Canadian Medical Association Journal 1996; 154: 239-240
It soon became clear that promoting and fostering professional unity will be a major focus during 1996. One recent sign of this was a November meeting between representatives from the CMA and College of Family Physicians of Canada, during which areas of possible collaboration were discussed. Dr. Jack Armstrong, the CMA president, described the meeting as "constructive" and expects a renewed and closer relationship to develop between the two organizations.
In addition to firming up outside alliances, the CMA hopes to foster unity by making physician advocacy a key part of its ongoing "future of health care" campaign. "We need to diagnose the problem and target physician-advocacy strategies," Dr. Léo-Paul Landry, the secretary general, told the board. "Physicians are stressed, their quality of life is threatened and they feel they are under siege."
The board learned that much effort since the August General Council meeting has been directed at working with the media to make Canadians aware of physicians' concerns about the health care system. From September to November, CMA officials were interviewed more than 20 times by television stations, newspapers ranging from the Globe and Mail to the Regina Leader-Post and Washington Post, and magazines such as Canadian Living.
Dr. Judith Kazimirski, the president-elect, warned that patient advocacy must play a major role in any physician-advocacy efforts because that will create the allies doctors need. "If we act as patient advocates we can only benefit, because this puts the patients on our side," she said.
The board, taking direction from General Council, approved in principle a two-pronged project involving the future of health care, with the twin components being advocacy on behalf of patients and physicians.
One sign of the patient advocacy became clear as the CMA's response to the recent raft of bad news about smoking and tobacco use was discussed. Dr. Don Morgan, chair of the Council on Health Care and Promotion, said the most recent action, a September Supreme Court ruling that struck down key portions of the Tobacco Products Control Act (TPCA) concerning advertising and warnings on cigarette packs, was the second major blow in 2 years to the cause of tobacco control. The other blow was the federal government's 1994 rollback of tobacco taxes in an attempt to stop smuggling.
A report presented to the board said the result is that "cigarette consumption has risen to a 10-year high since the rollback, and without the TPCA or a replacement measure this situation will get worse."
The board agreed, and decided the CMA will pursue a two-part counterattack. In the short term, it will seek to have tobacco listed as a hazardous product, which would lead to prohibitions against the advertising, sale and importation of tobacco products. The report said this could be done relatively quickly by removing tobacco's current exemption under the Hazardous Products Act.
In the longer term, the board decided the CMA will seek new tobacco-specific legislation because this would have "the potential to be far more encompassing and comprehensive" than any existing legislation.
The board urged that action be taken quickly. "This is a win-win opportunity for the profession and I don't want us to miss it," said Dr. Albert Schumacher of Windsor, Ont.
"We may have an opportunity to fast-track this issue and force the government's hand," added Kazimirski.
The board also received an update on CMA participation in a widely publicized Nov. 20 march on Parliament Hill, which included CMA representatives, a busload of University of Ottawa medical students and representatives of several major antismoking organizations such as Physicians for a Smoke-Free Canada (PSC). All were seeking tough new antitobacco legislation. (On Dec. 11, a week after the board meeting, federal Health Minister Diane Marleau announced a new legislative framework to strengthen Ottawa's strategy for reducing tobacco demand.)
Morgan reported that a contract has been finalized with Health Canada for a clinical-tobacco-intervention project that will begin shortly in Ontario and Prince Edward Island, and complement an existing program in British Columbia (see CMA News, December). Health Canada is contributing $500 000 to the project, which will be divided between the CMA and PSC.
In other areas, the board approved the introduction of an auto-leasing program for CMA members and received an outline of additional membership services being prepared through the Advisory Committee on Benefits, Services and Membership. Dr. David Jones, the chair, said the CMA is becoming more aggressive in its attempts to add value to membership and will continue to research members' needs as it develops additional services. He said members should be urged to call the Member Services Centre 1867 prom. Alta Vista Dr., Ottawa ON K1G 3Y6; tel.: 800 663-7336 ext. 2307, fax: 613 731-9102, email: cmamsc@cma.ca with suggestions.
He said results of recruitment efforts have been encouraging, with CMA membership growing to 45250 by the end of November, an increase of more than 1000 members since 1994. There has been a marked increase in the number of student members, growth he attributed to the "effective communications efforts by the Ontario Medical Association to reach this very important group."