PIAA Rebrands to Correspond with Current Role in MPL Field

The Physician Insurers Association of America (PIAA) has made changes to its organizational brand to support the Association’s role in the medical professional liability (MPL) community. They also reflect the impact that the changing landscape in the delivery of healthcare has had on MPL. Key initiatives include:

• The organization will begin doing business as simply “PIAA.” The spelled-out version, “Physician Insurers Association of America,” will be retained in legacy documents only.
• To accompany the new name,
• The organization is unveiling a new logo that reflects its expanding role in the MPL arena.
• A redesigned website, www.piaa.us, is being launched.

“PIAA was once identified as an association of physicians insuring physicians. Today, PIAA members insure more than 3,000 hospitals, as well as other healthcare providers,” said PIAA president and CEO Brian K. Atchinson.

Atchinson said the move represents PIAA’s focus on healthcare and MPL regardless of structure—mutual, reciprocal, RRG, captive, stock, or trust. The company will continue to offer programs and services for all types of healthcare providers and healthcare systems covered, including physicians, hospitals, nurses and nurse practitioners, dentists, or others.

PIAA will begin its rollout of the new branding materials immediately, with full assimilation of the name change, logo, and tagline, along with accompanying marketing support, anticipated by the end of 2013.

PIAA is the international insurance trade association representing medical professional liability insurance companies, risk retention groups, captives, trusts, and other entities. PIAA members insure more than two-thirds of America’s private practicing physicians and 3,000 hospitals as well as dentists, nurses and nurse practitioners, and other healthcare providers.