Learn how one certification organization turned things around through partnering with AH.
THE CHALLENGE
In 2008, The Commission for Case Manager Certification (The Commission) was at a pivotal transition point for the organization. The Commission was in the midst of new product development that led to expanding the need for additional management services. Searching for the perfect formula to increase revenue and market penetration while diversifying its constituency was essential.
The Commission was 17 years old at the time, with approximately 27,000 certificants in total. The mission of the Commission is to advance the profession of case management excellence through certification, education and related services. Given the state of healthcare in the U.S. at this time, it was critical that the Commission prepare for the implementation of the affordable care act including work force gap matters and increasing complexity of patient populations.
As of today, the Commission has 35,000 active board-certified case managers (CCMs) with increasing growth across healthcare, practice settings and allied health.
CALL TO ACTION
First, the Commission needed to streamline its operations and executive management as they were being managed by numerous vendors. Second, it was necessary to go beyond the traditional association staffing model and develop a customized executive management solution that would address the Commission’s needs. Third, the Commission’s Board wanted to shift their energy away from day-to-day operations and focus on the long term strategic direction of the organization.
THE SOLUTION
As a result of the call to action, the Commission engaged AH to add both strategic and operational energy and experience! AH worked with the Commission’s volunteer leadership to develop an executive management team that includes both industry and association management expertise. The newly appointed Commission’s Chief Executive Officer (CEO) and Chief Operations Officer (COO) were to look at the organization’s operations and services, realign staffing and technology and launch business development that would include marketing and communications.
The Commission’s executive management team collaborated with AH Technology Solutions to develop an IT infrastructure and database to support the existing certification services and new product development. This collaborative approach optimized the IT and data management platforms while increasing transparency through operational, financial and administrative reporting. The addition of business development included an integrated approach: marketing, communications and customer service.
Next, the Commission’s executive staff performed a predictive analysis of marketing and communications to determine where there was room for growth and how to achieve it. The team recognized that many case managers were retiring, which opened the door for expanding eligibility criteria to attract new market segments. The team quickly recognized a need for new business and in order to achieve sustainability for the organization they had to shift the philosophy of the Commission. The Commission needed to look at a model that was inclusive of multiple disciplines within allied health, including social workers, pharmacists, and physical therapists.
RESULTS
In just three years, AH was able to comprehensively look at the Commission’s operations, services and business development and align it with the organization’s strategic plan and financial reporting. In 2013 CCMC closed with more than a 10 percent revenue growth with a projection of more than 15 percent growth in 2014.
Expanding eligibility to include new disciplines has allowed the Commission to grow and represent the current market (Affordable Care Act). The Commission has evolved from an organization focused on maintaining its constituency to one that not only has a strong renewal base but also a plan for new business growth and continued product diversification.
Currently, the Commission has over 35,000 active board-certified case managers, which is a significant increase up from just 27,000 individuals just 36 months ago. It is important to note that this growth represents a diversified constituency including renewals and new certificants. The Commission’s leadership is thrilled to be making solid progress despite a challenging landscape in healthcare, and all are excited about maintaining the current momentum!
