Posts Tagged ‘Disruptive innovation’

Elegy for giant conventions

ANESTHESIOLOGY 2019 may have been the last old-school, convention-size, professional meeting I will ever attend. I could be wrong, but it may mark the end of an era. Disruptive change to the convention business model was inevitable, though hastened by COVID-19. On June 5, ASA leadership announced that the 2020 annual meeting will be virtual — for the first time, but perhaps not the last. Does this news herald disaster or opportunity?

When I was a resident attending my first ASA annual meeting, the huge convention center struck me as the mother lode of anesthesiology knowledge, with lectures and workshops that couldn’t be found anywhere else. Today, I wonder why I would travel across the country to attend a refresher course lecture in a freezing-cold meeting room, when I can watch similar content on YouTube or VuMedi for free, in comfort?

Professional associations could take this moment to move decisively into the video/podcast market. Speakers could record their own lectures, pro-con debates, and panel discussions, and societies like ASA and CSA could post all the content on proprietary video and podcast channels for members to access year-round. Think of the money we could save in travel and the cost of renting convention centers. Giant conventions at the ASA level are limited to only a few cities, most of which wouldn’t be my choice to visit.

The future of exhibit halls?

Corporate interest in buying exhibit space at anesthesiology meetings was fading fast, even before COVID-19. Why pay to send people and equipment to exhibit halls when mergers and acquisitions have centralized all the purchasing power? As recently as ten years ago, many anesthesiologists were able to influence which laryngoscopes or epidural kits their departments would order. Today, people who negotiate purchasing contracts typically work in the central offices of health systems, not in operating rooms. Today, most of us can do little more than complain about our inadequate stock of video laryngoscopes or the maddening electronic health record we’re compelled to use.

Corporate executives aren’t stupid. They know that meeting organizers now have to beg or bribe attendees to visit exhibitor booths. Why spend time at a booth when there is little chance that you can persuade anyone to order the product – especially if it costs more than what you currently use? As exhibitor revenue drops, it becomes harder for a convention to make money or even recover its costs.

What about virtual governance meetings?

Can nonprofit association governance be carried on in electronic meeting rooms? Can Zoom or Microsoft Teams work just as well for the debates of a Board of Directors, or the election of officers by a House of Delegates?

My answer to those questions is a resounding “no”. This is one area where in-person meetings are worth the time and money.

As an example, look at the California Society of Anesthesiologists (CSA). In June, we held our main House of Delegates meeting via Zoom due to COVID-19. We accomplished our tasks,  discussed resolutions, and recorded our votes with no problem other than Zoom fatigue. But I realized afterward that the biggest advantage we had in working through every issue was the fact that many of us weren’t strangers. We had met in person so often before. The hallways and hotel lobbies of past CSA meetings were where we discussed ideas, worked out compromises, and cemented the relationships that are at the heart of politics. Those relationships worked in our favor again.

All politics are local and personal. None of the candidates in our two contested elections had the chance to meet personally with CSA delegates, creating a problem for new delegates who might not know them. Reading a candidate’s personal statement and listening to a well-rehearsed speech have about the same relationship to reality as my Facebook posts have to my day-to-day life.

How do you really get to know a candidate, whether at the CSA or ASA level? By means of personal interaction. When you’re new to a group, which person looks right through you when you’re unknown, then suddenly becomes your new best friend once you gain some standing? That’s not the person who should get your vote. We remember, and vote for, the people of character who earn our friendship and trust. It’s tough to judge character via Zoom.

Which way to the future?

The mission of professional associations is not to host conventions but to serve members. Most ASA or CSA members can’t easily leave work to attend a five-day meeting, especially if it requires cross-country travel. Looking into my crystal ball, I can envision different, leaner anesthesiology meetings.

As an example, a smaller annual meeting of the ASA House of Delegates – in person – could focus on ASA governance, election of officers, finances, and political issues. ASA leaders, state society leaders, and future leaders could get to know each other, and build connections with key people in state and federal government. This meeting would fuse the October annual meeting and the spring legislative meeting at substantially lower cost.

The ASA’s excellent hands-on workshops could move to the state level, supporting the growth and success of state component societies like our own CSA. Their development could be supported by ASA – on practical topics such as point-of-care ultrasound, regional blocks, and advanced airway management – and workshops could be held at state or regional meetings. If meetings were held on weekends and involved less travel, more members would be able to take advantage of them. Membership thrives when an event attracts local interest, and district leaders can meet and recruit members in person.

We hear time and again that anesthesiologists want stronger advocacy and a more compelling message to the public about anesthesiology’s irreplaceable role in healthcare. They want more convenient, on-line education. They don’t want their dues to fund cumbersome committees that meet once a year, and gala receptions that most will never attend.

At a time when elective surgery has been on hiatus, and many anesthesiologists have gone without work, members want their professional societies to focus on securing support for physicians and the practice of medicine, and promoting anesthesiology’s position at the head of the care team. Except for the nostalgia, how many of us will miss navigating those giant convention halls? Maybe the time has come to make the break.

Author’s note:  Destination meetings, like the NYSSA Post-Graduate Assembly in Manhattan, and the CSA Hawaii meetings, have a bright future. They combine education, networking, and family-friendly leisure time in one package, and can be held in hotels, not giant convention centers. 

Tech entrepreneur Josh Linkner gave the keynote speech at this year’s ASA annual meeting in San Francisco, delivering a rousing talk designed to leave the audience inspired with a can-do attitude and new hope for the survival of anesthesiology as a profession.

It should be a good talk; Mr. Linkner clearly has given it plenty of times. According to national speakers’ bureaus, the 48-year-old “innovation and creativity speaker” and “New York Times bestselling author” charges from $30,000 to $50,000 a pop for his keynote addresses, and guarantees a “fast-moving and entertaining” experience for listeners with “real takeaway value.”

So what did we get for our money?

We learned from Mr. Linkner about five “big ideas” that he believes are the keys to driving innovation in any field:

Every barrier can be penetrated

Video killed the radio star

Change the rules to get the jewels

Seek the unexpected

Fall seven times. Stand eight.

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Once again, it’s Physician Anesthesiologists Week, and it’s a great time to celebrate our specialty’s many successes and accomplishments.

But we’re wasting an opportunity if we don’t also take this week to consider the state of the specialty today, and what it could or should mean to be a physician anesthesiologist 20 or 30 years from now.

There is no question that a seismic shift is underway in healthcare. Look at how many private anesthesiology groups have been bought out by—or lost contracts to—large groups and corporations; look at how many hospitals have gone bankrupt or been absorbed into large integrated health systems. Mergers like CVS with Aetna are likely to redefine care delivery networks. Where does a physician anesthesiologist fit into this new world?

An even better question to ask is this: Is your group or practice running pretty much as it did 20 years ago? If so, then my guess is that you are in for a rude awakening sometime soon. One of two scenarios may be in play:  either your leadership is running out the clock until retirement and in no mood to change, or your leadership hasn’t yet been able to convince your group that it can no longer practice in the same expensive, antiquated model. As one academic chair said ruefully, at a recent meeting, “They’re like frogs being slowly boiled. They just don’t feel what’s happening.”

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“I’m your friend,” Harvard Business School Professor Michael Porter, MBA, PhD, told a sometimes skeptical audience during his keynote address at the ASA’s annual meeting, ANESTHESIOLOGY 2016. “I’m trying to help you see a better way forward, and avoid the bad outcomes that may happen if we don’t transform healthcare.”

Porter is a well-known economist, an expert on business strategy, and the author of the book Redefining Health Care: Creating Value-Based Competition on Results. In his speech to the ASA, he argued the case for redefining health care by making “value for the patient” the unifying purpose, and he urged anesthesiologists to forget pay for volume.

“How should anesthesiologists engage in bundled payments?” Porter asked. “Jump on them!”

Explaining that he has spent the past 15 years immersed in studying health care delivery, Porter said that he looks on health care as one of the world’s “most fundamental and intractable problems.” He asked listeners to think again about anesthesiology practice, and its role and responsibilities in the future of health care.

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“Fighting against those who want to change things is a futile strategy,” declared Jason Hwang, MD, MBA, keynote speaker at the opening ceremonies of the American Society of Anesthesiologists’ annual meeting in New Orleans on Saturday, October 11. “You can’t defend a profession by putting up regulatory and payment barriers to stop the barbarians at the gates.”

Dr. Hwang is a co-author of  The Innovator’s Prescription: A Disruptive Solution for Health Care, the winner of the 2010 Book of the Year award from the American College of Healthcare Executives. An expert on the subject of disruptive innovation, Dr. Hwang told the audience of anesthesiologists from more than 90 countries that the Perioperative Surgical Home (PSH) concept offers an integrated solution to healthcare that can help the profession of anesthesiology adapt, survive, and prosper.

He used the example of Apple Inc. to illustrate how a company can thrive while other huge competitors failed because they yielded to “the irresistible temptation to keep doing what they already did best.”

Faster horses, bigger hard drives

If Henry Ford had asked customers what they wanted, Dr. Hwang said, they would have answered “faster horses”. If you asked people what they wanted from their computers 10 years ago, they would have answered bigger hard drives, more memory, and faster processors. Nobody would have said they wanted a phone. But Apple redefined the business with smartphones and tablets that created their own market, and Apple controls the entire integrated product.

Anesthesiology’s chief problem has been complacency with the status quo, Dr. Hwang said. Profitability has been greatest in the operating room, while the areas of preoperative and postoperative care were ripe for encroachment by hospitalists and other practitioners.
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