FMA Celebrates Record Membership Growth on Orlando Medical News

FMA Celebrates Record Membership Growth

By: LYNNE JETER

Some Local Societies' Numbers Also Climbing

A few years ago, membership for the Florida Medical Association (FMA) stopped climbing. From 2000 to 2003, the number remained fairly steady at 16,000. Then in 2004, a boost in enrollment pushed membership to 17,500. After a sluggish time lapse, the number dropped to 17,173 in 2006, and further to 17,148 in 2007. Healthcare leaders across the state huddled to discuss how to best grow a stronger base.

"So we did a lot of listening. We asked: What are we doing well? Where do we need to focus our attention? What can we improve? How can we better help you practice medicine? As a result of that intense, personal research, we made several changes," said Lynne Takacs, director of communications and public relations for the 135-year-old state medical association.

For one, the FMA changed its logo to better reflect the association's mission. The FMA whittled its mission statement from 34 to four words: Helping Physicians Practice Medicine.

"That's really at the heart of what we do, so it made sense to make that change," said Takacs.

The FMA also retooled how the association not only communicates with its members, but also the tone in which it communicates.

"For example, state medical association publications are usually focused inward, telling members what has been accomplished and detailing upcoming events," said Takacs. "We've literally flipped the script and now focus on providing content that helps our members, well, practice medicine better."

While other membership associations were struggling with issues related to the economic downturn that hit hard during the fourth quarter of 2008, the FMA closed the year with 19,355 members, an increase of more than 2,000 from 2007. The achievement marked not only a milestone in the FMA's history, but also unprecedented growth.

"As people look for ways to cut costs, most associations are experiencing a loss in members during this bleak economic time," said Steven West, MD, president of the FMA. "However, what we're seeing is the exact opposite. Physicians across Florida are responding to our message. They know that the FMA is committed to making Florida a friendlier place for physicians to practice medicine and they want to be a part of that."

Timothy Stapleton, executive vice president of the FMA, said association leaders are proud that membership is growing, but quickly added: "This achievement is not some odd phenomenon, but rather a direct result of having strong physician leaders and a dedicated, professional staff that is focused on our core mission– Helping Physicians Practice Medicine."

Improving communication with members and non-members has helped dramatically boost the FMA's effectiveness in the area of legislative and regulatory advocacy, said Stapleton.

"Florida physicians are joining the FMA to make their voices and issues heard and to improve the conditions for the patients and physicians in this state," he said.

When Shelley Glover, MD, moved to Central Florida in 2000, she made it a priority to get involved with the FMA. Realizing the importance of healthcare providers having a voice concerning organized medicine and physician issues in the political arena prompted her to pursue leadership opportunities. She is serving as president of the Lake Sumter Medical Society in Orlando and president of the FMA Foundation, in addition to holding other leadership roles.

"The FMA has its finger on the pulse of state and national hot topics, and is quick to share with the county medical societies," said Glover, an obstetrician/gynecologist specializing in hormone imbalance and menopausal issues at Women's Care of Clermont. "Equally important, the FMA plays a critical part in supporting the administration of the local organizations, providing quick answers, significant advice and regular oversight in issues critical to physicians statewide." The FMA remains the largest organization representing physicians in the state.

"This is a challenging time for physicians because the entire healthcare industry is dealing with rapidly changing policies emanating from Tallahassee and Washington, DC," said West. "However, our members know that they are not alone because the FMA is always going to be there to represent the interests of physicians and the patients we serve."

Takacs said some local medical societies are also experiencing growth.

"All are experiencing different environmental changes," she said. "For example, in Ft. Myers, where Medicaid applications have increased some 24 percent, they're having reimbursement issues and foreclosures as people struggle to afford healthcare there. That's why President Obama visited the area … it's ground zero for the Medicaid challenges in Florida."

Stapleton said even though the FMA membership level is higher than ever, the only way to continue to grow as an organization is by continuing to provide value to our members.

"As long as we remain focused on the needs of our members, the FMA's greatest days are ahead," he said.