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Live Event

Reimagining the Role of the Healthcare Association

Total Credits: 7

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Education & Professional Development |  Futures Research |  Strategic Leadership & Governance
Dean A West, FASAE |  Nikki Golden, CAE
1 day
Corporate/Association Events at OLC Education & Conference Center - Rosemont, Illinois



Program Rationale

 In early 2023, a multidisciplinary group of healthcare CEOs and senior strategy staff contributed to research identifying critical changes in the healthcare environment and changing strategic assumptions that profoundly impacted healthcare association members and their needs. 

Consider the following.

 • Disruption of historical behaviors and business models.

COVID-19 impacted healthcare in ways that will be experienced for decades. There will be noticeable tangible changes, such as modified hospital check-in protocols or expansions in remote medicine. There will also be less apparent changes, for example, potential building code changes impacting ventilation capacity or wastewater testing to identify and localize distinct health issues. But in many cases, the pandemic accelerated many disruptions that were already in progress. To be relevant, healthcare associations must identify, monitor, and adapt to the impact of these disruptions on their members and business models.

• Disruption in the culture of care.

The healthcare sector is populated by people from different generations who have undergone additional training and organizational experiences. These individuals, with their different perspectives, are dealing with the following. While trust in clinicians remains high, public confidence in healthcare institutions is eroded. In addition, clinicians increasingly view careers in healthcare as vocational instead of a personal calling. These perspectives influence leadership priorities and resource allocation within healthcare institutions and professions. Increasingly, these conversations will occur in a transparent, asynchronous, and dynamic communication environment characterized by a high volume of information and misinformation.

• Disruption in the organization of care.

The healthcare workforce is becoming more centralized and may face increasing interdisciplinary competition from value-based practice models. Combined with the focus on healthcare outcomes and access to emerging educational and training modalities, these forces may substantially disrupt the training and educational needs and pathways for clinicians and other healthcare professionals.

• Disruption in the provision of care.

Complex vertically and horizontally integrated organizations will increasingly manage healthcare. These organizations must navigate a broad spectrum of stakeholder concerns, from investors and payors to employees and patients. The incentives and disincentives facing these institutions may result in misallocating resources and more fragmented and bureaucratic care not optimized for patients or clinicians. 

Program Description

The 2nd Annual Reimagining the Future of the Healthcare Association provides a data-driven, collaborative, and multi-disciplinary environment for healthcare association CEOs, their senior management teams, and critical healthcare volunteer leaders to discuss how healthcare associations must adapt to succeed.

Emerging Strategic Roles  - What are current and emerging roles for healthcare associations as platforms for member and Mission success that produce real impact?

Modern healthcare associations are no longer limited to traditional research, education,  or advocacy roles. Innovative healthcare association leaders are now exploring new roles. Roles that expose members to emerging technologies or treatments. Roles that aggregate the power of members to influence a broader range of critical stakeholders directly. Roles that create a more compelling story for members to hear, tell, and engage with.

This component of the program will introduce you to current and emerging roles and allow you to discuss the advantages, disadvantages, and opportunities of these roles for your association.

Strategic Portfolio Development: How do current and new strategic roles translate into a compelling healthcare association’s product/service portfolio?

Evolving strategic roles will require product/service innovation. These new products or services must be integrated into a strategic whole to succeed in the face of competition. Where does the rubber meet the road, from membership and publications to advocacy or global outreach?

This component explores the evolving association product/service portfolio. Participants will assess and discuss additions to and deletions from the traditional strategic portfolio. Discussions will focus on crafting a compelling framework to encourage professional engagement, support sustainable operations, and maximize Mission-based impact.

Strategic Governance Change: How do association leaders successfully lead strategic governance change that helps volunteer leaders understand and support business model innovation?

New roles and modern strategic portfolios will require association leaders to create and sustain strategic change successfully. Critical will be diagnosing the association's current state, creating a compelling message for change, and leading volunteer leaders and staff through a challenging transition.

This component of the program, based on the Association Laboratory white paper, Leading Strategic Change in Associations, will give participants peer-based guidance on how to apply the lessons from Reimagining the Future of the Healthcare Association to their association.

Learning Outcomes:

  1. Emerging Strategic Roles  -  -  What are current and emerging roles for healthcare associations as platforms for member and Mission success that produce real impact? 

  2. Strategic Portfolio Development: How do current and new strategic roles translate into a compelling healthcare association’s product/service portfolio? 

  3. Strategic Governance Change: How do association leaders successfully lead strategic governance change that helps volunteer leaders understand and support business model innovation?

Instructional Design:

  • Pre-event: Research-based Dialog – Participants will provide their thoughts on essential questions before the event, and this research will set the stage for onsite discussions, allowing participants to have a productive, in-depth, and data-driven conversation with peers.

  • During the Event: Collaborative Peer Exchange – Participants will collaborate onsite with small and large group discussions to prioritize the issues, assess the implications, and create potential solutions for future consideration at your association. Speakers from Association Laboratory will facilitate the conversation. See agenda.

  • After the Event: Continued Conversation - Participants will receive a custom whitepaper capturing the event's conclusions and a discussion guide and presentation materials to help continue discussions at each association. 
  • Looking Forward Dashboard - Participants will receive complimentary access to Association Laboratory’s sector research via the Looking Forward Dashboard.



Dean A West, FASAE's Profile

Dean A West, FASAE Related Seminars and Products


Association Laboratory

Dean West is the founder and President of Association Laboratory Inc. He leads client engagements and is a frequent speaker and facilitator for national and global association leadership meetings.

Mr. West is a former association executive with experience as executive director, chief operating officer, and chief financial officer for both national and international membership organizations. He has been a consultant to the association community since 1992, and has provided services to hundreds of state, national, and international organizations.

Dean West is a nationally recognized expert in association management. He is a Fellow of the American Society of Association Executives. Mr. West authored the chapter on Membership Research for the ASAE book, Membership Essentials and the chapter on Marketing Professional Development Programs in the ASAE book, Core Competencies in Professional Development.

Mr. West is an experienced volunteer leader familiar with the demands of volunteer leadership. He is Past Chairman of ASAE’s Professional Development Council and has served on the ASAE Membership Council and the Editorial Board for the ASAE & the Center for Association Leadership Journal of Association Leadership. He is a former member of the Board of Directors for the Association Forum of Chicagoland.

Nikki Golden, CAE's Profile

Nikki Golden, CAE Related Seminars and Products

Association Laboratory

Nikki Golden, CAE, is a strategist with Association Laboratory, which helps associations make strategic business decisions—on everything from membership to strategic planning to educational programming/certification—using state-of-the-art research. Previous to this position, she was the executive director of the International Society for the Advancement of Spine Surgery.

Nikki has been recognized for her work in the association world, making the inaugural list of Association Forum of Chicagoland/USAE Forty Under 40 list. Nikki is an active member of Association Forum of Chicagoland, where she has served on the Editorial Working Group and Content Planning Committee, chaired the CAE Working Group and Membership SIG. She also frequently facilitates for the Association Forum’s CAE Study Course and its Association 101 program, has presented at Forum Forward and has been a contributor to FORUM magazine.

Nikki built her association career working in both marketing and membership, with the National Association of the Remodeling Industry and the National Roofing Contractors Association.


Corporate/Association Events at OLC Education & Conference Center

9400 W. Higgins Road, Suite 100, Rosemont, Illinois 60018, United States
(847) 384-4210


Light breakfast
Date/Time: Tue, Feb 07, 2023 - 07:30A to 08:00A (CST)
Welcome, introductions and instructional design
Date/Time: Tue, Feb 07, 2023 - 08:00A to 08:30A (CST)
Disruption in the Healthcare Environment
Date/Time: Tue, Feb 07, 2023 - 08:30A to 08:45A (CST)
Discussion of the issues disrupting healthcare
Date/Time: Tue, Feb 07, 2023 - 08:45A to 10:15A (CST)
Date/Time: Tue, Feb 07, 2023 - 10:15A to 10:30A (CST)
Implications of the environment on the healthcare association business model
Date/Time: Tue, Feb 07, 2023 - 10:30A to 10:45A (CST)
Discussion of implications on the healthcare association business model
Date/Time: Tue, Feb 07, 2023 - 10:45A to 12:15P (CST)
Date/Time: Tue, Feb 07, 2023 - 12:15P to 01:00P (CST)
Potential strategic roles for healthcare associations
Date/Time: Tue, Feb 07, 2023 - 01:00P to 01:15P (CST)
Discussion of potential strategic roles or opportunities for healthcare associations
Date/Time: Tue, Feb 07, 2023 - 01:15P to 02:45P (CST)
Date/Time: Tue, Feb 07, 2023 - 02:45P to 03:00P (CST)
Now what? A panel to discuss what's next
Date/Time: Tue, Feb 07, 2023 - 03:00P to 04:00P (CST)
Date/Time: Tue, Feb 07, 2023 - 04:00P to 05:30P (CST)