CHICAGO: The American Medical Association (AMA), which has been steadily losing both members and revenue, has launched a rebranding and recruitment campaign to rebuild its ranks.
The effort is also part of an attempt to become a stronger voice in health-policy debates.
As part of the campaign, the group is prioritizing seven advocacy areas, including medical liability reform, Medicare reimbursement, and the promotion of healthy lifestyles.
The AMA surveyed its physician membership to create the agenda.
"Physicians have made it clear they want three primary things from the AMA: involvement, advocacy, and communication," said Dr. Michael Maves, EVP and CEO, in a statement. "This campaign is aimed at delivering all three in a very visible and tangible way."
In addition to advocacy, the AMA is also stepping up its outreach to physicians.
"We're going to be aggressive in engaging physicians," Maves said, "focusing our advocacy efforts and telling both physicians and patients what the AMA is doing to unify them in improving healthcare in this country."
Messages from the campaign will focus on the "everyday accomplishments" of doctors and will represent the first time that the AMA has promoted its individual members.
The AMA's PR team is working on the campaign in-house. It unveiled the new outreach effort during a press conference at the organization's annual meeting.
A new, "more contemporary" logo and a multimedia advertising campaign round out the initiative.
Modern Healthcare reported that the AMA has been losing members for four consecutive years, citing a report that was expected to be released at last week's meeting.
AMA membership dropped by 5,500 last year.