Objective: To describe strategies used by a professional medical association, the American Academy of Otolaryngology – Head and Neck Surgery (AAO-HNS), to work with Cochrane in educating membership about the importance of high-quality systematic reviews as a basis for evidence-based healthcare. Methods: A proactive strategy was implemented, supported by AAO-HNS leadership, to involve the Cochrane Collaboration in the association’s peer-reviewed journal, annual meeting, and guideline development initiative. Results: A quarterly feature, the Cochrane Corner, was added to the association’s journal, Otolaryngology – Head and Neck Surgery, highlighting a Cochrane review of relevance to the readership with expert commentary by the journal editor, editor of the Cochrane ENT section, and an invited content expert. To increase the number of systematic reviews published by the journal a travel grant program was begun, supported by the publisher, allowing four AAO-HNS members to attend the annual Cochrane Colloquium in return for agreeing to submit a systematic review for publication consideration to the journal within 12 months of the meeting. Travel grant recipients are highlighted at the annual AAO-HNS scientific meeting, which also features minseminars and invited lectures from Cochrane editors on review methodology and interpretation. Last, the AAO-HNS has outsourced the literature reviews for clinical practice guideline development to trial search strategists at the Cochrane ENT section, keeping the strategist involved in all correspondence related to guideline development. Conclusions: By involving Cochrane in the association’s journal, annual meetings, and guideline development process, the AAO-HNS has substantially raised member awareness of Cochrane as the preeminent producer of high-quality systematic reviews of healthcare interventions. The result has been a win-win situation benefiting both the AAO-HNS and the Cochrane ENT Group, stimulating new collaboration, quality improvement, and continuing education.