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CAA Annual Report : 2013 Annual Report
5 rather than by attending pay per plate lunches, thus allowing us to prosecute our strategic objectives in a way that can’t be achieved in a group setting. Particular attention was paid to meeting key figures in the Coalition, ahead of the 2013 election, to ensure good access in the event of a change of government. Submissions in regard to diagnostic imaging and advertising guidelines were lodged with the relevant agencies and these remain ongoing areas of lobbying for the company, as we seek to achieve sensible regulatory reform on behalf of members. Thanks are due to Drs Tony Croke, Mark Uren and Craig Moore for their effort in helping prepare submissions and attending representative meetings in Canberra. After the Chiropractic Leadership Summit called by Dr Laurie Tassell in May, merger negotiations have been commenced with COCA and Spinal Research. The strategic objective is to unite the profession, maximising the effectiveness of our advocacy, research and member services. The ability to speak with one voice and present a united front to policy makers is a major strategic objective and while difficult, due to the history and personalities involved, is worthy of continued effort. A new Core Purpose, Mission, Core Values and Vision Statement were developed for the company, with input from the Council of Representatives chaired by Dr Michelle Kotzman. A complete rewrite of our position statements is underway, with the intention of significantly lifting our standards and transparency. Education and Research There has been tremendous activity in relation to education and research. The decision of the Board to commission the world’s first ever longitudinal study into the safety and efficacy of chiropractic is an historic achievement. The selection of Dr Jon Adams’ team at UTS to run the study was made after a rigorous selection process and will ensure the highest standards of academic rigor in this major piece of work. The unfortunate decision of Macquarie University to seek to offload its chiropractic courses to another institution was undoubtedly the low point of the year, however that has been offset partly by the decision of CQU, with assistance from CAA, to offer chiropractic at its Brisbane and Sydney campuses in 2014. Negotiations continue with another university in Sydney to also enter the field. Due to swift action from National office, Macquarie University agreed to teach out its degrees until 2017, thus ensuring that the class of 2013 had certainty going forward. The Board has resolved to embed research leadership and open up further research career pathways by endowing a Level E Professorship with a Chair in Chiropractic. This is a tremendously important decision that sets a new trajectory for chiropractic research in Australia in the years ahead. The decision to launch the Lifestyle Health initiative in the second half of 2013 has seen a tremendous amount of effort as the first modules have been developed and written using internal and external resources. A new platform for delivery of CPD has been developed. Lifestyle Health will become the cornerstone of a new CPD business for the company, with the intention of significantly lifting revenues in this area. Engagement Communications activity has been vigorous all year, both proactive and reactive. The strategic decision to structure Spinal Health Week 2013 as an unmet need campaign, targeted at government was a major departure from previous years. I thank all those members who got on board doing media and lobbying local politicians. The campaign was an excellent tool for opening doors and starting conversations, as well as building the communication skills base of the profession broadly. The media environment remains challenging, with unprovoked attacks and unbalanced reporting still the order of the day. National television has been a battleground, with prime time attacks launched on ABC (Catalyst), 7 (Today Tonight) and 10 (The Project). It is impossible to stop these attacks completely, but we are doing better at competing. As well, a focused effort to develop good working contacts in the print media particularly, as well as more discipline in our messaging is showing results. We have had positive coverage in The Australian, Mx, Courier Mail and on radio. Everything on the Strategic Plan has a role to play in turning this hostile environment around. Evidence based advocacy will win out. Our Engagement Framework entails strategy and tactics for positively influencing all stakeholders, including legislators, government agencies, regulators, media and the public.
2014 Annual Report
2012 Annual Report