Tuesday, May 6, 2014

Membership has its privileges

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