Aligning Electronic Media  with a Brand:  A Case Study Anne Zender Vice President, Communications American Health Informat...
AHIMA Overview <ul><li>AHIMA is the premier association of health information management (HIM) professionals. AHIMA's 51,0...
What We Publish <ul><li>Journal of AHIMA (flagship magazine, to all members) </li></ul><ul><li>Paper newsletter </li></ul>...
2007 Brand Initiative <ul><li>AHIMA launched a brand study to cope with market differentiation, increasing member diversit...
Findings <ul><li>To members, the current AHIMA is their ideal HIM association, with certification being a key component. <...
Findings: Preferred Channels or Platforms <ul><li>Over half of the respondents ranked electronic newsletter in their top t...
Interest in HIM Products and Services  (cont)   Q7. Please indicate how interested you, yourself, would be in each item. Q...
Preferred Delivery Channels or Platforms  (cont)   Q9. For each item, please rank your top 3 preferred delivery channels o...
What Now? <ul><li>Board and strategic plan commitment to communication </li></ul><ul><li>A move toward brand extension </l...
Long Term Plans <ul><li>General assumptions: </li></ul><ul><li>E-newsletters remain a popular form of communication, but o...
Short Term Plans <ul><li>Redesign existing newsletters to fit the new “brand look” </li></ul><ul><li>Bring “rogue publicat...
The Future? <ul><li>Possibilities: </li></ul><ul><li>Launch 2 new products this year </li></ul><ul><li>-by job role </li><...
Tips/Questions to Consider <ul><li>Revenue generating—could have advertising or sponsorships, probably to larger groups </...
Questions? <ul><li>[email_address] </li></ul><ul><li>312/233-1143 </li></ul>
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Zender Asbpe

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  • Zender Asbpe

    1. 1. Aligning Electronic Media with a Brand: A Case Study Anne Zender Vice President, Communications American Health Information Management Association ASBPE Winter Workshop February 2008
    2. 2. AHIMA Overview <ul><li>AHIMA is the premier association of health information management (HIM) professionals. AHIMA's 51,000 members are dedicated to the effective management of personal health information needed to deliver quality healthcare to the public. Founded in 1928 to improve the quality of medical records, AHIMA is committed to advancing the HIM profession in an increasingly electronic and global environment through leadership in advocacy, education, certification, and lifelong learning. </li></ul>
    3. 3. What We Publish <ul><li>Journal of AHIMA (flagship magazine, to all members) </li></ul><ul><li>Paper newsletter </li></ul><ul><li>Weekly e-news </li></ul><ul><li>Online open-access peer-reviewed journal </li></ul><ul><li>E-news for students </li></ul><ul><li>4-5 e-newsletters for small constituencies put out by other departments on an ad-hoc basis </li></ul><ul><li>Web site ( www.ahima.org ) </li></ul><ul><li>And for members only: online Communities of Practice and an online repository of content dating back to 1998 </li></ul>
    4. 4. 2007 Brand Initiative <ul><li>AHIMA launched a brand study to cope with market differentiation, increasing member diversity and make sure we were meeting customer needs. </li></ul><ul><li>Included a communications audit, informational interviews, focus groups, and a survey. </li></ul><ul><li>The goal: to better understand what our members and non members think about AHIMA and what we could offer to better meet their needs. </li></ul>
    5. 5. Findings <ul><li>To members, the current AHIMA is their ideal HIM association, with certification being a key component. </li></ul><ul><li>Among non-members and those more familiar with another HIM association, there is … </li></ul><ul><ul><li>More interest in other HIM association attributes such as being progressive, and providing more visibility and policy influence. </li></ul></ul>
    6. 6. Findings: Preferred Channels or Platforms <ul><li>Over half of the respondents ranked electronic newsletter in their top three channels for receiving information on all items. </li></ul><ul><li>Electronic newsletter, webcast or website, webinar, and on-site meeting were ranked in at least 40% of respondents’ top three delivery channels for all items. </li></ul><ul><li>Sub-sample differences (Ranked first, second, or third): </li></ul><ul><ul><li>Significantly more AHIMA members than non-members preferred to receive information via webinar in every category. </li></ul></ul><ul><ul><li>EHR Implementation </li></ul></ul><ul><ul><ul><li>Significantly more AHIMA Masters (59%) than Coding members (44%) preferred electronic newsletters. </li></ul></ul></ul><ul><ul><ul><li>Significantly more AHIMA Coding members (64%) than Masters (47%) members preferred on-site meetings, seminars, or conventions. </li></ul></ul></ul><ul><ul><li>Other “hot topic” industry issues </li></ul></ul><ul><ul><ul><li>AHIMA Director (56%) and Young Professional (58%)members preferred webcast or websites significantly more than coders (41%). </li></ul></ul></ul><ul><ul><ul><li>Significantly more Masters members (60%) than Coding members (46%) preferred webinars. </li></ul></ul></ul>
    7. 7. Interest in HIM Products and Services (cont) Q7. Please indicate how interested you, yourself, would be in each item. Q8. What other information, products, or services would be of interest to you? Scale: 7 = Extremely Interested 1 = Not At All Interested Top 3 Box % Mean: 5.9 Mean: 5.9 Mean: 5.8 Mean: 6.1 Mean: 6.3 Mean: 5.7 (n=363)
    8. 8. Preferred Delivery Channels or Platforms (cont) Q9. For each item, please rank your top 3 preferred delivery channels or platforms. Electronic newsletter Print publication Webcast or website Podcast RSS/news feed from website Webinar Online community On-site meeting EHR Implementation “ Hot topic” industry issues Updates on gov / advocacy / public policy news Practical info on how to use technology targeted to job Practical info related to specific job title / work setting Management / leadership / communication development Preferred Delivery methods for each channel are highlighted. (n=295) (n=301) (n=292) (n=309) (n=302) (n=263) 1 st: / 1 st - 3 rd: 24% / 56% 8% / 34% 19% / 49% 3% / 8% 2% / 4% 12% / 52% 13% / 40% 19% / 53% 20% / 50% 10% / 38% 21% / 48% 2% / 6% 2% / 5% 13% / 49% 16% / 44% 17% / 57% 19% / 51% 6% / 33% 26% / 52% 2% / 6% 2% / 5% 13% / 50% 14% / 42% 19% / 57% 13% / 40% 8% / 34% 20% / 46% 4% / 8% 2% / 6% 15% / 56% 12% / 43% 26% / 65% 18% / 49% 12% / 36% 20% / 52% 2% / 6% 2% / 5% 16% / 52% 11% / 38% 18% / 60% 20% / 52% 9% / 35% 22% / 56% 1% / 6% 2% / 5% 20% / 58% 10% / 33% 16% / 53%
    9. 9. What Now? <ul><li>Board and strategic plan commitment to communication </li></ul><ul><li>A move toward brand extension </li></ul><ul><li>Focus on e-newsletters </li></ul><ul><li>Benchmarking other associations </li></ul>
    10. 10. Long Term Plans <ul><li>General assumptions: </li></ul><ul><li>E-newsletters remain a popular form of communication, but others may emerge as our audience changes/evolves. </li></ul><ul><li>Track open rates and clickthroughs of e-newsletters </li></ul><ul><li>AHIMA, in its communications, will be better able to identify “markets that matter,” match them with our competencies, develop new competencies to deliver a level of information value to them, and be able to measure results (this is a long-term process). </li></ul>
    11. 11. Short Term Plans <ul><li>Redesign existing newsletters to fit the new “brand look” </li></ul><ul><li>Bring “rogue publications” back under departmental umbrella </li></ul><ul><li>Continue corporate approach to market segmentation and plan new publications accordingly </li></ul>
    12. 12. The Future? <ul><li>Possibilities: </li></ul><ul><li>Launch 2 new products this year </li></ul><ul><li>-by job role </li></ul><ul><li>-by other demographic </li></ul><ul><li>Digital edition of journal </li></ul><ul><li>Web only journal articles for selected segments </li></ul><ul><li>Advocacy/public policy news </li></ul><ul><li>Stand-alone white papers on hot topics </li></ul><ul><li>… and beyond. </li></ul>
    13. 13. Tips/Questions to Consider <ul><li>Revenue generating—could have advertising or sponsorships, probably to larger groups </li></ul><ul><li>Outside audiences/new market segments—could be revenue generating, but hard to identify them. Could be free with registration for non-members. </li></ul><ul><li>Member service—addressing needs of smaller groups with little revenue generating potential, but part of our mission </li></ul><ul><li>Need to be careful not to cannibalize existing sources of revenue, such as magazine advertising, banner advertising on the Web site, etc. </li></ul><ul><li>Some return could be gained by looking at reader behavior—clickthroughs, etc. </li></ul><ul><li>Need to be consistent with everything else in terms of content, reliability </li></ul><ul><li>Make some things easier to understand such as analysis of legislation </li></ul><ul><li>Better service to members and ways to grow members/customers </li></ul><ul><li>Play to our strengths and leverage what we are known for </li></ul>
    14. 14. Questions? <ul><li>[email_address] </li></ul><ul><li>312/233-1143 </li></ul>

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