Medical Association Branding: How do you gauge success?

Medical associations support their members through educational opportunities, networking forums, mentoring programs, public awareness activities, leadership activities and advocacy efforts, among others. But how do they determine how successful they are?

• Membership growth?
• Member retention?
• Member engagement?
• Member satisfaction?
• Seminar attendance?
• Revenue?
• Visitors to websites?
• Facebook likes?
• Patient interactions?
• Advocacy wins?

The answer is – all of the above and more. So how do you measure your success? For associations, it begins and ends with the members.

Membership growth is a hot topic. Most, if not all, associations strive for membership growth.  More members = more revenue = successful association, right?

So how do you market to and attract new members? Start with your existing membership, and how well they know your brand, what you stand for, and your perceived value to them as medical professionals.

Understanding your most dedicated membership can help you learn more about how to deepen their relationship with your association. Determining your brand values and promise is the first step into finding new ways to communicate with your members and potential members.

Springboard has worked with multiple medical association clients to define their brands, and help develop value propositions and programs to meet member needs. Member marketing toolkits, eNewsletters, landing pages and microsites, testimonial videos, marketing videos, among others, are all within your reach. Again, starting with member needs is that first step.

Many member businesses do not have the resources to develop marketing materials on their own, so providing templated marketing materials to your members can help improve their volumes, and will demonstrate a real value in their membership, resulting in greater member satisfaction, retention and recruitment.

This is just one example of how Springboard can help brand your association –

1. Learn what your members, and potential members value and need.
2. Develop a program to communicate that value and address member needs.
3. Implement that program.
4. Measure the results.

Contact us at Springboard to learn more about how we can help your association succeed!

Written by:  Cori Albrecht, Springboard Brand & Creative Strategy