Come with me: A skeptic’s journey
Feature
Dr. Van Voorhees is chair of the AAD Ad Hoc Task Force on Strategic Corporate Positioning.
By Abby Van Voorhees, MD, April 1, 2020
Two years ago, when I was asked to chair the AAD’s Ad Hoc Task Force on Strategic Corporate Positioning, I was skeptical, but I said yes.
Like any good project, this one began with research. Perception research revealed members’ current attitudes about the Academy — how, collectively, we view the organization, what we love about it, and what we don’t. In summary: Members appreciate the education and advocacy the Academy provides, we find the organization welcoming and trustworthy, and we are proud of its strong reputation. But we longed for it to be more innovative, transparent, and member-centric. And, of course, who “we” are is changing — the specialty is becoming more female, and practicing in different arrangements than it was even a decade ago.
With those results in hand, the task force started discussing whether the AAD needed a new logo, but more than that, we talked about whether the way members think about the AAD could, and should, change.
Again, I had reservations. Were we just going to modernize the letters inside the circle logo — or was the AAD itself going to change to reflect that modernization and address the concerns expressed in our research? I felt strongly that only the latter would make the process worthwhile, and I said as much.
With that in mind, the task force worked with consultants and a small staff team to develop logo options and a new narrative that describes what the Academy stands for and how it will operate. These were presented to the Board of Directors, discussed, refined, and presented again for final approval.
Today I’m convinced that the AAD’s updated branding, elements of which will be rolled out in Dermatology World starting next month with a grand unveiling in Seattle at the AAD Innovation Academy in August, reflects a real moment of change for the organization, and one of which we can all be proud. A brand is more than just a logo: It’s the promise you stand behind as an organization.
You haven’t been enmeshed in the process for the last two years, so I don’t blame you if you’re skeptical right now. But in next month’s issue, you’ll read about how one of the four key elements of the AAD’s new brand is education. I think what you read about how the AAD intends to approach education going forward will resonate with you. Upcoming issues will address the other three foundational parts of the AAD’s commitment to its members, a focus on innovation, advocacy, and member-centricity.
By the time August rolls around, I hope that you, too, will be excited about the beginning of the change to come and confident that the AAD, while remaining the unifying organization in dermatology, is prepared to evolve to meet the demands of a new era in medicine, to be transparent in its operations, and to be your partner in your career journey. All organizations must grow in order to remain in peak form; this is true for our Academy. We hope that you feel that these changes will have the Academy pointed in the right direction.
