Business View - July 2015 23
people in congregate living and housing. We recently
had a group of members discussing future opportuni-
ties, and they were talking about providing not only the
standard support services currently available, but also
long-term care to people in their own homes, so that
they can stay there while receiving the level of care
they need. But their care needs are growing, and so we
have to turn our minds in the future to a more effective
way of providing the care that people require.
BUSINESS VIEW: You mentioned the different kinds
of membership. Is there one that is more common
than others? If you have a typical member, what
benefit are they most often looking at or looking for
when they align themselves with the organization?
RUBIN:
Our roots are in long-term care, so that’s the
largest component of our membership, but we repre-
sent the full continuum of seniors’ care and services.
What our members are looking for from us is to repre-
sent them politically, to represent their needs and is-
sues with political decision-makers, and to make sure
we keep our ears to the ground and interpret policy
decisions for them and make sure that they are aware
of any new changes.
BUSINESS VIEW: If you were to label the main value
proposition, the main thrust of your productivity on
behalf of the members, is it the government advo-
cacy or is there another main reason why they would
want to be a part of the association?
RUBIN:
They’re a part of us because they feel that we
will represent their needs, and we’re seen as a cred-
ible source of information by government because we
have no hidden agenda. We’re not into the profit mo-
tive, so when we come out and say this needs to be
done, it’s for the individual’s benefit, not just for the or-
ganization as a provider of care, it makes us a credible
source. As well, our members’ hallmark is their trans-
parency. They’re open, they’re very willing to share
their best practices. It may be a competitive environ-
ment, but it’s a very collegial world for our association.
Also, the government is used to working with hospitals
and other kind of public bodies, but they see our sec-
tor as accountable, transparent, and open. Now, this
approach doesn’t make everybody a perfect provider
-- by all means, everybody wants to improve their qual-
ity -- but it does put a different stamp on who they are
and how we represent them.
BUSINESS VIEW: Are there any kind of uniform is-
sues that are affecting a broad base of the mem-
bership that you’re getting questions and concerns
about?
RUBIN:
Yes, very much so, and I don’t think they’re
unique to our association, or our province, but we have
HEALTHCARE
