ASBP Begins a New Era by Renewing Its Brand
As we turn 65 this year, it's important we review what the ASBP brand currently represents and redefine what it needs to be so we remain in alignment with the medical treatment of obesity in years to come. How our organization met the needs of members in 1950 is different from how it meets the needs of members today, which is why we plan to re-introduce our society to members and potential members as the best resource for clinical obesity medicine education.
This need to reposition ASBP and re-introduce ourselves is why your Board of Trustees backs the formal change of our name and identity from the American Society of Bariatric Physicians (ASBP) to the Obesity Medicine Association (OMA). All members will have the opportunity to vote on this name change in July. Watch for more information about the vote in the coming weeks.
To ensure our continued growth and to position ourselves for future success, it is critical our brand is modern and reflects the diversity of our 1,700 members worldwide. We need the organization to be easily recognized and understood by the medical community, patients, media, students, and consumers. As is obvious in the proposed name change, we focus on the word "obesity" versus the often misunderstood term "bariatric." As a general trend, both in our field and in the media, the term "obesity" is used much more commonly by patients and clinicians alike, and of course it is now recognized as a chronic disease state by the American Medical Association. The term "medicine" in the proposed name reflects the comprehensive medical treatment approaches used by our members.
During the past five years, the Board of Trustees considered a number of important factors in the course of making this recommendation. ASBP conducted a comprehensive member study in 2011 that pointed out the need for us to rebrand and reintroduce ourselves. Also, among other organizations, the American Board of Bariatric Medicine changed its name to the American Board of Obesity Medicine in 2012. In addition, in 2013 your Board of Trustees revisited the strategic plan and developed a strong new vision to help ensure our future success in the field of obesity medicine.
ASBP has gone through two name changes during the past 65 years (one in 1961 and again in 1972). It's time again to look to the future while respecting our past. Now is the time to refresh, renew, and rebrand. Join us on this exciting ride!
For questions, please contact Rachel Nevers at rachel@asbp.org. Read more about the proposed brand change in the coming issues of Obesity Medicine e-Weekly.
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