SOURCE: DMAA: The Care Continuum Alliance

September 16, 2007 15:30 ET

DMAA: The Care Continuum Alliance Announces New Name, Expanded Scope

LAS VEGAS, NV--(Marketwire - September 16, 2007) - The Disease Management Association of America today announced it has changed its name to "DMAA: The Care Continuum Alliance" to reflect the broad scope of high-quality, population health improvement services its members provide.

DMAA's diverse membership of more than 200 organizations and individuals has evolved to include the breadth of services along the "care continuum," a phrase used to describe all the varied approaches to preventing and managing chronic conditions. The new name and a new logo, also unveiled today at the group's 9th annual conference, recognize this evolution, said DMAA President and CEO Tracey Moorhead.

"Today, we align our name with the fundamental, positive movement of our membership toward a comprehensive approach to preventing disease and empowering those with chronic conditions to improve their health," Moorhead said. "Our members offer so much more than can be fully captured by 'disease management,' a term that might, in fact, limit us.

"Our obligation, as the leading organization for population health improvement, is to ensure we evolve in step with our members. This new name and brand underscore our commitment to that goal."

DMAA Board of Directors Chair William C. Popik, MD, said wellness and prevention, as well as more intensive services, such as case management, have become important elements of the chronic care landscape.

"Disease management remains a valuable tool in the fight against chronic disease," he said. "But as a truly representative organization, we need to recognize all the touch points along the care continuum, and those points have expanded greatly in recent years.

"We also see today a greater emphasis on population-based approaches to chronic disease prevention and care. The image conjured up by 'disease management' in the minds of many people -- a strict nurse call center model focused on single disease states -- no longer does justice to the full menu of services our members provide."

DMAA: The Care Continuum Alliance launched a rebranding initiative earlier this year after much discussion among its leadership about the evolution of the industry. DMAA enlisted the help of an experienced rebranding consultant to conduct an analysis of the current name, survey and interview key stakeholders inside and outside the association and develop naming recommendations.

DMAA also reached out to its full membership in an August conference call and Webcast to explain the rebranding project, the consultant's findings and the Board-approved name proposal. With that call, DMAA began member balloting to formally adopt the new name, as required by regulatory code in Massachusetts, where the nonprofit organization is incorporated.

During the rebranding process, DMAA found strong support for a name that recognizes wellness, prevention and other interventions that occur before onset of disease. Likewise, DMAA detected a poor reaction to the use of "disease" in its name and a desire to shift the name's focus to care.

Because the rebranding surveys and interviews found a strongly positive association with "DMAA" as an organization, indicating a certain level of brand equity, the Board chose to keep it as part of the new name -- but only to be used as an acronym.

"The new name, we believe, both celebrates the breadth of services our members provide today and preserves our rich history as chronic disease care's leading advocate," Moorhead said. "As 'DMAA: The Care Continuum Alliance,' we honor that history and move forward with a renewed commitment to high-quality, population-based care that enhances lives and combats costly chronic conditions."

The organization's new logo continues the theme, with concentric circles of gradually increasing weight toward the center to graphically convey the spectrum of services in population health improvement, from broad-based programs, such as wellness, to those at a more individual level.

About DMAA: The Care Continuum Alliance

DMAA: The Care Continuum Alliance convenes all stakeholders providing services along the care continuum toward the goal of population health improvement. These care continuum services include strategies such as health and wellness promotion, disease management and care coordination. DMAA: The Care Continuum Alliance promotes the role of population health improvement in raising the quality of care, improving health outcomes and reducing preventable health care costs for people with chronic conditions and those at risk for developing chronic conditions. DMAA: The Care Continuum Alliance represents more than 200 corporate and individual stakeholders, including health plans, disease management organizations, health information technology innovators, employers, physicians, nurses and other health care professionals and researchers and academicians.

Contact Information

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    Carl Graziano
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    (202) 737-5781
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