Dear Colleagues:

Recognizing Excellence
Each day, I witness the remarkable commitment to excellence made by many of you on behalf of our subspecialty, our patients and the AAAAI. I want to thank all of you who serve on committees, interest sections and task forces, as well as their respective leaders and staff.

There are multiple areas of superior individual and collective accomplishments within the AAAAI that are worthy of acknowledgement. Here are just a few that are going above-and-beyond:

The Annual Meeting Program Committee (AMPC):
A 118 Person Powerhouse
By now, many of you have registered for and are looking forward to the 2010 Annual Meeting in New Orleans. Were you aware of the people behind this massive effort? Chaired by Stokes Peebles, MD, FAAAAI, with Co-Chair James Gern, MD, FAAAAI, the 2010 Annual Meeting should be an outstanding scientific, educational, networking and enjoyable event. The AMPC has a 17 member Executive Council with input from 101 other members who contribute as Interest Section Chairs, Vice-Chairs and Secretaries, four Subcommittees (Plenary, Symposia, Workshops and Seminars) and the Allied Health AMPC.

Nearly 400 sessions come to life as a result of the collective talents and hard work of the 118 person AMPC. Steve Folstein, Director of Education, and Program Manager Krista Dudones provide critical staff leadership. A few people have told me that the AAAAI Annual Meeting is "all science and no fun." I believe that there is great science, plenty of opportunities for networking, time for fun (don't miss this year's ART Big Bayou Benefit) and wonderful food and jazz.

The Public Education Committee:
Translating Clinical Content into Patient Understanding
The Tips to Remember brochure series is one of the AAAAI's most widely-used public education tools. During 2008, AAAAI members and other healthcare providers placed orders for nearly 400,000 of these brochures. Additionally, millions of patients and consumers access the brochures online.

Every three years, the Public Education Committee leads the charge in updating 27 different brochures. An added challenge this year was to accomplish this task and cut production costs. All of this and more was achieved by Chair Cliff Bassett, MD, FAAAAI, and members Michael Calvin, PA-C, MPAS, Anne Miranowski, MD, Andy Nish, MD, FAAAAI, and Anju Peters, MD. Outstanding support from Marianne Canter, Director of Communications and Membership, and Megan Brown, Media and Member Communications Manager, kept this project moving. The updated brochures are written in a patient-friendly manner, and some of the most popular in the series are now available for clinic and practice personalization.

Public Relations Initiatives:
An Ongoing Priority for the AAAAI
Heightening the visibility of the subspecialty and educating the public about allergic disease are two directives that members have come to expect from the AAAAI. This past year, the AAAAI received a national award recognizing an awareness-building media campaign. This award is the result of an ongoing strategic public relations plan supported by 120 members of the AAAAI's Media Link, our go-to experts with the media.

Web Oversight:
Keeping Pace with a Moving Target
The AAAAI Web site and new technologies are playing increasingly important roles in public, clinician and member awareness and involvement. Web Medical Editor Thanai Pongdee, MD, FAAAAI, devotes countless hours of oversight each week to making www.aaaai.org the source for information on allergic diseases.

Check out The Virtual Allergist™. The visual information is quite informative. Stressed over making a decision on electronic health records? The Web site has very valuable information including the recently-released roadmap for the allergist/immunologist authored by Russell Leftwich, MD, FAAAAI. This updated EMR section was guided by a sub-group of the Health Informatics, Technology and Education Committee. Need a template for a press release? Choose from more than 30 topical releases within Promoting your Practice. Giving a talk in the near future? The AAAAI's teaching slide collection is an excellent resource or place to start.

A Family Affair
Many of you have responded to my interest in developing a list of immediate family members and other relatives who belong to the AAAAI. Yet, I'm sure our "extended family" is larger than those who have come forward. This is a stimulating, fun subspecialty—and good enough for families! If you fit this criteria, please contact me at president@aaaai.org.

Best regards,

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

P.S. Since I live in Cook County, (Chicagoland), IL, I urge all full members and Fellows to cast their ballots (just once is allowed) from November 12 to December 16 in the AAAAI Board of Directors election. Watch for an upcoming e-mail from me with a direct link to online voting.

Call for Comments on Asthma Measures
The National Committee for Quality Assurance (NCQA) and the American Medical Association (AMA) Physician Consortium for Performance Improvement® (PCPI) are now taking public comments on the draft of the asthma measurement set.

The Asthma Measurement Advisory Panel, jointly convened by the NCQA and the PCPI, proposes this set of measures to identify and define quality measures toward improving outcomes for patients with asthma. This work also represents the formal periodic review and maintenance of an existing measure set.

AAAAI members are encouraged to review the draft and offer feedback. The comment period closes at midnight (ET) on Tuesday, November 24.

All comments must be submitted through the NCQA's Public Comment Web site. Comments will not be accepted via mail, e-mail or fax. Click here to view the draft measures and read instructions on how to submit a comment.

Your Source for the Latest Annual Meeting News
You expect the AAAAI Annual Meeting to be cutting edge. Now you can get the same experience from the Annual Meeting Web site.

You'll find the most up-to-date 2010 Annual Meeting information online at annualmeeting.aaaai.org. From now through the 2010 Annual Meeting, this site will give you up-to-the minute information on session developments. Plan your Annual Meeting itinerary and your activities during your stay in New Orleans.

Don't Wait, Register Today
Registration and housing are now open for Fellows and members. Early registration is highly recommended, as many ticketed sessions fill up quickly.

Fellows and members should have received an e-mail with direct links to the registration and housing sites. If you did not receive this e-mail, contact the AAAAI executive office at (414) 272-6071 or e-mail annualmeeting@aaaai.org.

Late Breaking Abstract Submission
Acceptance of late breaking abstracts begins November 11, providing members with an opportunity to submit important research advances. To be considered for presentation at the 2010 Annual Meeting, late breaking abstracts must be submitted via the Annual Meeting Web site by December 1. AAAAI members will be notified by e-mail once the abstract submission site is officially open.

Attend the ART Big Bayou Benefit
Members can also read more about the ART Big Bayou Benefit taking place on Saturday, February 27, 2010. Guests will enjoy a jazz band, magicians, tarot card readers, caricature artists, a variety of casino games and traditional New Orleans fare. All proceeds from this event benefit the mission of the ART. Click here for more information and to purchase tickets.

Your Annual Meeting starts now.

Voting for 2010 Board Election Opens Next Week
Each year, the individuals elected to open positions on the AAAAI Board of Directors are tasked with guiding the specialty into the future. Now, full members, as well as Fellows, have the privilege of voting in this important election.

Beginning November 12, eligible voting members can quickly and confidentially cast their votes online for the open Board positions in 2010-2011. Once voting has officially opened, an e-mail with a direct link to the online ballot will be sent to full members and Fellows.

Voting closes on December 16 at 5 pm (CT). Your vote determines the future, so make your voice heard!

Go Green: Pay Your 2010 Dues Online
As an AAAAI member, you enjoy a list of exclusive benefits. Renew your AAAAI membership today and continue receiving these valuable benefits, including your subscription to The Journal of Allergy and Clinical Immunology (JACI).

Looking to save time, paper and stamps? Pay your 2010 dues online with our user-friendly and secure payment form. Click here where you'll be prompted to log in before beginning the process.

Your AAAAI membership. It's more than you think.

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 November 12. 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.

November is "Heal that Claim"™ Month
To encourage physicians around the country to do their part to eliminate waste in the claims process, the American Medical Association (AMA) has designated November as "Heal that Claim"™ month. Assess the financial health of your practice, learn ways to streamline your internal claims process and find out how to hold payers accountable for making claims processing more cost effective and transparent by performing this check-up. In addition, visit the AMA's campaign Web site for resources to streamline your internal claims process and to pledge your support.

Prepare for the HIPAA Breach Notification Rule
New regulations that went into effect on September 23 require all physicians who are covered by HIPAA to notify patients if there are breaches of security involving unsecured patient information. New guidance from the AMA summarizes the new requirements. These requirements apply in addition to any notification obligations imposed by state law and also supplement the obligations imposed by the HIPAA Privacy and Security Rules. More information from the AMA can be found here.

Practice Management Workshop DVD Released
Don't miss out on valuable information attendees received during the sold-out 2009 Practice Management Workshop. An audio version of the workshop with synchronized slides 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 (CT) at (414) 272-6071 or practicemanagement@aaaai.org. Once you have the code, visit here to order your copy of the workshop DVD.

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.

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 and Asthma: Eye Allergy Causes and Treatment
Eye allergies may be more common than nasal allergies in some areas, especially in the southern United States. Point your patients to the AAAAI's latest educational feature, which offers helpful advice for those suffering from allergic conjunctivitis.

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!

Health Care and the Internet: Writing for your Web site
This is the second in a series of articles about promoting your practice on the Internet.

Getting the average Internet user to spend time on your practice's Web site can be similar to talking to a child with a short attention span. Here are some tips to catch and keep the interest of your Web visitors:

The five second rule. If people don't immediately see what they are looking for they will move on to another Web site. Five to 10 seconds is all you have to grab attention.

First impressions are important. The single most important feature on a Web site is the "search" tool. Within those first five seconds on your site, research shows that 50% of visitors will use the search application.

Think billboard, not great literature. Yes, this thought process is contrary to what physicians typically want to convey to patients and referring physicians. Yet, an effective Web site home page is designed to be scanned, not read. Your content pages offer opportunities to build credibility and educate visitors about allergic disease.

Relationships start with a conversation. Welcome to the world of social media. Your Web site visitors are expecting you to carry on a conversation. On your home and landing pages, strive for short sentences that are easy to comprehend. If visitors want detailed medical information, they will dig deeper within your site.

Relate to your visitors. What questions do you hear from your patients and referring physicians? What is on the minds of your target markets? Your Web site copy should demonstrate that you can relate to their problems and needs.

Search for the right words. Most people are familiar with meta tags and other tools designed to get your URL at the head of the Google list. These Search Engine Optimization (SEO) tools can be useful, as long as they don't compromise the quality of your content. A very profitable cottage industry has grown from SEO vendors, with each company or service touting its scientific method for search engine optimization. Yet, studies have shown that building your content around search mechanisms can lead to dead end copy and visitors who wander off to other sites, so keep your content relevant.

Keep it current. Web users return to sites that offer new information on a regular basis. A sure-fire method for achieving this is by linking to news stories or other Web sites of interest to your visitors.

Call to action. What do you want visitors to do? Call your office to make an appointment? Sign up for a newsletter? Have a family physician make a referral to you? Let visitors know what the next steps are, and make the transition easy for them.

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

New Electronic Health Records Resources
Currently, only about 20% of allergy practices have implemented an ambulatory EHR in any form. Yet, successful implementation of an EHR requires planning and analysis.

In response to this need, the AAAAI's EMR Subcommittee has launched a resource on the AAAAI Web site that includes links to valuable information about EMR selection, implementation and government policy and programs.

Access the new EMR resources page and review the steps to create your roadmap to successful implementation.