Slides for a lecture on residency program marketing strategies based on ACGME Self Study principles, originally co-presented with Dr. Jeremy Branzetti of University of Washington at ACGME 2016 Annual Conference (2/2016), online as a webinar at ACGME.org (7/2016), and at a GME conference at the University of South Dakota (8/2016).

1. Know WhoYou Are, Be WhoYou Are,
Show WhoYou Are:
Linking Specific Aims &
Program Evaluation to the Development
of a Marketable Residency Brand
Michael A. Gisondi, MD
Residency Program Director
Medical Education Fellowship Director
Department of Emergency Medicine
Director, Feinberg Academy of Medical Educators
Northwestern University

2. Disclosures
Credit Jeremy Branzetti, MD from U.Washington
for significant portions of this presentation.
Previously co-presented at ACGME 2016 and as
a webinar on the ACGME website.
@MikeGisondi
@NorthwesternEM
Slides available on
www.slideshare.net

3. Let’s do an
experiment!

9. A more daring
experiment…

10. Name 3 stereotypes that
come to mind about…

11. Surgeons

12. Internists

13. Emergency Physicians

14. My answers
Surgeons Internists
1. Act quickly
2. Strong Egos
3. Disciplined
Emergency
Physicians
1. Intelligent
2. Slow to act
3. Rule Oriented
1. Act fast
2. Cowboys
3. Jack of all
trades

15. PERCEPTION = REALITY
IN BRANDING
Why does this matter?

16. Objectives
1. Identify your residency program “brand” through creation of
clearly articulated vision/mission statements
2. Write at least one program specific aim for the ACGME self-
study process
3. Critically assess the key components of their residency
curricula for alignment with stated aims
4. Describe methods for assessing program metric(s) or
outcome measures that meaningfully reflect their stated aims
5. Develop a tailored marketing strategy built upon program
specific aims

17. Know WhoYou Are
Strategies for describing your
program's vision, mission statement,
and specific aims
Goals

18. Be Who You Are
How to match specific aims to an
existing residency curriculum and
how to best measure program metrics
that directly link to stated aims
Goals

19. Show WhoYou Are
Use program outcomes and specific
aims as part of a marketing strategy
that differentiates your program from
peer institutions
Goals

20. “To leave a legacy, you
must first build something.”

23. You…
Are a brand, like it or not
Should control the message rather than be
subject to it
Have a target audience that will hear a
message no matter what –
make sure it’s your message!

24. Who are your consumers?
Students Residency Recruitment
Prospective Faculty Searches
Public Patient Satisfaction
Your Chair Allotment of Dept $$$
Your DIO Allotment of Resources

25. Any of these
situations apply?

26. Are you a New PD?

29. Stamping out rumors every recruitment season?

31. Key Elements of Strong Brands
Mission & Vision
Message
Logo
Marketing Strategy

32. Consider a simple activity
1) Everyone with a program
mission/vision, raise your hands
2) Keep your hands up if you can recite it
right now
3) Keep your hands up if you think your
APDs/Chair can recite it now
4) Keep your hands up if you think your
trainees can recite it now

33. Mission/Vision
Vision: Brief, few words, far-reaching,
describes an ideal state, should fit on T-shirt
• What is the ideal outcome of your program?
Mission: One sentence, grounded, inclusive,
actionable, measureable
• How do you plan to achieve your vision?

34. Small Group Activity
5 min
Part 1 Write down:
– Your program’s Vision Statement
– Your program’s Mission Statement
Part 2 Say Hi to your neighbors:
– Name, Program, Administrative Role
– Share your Vision and Mission Statements

35. PROGRAM SPECIFIC AIMS

36. You’ve started
growing your
Brand…

37. Now define it objectively

38. ACGME Self Study

39. (Just Google “ACGME Self Study”)

40. No one is an expert
Perspective

41. Expect the process to evolve over time
Perspective

42. Perspective
The ACGME website is a Self-Study “How-to”:
 8-step guide
 Webinar
 Self Study template
 APE templates

43. What does it look like when the
plan comes together?
• Yearly: Annual Program
Evaluation (APE) occurs
• Over time: Serial APE data
are accrued
• Self Study Notification:
Prompts program to identify
Program Aims
• Collected Data: Provides
basis for how programs
measure progress

45. A (very paraphrased) Guide to
Program Aims by Philip Shayne
• Guiding principle:What type
of resident/fellow does your
program aim to create?
• ACGME goal: Programs
pursue continuous self-
improvement
• Practical: Aim for both high-
minded and low-hanging
fruit
• Sweet spot: About 3 aims*

47. Clear Message
Know who you are, Be who you are
• Your message is stronger when it’s:
– Authentic
– Consistent
– Clear
– Authoritative
– Credible
– Aligned with the target audience

49. Small Group Activity
5 min
Part 1 Write down:
• 1 or 2 Program Specific Aims
Part 2 With your neighbor:
• Share your program aims
• Share how you now measure your
program aims

51. Write Down:
Why is your program great?
Describe 3 strengths or unique
attributes about your
curriculum.
(in 1-3 sentences)

52. Discuss with your neighbor:
Should you rewrite your vision
statement, mission statement, or
specific aims based on the last
answer?
(Edit as necessary!)

53. MATCHING SPECIFIC AIMS TO
MEASURABLE OUTCOMES

54. Program Identity:
mission, vision, message
Measurable program
Outcomes
Program Aims
Alignment

55. Disclaimer
• Methods of formal program evaluation are outside
the scope of this lecture
• Find a friendly M.Ed. who has a special interest in
program evaluation to help you
• Pick one of the several, well-regarded methods of
program evaluation and use it as part of your self-
study
• The ACGME website has APE and Self Study
templates

56. MAKEYOUR OWN MILESTONES
How can you create stable, uniform, and
familiar Self Study metrics?

59. LOGO

61. MARKETINGYOUR
RESIDENCY BRAND

62. Marketing Strategy
• Three different marketing strategies
required:
1. Students or Residents
2. Alumni
3. Medical Center – metrics, metrics, metrics!
• Overlap of message reinforces consistency
• All team members must be on board

63. NUEM Example
• Students
Strengths: (1) Critical Care Training
(2) Career Development
(3) Job Placement
• Alumni
Remind them why their employers love them
(Efficiency, billing, patient satisfaction)
• Medical Center
Strive to have our ducks in a row
Share all the outcome measures we can

64. Small Group Activity
5 min
Part 1 Write down:
– What are some elements of your marketing?
– Who do you need to market to in 2017 Match?
– How?
Part 2 Discuss with your neighbors:
– Best Practices from your examples
– What are the sticking points for you?

65. What (if anything)
did we learn today?

66. Summary
1. You’re a brand, like it or not
2. You can either lead with your message, or be reactive
and constantly put out fires
3. Everyone should be on board with your vision,
mission, and message – from chair to intern
4. Program ID  Self Study Aims  Outcome Metrics
5. But most importantly…

67. KnowWhoYou Are,
BeWhoYou Are,
ShowWhoYou Are!