A revolution in the sharing of knowledge
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© SCUP 2003
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Sponsors & Endorsers
American Health Information Management Association
The American Health Information Management Systems (AHIMA) motto is quality healthcare through quality information. AHIMA represents 40,000 professionals serving the information needs of the U.S. healthcare system, as manifested by managing, analyzing, and utilizing the data used in the patients record.
Assessment of AHIMAs Current Stage of Development
AHIMA has launched a variety of infrastructure development initiatives and expeditions in e-business development. The following describes these initiatives and the stage of e-business product development they represent.
Stage of Development. This is a substantial record of accomplishment over the past several years. Taken as a whole, AHIMAs Webified products and services learning, publishing, body of knowledge, communities of practice are at various levels of Stage #1 and/or Stage #2 in their development. They have been migrated to the Web and are being refined and modified by feedback from users. Some of these products look just like the physical; versions, others have evolved into new forms. AHIMAs efforts to blend physical and virtual resources in its meetings and other events are developing, but not yet mature. Its portal infrastructure has just been launched, so it is too early to expect it to have fused products and services and created indispensable, new experiences. But it is poised to do so.
Typical of associations churning through the stages of development, AHIMA is going back to revisit design and product issues made earlier in its evolution. For example, they are going back to redesign the basic Website, which will be far more public than when it was a major source of member-access to association knowledge resources.
The prospects for AHIMAs continued development are excellent. The necessary pieces of its infrastructure and expeditionary products and services are in place for AHIMA to evolve and move up the evolutionary ladder. It is positioned to make the shift from a product orientation to an organizational orientation in e-business development.
Where Could AHIMA BE in 3-5 Years?
First, where is AHIMA going? Second, how will it get there?
The Recognized Source of Insight. Within three years, AHIMAs Website and portal will be the utility used by AHIMA stakeholders members, customers, policy makers, other health care professionals, patients, and the public at large to access and interact with information, knowledge, and insight in the domain of health care information.
Website Services Are More Robust. AHIMAs Website is its instrument for serving the public at large, and advancing the profession and industry. AHIMA will evolve its Website to make many resources available free to the general public and to charge customers for access to a variety of resources from the body of knowledge, learning, certificate, and publications resources. The communities of practice will generate insights that can be sold on a subscription basis to non-members. Avid customers may become members to take advantage of the member discount or the excitement of being part of the interactivity; many customers may be satisfied with consuming insights. AHIMA will reach substantially more customers and stakeholders than members, either directly through its Website/portal, or indirectly through third-party licensing agreements that reach other marketplaces. To be successful, AHIMA must reach out to a far broader audience with content and insight.
An Indispensable, Perpetual Resource for Members. For AHIMA members, the password-protected portal will become their indispensable resource for information, knowledge, insight, and interactivity about their profession within the context of the healthcare industry. As AHIMA gains experience with portal-based interactivity, it will reshape its portal design and todays boundaries around products will become permeable and eventually non-existent. For avid portal users, other services may be demanded:
The portal will enable AHIMA to reshape its value proposition with members and raise revenues.
The true power of the portal-base experiences lies in the developing competencies of members and customers to take active roles in the creation, sharing, and utilization of cutting-edge insights on the changing profession and health care information industry.
A Portal to the Profession. AHIMAs most strategic new initiative over the next several years is to use manpower research, advocacy, and portal development to shape the future of the profession/industry:
The portal experience should be part of every academic program. AHIMAs Portal-based resources should be introduced into every health care environment as an essential resource. This initiative will develop the pipeline for the profession and AHIMA membership and for customers for AHIMAs products, services, and experiences.
How to Do It? AHIMA has completed the first chapter of its evolution as an Internet Age association. AHIMA has most of the ingredients in place to achieve this 3-5 year vision, and more: Web/portal infrastructure, first-generation Webified products and services, and staff and members with some experience in the continuous adaptation of Web-based products, services, and experiences. While its existing expeditions can serve as the foundations for good migration paths, several elements are needed.
New Business Models/Recalibrated Revenues. As its expeditions evolve, AHIMA should recalibrate all of its revenue streams. New business models are needed for serving customers and even members. Alternative budgets should be developed to model the impact of these changes.
An Aggressive Vision and Plan for Shaping the Manpower Profile of the Profession/Industry. The research-driven initiative to shape the future profile of the industry, including academic preparation and portal-based socialization and resources, is absolutely key.
Ideas for Evolving Website/Portal Capabilities. Even though it is brand new, the portal is a work in progress. Ideas will emerge with use and from examining other settings such as leading portals in universities.
Insights on How to Continuously Adapt Products, Services, and Experiences. These insights will emerge with practice and the experience of AHIMA users. But they need to be informed by insights from other settings, as well.
Organizational Change. Changing organizational culture has been a key issue for AHIMA throughout its community and portal development process. AHIMA is moving into the stage of its development where its expeditions will dramatically affect its organization and culture. In some senses it is already there. This will be an even greater issue over the next 3-5 years.
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