Specialties (ABMS) certification, research reveals they may not fully understand the value of continuing certification. When presented with evidence that rigorous programs with an assessment improve outcomes, decision-makers responded favorably, validating their decision to accept ABMS certification. Many Member Boards have ongoing efforts to increase awareness of the positive outcomes associated with ABMS certification programs:

• The American Board of Emergency Medicine (ABEM) piloted a marketing campaign to underscore the value of ABEM-certified physicians, celebrate their training and expertise, and tell their stories to the organizations and communities they serve. Physicians, hospital leadership, and patients in select markets saw elements of the campaign daily.

• The American Board of Internal Medicine (ABIM) conducted market research to develop an understanding of how H/HS leadership thinks about continuous certification. They did interviews with H/HS leadership in two phases to learn what they know about Maintenance of Certification (MOC) and to test messaging about ABMS continuous certification versus other organizations’ programs.

• ABMS developed and distributed communications highlighting the value of board certification by an ABMS Member Board. These communications focused on program trust, rigor, and the hallmarks of a legitimate certification organization.

We will discuss:

•Campaign and research results
•Gaining a shared understanding of the continuous certification environment
•Aligning forces
•Vision for building a grassroots marketing campaign
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