June 15, 2014

 

 AVMA seeks to refocus through strategy management

Posted May 28, 2014

The AVMA has embarked on an in-depth evaluation of what members want and need from their national veterinary association, according to President Clark K. Fobian and CEO Ron DeHaven.

In January 2014, the leadership of the Association launched the AVMA Strategy Management Process, a comprehensive evaluation and planning effort. Drs. Fobian and DeHaven wrote about the process in a March 18 email message asking AVMA members to participate in the effort. During its April 10-12 meeting, the AVMA Executive Board received an update on the process and discussed the next steps.

The Strategy Management Process was undertaken to reshape the AVMA to meet the challenges of a new competitive environment, including changes in member demographics; a possible decline in member satisfaction as member wants, needs, and expectations change; and an erosion in the percentage of U.S. veterinarians who are members, from about 85 percent down to about 80 percent, even as membership has been growing.

Drs. Fobian and DeHaven wrote to members: “Our goal is to fully understand what services and products you value most from the AVMA, and also the areas where you desire even greater support.

“We are launching this effort with full appreciation that our members’ needs are continually evolving. This period of evaluation will give us necessary feedback to help the AVMA focus our resources appropriately to ensure you receive the greatest value from your membership, and the necessary support to thrive in your profession.”

Among the first steps in the Strategy Management Process were a survey of members regarding the Associ­ation’s service areas and a scan of external and internal issues performed by volunteers on AVMA entities, stakeholders, and staff. The Executive Board received preliminary results of the survey and scan during its April meeting.

“We are launching this effort with full appreciation that our members’ needs are continually evolving. This period of evaluation will give us necessary feedback to help the AVMA focus our resources appropriately to ensure you receive the greatest value from your membership, and the necessary support to thrive in your profession.”
  - AVMA President Clark K. Fobian
and CEO Ron DeHaven

Early in the year, the board had approved retaining LBL Strategies to consult on the Strategy Management Process and 88 Brand Partners to consult on branding and marketing. During its April meeting, the board approved retaining Atomic Access to consult on digital strategy. The board took these actions to supplement existing expertise and accelerate the process.

The next step was an April 28-29 meeting of strategy management teams to analyze the Association’s strengths, weaknesses, opportunities, and threats.

By year’s end, the Strategy Management Process will result in a three-year strategic operating plan.

Drs. Fobian and DeHaven wrote to members: “As our work progresses, we will keep you informed about what we learn and how the information you share is being used to help refocus the AVMA’s services and support to the more than 85,000 veterinarians we are so proud to represent.”

The AVMA has created a website to serve as an information resource for members and stakeholders about the Strategy Management Process. The site will feature regular progress updates.