In June 2011, the Board of Directors of Associated Medical Services (AMS) announced an innovative multi-year initiative that focuses on making a positive and lasting difference in how health professionals develop and sustain their abilities to provide humane care to patients and the population at large.

The AMS Phoenix Project: A Call to Caring is based on the premise that health professionals provide the best care when they are able to balance human compassion and technical expertise. AMS will act as a catalyst for change by making strategic investments and working with educators, health professionals, workplaces and other partners to nurture and sustain education and workplace environments that support this balance. The Project is focused on three (3) goals:

1. To identify and support champions for caring relationships, through the development of contemporary and future healthcare professionals, who will model compassionate care in their everyday work.


2. To promote creative strategies for caring in both education and clinical practice to be developed, investigated and shared with the wider community.


3. To cultivate communities of practice, both face-to-face and virtual, building on existing groups and developing new networks in order to advance compassionate healthcare.

The AMS Phoenix Project: A Call to Caring emerged after over a year of consultations by AMS CEO Dr. William Shragge and the AMS Board, as well as from a series of successful summits focused on narrative teaching, the hidden curricula and toxic practice environments. The project has been significantly shaped by input from leaders, stakeholders and healthcare education and delivery organizations across Ontario and Canada.

• Harry Huo - website
• Lorelei Lingard - text and language
• Bev Nickoloff - design
• Mohammad Al Suwaidan - social media