DMAA: The Care Continuum Alliance
Frequently Asked Questions

Why did DMAA change its name?

A common—and, ultimately, counterproductive—perception among policymakers, health care providers and the public is that our members provide only single-disease state disease management, as was common when the industry began its robust growth in the 1990s. But our membership has evolved rapidly in recent years to encompass a broad variety of interventions and programs that target multiple conditions; new technologies for care monitoring, education and communication; and diverse new markets and populations. DMAA, itself, has grown to include quality and accrediting organizations, government agencies, large manufacturers and employer organizations, physician groups and other vital stakeholders.

Our new name, "DMAA: The Care Continuum Alliance," reflects this broad new base of support and strongly positive movement toward the breadth of services for population health improvement: from wellness and prevention to disease management to high-touch care, such as case management. With our new name and message, DMAA will raise awareness of the full and rich scope of services our members provide.

What does "Care Continuum" mean?

"Care Continuum" refers to the broad spectrum of care to keep people healthy and help them prevent or manage chronic conditions. This continuum extends from simple wellness efforts designed to provide tips on diet and exercise to intensive, one-on-one services involving regular monitoring and care. In between are various other care approaches, such as programs aimed at a defined population—a company’s workforce, for example—to assess its risk and prevalence of specific conditions, and help manage or prevent the conditions; and disease management, typically directed at individuals who have an existing chronic condition, such as diabetes or asthma, or a combination of conditions (obesity and diabetes, for example).

Does this mean DMAA no longer represents disease management?

Absolutely not. Disease management is still a key part of the care continuum and remains an important element of our membership and our message. DMAA changed its name not to suggest a diminished role for disease management, but to recognize the many population health improvement services that bookend disease management, such as wellness on the "low touch" end of the scale and "high-touch" care coordination services on the other.

If this is a name change, why keep "DMAA" a part of your name?

In developing a new name, DMAA found a positive perception of the association under its former name and sought to maintain this "brand equity" and goodwill, even as it made the necessary transition to a new name and message. DMAA is well-known for its leadership in the chronic care community, educational programming, research efforts and advocacy on behalf of members and the chronically ill. Our new name both celebrates the breadth of services our members provide today and preserves our rich history as chronic disease care’s leading membership organization.

How did you develop the new name?

DMAA launched a rebranding and renaming project early this year after much discussion among its leaders, industry observers and others about the limiting nature of the term, "disease management." 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. This rebranding project included interviews with DMAA staff, current and former DMAA Board of Directors members and thought leaders outside DMAA leadership.

DMAA reached out to its full membership in an August 2007 audio conference and Webcast to explain the rebranding project, the consultant’s findings and proposed name as approved by the DMAA Board of Directors. 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.

Is this just a name change, or is there more?

There certainly is more. DMAA is crafting a new mission statement and strategic goals to capture the messages that underlie the name change, including care at the population, as well as individual, level; integration of chronic condition management with the health care team; support for physicians and a continuing respect for the physician-patient relationship; inclusive representation of all stakeholders in chronic disease prevention and care; and other key points. DMAA will actively pursue relationships that support its new mission; communicate the changing and expanding role of chronic disease care in various forums; and aggressively promote the interests of its members and the broader wellness, prevention and disease and care management community.

Is DMAA changing its member benefits, dues or other aspects of its operation as a result of the name change?

No. DMAA will continue to provide the same valuable benefits and high level of service to its expanding membership base under its new name and mission. What will change is its approach to advocacy, education and research to reflect the broadened focus on the care continuum and all stakeholders in chronic condition prevention and care.

Will you have a new logo to go with the new name?

Yes. With the announcement of its new name, DMAA also unveiled a new logo, with a fresh new look and visual representation of the care continuum: concentric circles that increase in weight toward the center. This graphically conveys the spectrum of services in population health improvement, from more broadly applied programs, such as wellness, to those at a more individual level.

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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.