New MGMA name in works?

The future of U.S. healthcare and the future of the Medical Group Management Association will be discussed by the 5,000 people expected to attend the MGMA annual conference Oct. 6-9 at the San Diego Convention Center.

The event is being held in conjunction with the convocation of the American College of Medical Practice Executives, which merged with MGMA last year.

Although now known as MGMA-ACMPE, the double acronym is often dropped when referring to products that carry brand-name recognition—such as the MGMA's annual conference or its membership survey reports. Hints have been dropped that an announcement will be made at the conference clarifying the further evolution of the organization, which has 22,500 members leading 13,700 healthcare organizations where 280,000 physicians practice. “A historic association announcement” will be made Sunday evening before the opening keynote speech, according to a news release.

Although the current double acronym can be unwieldy, Dr. Susan Turney, president and CEO of the MGMA-ACMPE, said at last year's meeting that changing the name of an organization is difficult because of existing brand equity and members' emotional attachment. Turney, who says it's a myth that independent physician practices can't be successful in today's environment, was ranked No. 32 out of the 50 Most Influential Physician Executives in Healthcare and No. 41 out of the 100 Most Influential People in Healthcare overall by Modern Healthcare readers and editors in 2013.

MGMA and ACMPE had previously been described as “legally separate but aligned” organizations. On its IRS 990 not-for-profit tax form for 2012, “MGMA-ACMPE” has replaced “Medical Group Management Association” as the name of the organization. It also has a new tax identification number, reflecting its status as a new business entity. But only six months of financial information is given on the form, so it's difficult to say what, if any, economic impact the merger has had.

The MGMA-ACMPE, in its 2013-15 strategic plan, listed as its goals enhancing member value and increasing its share of the defined-member market, being the industry's preeminent source of practice-management information, promoting professional excellence and enhancing member knowledge, and being the principal voice in Washington for group practices and their executives.

Those goals are reflected in the agenda of the upcoming annual conference, which will feature new ways of presenting some familiar topics.

Under the new “Data Experience” format, programs will be presented on how to use data tools, quality metrics and population health-management strategies; as well as updates from Washington and how to recognize a practice's financial health vital signs. Also new this year will be interactive sessions with questions asked via Twitter, and an advanced-learning “Can This Practice Be Saved” session in which five-person teams representing stakeholder groups will negotiate an agreement seeking “a way forward” for a private practice facing physician retirements and a changing market environment.

The latest news and thinking on accountable care organizations, Medicare reimbursement, implementation of the ICD-10 diagnostic and procedural codes, patient-centered medical homes, social media and value-based reimbursement also will be topics of panels, programs and round-table discussions.

Keynote speakers include former Blue Angels pilot and teamwork training consultant John Foley, CEO of CenterPoint Cos., Sun Valley, Idaho; conservative political commentator George Will; author and entrepreneur Sam Silverstein; and “fascination expert” Sally Hogshead, who advises clients on how to build a business around their own personality strengths.

Last year's conference in San Antonio drew about 5,100 attendees, which was down 10.5% from the 2011 conference in Las Vegas, but up 10.8% from the 4,600 who attended the 2010 conference in New Orleans. There were 356 companies displaying their products and services in the exhibit hall last year. About 350 are expected this year.

Follow Andis Robeznieks on Twitter: @MHARobeznieks