ACPE changes name to reflect shifting healthcare realities

The American College of Physician Executives has changed its name to the American Association for Physician Leadership, in response to how the healthcare industry is looking to physicians, not just physician executives, to help it navigate through healthcare reform.

Launched in the mid-1970s as the American Academy of Medical Directors, the 11,000-member, Tampa, Fla.-based educational organization has been dedicated to developing physician leadership and management skills. While it has kept its physician focus, the group noted that the name change reflects how it has broadened its scope to serve as a resource for healthcare systems, public policy makers and patients.

The new name also reflects the goal of its CEO Dr. Peter Angood to expand the group's traditional mission from serving as an education provider for midcareer physicians to helping shape national healthcare policy and serving doctors at all stages of their careers.

“Every organization is grappling with physician integration and physician engagement,” Angood said. “And having physicians in leadership roles helps an organization work better.”

He pointed to the CMS' Pioneer Accountable Care Organization program and how 21 of the 29 ACOs that saved enough money to earn bonuses were physician led.

The organization is committed to broadening its membership to attract doctor in all stages of their careers, Angood said.

“This includes residents and early career-sector physicians who want this type of training and they're not getting it in medical school or residency,” he said. “They recognize that, if they're going to succeed in their practice, they'll need these skills.”

He also noted how the organization's ranks and its programs are filled with older physicians seeking to transition out of clinical roles and into management, consulting, government and entrepreneurship.

The name change and program expansion was in the works for more than a year and included member surveys and workshops, working with organization rebranding experts and consulting with doctors who had little idea what the organization was about or what it did.

“That helped us,” Angood said in reference to that last group. “The rebranding is not just a new name, logo and color. It's about examining who you are and what you are.”

Some of it could get laborious, he acknowledged—especially deciding on a new name.

“We went over it word by word—it was an intense process,” Angood said, adding that since the group has members in 45 countries, “We debated 'American' versus 'International' versus 'Global.' We debated calling it an 'Academy' versus an 'Association.' Even the word 'for' was debated. Should it be 'of' or should it be 'for?'”

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