Capability
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Activity
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Update
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Governance
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- Deploy the tool kit developed to assist sections and others in diversifying AMA leadership.
- Apply lessons learned during COVID to enhance opportunities for bringing leadership together (e.g. Virtual AGM).
- Provide skill development opportunities to AMA physician leaders – Webinars.
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- A President’s Letter announcing the toolkit’s completion and availability was also sent to members on May 14.
- Plans are in place to host a webinar session for AMA members about the Toolkit and promoting diversity and inclusion in 2021.
- Virtual AGM was held successfully with the highest turnout ever (450 participants).
- During COVID, webinar and Zoom technology was used to reach thousands of members in a wide range of member sessions from (sunshine list, legal case, ARP’s)
- Using the CMA Leadership development grant the AMA offered three PLI courses on engaging others, Leading effective teams, and managing people effectively.
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Workforce
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- Enhance and expand member engagement opportunities as an entry point for future member workforce.
- Support the redeployment of staff to higher value services as the organization evolves to maximize member value.
- Develop and begin implementation of a space strategy that improves space efficiency while enhancing member value and experience.
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- A hybrid work model which blends in-person and remote/virtual work approaches is being implemented. Through this new work model, we will be able to:
- Provide quality products and services to members and internal customers
- Increase opportunities to engage and solicit input and feedback from members
- Provide opportunities for collaboration, sharing and integration across the organization to support a strong member-focused culture
- Improve the experience of association physician leaders
- Optimize AMA physical space footprint and travel-related costs and expenses
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Financial
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- Balance the use of AMA contingency and direct savings to maximize member value and sustain the organization.
- Effective stewardship of program funding.
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- The budget was prepared based on a conservative no-agreement assumption.
- With member retention rates at roughly 100% overall, we will end the 20/21 fiscal year in a strong financial position and create additional flexibility in the 2nd year of the 2-year business plan that was established.
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Relationships
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- Enhance our relationship with the CMA.
- Expand our government relations and public relations capabilities and deploy assets as needed to ensure physicians remain a key health system partner.
- Continues to develop and deliver grass roots advocacy through the Joint Task Force.
- Continue to expand capacity for and reach of AMA social media profile.
- Partner with the ZMSA’s on key initiatives including the provincial staff bylaw review.
- Enhance our relationship with the Rural Municipalities Association and the Alberta Urban Municipalities Association.
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- Working closely with CMA on a range of initiatives supporting achieving an agreement (e.g., federal advocacy, PTMA support, studies).
- Separate CMA grants have been signed for physician wellness and physician leadership totaling $350,000.
- Social media capabilities have been enhanced to support advocacy efforts. (see essential elements)
- JTF work on-going (see essential elements).
- Provincial medical staff bylaw review completed, waiting for Ministers response.
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Knowledge
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- Identify new, high-value member engagement opportunities that satisfy the 4 dimensions of engagement (belonging, contributions that matter, valuable services, experiences that matter to members).
- Develop a membership marketing framework including a monitoring method to allow strategic targeting of underrepresented groups within the membership renewal period.
- Select a replacement website content management tool and begin implementation of the website amalgamation and redesign.
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- Thousands of members attended an AMA hosted webinar during the year.
- A strong member marketing campaign involving sections and other leaders lead to an overall member retention rate of roughly 100%.
- The website redevelopment project is underway with a redesigned website that will improve members experience, expected in 2022.
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