AMA's brand statement: What we do and who we are

AMA Leader Commentary. By J. James Rohack, MD, Dec. 6, 2004.

AMA LEADER COMMENTARY

A few words about current events in medical practice

SEE ARCHIVES

A message to all physicians from the chair of the AMA Board of Trustees, J. James Rohack, MD.

In Texas, when you mention a brand, what you're referring to is a cow's return address. If a brand is not marked clearly, however, the locals call it a "quien sabe" brand, which means, in plain English, "Who knows?"

So what does a cow's brand mark -- clear or otherwise -- have to do with the American Medical Association, you ask?

Everything. The AMA has been taking a long hard look at itself, through the eyes of physicians, and we've discovered that our organizational brand too often inspires a "quien sabe" response. Physicians are not clear about what we stand for or what we do, and this fact has to change. Which means the AMA has to change.

It's true that we have been working tirelessly for medicine on a number of fronts -- state and federal advocacy, professional standard setting, public health, private sector reform and medical publishing. Yet according to our research, nonmembers and even members have felt disconnected from what we do -- and who we are.

The AMA wants to reconnect. We want to open a two-way conversation with you, so we can become a true champion for medicine.

The process of transformation has already begun.

We've started by creating a new brand statement, based on what you told us you wanted us to be: "The AMA helps doctors help their patients by uniting physicians nationwide to work on the most important professional and public health issues. Together we will play an active role in shaping the future of medicine."

This brand statement will guide and inspire us in the days ahead, as we transform the AMA into a member-centered organization that deserves your loyalty and trust.