So, why did you join the POA? Yes, I am asking
you. Tough question? It might not be so easy to provide a concrete answer.
Having given this question some serious thought, allow me to share two reasons
why I became active in our professional state organization as soon as I started
my first optometry position in Harrisburg 17 years ago.
First, I must take you on a journey back to my childhood. My
father was a physical therapist; someone who taught me not only the trials and
tribulations of being an extremely dedicated medical professional, but also the
importance of supporting one’s professional organization. I always remembered
my father as a member of both the Pennsylvania Physical Therapy Association
(PPTA) and the American Physical Therapy Association (APTA). Our family had the
opportunity to visit many interesting places throughout the country and Canada,
attending various APTA meetings with him to places like Anaheim (Disneyland!),
Kansas City, Baltimore, New Orleans and Montreal. I also vividly recall his
consternation regarding legislative issues that arose in the state,
particularly those involving those “diabolical” chiropractors who wanted to
perform physical therapy-type services in their offices! (Yes, this was their
turf-war battle many years ago – sound familiar?) I remember him writing checks
to support these PPTA legislative initiatives, to what I did not know at the
time was their political action committee. I believe it was from these
childhood experiences that I came to understand by osmosis the importance of
professional association membership – that joining and supporting these organizations at the
state and national level was something “you just did” as a successful medical
professional.
My second reason for joining the POA was undoubtedly related to an early encounter with our executive director, Dr. Charlie Stuckey. I had the lucky coincidence to be an optometry extern in the fall of 1995 at Kilmore Eye Associates, where Dr. Stuckey was the managing partner at the time. I recall sitting in his office and being so impressed upon seeing his Master’s Degree in Health Planning and Management from Penn State hanging on the wall! (But please don’t ask me what I had for dinner two nights ago.) He made get-togethers with each of the externs a priority to discuss issues related to practice management and membership in the POA and AOA. I believe I even attended a Central PA Optometric Society meeting upon his recommendation during my externship at the practice. Ultimately, this experience with Dr. Stuckey further solidified the importance for me to continue on with my membership of the POA and AOA long after my new-graduate scale dues reduction was no more.
As I had mentioned briefly in my first editorial, the POA (and
most other state affiliates) has continued to struggle with growing membership
as long as I can remember. Our membership numbers have been stable over the
years. Not surprisingly, this issue of membership sustainability and growth was
the topic of the keynote addresses at our last two President Council meetings.
In San Diego last June, Mary Byers, author of Race for Relevance: 5 Radical
Changes for Associations, spoke about the similar challenges that face all
professional organizations today in terms of membership. Younger potential
members from Generation X look at membership differently than their parents
did. There is also the challenge in meeting the needs of a greater number of
part-time, female and ethnically-diverse potential members. In San Antonio this
past January, Sheri Jacobs, CAE, the author of the book, The Art of
Membership spoke about how organizations must market themselves “like Lady
Gaga” to help new potential members more easily see and understand the benefits
of being part of an organization. For example, just like Lady Gaga is very
accessible to her fans, we need to make sure the POA is accessible to new
members. We should be sure to make connections so people feel engaged and want
to return to events like CE conferences and maintain membership. Ms. Jacobs
also discussed how there are big shifts underway in how people spend their
money; for example, people are more careful in deciding to spend money on
membership dues. They are also more careful on how they spend their time. She
also raised the point that younger generations won’t automatically join
organizations as in previous generations – they want to see greater tangible
rewards to do so.
I truly feel the solution to not only adding new members but also
keeping the ones we have is for each person to understand the ways in which the
privileges of membership in the POA outweigh the cost of dues. No, not an easy
task when bills and expenses are bombarding us each day from every direction:
student loans, child-related costs, buying new equipment for your practice,
etcetera. While I could ramble on and on about the numerous tangible benefits
(like the Keystoner keeping you informed with what is happening with our
profession), let me just share with you the three membership benefits that I
personally feel are the most significant to me: advocacy, continuing education
and social/networking opportunities. As POA members, I know you are familiar
with the high quality CE programs and webinars offered throughout the year at
conferences and online. You may also understand the social and networking
opportunities that are provided by attending both local society and state
meetings, like our recent Spring Congress in State College. What you may not be
as aware of is the difficult work of advocacy that often goes on behind closed
doors, especially by our most active committees such as the Third Party Center
and the Legislative Affairs Committee. Dr. Stuckey and the Third Party Center
are continually addressing issue after issue for our members, such as unequal
reimbursement, coding/billing challenges and insurance panel
credentialing/re-credentialing. The Legislative Affairs Committee works
diligently to stay on the offensive with any statewide “turf-war battle,” as
well as keeping abreast of what legislative initiatives are being fought and
won around the country. In addition, our keyperson system within the
Legislative Affairs Committee perpetuates close relationships with our state
senators and representatives. A timely example of the significance of our
keyperson system and lobbying team: the solid friendship they have nurtured
over the years with legislative leadership led to optometric services being
reinstated as part of the Healthy Pennsylvania Medicaid waiver proposal. The
initial proposal eliminated all optometric, podiatric and chiropractic services
from coverage.
I absolutely realize that I am “preaching to the choir” regarding
this membership theme. If you are reading this editorial, you are most likely a
POA member already and realize that membership has its privileges. So, here is
my “ask” of you: I ask you to help us spread the word and reach out to
non-members you know (former classmates, doctors practicing down the road from
you, etcetera) and encourage them to attend a local society meeting to “test
the waters” or just take the plunge and join. I even suggest that you share
this editorial with them. For that matter, if it’s been a long time since you
have attended a local society meeting – make it a priority and go. Help us to
keep the organization alive and growing. No matter what reason motivated you to
join organized optometry, the future of our profession is up to you!
Marianne Boltz, O.D., F.A.A.O.
President
Pennsylvania Optometric Association
