Helping All Members Succeed

Helping All Members Succeed

James K. Zenk, D.D.S.:

For Starters
Happy New Year! 2014 is going to be a fabulous year! As I sit at my kitchen table on a cold, snowy New Year’s Day, I give thanks to be able to start my second year serving you as the ADA Tenth District Trustee. 
 
One of my responsibilities as your trustee is to give you bi-monthly updates on ADA activities through articles in Northwest Dentistry. The publications Northwest Dentistry, MDA News,  JADA, and the ADA News are all excellent sources of information to keep our members abreast of the happenings of our association. I encourage you to keep reading your association’s  communications, both mailed and emailed to you, as our world is ever changing and our professional association is trying to stay out in front of the issues that affect our profession and your daily work life as a dentist.  Thank you for renewing your ADA/MDA membership for 2014. With everyone’s support and yes, love of our profession, we will work together at the local,  state, and national levels to keep the profession of dentistry strong and respected for the next generations. Membership is the number one goal for 2014. Retention and recruitment of  members, maintaining a strong market share by showing value in their membership, is priority one. 
 
New Orleans Annual Meeting
Since my last update I have attended the ADA 154th Annual Meeting in New Orleans. New branding, logos, and colors with a new name for the meeting — “ADA 2013 — America’s Dental  Meeting — New Orleans” greeted us on banners throughout the city upon our arrival. This was a huge highlight — Halloween in New Orleans! The city is rich with a kind of “haunted  history”, and Bourbon Street on Halloween eve with everyone in costume was very interesting and memorable. The attendees were “treated” to excellent continuing education programs  and a world class Marketplace Exhibition of the latest and greatest technology to help in the treatment of our patients.
 
MDA officers and ADA delegates and alternate delegates were busy with the annual governance meeting of the House of Delegates (HOD). ADA president Robert Faiella presided over the  meeting and passed the gavel at the last session of the HOD to new ADA president Chuck Norman, of Greensboro, North Carolina. President Norman addressed the HOD talking about tripartite alignment and the need for leveraging the strength of all three and coordinating our national, state, and local societies, allowing each level of organized dentistry to do what it  does best, eliminating the duplication of effort.
 
Dr. Norman continued with discussion on the declining membership of the ADA. The ADA membership market share is now at 64.1%. Membership growth is the highest priority for 2014.  There is a definite sense of urgency, and a culture of change must be adopted. We need a consistent member experience and a concierge level of member customer service. The new  president’s goal for our association is to develop one brand for organized dentistry and to be able to deliver goods and services to our members in an efficient manner. 
 
New Strategic Plan
A forum at the ADA Annual Meeting introduced a draft of “Members First 2020”. “Members First 2020” is the next Strategic Plan for the ADA. It will go into effect in 2015 and continue  until January 1, 2020. All future decisions, spending, and budgets will relate to the Strategic Plan. The proposed objectives for “Members First 2020” are:
1. Membership market share of at least 70%.
2. A 10% increase in the assessment of member value.
3. Increase in public perception of ADA members.
4. Financial reserves no less than 50%.
5. Non-dues revenues at 65% of total revenue.
6. Roles and responsibilities of each element of the tripartite clearly defined and agreed upon.
 
The ADA’s newly drafted mission statement to go along with the new Strategic Plan is “Helping all members succeed”. The focus of the mission statement is very simply and clearly our  members. Through our members, we will advance the public’s oral and overall health. Without the success of our members, the ADA cannot exist. The Strategic Planning Committee’s goal  is to present a new Strategic Plan that is measurable with SMART outcomes:
S — specific;
M — measurable;
A — achievable,
R — relevant; and
T — timely.
 
Key stakeholders continue to be consulted as this plan is developed and formulated, with final approval planned for by the Board of Trustees and the House of Delegates in  2014.
 
Center for Professional Success
One new avenue for building member value happened at this year’s Annual Meeting with the roll-out of the Center for Professional Success (CPS). This new web resource provides relevant and effective solutions to help members manage their dental careers, expand their knowledge, and balance their lives. You can access CPS by going to success@ada.org or from  the home page of ada.org. You will see changing and timely articles kept fresh and valuable. Look for all kinds of information available for solving business problems, from a third-party  checker and FAQ on dental benefits to the “Tip of the Week”. Plans are in the works to integrate CPS with social as well as bring it into dental students’ curriculum. If you don’t find what  you like or what you are looking for, please let the ADA know and we will find a way to get it on CPS. 
 
ADA Annual Meeting 2014
The next ADA Annual Meeting — “ADA 2014: America’s Dental Meeting” — will be held October 9-14 in San Antonio, Texas. The opening session will feature former president George W.  Bush as the keynote speaker. Please come for the education and participate in challenging CE courses that fit your schedule and budget. You will see a world class exhibition hall,  allowing you to be able to research, try out, and purchase dental products and equipment at a discount. Best of all, you will be
able to connect with friends and colleagues from around  the world and enjoy the sights, sounds, and food of the River Walk in San Antonio. To learn more, please visit ADA.org/meeting
 
If you have never been to an ADA Annual Meeting, this one promises to be yet another excellent one, and I invite you to join me next fall in San Antonio. 
 
 
*Dr. Zenk is the Trustee to the Tenth District of the American Dental Association, representing Iowa, Minnesota, Nebraska, North Dakota, and South Dakota. He is a general dentist in  Montevideo, Minnesota. Email is zenkj@ada.org