Traditionally oriented towards the development and quality-assurance of the trade, the management noticed that there was an increasing need among members for support in their positioning in the field. The changes in terms of healthcare financing and the registration of practitioners required that the association adopted a more extroverted attitude.
With Antonie Reichling’s help, the Managing Director of the department performed a broad strategical analysis and subsequently formulated a number of core questions for treatment by management, including: Does the association stand for the profession or the expertise of the healthcare providers?
The results of the discussions subsequently enabled the Managing Director to initiate a programme, whereby the association set-off growth from being a fellowship to an integral advocate for the profession and the members and toward a position as a fully-fledged discussion partner for all interested parties.
