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What Is AHIMA’s Professional Enhancement Campaign?  

Submitted by:
Denise French
MS, RHIA, FAHIMA
PHIMA President
Stephanie Donovan
EdD, RHIA
PHIMA President-Elect


Over the next few weeks, we are going to introduce you to AHIMA’s Professional Enhancement Campaign, also known as the PEC. It was unveiled at the AHIMA’s Leadership Conference and President-Elect Stephanie Donovan introduced it in the Leadership Conference recap. The PEC is a research-founded approach designed to clearly articulate the value of health information professionals within the contemporary healthcare landscape and the role of AHIMA throughout it. The decision to embark on this campaign was made to highlight the health information profession and skills to the broader healthcare ecosystem. Think of it as a branding tool with new elevator pitches and talking points covering topics from "what is health information and who are health information professionals" to "what is health care".

This is the most simple, easy-to-understand branding that has been presented in quite some time. Part of the reason is that it builds on three core principles with lexica to help with the talking points.
  1. We are Empathetic: We communicate through conversations with authenticity and compassion. Some of the lexica include words like accessible, care, compassion, human, and integrity.
  2. We are Optimistic:  We speak with energy, focusing on positive outcomes rather than challenges. Some of the optimistic lexica include words like empower, extraordinary, forward-thinking, and opportunity.
  3. We Demonstrate Fortitude:  Our communications are active, not passive. We thrive in our space of change, demonstrating confidence, openness, and adaptability. The lexica include words such as agile, dedicated, stability, strength, and transformation.   
One of the talking points that has already been used in several areas is, "Health information is human information".  

Stay tuned for part two of this three-part series. What are the PEC talking points?  
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