TOA Board of Directors Meeting Conference Call| Saturday, August 17, 2019 | 8 a.m. – 9 a.m. CDT www.toa.org | Bobby@toa.org 1 1
2012 –2019 An Overview of TOA’s Evolution 2 Texas Orthopaedic Association
TOA’s Evolution 2012 -2019 Legislature 2015 • Continued focus mostly on scope of practice Legislature issues. • TOA took a leadership role Legislature 2019 on a number of issues in the 2013 Focused on several scope of • Legislature. practice expansion issues. TOPAC Legislature & Messaging • TOPAC began its first 2017 TOA took a stronger lead on legislative and • 2013 strong fundraising push. regulatory issues. • TOA began its communications overhaul. 3 Texas Orthopaedic Association
2012 –2019 What Has TOA Learned & Done? Organized Operations TOA placed an emphasis on organizing all of its operations: The financials, database, and communications. As a result, virtually anyone can come in and take over TOA’s operations – it’s all organized. Identifying the Value-Add: Advocacy After much searching, TOA clearly identified its advocacy efforts as the top priority for TOA members. As a result, TOA has focused its efforts on advocacy. The culmination of TOA’s advocacy efforts led to the 2019 Texas Legislature, which featured TOA’s leadership on every health care issue related to musculoskeletal care. This is complimented by communications, which TOA has been working on. What Has TOA Learned? • Recognize TOA’s limitations. Focus on what is important. See additional slides to view what didn’t work. • Quit analyzing everything and focus on what you do well. • Don’t be disappointed by what larger organizations can do. What’s Next for TOA’s Evolution? Has TOA hit its ceiling and is at peak performance? Perhaps. But the following slides do offer some new ideas. 4 Texas Orthopaedic Association
Macro Level What Is TOA’s Value Add? A crowded field. As evidenced by the Advocacy - Primary. TOA only has anecdotal evidence, but it is clear that TOA’s advocacy following slide, orthopaedic surgeons face work as the only organization that dedicates 100 numerous choices regarding medical society percent of its advocacy work to Texas membership. orthopaedic surgeons is what drives TOA’s membership. Unfortunately, TOA does not offer a product or service that an orthopaedic surgeon Summary Overview Information – Secondary. The unique cannot live without. Therefore, TOA must information that TOA delivers to its members is demonstrate its value-add to separate itself viewed as a benefit by a smaller set of members. from the crowded field. But it is still a benefit. Important Takeaway TOA would love to find a “must have” product or service that it can offer Texas orthopaedic surgeons so that they do not view TOA membership as optional. However, that ”golden ticket” is unlikely to be identified. As a result, TOA must work harder than other organizations to market its value- add. 5 Texas Orthopaedic Association
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2013 to 2019 A Transformation Has Led to a Baseline? 7 Texas Orthopaedic Association
What’s Ahead for TOA’s? A Look at TOA’s Services Recognizing TOA’s Ceiling TOA has a limit to what it can do, and it is important to recognize that so that TOA does not embark on adventures that result in wasted resources. What Works: Advocacy If TOA only did advocacy, then it would be in great shape. What Works: Communications Communications and messaging compliments TOA’s advocacy work. TOA’s PR efforts also serve as a membership service. TOA will continue to develop this. What Works: Education & Intelligence TOA’s education efforts consist of the following: annual conference, resident efforts, and TOA’s newsletters, which contain important information for practices. 8 Texas Orthopaedic Association
TOA’s Ceiling Overview Summary The large orthopaedic societies are able to offer a number of services due to extensive resources and their legacy: they have been doing these things for decades. TOA has tried to copy some of those services over the past few decades. However, TOA experienced a tepid response for many of these services. Education & Online CME TOA directed a number of resources in the form of capital and staff members to create an extensive online CME library approximately 15 years ago. TOA witnessed an extremely weak response. The reality is that the national orthopaedic societies already create a tremendous amount of content, and TOA cannot beat that. 9 Texas Orthopaedic Association
Bullish View TOA’s Long-Term Future Advocacy. TOA is the only organization that focuses 100 percent of its on public policy issues that affect Texas orthopaedic surgeons, and no other organization has attempted a foray into this field. Most TOA members cite TOA”s advocacy as its primary service, and TOA’s advocacy work is unlikely to be less useful in the years to come. Member communications. Through its advocacy work, TOA is able to deliver intelligence about the public policy and industry developments to orthopaedic practices, and much of this information cannot be found elsewhere. As a result, a number of practices view TOA’s news and analysis to be useful. This is unlikely to change in the year to come. Messaging and branding. TOA creates and delivers messages about orthopaedics to complement its advocacy work. For now, the messages target lawmakers and health care stakeholders. However, the messaging has the potential to transform into a PR campaign to educate the public about orthopaedic surgeons. This could become a valuable member service. TOA will identify a tangible service. While it has never happened in TOA’s existence since 1936, TOA could stumble upon a product or service that Texas orthopaedic surgeons cannot live without. 10 Texas Orthopaedic Association
Bearish View TOA’s Long-Term Future Too many orthopaedic and medical societies. Could the dozens of societies that are competing for the same small pool of orthopaedic surgeons eventually drain too many resources away from TOA? 11 Texas Orthopaedic Association
Operations & Leadership Overview 12 Texas Orthopaedic Association
TOA’s Operations Overview of the 2012-19 Changes Ensuring that TOA was organized was a top Advocacy - Primary. TOA only has anecdotal evidence, but it is clear that TOA’s advocacy priority. TOA’s board had the goal of work as the only organization that dedicates 100 organizing TOA’s operations at the beginning percent of its advocacy work to Texas of 2013. orthopaedic surgeons is what drives TOA’s membership. Summary Overview It isn’t tangible. The unique information that TOA delivers to its members is viewed as a benefit by a smaller set of members. But it is still a benefit. Important Takeaway If 13 Texas Orthopaedic Association
TOA’s Leadership Pipeline Upcoming Leaders Presidential Line Adam Bruggeman (San Antonio) – 2019-20 Ken Kaminski (Tyler) – 2020-21 Luis Urrea (El Paso) – 2021-22 John Hinchey (San Antonio) – 2022-23 It’s too early to name presidents beyond 2023. However, we have potential candidates ready to go. AAOS Board of Councilors Andrew Palafox (El Paso) – Ends in 2020 Omer Ilahi (Houston) – Ends in 2020 Kyle Dickson (Houston) – Ends in 2021 Ken Kaminski (Tyler) – Ends Much Later John Hinchey (San Antonio) – Ends Much Later On Deck: Adam Bruggeman (San Antonio) – 2020 Henry Ellis (Dallas) - 2020 14 Texas Orthopaedic Association
Member Ownership What About Those Who Want to Engage? Overview. Some TOA members are seeking a greater “ownership” in TOA and want to become more involved. But it isn’t always clear to them as to how they can play a greater role. TOA Leadership Council. TOA created the leadership council e-mail list in 2018 to give “more engaged” orthopaedic surgeons and practice administrators an opportunity to weigh in on issues. In addition, it creates a leadership pipeline. Approximately 80 individuals are on the e-mail list. The e-mails have provided valuable input for TOA’s advocacy efforts. AAOS Orthopaedic PAC Advisor’s Council. For a large donation to the AAOS PAC, a practice is recognized as a member of the Advisor’s Council. This provides ”soft money” to AAOS’s PAC. In exchange, the members are listed on AAOS materials and receive special e-mail updates on public policy issues. This is just an example. TOA Champions Circle. Perhaps we could figure out a name like this to identify the groups that have 100 percent participation in TOA membership and TOPAC giving. (Only one group meets this criteria.) 15 Texas Orthopaedic Association
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