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Gisondi ACGME Know Who You Are, Be Who You Are, Show Who You Are


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Slides for a lecture on residency program marketing strategies based on ACGME Self Study principles, originally co-presented with Dr. Jeremy Branzetti of University of Washington at ACGME 2016 Annual Conference (2/2016), online as a webinar at (7/2016), and at a GME conference at the University of South Dakota (8/2016).

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Gisondi ACGME Know Who You Are, Be Who You Are, Show Who You Are

  1. 1. Know WhoYou Are, Be WhoYou Are, Show WhoYou Are: Linking Specific Aims & Program Evaluation to the Development of a Marketable Residency Brand Michael A. Gisondi, MD Residency Program Director Medical Education Fellowship Director Department of Emergency Medicine Director, Feinberg Academy of Medical Educators Northwestern University
  2. 2. Disclosures Credit Jeremy Branzetti, MD from U.Washington for significant portions of this presentation. Previously co-presented at ACGME 2016 and as a webinar on the ACGME website. @MikeGisondi @NorthwesternEM Slides available on
  3. 3. Let’s do an experiment!
  4. 4. A more daring experiment…
  5. 5. Name 3 stereotypes that come to mind about…
  6. 6. Surgeons
  7. 7. Internists
  8. 8. Emergency Physicians
  9. 9. My answers Surgeons Internists 1. Act quickly 2. Strong Egos 3. Disciplined Emergency Physicians 1. Intelligent 2. Slow to act 3. Rule Oriented 1. Act fast 2. Cowboys 3. Jack of all trades
  10. 10. PERCEPTION = REALITY IN BRANDING Why does this matter?
  11. 11. Objectives 1. Identify your residency program “brand” through creation of clearly articulated vision/mission statements 2. Write at least one program specific aim for the ACGME self- study process 3. Critically assess the key components of their residency curricula for alignment with stated aims 4. Describe methods for assessing program metric(s) or outcome measures that meaningfully reflect their stated aims 5. Develop a tailored marketing strategy built upon program specific aims
  12. 12. Know WhoYou Are Strategies for describing your program's vision, mission statement, and specific aims Goals
  13. 13. Be Who You Are How to match specific aims to an existing residency curriculum and how to best measure program metrics that directly link to stated aims Goals
  14. 14. Show WhoYou Are Use program outcomes and specific aims as part of a marketing strategy that differentiates your program from peer institutions Goals
  15. 15. “To leave a legacy, you must first build something.”
  16. 16. You… Are a brand, like it or not Should control the message rather than be subject to it Have a target audience that will hear a message no matter what – make sure it’s your message!
  17. 17. Who are your consumers? Students Residency Recruitment Prospective Faculty Searches Public Patient Satisfaction Your Chair Allotment of Dept $$$ Your DIO Allotment of Resources
  18. 18. Any of these situations apply?
  19. 19. Are you a New PD?
  20. 20. Stamping out rumors every recruitment season?
  21. 21. Key Elements of Strong Brands Mission & Vision Message Logo Marketing Strategy
  22. 22. Consider a simple activity 1) Everyone with a program mission/vision, raise your hands 2) Keep your hands up if you can recite it right now 3) Keep your hands up if you think your APDs/Chair can recite it now 4) Keep your hands up if you think your trainees can recite it now
  23. 23. Mission/Vision Vision: Brief, few words, far-reaching, describes an ideal state, should fit on T-shirt • What is the ideal outcome of your program? Mission: One sentence, grounded, inclusive, actionable, measureable • How do you plan to achieve your vision?
  24. 24. Small Group Activity 5 min Part 1 Write down: – Your program’s Vision Statement – Your program’s Mission Statement Part 2 Say Hi to your neighbors: – Name, Program, Administrative Role – Share your Vision and Mission Statements
  26. 26. You’ve started growing your Brand…
  27. 27. Now define it objectively
  28. 28. ACGME Self Study
  29. 29. (Just Google “ACGME Self Study”)
  30. 30. No one is an expert Perspective
  31. 31. Expect the process to evolve over time Perspective
  32. 32. Perspective The ACGME website is a Self-Study “How-to”:  8-step guide  Webinar  Self Study template  APE templates
  33. 33. What does it look like when the plan comes together? • Yearly: Annual Program Evaluation (APE) occurs • Over time: Serial APE data are accrued • Self Study Notification: Prompts program to identify Program Aims • Collected Data: Provides basis for how programs measure progress
  34. 34. A (very paraphrased) Guide to Program Aims by Philip Shayne • Guiding principle:What type of resident/fellow does your program aim to create? • ACGME goal: Programs pursue continuous self- improvement • Practical: Aim for both high- minded and low-hanging fruit • Sweet spot: About 3 aims*
  35. 35. Clear Message Know who you are, Be who you are • Your message is stronger when it’s: – Authentic – Consistent – Clear – Authoritative – Credible – Aligned with the target audience
  36. 36. Small Group Activity 5 min Part 1 Write down: • 1 or 2 Program Specific Aims Part 2 With your neighbor: • Share your program aims • Share how you now measure your program aims
  37. 37. Write Down: Why is your program great? Describe 3 strengths or unique attributes about your curriculum. (in 1-3 sentences)
  38. 38. Discuss with your neighbor: Should you rewrite your vision statement, mission statement, or specific aims based on the last answer? (Edit as necessary!)
  40. 40. Program Identity: mission, vision, message Measurable program Outcomes Program Aims Alignment
  41. 41. Disclaimer • Methods of formal program evaluation are outside the scope of this lecture • Find a friendly M.Ed. who has a special interest in program evaluation to help you • Pick one of the several, well-regarded methods of program evaluation and use it as part of your self- study • The ACGME website has APE and Self Study templates
  42. 42. MAKEYOUR OWN MILESTONES How can you create stable, uniform, and familiar Self Study metrics?
  43. 43. LOGO
  45. 45. Marketing Strategy • Three different marketing strategies required: 1. Students or Residents 2. Alumni 3. Medical Center – metrics, metrics, metrics! • Overlap of message reinforces consistency • All team members must be on board
  46. 46. NUEM Example • Students Strengths: (1) Critical Care Training (2) Career Development (3) Job Placement • Alumni Remind them why their employers love them (Efficiency, billing, patient satisfaction) • Medical Center Strive to have our ducks in a row Share all the outcome measures we can
  47. 47. Small Group Activity 5 min Part 1 Write down: – What are some elements of your marketing? – Who do you need to market to in 2017 Match? – How? Part 2 Discuss with your neighbors: – Best Practices from your examples – What are the sticking points for you?
  48. 48. What (if anything) did we learn today?
  49. 49. Summary 1. You’re a brand, like it or not 2. You can either lead with your message, or be reactive and constantly put out fires 3. Everyone should be on board with your vision, mission, and message – from chair to intern 4. Program ID  Self Study Aims  Outcome Metrics 5. But most importantly…
  50. 50. KnowWhoYou Are, BeWhoYou Are, ShowWhoYou Are!