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Explore the lifecycle and ecosystem of an anesthesiologist's career and align ASA's products and services to their phases and transitions. Understand competitors and address the challenges faced by anesthesiologists in today's healthcare environment.
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Lifecycle & Ecosystem Research The anesthesiologist’s life and ASA’s role in it asahq.org Paul Pomerantz, FACHE, FASAE CEO, American Society of Anesthesiologists
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Lifecycle & Ecosystem Research Goal • Document the journey and ecosystem of an anesthesiologist’s career. • Align products and services to the phases and transitions. • Consider what a competitor to ASA might offer.
The Effort So Far • Staff workgroup to outline cohorts, July, 2018 • Interviewed 24 anesthesiologists: • Anesthesiology residents (6 participants); • Physician anesthesiologists in first year of private practice (5 participants); • Physician anesthesiologists, 10-20 years in private practice, members (6 participants); • Physician anesthesiologists, 10-20 years in private practice, non-members (5 participants) • Fellows (2) • Interviews at Annual Meeting (21 participants) • Workgroup for decision framework, February, 2019
The Interviews Leveraging the perceived objectivity of third-party researchers to build trust, interviews focused on: • Influences surrounding career • Career transitions (past and future) • Work environment/business model • Motivations • Resources available and desired • Rating communication types and preferences
Finding – Expand Segmentation • Variations in business models deeply influence an anesthesiologist’s workinglife. • The ASA’s current segmentation of anesthesiologists needs to include criteria related to the member’s employment context in order to better inform business decisions.
Finding – Use Their Language • “Production pressures” were cited by a majority of participants. Accelerationin acquisitions and mergers in health care result in profit motives pushingpractitioners to the limit. • The ASA needs to address this term and concept head on in order to be truly perceived as an advocate.
Finding – Help with All Transitions • Most anesthesiologists interviewed reported feeling unprepared for careertransitions, regardless of career stage. • Providing one-step-ahead mentorship opportunities, connecting peer groups, and educating physicians regarding strategies for change management is a key opportunity for the ASA as an organization.
Finding – Prepare Them for Business • Anesthesiologists were taught that the patient is the center of everything;their reality is a world where the patient is not the center of the businessmodel. Regardless of career stage, they are disheartened by a workenvironment dictated more by business concerns than by the medicalimperatives they learned in training. • The ASA has an opportunity to humanize the workplace for constituents who daily face business-driven pressures.
Finding – Support the Soft Skills • There are emotional irritants — including the tyranny of the surgeon, gender discrepancies, loss of control, and feeling stuck in a system where they are devalued — with no clear solution. • The ASA should acknowledge these factors and keep them in mind when developing soft skills and lifestyle resources for physicians.
Decision Framework Workgroup • ASA managers from throughout the association spent two days breaking down the research and developing a new decision framework for evaluating ASA products and services.
Next Steps • Complete Decision Framework/Rubric • Test it, refine it, use it • Define success criteria and KPIs for all products and services • Run Usability Study • Validate the ASAHQ website helps members find what they need. • Interview Additional Cohorts • Continue to learn from our members