Dear Colleagues:

Strategic Direction
This coming weekend, the AAAAI will begin a new round of strategic planning with a leadership retreat in Milwaukee, WI. The retreat is the first step in the process of identifying and prioritizing issues, establishing goals and considering tactics. About 40 individuals will participate, including the Board of Directors and representation from each of the interest sections and assemblies. Following the retreat, there will be opportunities for member feedback and communication prior to finalizing the 2010-2012 Strategic Plan at the 2010 AAAAI Annual Meeting in New Orleans, February 26 – March 2.

The AAAAI has a culture of deep commitment, action and accountability. We cannot solve every problem, but we will identify areas where we can make a difference and advance our subspecialty. Please feel free to e-mail me at president@aaaai.org if you have strategic suggestions related to the mission of the AAAAI: to advance the knowledge and practice of allergy, asthma and immunology for optimal patient care.

Healthcare Debate
The rancorous debate over healthcare (health insurance) reform makes one point very clear to me: there is no master plan for success coming from the proposed legislation, at least as far as I can discern. However, through the AAAAI, we can be proactive and successful in a number of ways including: supporting the process of discovery; improving treatments; practicing cost-effectively; strengthening our workforce for practice and academia; and advocating for our patients. The AAAAI has multiple programs to support these and other important activities.

This subject focuses attention on the impact that the AAAAI and specifically the Allergy, Asthma & Immunology Education and Research Trust (ART) have had on the quality of health care.

Return on Investment
The year was 1985. The late Roy Patterson, MD, FAAAAI, a Past-President, had just finished talking to the ED attending, residents and a medical student about the patient who developed acute, tight wheezing and massive tongue enlargement after placing an analgesic chewing gum (227 mg aspirin) used for a very sore throat on his tongue.

Roy said to me, “Paul, there will be a serious shortage of academic allergists.” Twenty-four years later, I still remember this statement.

At the time that Roy spoke those fateful words, the presence and level of respect in the academic world for allergist/immunologists was low. The science was definitely improving, but there were too few academic faculty in medical centers. The Journal of Allergy and Clinical Immunology (JACI) was excellent, but it didn’t have the stature that it does now.

How did the organization move forward? The AAAAI leadership and its members refused to be immobilized despite the circumstances. New programs were instituted to vitalize the specialty. One was the establishment of the Education and Research Trust, now the ART.

Fast forward to today. Based on recent data, the 10 year return on investment for young investigators and fellows has been outstanding. It is superior to that of the NIH in terms of subsequent grant funding. The number of publications/awardees for faculty or fellow recipients is high. The number of allergy/immunology faculty in medical schools has increased. The ART awardees have strengthened our A/I divisions.

Many of us contribute to the ART. Our goal is that all of us will contribute. I believe that it is philanthropy that makes one feel proud. I thank all of you who have supported the ART and hope that you will continue to do so. I believe that the loud healthcare reform debate puts the ball in our court. Can we measure up to the challenges? Time will tell, but I know that the ART will help.

Many thanks to Lou Mendelson, MD, FAAAAI, for chairing the ART Board of Trustees and providing enthusiastic and effective leadership during the economic downturn. During his tenure, the number of new donors and financial totals increased.

I am happy to report that Gillian Shepherd, MD, FAAAAI, has assumed responsibility for chairing the ART and I look forward to working with her. None of us can be expected to do it alone; but together, the AAAAI and ART can help us overcome obstacles. Just as in 1985, we need to make sure that we have sufficient faculty to be there for those teachable moments, to conduct novel research and to provide post-graduate education for fellows.

Staying strategically focused will help us build on our successes.

Sincerely,

Paul A. Greenberger, MD, FAAAAI
AAAAI President
president@aaaai.org

Practice Management:
Preparing Your Practice for Active Flu Season
Regardless of whether your medical office or outpatient facility has chosen to offer novel H1N1 vaccinations, this flu season will impact your practice and your staff. Pre-planning is key to assuring that you can manage increased demand for services combined with the potential for significant staff absenteeism. A checklist for preparation includes:

1. Cross-training. Are you ready for 20% to 40% of your employees not being able to come to work? To stay operational, begin cross-training staff now. Identify your essential functions and the individuals who perform them. Then identify who can be trained to carry out these functions short-term.
2. Supply chain. Make sure you have alternative plans for critical supplies in case there is a disruption in your vendor supply chains, especially for various infection-control items.
3. Triage. Make plans to screen patients for signs and symptoms of febrile respiratory illness at the entry to the facility. If feasible, use separate waiting and exam rooms for possible novel H1N1 flu patients. Plan to offer surgical masks to symptomatic patients who are able to wear them (adult and pediatric sizes should be available), provide facial tissues, receptacles for their disposal and provide hand hygiene products in waiting areas and examination rooms.
4. Increased calls. Consider using your telephone system to deliver messages to incoming callers about when to seek medical care at your facility, when to seek emergency care and where to go for information about caring for a person with flu at home.
5. Lines of authority. Determine in advance a chain of authority for decision-making within your clinic. Inform all employees about this crisis management chain.
6. Community planning. Actively seek information from and coordinate with key medical, clinical facilities and public health departments in your community to learn about how they will manage patients during a pandemic. A coordinated community response is important to manage surge and assure optimal patient care.
7. Allergic and immunodeficient patient resources. The AAAAI has developed numerous free handouts related to allergic disease and the flu. View and download them here.
8. Information updates. For general information, bookmark the Centers for Disease Control and Prevention (CDC) Web site on H1N1. For physician resources related to influenza and allergic diseases, bookmark the AAAAI's Physician Resources for Novel H1N1.

References
CDC: 10 Steps You Can Take: Actions for Novel H1N1 Influenza Planning and Response for Medical Offices and Outpatient Facilities; www.flu.gov

2010 Annual Meeting Registration Opens this Month
As a benefit of membership, AAAAI Fellows and members have the opportunity to register early for sessions and select hotel accommodations for the 2010 Annual Meeting. Registration and housing opens for Fellows on October 14, 2009, while members can begin to register and make their hotel reservations beginning October 28, 2009.

In addition, delegates receive 50% off the cost of the 2010 Virtual Annual Meeting when they purchase the virtual content at the same time they register for the Annual Meeting. Save money by planning ahead!

All Annual Meeting registration will take place exclusively online at annualmeeting.aaaai.org. Members can expect to receive more details via e-mail as registration opens.

For the most up-to-date information on the 2010 Annual Meeting, visit annualmeeting.aaaai.org. Your Annual Meeting starts now.

The AAAAI has launched a comprehensive Web-based library of resources on the novel H1N1 virus—especially as related to allergic and immunologic diseases—including treatment recommendations, vaccine news, case studies and information for patients.

Since its inception earlier this month, thousands of healthcare professionals, patients and media/blog outlets have visited Physician Resources for Novel H1N1, positioning the allergist/immunologist as the go-to experts regarding seasonal and novel H1N1 flu viruses and vaccinations for patients with asthma, allergies or immune deficiencies.

AAAAI resources within this site include:

• Vaccine treatment guidelines for patients with egg allergies or immune deficiencies
• Practice management guidelines such as coding and vaccine availability
• Case studies
• Printable materials for patients with allergic disease, including frequently asked Q & A's

To be notified of the latest updates as they happen, members are encouraged to subscribe to the RSS feed.

Online Board Review Course Deadline Approaching
Participants in the Online Board Review Course will have until October 31, 2009, to complete the course and claim their CME credits. After this date the course will no longer be offered online. To access the Board Review Course, visit here. The next live course, programmed by the American College of Allergy, Asthma & Immunology, will take place in Chicago in April 2010. The Online Board Review Course is funded through an educational grant from Teva Specialty Pharmaceuticals.

Practice Management Workshop DVD Releases This Week
Don't miss out on valuable information attendees received during the sold-out Practice Management Workshop. An audio version (with synchronized slides) of the workshop is now available on DVD, with reduced rates for members and fellows-in-training. To receive the special rate discount codes, contact the AAAAI Practice Management team Monday through Friday between the hours of 8 am and 5 pm at (414) 272-6071 or via e-mail at practicemanagement@aaaai.org. Once you have the code, visit here to order your copy of the workshop DVD.

Deadline Extended for Allied Health Professional Assembly (AHPA) Travel Awards
The application deadline for the Allied Health Professional Assembly (AHPA) Travel Awards has been extended to October 15, 2009. The AHPA is presenting up to 10, $750 awards (which will also include complimentary registration to the 2010 Annual Meeting) to deserving allied health professionals working in the A/I specialty. The application requires submitting a description of an interesting allergic, asthmatic, respiratory or immunologic case or program. Click here for more information and to apply online.

Claim your CME/CE Credits from the 2009 Annual Meeting
The credit claim system for the 2009 Annual Meeting is available online. Now is a perfect time to claim your credits and print your CME certificate for your participation in this year's meeting in Washington, DC. The feedback you give about your Annual Meeting experiences and your educational needs will be used for future meetings, so please take a moment to complete those portions of the site as well.

Staff Training Opportunities Available in the Virtual Annual Meeting
If you're looking for a cost-effective method for training your office staff, the Virtual Annual Meeting contains a number of programs that address the needs of nurses, advanced practitioners, clinical research staff and medical administrators. Virtual Annual Meeting sessions from the 2008 and 2009 Annual Meetings can be accessed online. Select the option to view individual sessions "on demand." For questions about the Virtual Annual Meeting, contact Steve Folstein at sfolstein@aaaai.org.

Free Tool Helps Calculate ROI from Better Asthma Care
Developed by the Agency for Healthcare Research and Quality (AHRQ), the Asthma Return-on-Investment (ROI) Calculator is a new online, evidence-based tool that helps State officials decide whether it is cost-effective to establish an asthma care management program for covered individuals. The tool can also be used to calculate ROI for privately insured populations. To see how to improve your bottom line by improving asthma care for your employees and other beneficiaries, visit the Asthma Return-on-Investment Calculator here.

Last Chance: Take the 2009 Practice Management Financial Data Survey
This annual survey developed by the Practice Management Committee collects and analyzes data regarding financial issues and manpower utilization in an effort to establish allergy-specific benchmarks. These benchmarks are used for internal comparisons by our members to assess how their specific practice is doing compared to national and regional standards. Click here to download the 2009 survey or view past results. The deadline to participate in the survey is October 31, 2009.

"Red Flags" Rule Compliance Date Now November 1
The deadline to comply with the Federal Trade Commission's (FTC) "red flags" rule has been extended to November 1. This rule requires physicians to institute policies to identify, detect and respond to potential risks of identity theft. The American Medical Association (AMA) is attempting to convince the FTC and Congress that physicians are not "creditors" and thus should not be subject to the rule. However, it's important that your practice has policies in place to comply with it. To help, the AMA has a variety of resources available here. The FTC also has a Web site offering guidance.

Find Evidence-Based Information on CAM
As an AAAAI member benefit, you have complete access to the Natural Medicines Comprehensive Database (NMCD). This internationally recognized evidence-based resource gives physicians the tools they need to answer questions about over 40,000 complementary and alternative medicines (CAM). To get started, log into the Members Only area and click on the NMCD logo.

Elements of Allergy & Asthma: Flu Vaccine Guidance for Patients with Immune Deficiency
While seasonal flu and H1N1 vaccinations are among the best tools available to prevent complications from the flu, should patients with immune deficiency receive them? The AAAAI's latest educational feature offers helpful advice for immune deficient patients and their families.

Fall Allergy & Asthma Issues
The fall edition of Issues contains important information on flu, asthma and allergies. For easy distribution to your patients, visit here to download a PDF version of this timely member-benefit resource.

Looking to keep your PR efforts on track? Look to the Promoting your Practice area located within the Members Only section of www.aaaai.org.

Use these winning tactics to create your own success!

Novel H1N1 Creates Visibility Opportunities for Allergist/Immunologists

Seasonal flu combined with novel H1N1 virus and vaccinations has created a "perfect storm" for allergist/immunologists as the expert. Are the vaccines safe for people with certain food allergies? How can you tell if a child is suffering from seasonal allergies or the flu? Are people with asthma at greater risk from complications of H1N1?

Patients and healthcare providers are looking for answers, and news outlets and reporters are looking for experts to stay competitive in the news business by presenting "novel" daily spins on the H1N1 story.

Now is the time to put your practice and the A/I specialty in the spotlight; but if you haven't dealt with the media in the past 12 months, make note of some dramatic changes. New forms of media have taken traditional public relations and turned it upside down.

In the past, contacting your local news outlets was sufficient. Not anymore. Given the viral nature of the Internet, everybody has a voice, especially regarding healthcare information and news. People look to Web sites for healthy tips, symptom checkers and educational materials. Additionally, they depend on bloggers and Internet columnists to provide insight into almost every health concern.

Here are a few timely opportunities for you to provide patient education and increase the visibility of your practice and the specialty:

• Keep your practice's Web site current. This won't take a lot of time. Offer a flu "tip of the week" or "answer of the week." Also, linking from your site to www.aaaai.org gives your visitors the opportunity to get their H1N1 news as it happens via an RSS feed.
• Keep your finger on the pulse of H1N1 news. Be prepared to respond quickly to local media requests for interviews. In today's 24/7 news market, the face of media has changed entirely. Blogs, online news networks and competitive Web sites function on the principle of "now." With online news sources there is no such thing as "I'll get back to you tomorrow." There is only the next hour.
• Financial cutbacks in reporting staff, combined with a 24-hour news cycle, blogs and endless opportunities for online feature coverage, present a challenge for news outlets. They need "experts" for analysis and story personalization but don't have the time to search. This is a perfect opportunity for you to share your knowledge and bring visibility to the specialty. Don't wait for news media to call you. Recognize opportunities for local angles and reach out to reporters.
• Seek out local or regional health and parenting Web sites and offer to write timely articles on seasonal and novel H1N1 related topics.

Make use of your members only benefits

• The AAAAI's collection of statistics can prepare you for your interview. So can the recently launched H1N1 section, which is frequently updated.
• Download and print copies of Elements and Allergy & Asthma ISSUES for your patients. These free resources for your patients offer timely information on seasonal flu and H1N1.
• Access an H1N1 "Flu advice for asthma and allergy sufferers" press release template that you can customize and send out to your local media.
• Subscribe to the RSS feed for the latest information on novel H1N1 related to allergic diseases.

For other tips, tactics and templates, visit the Promoting your Practice area of the AAAAI Web site.