AAFP Unveils Bold New Attitude, Actions

What family physicians need from the Academy has changed -- and the Academy is transforming itself in response.

That need can be summed up in one word: advocacy. Members are in crisis and want a champion in Washington and with insurers, employers, opinion leaders and the American public. The Academy will be that bold champion, kicking off a two-year, multimillion-dollar strategic initiative to represent members with assertive actions, forceful language and a new brand identity to telegraph the change. The initiative launched this week here at Assembly and subsequently will roll out to all members.

"The AAFP has always been a champion on behalf of its members and their patients," said incoming AAFP President Jim King, M.D., of Selmer, Tenn. "Just as the practice of medicine changes constantly, the AAFP is always honing its efforts to communicate the value of family physicians. This new campaign expresses the AAFP's commitment to play a central role in reforming the health care system for the benefit of all."

In the past, members have said the Academy stood for great CME and great journals, said Donna Valponi, AAFP vice president for marketing, membership and meetings. "But starting two years ago, for the very first time, members elevated advocacy as being more important than the journals and CME. This was true regardless of the source of that information -- member surveys, focus groups or other member interactions."

The Academy's new strategic initiative includes the following elements.