Improving SHM as a Brand

Whenever I am asked, "Oh you're on co-op? Where at??”. I respond "Society of Hospital Medicine". They reply "What is that?". This happens with my friends that are studying in the medical field. I have only encountered one person that has just heard of SHM. Even I at first had no idea what SHM was until I started working for this society. Although this makes SHM sound unique and special in a way, it would be great if SHM was more recognized! Therefore, the one way I would improve the SHM brand is advertise it more. The SHM brand, I'm sure, is very well recognized amongst the hospitalist field; however, other medical professions might not be aware of this organization. Therefore, I feel that it would be great for SHM to broadcast itself more to different areas of medicine. This would be a great way to gain overall recognition and it could also benefit SHM due to an increased chance of collaborating with other organizations to help improve the quality of healthcare. One example of how SHM can broaden the recognition of its brand is to target organizations, associations, journals, magazines, or any other types of relevant groups or media about certain medical specialties (besides hospital medicine) such as podiatry, orthopedics, endocrinology, gerontology, rheumatology, etc. Whatever medical field it might be, SHM can aim to get itself in there somehow! This is the only way I can think of changing SHM :)