American Society of Anesthesiologists
Increasing ASA’s Membership
Membership Growth

Steps

• Conducted member research
• Applied research to articulate value and develop
marketing plans
•...
Enter
McKinley

3
Appealing to the Audience
2012

2011

5
2012

6
Appealing to Anesthesiologists’
Senses of Humor
2013

8
9
Appealing to Emotion
11
12
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ASA Membership Marketing

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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.

Published in: Marketing
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  • Susan
  • ASA Membership Marketing

    1. 1. American Society of Anesthesiologists Increasing ASA’s Membership
    2. 2. Membership Growth Steps • Conducted member research • Applied research to articulate value and develop marketing plans • Support membership marketing • Continuing to exceed ASA’s goals and expectations Value to Client • 2.8% increase in 2010 • 4.5% increase in 2012 • 5.4% increase in 2011 • 2.7% increase in 2013 • Entering our sixth consecutive year working with the Society • Three primary vehicles: E-blasts (former member recruitment), newsletter ads and postcards (retention) 2
    3. 3. Enter McKinley 3
    4. 4. Appealing to the Audience
    5. 5. 2012 2011 5
    6. 6. 2012 6
    7. 7. Appealing to Anesthesiologists’ Senses of Humor
    8. 8. 2013 8
    9. 9. 9
    10. 10. Appealing to Emotion
    11. 11. 11
    12. 12. 12
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