ASA Membership Marketing
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American Society of Anesthesiologists Increasing ASA’s Membership
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In 2009, McKinley began our relationship with the American Society of Anesthesiologists (ASA), a $40 million medical professional society with more than 50,000 members, by conducting a comprehensive member needs assessment to understand members’ perceptions, motivations and needs. Since then, we have continued to work together to grow membership through effective marketing strategy and support. The research we continually conduct for ASA informs the development of our membership marketing plans and helps to better articulate the value ASA delivers.
Transcript of ASA Membership Marketing
American Society of AnesthesiologistsIncreasing ASA’s Membership
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Membership Growth
•Conducted member research
•Applied research to articulate value and develop marketing plans
•Support membership marketing
Steps
•Continuing to exceed ASA’s goals and expectations
•Entering our sixth consecutive year working with the Society
•Three primary vehicles: E-blasts (former member recruitment), newsletter ads and postcards (retention)
Value to Client
•2.8% increase in 2010 •5.4% increase in 2011
•4.5% increase in 2012
•2.7% increase in 2013
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Enter McKinley
Appealing to the Audience
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2012
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2012
Appealing to Anesthesiologists’Senses of Humor
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2013
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Appealing to Emotion
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