Legacy of Excellence Digital Flipbook

LEGACY OF EXCELLENCE

One hundred and two years ago, some 50 eye, ear, nose, and throat specialists gathered for the first time in Kansas City to address mutual issues of concern. I wish these same physicians could see their legacy in action. Their initiative sparked a movement that created one of the nation’s leading medical societies. Our mission is to ensure that a century from now our professional descendent will admire and respect the work we do.”

- Antonio De la Cruz, MD, 1997-1998 President, July 1998 Bulletin

C oming off the 100th anniversary celebration in 1996, the American Academy of Otolaryngology–Head and Neck Surgery and its Foundation (AAO-HNS/F) were at the forefront of a new technological frontier. In the early 1990s the World Wide Web opened for public use and all facets of society—from healthcare and business to research and education and everything beyond—quickly found themselves needing to acclimate to this new modern way to communicate and share information. The Academy pivoted to utilize this innovation and deploy cutting-edge programs, services, and initiatives aimed to support members and the specialty in all areas of practice management, research, education, advocacy, and patient care.

TECHNOLOGY Embracing the opportunities of new technologies was crucial to the Academy’s success in addressing myriad issues impacting healthcare and the specialty specifically. The downward spiral of reimbursements, the increased regulations and cost of doing business, heavy penalties for minor infractions, and loss of control of the healthcare system weighed heavily on the specialty, which also continued to be challenged by scope of practice and more. This was compounded by the need to adjust to a population of more fully informed patients and a changing education and socioeconomic culture in medicine. Neil O. Ward, MD, MALS, serving as Deputy Executive Vice President for Programs in 2000 noted, “Associations that don’t lead their affinity group into this brave new world will lose their members to commercial interests. New products, affordable prices, and improved services emphasizing convenience will release the latent demand for anywhere, anytime access to knowledge/information—It’s only a matter of time. And time is flying.” The Academy embraced this new day of information delivery and invested in growing its own web presence with increased interaction and materials for both members and the public. For members, practice management resources focused on improving practice performance and productivity topics such as Y2K preparedness, marketing plans, healthcare contracting, digital imaging, electronic health records and a paperless practice, practice websites, email, and more. And for the public, the Academy rose to the challenges at every turn during this timeframe with new patient health initiatives that focused on educating the public about the essential role of otolaryngologist-head and neck surgeons in the treatment of ear, nose, throat, and head and neck disorders and disease.

Neil O. Ward, MD, MALS, presenting about the Academy’s ENT link intiative.

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