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STEPS Forward


Competition: Spark:Digital
Designer: Ainsley Sommer - Group Account Director
Design Type: Online education platform
Company / Organization / School: American Medical Association
Team Members: American Medical Association: Michael Tutty, GVP Professional Satisfaction & Practice Sustainability Dr. Christine Sinsky, Vice President, Professional Satisfaction Sam Reynolds, Director, Physician Practice Resources Ellie Rajcevich, Practice Development Advisor Laura Jacobs, Account Director, Alignment Strategies Dr. Modena Wilson, Chief Health and Science Officer Klick: Ainsley Sommer - Group Account Director Mark Makuch - Lead Strategist Elliott Smith - Creative Director Heeyol Lee - Art Director, Design Lead Erin Milnes - Art Director Michael Melnick - User Experience Director Khavita Harrycharran - Sr. Project Manager James Ballaban - Technology Director Barak Gall - Production Lead Julian Wills - Development Lead Peter Cheung - Analytics Lead

While most physicians go into medicine to spend their days caring for patients, their days are far too often filled with countless frustrations and bureaucratic hurdles. To help address these challenges and ensure a better overall work-life balance for physicians, the American Medical Association (AMA) introduced its innovative STEPS Forward™ initiative in June 2015. STEPS Forward™ is a collection of interactive online educational modules, developed by physicians for physicians that help address common practice challenges while earning Continuing Medical Education (CME) credit. The program’s fresh and contemporary website, along with its variety of tools, is a practice-based initiative that provides strategies that can improve practice efficiency and help physicians reach the Quadruple Aim— (1) better patient experience, (2) better population health, (3) lower overall costs, and (4) improved professional satisfaction. Since launching in June 2015, the website has seen immense impact in terms of module engagement. 86% of participants who have indicated they are likely to implement STEPS Forward™ learnings, directly supporting the core goal of the initiative.