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CRM Analysis

The document analyzes customer relationship management (CRM) data across multiple levels, including demographics, email preferences, membership status, and resource use. At the first level of demographics, it examines years of experience, primary position, area employed, and optional categories like clinical specialty and age grouping. It finds that the largest populations have less than 5 years of experience, are bedside/staff nurses, and lack departmental data. The analysis will help optimize communications strategies by segmenting content for specific target audiences based on the segmentation of the CRM data.

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Rev. 1.8 – May 13, 2015 CRM DATA ANALYSIS May 14, 2015
Analysis Levels: Phase One Level 1: Demographics • Years of Experience (counts) • Primary Position (counts) • Area Employed (counts) • Option: Clinical Specialty (counts) • Option: Age Grouping (counts) Level 2: Email Preferences • Allow email communication (counts) Level 3: Membership • Years experience (average) • Certification status (counts) • Membership status (counts) Level 4: Resource Use • Past NTI attendee (counts) • NTI attended (average) • Education resource purchases (counts) • Life purchase amount (average) • CE Online credits (average) • Webinar attendee (counts) • Live webinars (average) • On-Demand webinars (average) • Certification Programs (counts) • Membership Sign-ups (counts) • HWE Tools (counts) Level 5: Google Analytics • Email attribution (visits) • Email attribution (memberships) • Email content downloads (type-counts)
Master Data Record Counts Master Data Grooming • Master Customer Profile Data – 624,598 records • Master Appended Email Profile Data – 248,475 records • Master Merged Data File – 873,073 combined records – 247,471 duplicate records – 625,602 unique records  Duplicate routine sort: Customer ID - 1,004 additional records discovered via merge routine
Member Data Record Counts Master Groomed Data Records • Master Groomed Profile Data – 625,602 count  Active Member Records • 106,221 count  Lapsed Member Records • 272,941 count  Non-Member Records • 246,440 count Members 106,221 17% Lapsed Members 272,941 44% Non- Members 246,440 39% Record Counts Members Lapsed Members Non-Members
Master Data File Initial Observations • An annual maintenance program may provide the opportunity to groom, append, merge and manage multiple sources of data for greater value as a master CRM database to drive ongoing communications efforts • Guidelines for data entry may need to be applied to better standardize classifications to eliminate redundancies as may exist
DEMOGRAPHICS level MASTER VIEW
Level 1: Demographics Years of Experience (Counts & Percentages) < 6 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 6 - 10 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 11 - 15 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 16 - 20 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping More + Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping † Current analysis does not warrant additional optional views
Years of Experience Overall Master View 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Master Data Sample Population <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Experience 18.73% 14.25% 11.58% 19.19% 12.60% 8.70% 6.15% 4.47% 2.76% 1.20% 0.38% † 257,879 records (41.22%) with no experience data Key Observations • Affiliation trends are largely among professionals with lesser experience • Under five years experience composes largest population of professionals -- approaching half of all CRM data records • Six to 15 years experience have sizeable populations • Professionals with much more experience are fewer in numbers level MASTER VIEW Primary sort: columns O – H – I – J - C Percentages: professionals in the general calc. population
Primary Position Past Grouping Structure 285,271 25,869 50,518 18,695 17,488 35,879 - 50,000 100,000 150,000 200,000 250,000 300,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Calculable Master Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Population Percentage 69.5% 6.6% 13.1% 4.9% 4.6% 9.8% † 224,861 records (35.9%) with no primary position data Key Observations • Bedside/Staff Nurse grouping comprises the largest population who have received past communications • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Notably - view is influenced with more professionals in the general nursing ranks – as opposed to managing and specialty roles • Grouping reaches vast majority of population and offers opportunities for segmenting content for specific target audiences level MASTER VIEW ‡ Primary Standard Groupings Used in Past Marketing Efforts Percentages: professionals within the general calc. population Groupings represents 90% of all available primary position records
Primary Position Grouping Data Table Bedside Staff Nurse Bedside/Staff Nurse 246,190 61.4% Case Manager 1,027 0.3% Clinic Nurse 30,995 7.7% Home Healthcare Nurse 416 0.1% TOTAL 278,628 69.5% Nurse Leaders Nurse Educator 7,724 1.9% Managers/Admin 18,792 4.7% TOTAL 26,516 6.6% Managers/Admin Administrator/VP 1,746 0.4% Charge Nurse 21,425 5.3% Clinical Coordinator 3,519 0.9% Clinical Director 5,822 1.5% Hospital Administrator 738 0.2% Manager 18,792 4.7% Outcomes Manager 428 0.1% TOTAL 52,470 13.1% Advanced Practice Acute Care Nurse Practitioner 2,191 0.5% Clinical Nurse Specialist 7,767 1.9% Nurse Anesthetist 1,325 0.3% Nurse Midwife 148 0.0% Nurse Practitioner 8,250 2.1% TOTAL 19,681 4.9% Educators Nurse Educator 7,724 1.9% Inservice/Staff Dev. 2,904 0.7% Clinical Nurse Specialist 7,767 1.9% TOTAL 18,395 4.6% Other Other 39,334 9.8% No Data 224,851 -- Key Observations AACN past groupings for structuring communications is a logical approach and warrants consideration for the new communications strategy. † 400,741 master calculable primary position records. Some positions can be grouped in multiple categories. level MASTER VIEW
Primary Position Master Data Table Primary sort: position descending counts Percentages: professionals within general calc. population † 625,602 master records. Position <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data Totals Percent Bedside Staff Nurse 43,500 40,966 30,011 44,189 25,460 16,344 11,296 8,001 4,813 1,995 611 24,763 251,949 61.4% Clinic Nurse 10,207 4,463 3,382 4,460 2,403 1,475 1,046 679 397 174 44 3,200 31,930 7.7% Charge Nurse 1,317 1,746 2,377 4,699 3,238 2,114 1,688 1,299 833 401 112 1,325 21,149 7.0% Manager 636 645 1,193 3,658 3,585 2,909 1,882 1,322 785 318 95 1,331 18,359 5.3% Nurse Practitioner 329 298 624 1,824 1,514 1,109 824 563 336 111 24 618 8,174 4.7% Nurse Educator 399 249 463 1,332 1,164 899 814 702 506 242 78 662 7,510 2.1% Clinical Nurse Specialist 363 359 490 1,375 1,269 1,052 743 638 504 217 90 0 7,100 1.9% Clinical Director 122 138 202 796 1,065 1,009 842 554 350 163 32 0 5,273 1.9% Academic Faculty 369 228 291 745 809 575 464 412 226 147 54 127 4,447 1.5% Clinical Coordinator 152 137 237 675 573 439 351 263 184 69 32 0 3,112 1.2% Inservice/Staff Development 72 113 187 599 570 454 257 208 139 60 21 198 2,878 0.9% Acute Care Nurse Practitioner 98 75 175 542 342 231 192 149 94 39 15 8 1,960 0.7% Unit Coordinator 79 78 132 315 296 232 172 104 53 24 1 108 1,594 0.5% Administrator - VP 112 35 56 149 200 251 213 190 131 60 20 115 1,532 0.4% Nurse Anesthetist 48 103 231 369 214 135 70 32 23 9 1 85 1,320 0.4% Researcher 82 50 79 151 160 119 88 52 41 20 9 155 1,006 0.3% Case Manager 99 52 48 143 158 141 93 77 54 27 14 97 1,003 0.3% Technician 471 52 54 68 37 16 11 12 4 1 1 201 928 0.3% Hospital Administrator 59 18 35 84 87 101 95 76 40 13 7 78 693 0.3% Corporate / Industry 71 28 51 106 110 79 45 55 25 12 3 79 664 0.2% Physician 84 10 15 22 15 18 6 2 2 3 1 302 480 0.2% Outcomes Manager 35 9 21 50 56 55 43 40 29 16 8 38 400 0.2% Home Healthcare Nurse 167 34 25 34 18 15 13 11 6 3 2 61 389 0.1% Respiratory Therapist 24 10 11 39 20 19 22 21 19 3 0 58 246 0.1% Internist 93 4 2 8 2 3 1 0 0 0 0 63 176 0.1% Legal Nurse Consultant 8 6 4 15 22 25 15 19 8 5 2 47 176 0.0% Nurse Midwife 34 16 18 23 8 9 7 2 1 0 1 22 141 0.0% Physician Assistant 32 8 14 20 17 7 5 4 4 1 0 16 128 0.0% Acupuncturist 30 56 7 6 13 11 0 0 1 1 0 0 125 0.0% Pharmacist 19 10 5 8 7 2 3 1 1 0 0 42 98 0.0% Physical Therapist 30 6 6 14 2 7 2 2 0 0 0 14 83 0.0% Alternative Practitioner 14 5 2 13 7 6 6 9 4 1 0 4 71 0.0% Social Worker 14 0 3 4 5 3 3 2 2 0 0 27 63 0.0% Chaplain Pastoral Care 5 9 5 5 2 2 6 5 3 1 1 14 58 0.0% Elected Official 3 4 0 7 2 3 1 1 0 1 0 5 27 0.0% Homeopath 7 0 0 1 1 1 1 0 0 0 1 14 26 0.0% Naturopath 3 2 1 2 2 1 3 2 0 0 0 4 20 0.0% Other 8,317 1,768 1,615 3,213 2,439 1,761 1,121 826 484 254 116 3,549 25,463 0.0% No Position Data 1,358 595 519 787 450 344 171 110 32 25 11 220,465 224,861 -- subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00% level MASTER VIEW
Area Employed Past Grouping Structure † 232,605 records (37.2%) with no departmental data Key Observations • Progressive Care category used previously as a secondary group category for communications • Group includes: DOU - Direct Observation Unit, Progressive Care Unit, Stepdown Unit, Subacute Care, and Telemetry • Group represents a small percentage (12%) of all possible departmental classifications • Of note, AACN does state they rely more on position rather than department for planning communications 830 17,276 9,797 715 19,204 0 5,000 10,000 15,000 20,000 25,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Calculable Master Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Population Percentage 0.2% 4.4% 2.5% 0.2% 4.9% 87.8% Progressive Care Grouping level MASTER VIEW ‡ Secondary Standard Grouping Used in Past Marketing Efforts Grouping represents 12.2% of all departmental records Percentages: professionals within the general calc. population
Area Employed Master Data Table † 625,602 master records. Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data totals Percent Intensive Care Unit (ICU) 10,167 8,898 7,426 11,902 7,429 4,767 3,410 2,552 1,498 626 215 4,653 63,543 16.2% Combined ICU/CCU 4,148 5,358 4,461 8,727 6,564 4,951 3,533 2,579 1,713 757 262 3,012 46,065 11.7% Cardiovascular-Surgical ICU 4,937 5,139 3,954 6,243 3,968 2,557 1,786 1,363 813 365 95 1,965 33,185 8.4% Coronary Care Unit (CCU) 2,724 3,075 2,216 3,604 2,377 1,671 1,108 788 461 205 53 1,560 19,842 5.0% Telemetry 4,547 2,769 2,043 3,213 1,663 1,020 632 430 224 102 26 2,535 19,204 4.9% Medical ICU 4,139 3,524 2,423 3,216 1,677 1,065 758 484 327 134 47 1,196 18,990 4.8% Surgical ICU 3,340 3,576 2,360 3,149 1,661 1,020 750 460 311 108 34 1,337 18,106 4.6% Progressive Care Unit 4,015 2,880 2,148 3,039 1,516 847 570 364 218 99 42 1,538 17,276 4.4% Emergency Department 2,642 1,451 1,552 2,844 2,136 1,570 1,096 788 463 222 62 1,541 16,367 4.2% Pediatric ICU 1,525 2,230 1,827 3,077 1,795 907 689 463 255 119 27 1,018 13,932 3.5% Medical-Surgical ICU 2,876 1,814 1,501 2,280 1,338 902 698 594 372 201 56 1,164 13,796 3.5% Neuro/Neurosurgical ICU 2,818 1,930 1,328 1,777 899 548 393 267 183 47 22 723 10,935 2.8% Stepdown Unit 2,647 1,663 1,194 1,538 785 442 256 192 134 51 11 884 9,797 2.5% Recovery Room/PACU 594 598 726 1,486 1,411 1,239 1,035 806 522 257 70 481 9,225 2.3% Trauma Unit 1,242 1,099 871 1,336 825 493 372 255 169 61 18 470 7,211 1.8% General Medical /Surgical Floor 2,377 559 375 683 386 260 161 110 62 35 18 1,360 6,386 1.6% Catheterization Laboratory 238 318 497 1,210 1,048 875 666 533 351 125 33 442 6,336 1.6% Neonatal ICU 397 493 471 909 627 469 415 286 160 55 10 574 4,866 1.2% Crit. Care Transport/Flight 86 94 284 733 585 409 249 156 76 26 10 192 2,900 0.7% Operating Room 314 181 301 531 361 277 176 113 74 42 7 338 2,715 0.7% Medical Cardiology 553 239 243 346 263 221 162 135 92 49 9 332 2,644 0.7% Outpatient Clinical 325 121 154 341 313 277 212 173 102 52 7 346 2,423 0.6% Burn Unit 497 459 281 395 229 168 95 49 31 12 5 183 2,404 0.6% Oncology 803 186 141 219 146 91 59 40 29 8 1 343 2,066 0.5% Long Term Acute Care 614 176 161 210 140 100 67 52 33 14 4 361 1,932 0.5% Interventional Cardiology 128 117 153 320 231 235 204 168 124 44 9 139 1,872 0.5% Gerontology 1 4 0 1 4 2 1 0 0 1 0 5 19 0.0% Cardiology 138 119 139 295 239 216 122 73 43 21 12 180 1,597 0.4% Home Care 366 115 117 234 179 147 74 55 22 10 5 269 1,593 0.4% Corporate Industry 117 57 88 230 213 174 121 78 48 21 8 295 1,450 0.4% Cardiac Rehabilitation 246 97 85 170 145 154 77 89 39 13 7 126 1,248 0.3% Combined Adult/Pediatric ICU 148 134 149 203 157 111 67 52 27 12 5 140 1,205 0.3% Acute Hemodialysis Unit 192 74 65 123 182 102 51 49 37 14 4 109 1,002 0.3% Cardiovascular/Medical 67 70 82 173 159 110 67 52 22 13 5 106 926 0.2% Cardiac Surgery OR 121 68 88 159 100 91 67 54 36 11 6 98 899 0.2% Private Practice 81 27 45 114 124 112 74 64 44 13 6 185 889 0.2% DOU - Direct Observation Unit 221 126 96 151 76 40 28 22 12 6 2 50 830 0.2% Respiratory ICU 127 107 77 120 74 44 39 23 19 9 2 103 744 0.2% Subacute Care 178 69 58 95 79 50 37 18 8 5 1 117 715 0.2% level MASTER VIEW Primary sort: area employed descending counts Percentages: professionals within general calc. population
Area Employed Master Data Table † 625,602 master records. Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data totals Percent Virtual/e-ICU 11 17 19 86 77 64 81 70 61 24 9 28 547 0.1% Medical - Surgical 66 47 35 76 36 28 14 8 8 8 3 85 414 0.1% Emergency/Trauma 43 37 25 38 43 29 18 6 4 0 1 45 289 0.1% Management 18 13 6 32 23 24 25 10 8 4 2 18 183 0.0% Neuroscience 21 16 11 40 19 22 10 7 4 1 0 31 182 0.0% Education 22 6 13 24 21 24 9 15 3 3 0 16 156 0.0% Post Anesthesia 7 6 8 19 12 16 10 7 3 3 2 24 117 0.0% Pediatric 16 5 14 20 23 7 4 5 0 0 0 17 111 0.0% Gastroenterology 11 10 10 18 10 15 6 7 1 0 2 17 107 0.0% Cardiovascular/Surgical 20 2 6 6 11 4 9 7 2 2 0 37 106 0.0% Neonatal 19 10 6 11 13 9 3 8 1 0 0 9 89 0.0% Flight Nurse 9 5 1 12 10 7 3 8 3 0 1 12 71 0.0% Respiratory/Pulmonary 8 1 6 16 10 6 4 1 1 2 0 11 66 0.0% Infection Control 7 6 4 6 11 8 4 2 1 1 0 12 62 0.0% Intravenous Therapy 3 6 8 12 14 4 3 0 1 0 0 5 56 0.0% Mental Health 15 4 1 6 4 2 1 4 0 0 1 12 50 0.0% Orthopedic 9 4 1 4 5 2 0 3 1 0 0 11 40 0.0% Renal 5 5 2 5 7 2 1 1 1 1 0 8 38 0.0% Maternal Child 11 1 1 4 0 2 0 1 1 0 1 15 37 0.0% Transplant 10 3 1 11 2 4 1 1 0 1 0 0 34 0.0% Pain 9 1 0 1 4 3 2 2 1 2 0 3 28 0.0% Pediatric Speciality 4 0 1 6 4 2 2 0 0 0 0 2 21 0.0% Legal 1 1 2 1 1 4 1 1 3 2 0 3 20 0.0% Hematological/Immune 7 1 0 1 2 1 0 0 0 0 0 7 19 0.0% Women's Health 8 1 2 0 0 0 3 0 1 0 0 0 15 0.0% Neurotrauma 1 1 2 1 1 0 1 0 0 0 0 6 13 0.0% PeriOperative 1 0 0 0 1 0 1 0 0 0 0 5 8 0.0% Cultural Studies 4 0 1 0 0 0 0 0 0 0 0 2 7 0.0% Diabetes 1 1 0 2 0 1 0 0 0 0 0 2 7 0.0% Patient Education 2 0 0 0 1 0 1 0 2 0 0 1 7 0.0% Dermatology 5 0 0 1 0 0 0 0 0 0 0 0 6 0.0% EOL-Hospice 2 0 0 1 0 1 0 1 0 0 0 1 6 0.0% Ethics 1 0 1 2 1 0 0 0 0 1 0 0 6 0.0% EOL-Palliative Care 1 0 0 2 1 1 0 0 0 0 0 0 5 0.0% Nephrology 1 0 1 1 0 1 0 0 0 0 0 1 5 0.0% Nutritional Support 1 0 0 2 0 1 0 0 0 0 0 0 4 0.0% Ear/Nose/Throat 1 0 0 0 0 0 0 0 0 0 0 1 2 0.0% Psycolsocial 2 0 0 0 0 0 0 0 0 0 0 0 2 0.0% Generalist 3 5 4 9 7 8 4 5 3 1 0 5 54 0.0% Other 3,058 1,568 1,703 3,672 3,180 2,480 1,716 1,238 760 347 138 3,012 22,872 5.8% No Area Employed Data 4,722 588 516 1,006 684 460 301 198 106 48 31 223,945 232,605 -- subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00% level MASTER VIEW Primary sort: area employed descending counts Percentages: professionals within general calc. population
EMAIL PREFERENCE level MASTER VIEW
Level 2: Email Preferences Years of Experience (Counts & Percentages) < 6 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 6 - 10 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 11 - 15 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 16 - 20 Primary Position Area Employed Option Clinical Specialty Option Age Grouping More + Primary Position Area Employed Option Clinical Specialty Option Age Grouping † Analysis revealed planned and optional views beyond years of experience would not provide added value
Email Opt-in Preferences 63,440 38,513 32,101 50,439 31,569 22,033 17,374 13,880 9,065 4,014 1,269 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Opt-in Counts (387,805 - 62% of Total Records) <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Years Exp. <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Opt-ins 97.52% 97.42% 97.41% 97.18% 96.70% 95.97% 95.72% 95.74% 95.72% 95.62% 95.13% † 223,964 records (35.8%) of total population have not optioned preference Key Observations • High percentage counts for email opt-ins when preference is stated (95% +) • A campaign effort may increase overall email opt-ins within the large population for who have not specified preference - (224K / 36% of all records) • Based on the percentage results, further breakouts based on primary position and area employed may not provide added value 104,108 additional opt-in records not categorized by experience level MASTER VIEW No significant identifiable pattern based on years experience Percentages: professionals within general calc. populations
MEMBERSHIP STATUS level MASTER VIEW
Level 3: Membership Years of Experience Filters (Counts & Percentages) < 6 Membership Status Certification 6 – 10 Membership Status Certification 11 - 15 Membership Status Certification 16 - 20 Membership Status Certification More + Membership Status Certification Area Employed Option: Clinical Specialty Primary Position Option: Age Grouping † Current analysis does not warrant additional optional views
† 106,221 (17%) Active Members . 272,941 (43.5%) Lapsed Members . 246,440 (39.5%) Non-Members Membership Status Overall Master View Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Active 11,757 11,253 10,090 18,974 12,763 9,184 8,352 7,578 5,670 2,623 872 7,105 Lapsed 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 82,926 Non Member 34,335 11,092 7,518 10,284 5,941 3,716 2,408 1,744 991 420 143 167,848 Key Observations • Lapsed Membership counts represent sizeable audiences not identifying with a value proposition • Non-Members also represent a sizeable audience which should be more deeply cultivated • Opportunity: target less experienced professionals where numbers are highest and impressions, value and relationships can be built in early career cycles for long term affinity 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Member Lapsed Member Non Member 7,105 82,926 167,848 NOT SPECIFIED level MASTER VIEW 106,221 Active Memberships 272,941 Lapsed Memberships 17% active - master records
Membership Status Active Members 11,757 11,253 10,090 18,974 12,763 9,184 8,352 7,578 5,670 2,623 872 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Active Membership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 17.07% 21.48% 23.69% 26.89% 27.54% 28.72% 36.93% 46.08% 55.95% 59.40% 61.98% † 519,381 records (83.02%) are not active members Key Observations • Membership largely is among professionals with 15 years or less experience • Active Membership among all professionals within CRM database is reasonably low (17%) -- representing a sizeable opportunity to target distinct groups and grow active members • Lapsed Membership 272,941 professionals: Non-Member totals 246,440 professionals • Opportunity: grow active membership from within ranks of the CRM database 106,221 active members level MEMBER VIEW Percentages: membership within the general segmented calc. populations
Membership Status Lapsed Members 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Lapsed Membership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Lapsed Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 33.07% 57.34% 58.66% 58.53% 59.64% 59.66% 52.42% 43.31% 34.27% 31.09% 27.86% † 272,941 records (43.63%) represent lapsed members Key Observations • Lapsed memberships largely resemble the general experience trend data of active membership breakouts with slight nuances • Lapsed memberships within the general population is significant at 43.63% • Opportunity: targeted campaigns aimed at past members with a renewed value proposition and special incentives for reactivation – along with triggered timely renewal notices and reminders based on expiration dates 272,941 lapsed members level MEMBER VIEW Percentages: lapsed membership within the general segmented calc. populations
† 167,848 records (68.1%) non-member records without experience data Membership Status Non Members 34,335 11,092 7,518 10,284 5,941 3,716 2,408 1,744 991 420 143 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Lapsed Membership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Non Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 49.86% 21.17% 17.65% 14.58% 12.82% 11.62% 10.65% 10.61% 9.78% 9.51% 10.16% Key Observations • Non membership status is highest at the start of the professional’s career • Opportunity: targeted campaigns leveraging a unique value proposition for early career professionals as a group could result in more active memberships 246,440 non-members level MEMBER VIEW Percentages: non memberships within the general segmented calc. populations
† 82,926 lapsed member records with no experience data - 92% attrition rate Membership Status Attrition Rate 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 1 1 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Lapsed Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attrition Rate 65.95% 72.75% 71.23% 68.52% 68.41% 67.50% 58.67% 48.45% 37.99% 34.36% 31.01% Key Observations • Attrition rates are consistently high across all experience levels • A prime concern should be early stage professionals (less than two years experience) are leaving association after the first year of membership which represents a missing value proposition • Opportunity: surveys to understand what values are perceived to be missing and use insights to enhance image and association offerings level MEMBER VIEW 272,941 lapsed members 106,221 active members Percentages: lapsed membership as part of all current and past memberships 72% Overall Attrition Rate
† Grouping reaches 90% of all primary position records (400,741) Membership Status Attrition Rate - Primary Position 145,529 13,312 24,393 10,014 8,523 88,483 - 50,000 100,000 150,000 200,000 250,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active Members Lapsed Members Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 69,327 6,753 15,358 5,465 5,467 12,773 Lapsed 145,529 13,312 24,393 10,014 8,523 88,483 Attrition Rate 67.73% 66.34% 61.36% 64.69% 60.92% 87.39% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • The Attrition Rate across each of the segmented groupings is significant which represents members are not finding reasons to keep their memberships Calculable Primary Position Data 66% Average Attrition Rate across Primary Position Groupings level MEMBER VIEW Percentages: professionals who have not renewed memberships within the segmented position calc. populations 106,221 Active Members 272,941 Lapsed Members
† Grouping reaches 90% of all primary position records (400,741). Membership Status Primary Position Grouping 69,327 6,753 15,358 5,465 5,467 12,773 145,529 13,312 24,393 10,014 8,523 88,483 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active Members Lapsed Members Non Members Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 24.9% 25.5% 29.3% 27.8% 29.7% 12.0% Lapsed 52.2% 50.2% 46.5% 50.9% 46.3% 32.4% Non-Members 22.9% 24.3% 24.2% 21.4% 23.9% 66.1% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • Active memberships within the groupings represent a small overall percentage • Opportunity: develop unique campaign strategies based on member status Calculable Primary Position Data Active Membership represents 26% within Primary Position Groupings level MEMBER VIEW Percentages: professionals within segmented position calc. populations
† Non Members (lapsed and non-members) is clearly a large opportunity to grow memberships. Membership Status Primary Position Grouping Data Bedside Staff Nurse Position Active Lapsed Non-Member Bedside/Staff Nurse 61,302 134,759 50,129 Case Manager 219 501 407 Clinic Nurse 7,858 10,165 12,972 Home Healthcare Nurse 48 104 264 TOTAL 69,427 145,529 63,772 Nurse Leaders Position Active Lapsed Non-Member Nurse Educator 2,914 2,372 2,438 Managers/Admin 3,839 10,940 4,013 TOTAL 6,753 13,312 6,451 Managers/Admin Position Active Lapsed Non-Member Administrator/VP 475 582 689 Charge Nurse 8,102 7,910 5,413 Clinical Coordinator 1,263 1,281 975 Clinical Director 1,359 3,310 1,153 Hospital Administrator 206 229 303 Manager 3,839 10,940 4,013 Outcomes Manager 114 141 173 TOTAL 15,358 24,393 12,719 Advanced Practice Position Active Lapsed Non-Member Acute Care Nurse Practitioner 905 769 517 Clinical Nurse Specialist 2,169 4,001 1,597 Nurse Anesthetist 247 904 174 Nurse Midwife 3 28 117 Nurse Practitioner 2,141 4,312 1,797 TOTAL 5,465 10,014 4,202 Educators Position Active Lapsed Non-Member Nurse Educator 2,914 2,372 2,438 Inservice/Staff Dev. 384 2,150 370 Clinical Nurse Specialist 2,169 4,001 1,597 TOTAL 5,467 8,523 4,405 Other Position Active Lapsed Non-Member Other 12,773 88,483 162,939 Key Observations Targeted group communications based on area of professional practice opens up many possibilities for the content strategy. level MEMBER VIEW
Membership Status Primary Position Master Data Position Active Lapsed Non Member Totals Percent Bedside Staff Nurse 61,302 134,759 50,129 246,190 24.9% Charge Nurse 8,102 7,910 5,413 21,425 37.8% Clinic Nurse 7,858 10,165 12,972 30,995 25.4% Manager 3,839 10,940 4,013 18,792 20.4% Nurse Educator 2,914 2,372 2,438 7,724 37.7% Clinical Nurse Specialist 2,169 4,001 1,597 7,767 27.9% Nurse Practitioner 2,141 4,312 1,797 8,250 26.0% Clinical Director 1,359 3,310 1,153 5,822 23.3% Clinical Coordinator 1,263 1,281 975 3,519 35.9% Academic Faculty 1,115 2,541 1,167 4,823 23.1% Acute Care Nurse Practitioner 905 770 516 2,191 41.3% Administrator - VP 475 582 689 1,746 27.2% Inservice/Staff Development Instructor 384 2,150 370 2,904 13.2% Unit Coordinator 255 1,108 259 1,622 15.7% Nurse Anesthetist 247 904 174 1,325 18.6% Hospital Administrator 206 229 303 738 27.9% Researcher 164 579 293 1,036 15.8% Corporate / Industry 137 383 217 737 18.6% Case Manager 119 862 46 1,027 11.6% Outcomes Manager 114 141 173 428 26.6% Technician 100 279 648 1,027 9.7% Home Healthcare Nurse 48 104 264 416 11.5% Legal Nurse Consultant 46 64 68 178 25.8% Alternative Practitioner 24 12 61 97 24.7% Internist 10 21 151 182 5.5% Physician Assistant 9 54 79 142 6.3% Chaplain Pastoral Care 8 21 33 62 12.9% Respiratory Therapist 7 28 258 293 2.4% Acupuncturist 5 8 124 137 3.6% Elected Official 3 9 19 31 9.7% Naturopath 3 3 14 20 15.0% Nurse Midwife 2 28 118 148 1.4% Pharmacist 2 11 139 152 1.3% Physician 2 13 599 614 0.3% Homeopath 1 0 27 28 3.6% Physical Therapist 1 7 107 115 0.9% Social Worker 1 17 54 72 1.4% Other 3,849 11,765 12,362 27,966 13.8% No Data 7,032 71,198 146,621 224,851 3.1% subtotals 106,221 272,941 246,440 625,592 -- level MASTER VIEW † 625,602 master position records. Primary sort: active descending counts Percentages: active membership within the segmented position general populations
† 47,822 area employed master records within grouping. Membership Status Area Employed Grouping Key Observations • As a Secondary Grouping, value may be realized for highly targeted and relevant topical communications • Key groupings within the master Progressive Care Group do show higher percentages in lapsed and non members • Opportunity: create a series of departmental groups for specific targeted communications 282 4,971 2,758 90 4,375 270 7,307 3,781 353 8,516 278 4,998 3,258 272 6,313 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 DOU Prog. Care Unit Stepdown Unit Subacute Care Telemetry Active Members Lapsed Members Non Members Population Percentage DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Active 34.0% 28.8% 28.2% 12.6% 22.8% 73.9% Lapsed 32.5% 42.3% 38.6% 49.4% 44.3% 57.7% Non-Members 33.5% 28.9% 33.3% 38.0% 32.9% 68.4% 86,360 180,893 82,031 47,822 Group vs. Other Possibilities Active Lapsed NonMember Group ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MEMBER VIEW Active Membership represents 26.1% within Progressive Care Grouping Percentages: professionals within segmented employed calc. populations
Membership Status Area Employed Master Data level MASTER VIEW Area Employed Active Lapsed Non Member Totals Percent Intensive Care Unit (ICU) 18,653 31,375 13,515 63,543 29.4% Combined ICU/CCU 11,281 27,980 6,804 46,065 24.5% Cardiovascular-Surgical ICU 9,415 18,245 5,525 33,185 28.4% Medical ICU 5,392 9,767 3,831 18,990 28.4% Progressive Care Unit 4,971 7,307 4,998 17,276 28.8% Surgical ICU 4,585 10,552 2,969 18,106 25.3% Medical-Surgical ICU 4,436 5,703 3,657 13,796 32.2% Telemetry 4,375 8,516 6,313 19,204 22.8% Coronary Care Unit (CCU) 4,003 12,150 3,689 19,842 20.2% Pediatric ICU 3,909 7,187 2,836 13,932 28.1% Neuro/Neurosurgical ICU 2,970 4,992 2,973 10,935 27.2% Stepdown Unit 2,758 3,781 3,258 9,797 28.2% Emergency Department 2,585 7,354 6,428 16,367 15.8% Recovery Room/PACU 2,376 5,050 1,799 9,225 25.8% Catheterization Laboratory 1,813 3,437 1,086 6,336 28.6% Trauma Unit 1,037 3,803 2,371 7,211 14.4% Crit. Care Transport/Flight 923 1,514 463 2,900 31.8% Neonatal ICU 834 2,134 1,898 4,866 17.1% General Medical /Surgical Floor 734 2,002 3,650 6,386 11.5% Medical Cardiology 698 979 967 2,644 26.4% Interventional Cardiology 643 838 391 1,872 34.3% Burn Unit 525 1,186 693 2,404 21.8% Outpatient Clinical 519 984 920 2,423 21.4% Operating Room 416 308 1,991 2,715 15.3% Long Term Acute Care 340 535 1,057 1,932 17.6% DOU - Direct Observation Unit 282 270 278 830 34.0% Virtual/e-ICU 279 188 80 547 51.0% Corporate Industry 273 789 388 1,450 18.8% Oncology 235 546 1,285 2,066 11.4% Cardiac Surgery OR 220 365 314 899 24.5% Combined Adult/Pediatric ICU 193 730 282 1,205 16.0% Private Practice 178 406 305 889 20.0% Cardiac Rehabilitation 171 680 397 1,248 13.7% Home Care 152 774 667 1,593 9.5% Acute Hemodialysis Unit 133 411 458 1,002 13.3% Cardiology 129 1,321 147 1,597 8.1% Respiratory ICU 99 372 273 744 13.3% Cardiovascular/Medical 93 747 86 926 10.0% Subacute Care 90 353 272 715 12.6% Primary sort: active descending counts Percentages: membership within the segmented departmental general populations † 392,997 records.
Membership Status Area Employed Master Data level MASTER VIEW Area Employed Active Lapsed Non Member Totals Percent Medical - Surgical 37 309 68 414 8.9% Management 19 134 30 183 10.4% Emergency/Trauma 18 225 46 289 6.2% Education 15 95 46 156 9.6% Cardiovascular/Surgical 12 51 43 106 11.3% Neuroscience 11 141 30 182 6.0% Gastroenterology 9 84 14 107 8.4% Post Anesthesia 8 89 20 117 6.8% Flight Nurse 7 49 15 71 9.9% Transplant 6 21 7 34 17.6% Generalist 5 42 7 54 9.3% Infection Control 5 27 30 62 8.1% Intravenous Therapy 5 45 6 56 8.9% Respiratory/Pulmonary 5 44 17 66 7.6% Neonatal 4 69 16 89 4.5% Pain 4 10 14 28 14.3% Pediatric 4 92 15 111 3.6% Legal 3 9 8 20 15.0% Orthopedic 3 21 16 40 7.5% Pediatric Speciality 3 12 6 21 14.3% Hematological/Immune 2 7 10 19 10.5% Mental Health 2 32 16 50 4.0% Patient Education 2 2 3 7 28.6% Renal 2 32 4 38 5.3% Ethics 1 1 4 6 16.7% Gerontology 1 11 7 19 5.3% Nephrology 1 0 4 5 20.0% Neurotrauma 1 7 5 13 7.7% PeriOperative 1 1 6 8 12.5% Women's Health 1 4 10 15 6.7% Cultural Studies 0 4 3 7 0.0% Dermatology 0 0 6 6 0.0% Diabetes 0 0 7 7 0.0% Ear/Nose/Throat 0 0 2 2 0.0% EOL-Hospice 0 2 4 6 0.0% EOL-Palliative Care 0 4 1 5 0.0% Maternal Child 0 2 35 37 0.0% Nutritional Support 0 2 2 4 0.0% Psycolsocial 0 1 1 2 0.0% Other 4,288 11,845 7,170 23,642 18.1% No Data 9,018 73,784 149,372 231,745 3.9% subtotals 106,221 272,941 246,440 625,512 -- Primary sort: active descending counts Percentages: membership within the segmented departmental general populations † 392,997 records.
CERTIFICATION STATUS level MASTER VIEW
5,286 8,872 9,178 17,362 11,429 8,047 7,647 6,719 4,803 2,129 595 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 General Population Certification Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Overall Master View † 541,497 records (86.56%) do not have certification Key Observations • Certification within the master population is extremely low at 13% • Opportunity exists to increase new certification percentages overall – among members and non- members especially among those with fewer years experience to improve trends in later years • Other targeted campaign considerations: renewing lapsed certifications and campaigns targeting a large number of non certified professionals - (member & non member) Master Population <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certified 7.68% 16.94% 21.55% 24.61% 24.66% 25.17% 33.81% 40.86% 47.39% 48.21% 42.29% 84,105 certified professionals 70,403 lapsed certifications 471,094 non-certified level MASTER VIEW Percentages: certification within the experience segmented master populations
† 84,105 (13.4%) Active Certifications. 70,403 (11.3%) Lapsed Certifications. 471,094 (75.3%) No Past Certification Certification Status Overall Master View Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Active Cert. 5,286 8,872 9,178 17,362 11,429 8,047 7,647 6,719 4,803 2,129 595 2,038 Lapsed Cert. 2,908 6,316 6,354 13,502 11,423 9,472 5,994 3,969 2,099 949 359 7,058 No Past Certification 60,668 37,197 27,059 39,686 23,490 14,457 8,974 5,757 3,232 1,338 453 248,783 Key Observations • Lapsed Certification percentages represents a sizeable audience who may be reactivated • Opportunity: reactivate large Lapsed audience • No Certification represents the largest audience opportunity which should be more deeply cultivated • Opportunity: target less experienced professionals where numbers are highest 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Certification Lapsed Certification Non Certification 2,038 7,058 248,783 NOT SPECIFIED level MASTER VIEW
† 56,418 active members (53.11%) do have certification 2,643 5,041 5,513 11,528 8,039 5,784 5,525 5,187 3,877 1,755 501 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Active Members Certification Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Certified Active Members Key Observations • Certification among active members is better than the general population, but still remains reasonably low at 56% • Trend line resembles general population trend line • Opportunity: campaigns to target reactivation as expiration dates approach to keep certification percentages growing Active Members <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certified 22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45% 106,221 active members 56,418 certified members level MEMBER VIEW Percentages: certification within the active membership segmented experience populations
† 49,803 active members (46.89%) do not have certification 9,114 6,212 4,577 7,446 4,724 3,400 2,827 2,391 1,793 868 371 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Active Members Not Certified Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Non-Certified Active Members Key Observations • Non-certification among active members represents a sizeable opportunity to grow certifications • Noticeably non-certification is highest among younger career professionals • Opportunity: targeted campaigns to gain certifications via re- certification (as role appropriate) and new certifications Active Members <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Non Certified 77.52% 55.20% 45.36% 39.24% 37.01% 37.02% 33.85% 31.55% 31.62% 33.09% 42.55% 106,221 active members 49,713 non-certified members level MEMBER VIEW Percentages: non-certification within the active membership segmented experience populations
† 7,058 lapsed certification records with no experience data - 78% attrition rate Certification Status Attrition Rate 2,908 6,316 6,354 13,502 11,423 9,472 5,994 3,969 2,099 949 359 1 1 1 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Certification Lapsed Certification Certification <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attrition Rate 35.49% 41.59% 40.91% 43.75% 49.99% 54.07% 43.94% 37.14% 30.41% 30.83% 37.63% Key Observations • For every certification awarded, one certification lapses • Opportunity: targeted campaigns to trigger re- certification upon expiration dates level MEMBER VIEW 70,403 lapsed certifications 84,105 active certifications 46% Overall Attrition Rate Percentages: lapsed certifications as part of all current and past certifications
† Grouping reaches 93,508 active members (94%) / 184,458 lapsed members (91%) and 86,866 non-members (88%) Certification Status Primary Position Grouping 59,406 4,925 12,504 5,124 4,202 43,688 1,091 7,344 4,955 3,737 175,534 20,500 32,622 9,602 10,456 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Active Certification Lapsed Certifications Non Certification Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 21.3% 18.6% 23.8% 26.0% 22.8% 5.5% Lapsed 15.7% 4.1% 14.0% 25.2% 20.3% 22.98% Non-Members 63.0% 77.3% 62.2% 48.8% 56.8% 51.7% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • Non Certifications constitute the largest population for growing new certifications • Opportunity: leverage grouping structure with a membership drive to increase overall number of certifications Calculable Primary Position Data level MEMBER VIEW Percentages: certified within the segmented position general populations Active Certification represents 22% within Primary Position Groupings
Certification Status Primary Position Grouping Data Bedside Staff Nurse Position Active Lapsed Non Certified Bedside/Staff Nurse 53,275 41,305 151,610 Case Manager 154 330 543 Clinic Nurse 5,968 2,019 23,008 Home Healthcare Nurse 9 34 373 TOTAL 59,406 43,688 175,534 Nurse Leaders Position Active Lapsed Non Certified Nurse Educator 2,219 1,045 4,460 Managers/Admin 2,706 46 16,040 TOTAL 4,925 1,091 20,500 Managers/Admin Position Active Lapsed Non Certified Administrator/VP 166 390 1,190 Charge Nurse 7,321 1,375 12,729 Clinical Coordinator 1,259 338 1,922 Clinical Director 851 1,216 3,755 Hospital Administrator 113 110 515 Manager 2,706 3,828 12,258 Outcomes Manager 88 87 253 TOTAL 12,504 7,344 32,622 Advanced Practice Position Active Lapsed Non Certified Acute Care Nurse Practitioner 935 259 997 Clinical Nurse Specialist 1,778 1,654 4,335 Nurse Anesthetist 354 587 384 Nurse Midwife 4 5 139 Nurse Practitioner 2,053 2,450 3,747 TOTAL 5,124 4,955 9,602 Educators Position Active Lapsed Non Certified Nurse Educator 2,219 1,045 4,460 Inservice/Staff Dev. 205 1,038 1,661 Clinical Nurse Specialist 1,778 1,654 4,335 TOTAL 4,202 3,737 10,456 Other Position Active Lapsed Non Certified Other 4,647 16,115 243,433 Key Observations Past Grouping hierarchies present the opportunity to develop targeted communications for two levels based on 1) Segmented Groups, and 2) Membership Status. † Non Members (lapsed and non certified) overshadow active member certifications. level MEMBER VIEW
Certification Status Primary Position Master Data † 400,741 master position records. level MASTER VIEW Position Active Lapsed No Certification Totals Percent Bedside Staff Nurse 53,275 41,305 151,610 246,190 21.6% Charge Nurse 7,321 1,375 12,729 21,425 34.2% Clinic Nurse 5,968 2,019 23,008 30,995 19.3% Manager 2,706 3,828 12,258 18,792 14.4% Nurse Educator 2,219 1,045 4,460 7,724 28.7% Nurse Practitioner 2,053 2,450 3,747 8,250 24.9% Clinical Nurse Specialist 1,778 1,654 4,335 7,767 22.9% Clinical Coordinator 1,259 338 1,922 3,519 35.8% Acute Care Nurse Practitioner 935 259 997 2,191 42.7% Clinical Director 851 1,216 3,755 5,822 14.6% Academic Faculty 481 1,111 3,231 4,823 10.0% Nurse Anesthetist 354 587 384 1,325 26.7% Unit Coordinator 243 519 860 1,622 15.0% Inservice/Staff Development Instructor 205 1,038 1,661 2,904 7.1% Administrator - VP 166 390 1,190 1,746 9.5% Case Manager 154 330 543 1,027 15.0% Hospital Administrator 113 110 515 738 15.3% Outcomes Manager 88 87 253 428 20.6% Researcher 47 322 667 1,036 4.5% Corporate / Industry 24 127 586 737 3.3% Legal Nurse Consultant 13 34 131 178 7.3% Alternative Practitioner 12 7 78 97 12.4% Physician Assistant 10 19 113 142 7.0% Home Healthcare Nurse 9 34 373 416 2.2% Acupuncturist 6 1 130 137 4.4% Chaplain Pastoral Care 5 6 51 62 8.1% Naturopath 4 2 14 20 20.0% Nurse Midwife 4 5 139 148 2.7% Technician 4 11 1,012 1,027 0.4% Elected Official 1 3 27 31 3.2% Internist 1 2 179 182 0.5% Homeopath 0 0 28 28 0.0% Pharmacist 0 1 151 152 0.0% Physical Therapist 0 3 112 115 0.0% Physician 0 3 611 614 0.0% Respiratory Therapist 0 1 292 293 0.0% Social Worker 0 7 65 72 0.0% Other 1,801 3,820 22,345 27,966 6.4% No Data 1,995 6,334 216,532 224,861 0.9% subtotals 84,105 70,403 471,094 625,602 -- Primary sort: active descending counts Percentages: certified within the segmented position general populations
† 47,822 area employed master records within grouping. Certification Status Area Employed Grouping Key Observations • As a Secondary Grouping, the largest opportunity to grow certifications resides in the non-certified category • Opportunity: develop a series of departmental groups for specific targeted communications based on certification status 237 4,137 2,164 52 3,760 37 1,287 605 114 1,430 556 11,852 7,028 549 14,014 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Active Certification Lapsed Certification Non Certification level MEMBER VIEW ‡ Secondary Standard Grouping Used in Past Marketing Efforts 21.6% Active Certifications within Progressive Care Grouping Population Percentage DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Active 28.6% 23.9% 22.1% 7.3% 19.6% 78.4% Lapsed 4.5% 7.4% 6.2% 15.9% 7.4% 92.7% Non-Members 67.0% 68.6% 71.7% 76.8% 73.0% 28.9% Percentages: professionals within segmented employed calc. populations 86,360 180,893 82,031 47,822 Group vs. Other Possibilities Active Lapsed NonMember Group
Certification Status Area Employed Master Data level MASTER VIEW † 392,997 records. Area Employed Active Lapsed Non Certified Totals Percent Intensive Care Unit (ICU) 14,918 9,076 39,549 63,543 23.5% Combined ICU/CCU 9,175 10,377 26,513 46,065 19.9% Cardiovascular-Surgical ICU 9,079 6,378 17,728 33,185 27.4% Coronary Care Unit (CCU) 3,317 4,056 12,469 19,842 16.7% Telemetry 3,760 1,430 14,014 19,204 19.6% Medical ICU 4,478 2,660 11,852 18,990 23.6% Surgical ICU 4,084 3,628 10,394 18,106 22.6% Progressive Care Unit 4,137 1,287 11,852 17,276 23.9% Emergency Department 2,265 2,836 11,266 16,367 13.8% Pediatric ICU 3,454 2,020 8,458 13,932 24.8% Medical-Surgical ICU 3,553 1,373 8,870 13,796 25.8% Neuro/Neurosurgical ICU 2,460 1,208 7,267 10,935 22.5% Stepdown Unit 2,164 605 7,028 9,797 22.1% Recovery Room/PACU 2,430 2,175 4,620 9,225 26.3% Trauma Unit 1,758 1,141 4,312 7,211 24.4% General Medical /Surgical Floor 388 347 5,651 6,386 6.1% Catheterization Laboratory 1,631 1,266 3,439 6,336 25.7% Neonatal ICU 1,071 815 2,980 4,866 22.0% Crit. Care Transport/Flight 1,161 605 1,134 2,900 40.0% Operating Room 475 667 1,573 2,715 17.5% Medical Cardiology 616 270 1,758 2,644 23.3% Outpatient Clinical 385 632 1,406 2,423 15.9% Burn Unit 0 4 2,400 2,404 0.0% Oncology 169 145 1,752 2,066 8.2% Long Term Acute Care 110 142 1,680 1,932 5.7% Interventional Cardiology 594 319 959 1,872 31.7% Cardiology 35 423 1,139 1,597 2.2% Home Care 51 332 1,210 1,593 3.2% Corporate Industry 55 283 1,112 1,450 3.8% Cardiac Rehabilitation 90 280 878 1,248 7.2% Combined Adult/Pediatric ICU 133 274 798 1,205 11.0% Acute Hemodialysis Unit 113 174 715 1,002 11.3% Cardiovascular/Medical 26 252 648 926 2.8% Cardiac Surgery OR 198 138 563 899 22.0% Private Practice 117 264 508 889 13.2% DOU - Direct Observation Unit 237 37 556 830 28.6% Respiratory ICU 64 83 597 744 8.6% Subacute Care 52 114 549 715 7.3% Virtual/e-ICU 266 75 206 547 48.6% Primary sort: active descending counts Percentages: certification within the segmented departmental general populations
Certification Status Area Employed Master Data level MASTER VIEW Area Employed Active Lapsed Non Certified Totals Percent Medical - Surgical 8 74 332 414 1.9% Emergency/Trauma 5 47 237 289 1.7% Management 7 46 130 183 3.8% Neuroscience 1 50 131 182 0.5% Education 6 42 108 156 3.8% Post Anesthesia 4 32 81 117 3.4% Pediatric 1 23 87 111 0.9% Gastroenterology 5 21 81 107 4.7% Cardiovascular/Surgical 6 24 76 106 5.7% Neonatal 1 10 78 89 1.1% Flight Nurse 11 14 46 71 15.5% Respiratory/Pulmonary 0 18 48 66 0.0% Infection Control 2 10 50 62 3.2% Intravenous Therapy 0 9 47 56 0.0% Generalist 1 24 29 54 1.9% Mental Health 0 1 49 50 0.0% Orthopedic 1 0 39 40 2.5% Renal 2 5 31 38 5.3% Maternal Child 0 0 37 37 0.0% Transplant 4 8 22 34 11.8% Pain 0 7 21 28 0.0% Pediatric Speciality 0 5 16 21 0.0% Legal 6 0 14 20 30.0% Gerontology 0 4 15 19 0.0% Hematological/Immune 0 2 17 19 0.0% Women's Health 0 0 15 15 0.0% Neurotrauma 0 1 12 13 0.0% PeriOperative 0 1 7 8 0.0% Cultural Studies 0 0 7 7 0.0% Diabetes 0 0 7 7 0.0% Patient Education 0 1 6 7 0.0% Dermatology 0 0 6 6 0.0% EOL-Hospice 0 1 5 6 0.0% Ethics 1 0 5 6 16.7% EOL-Palliative Care 0 2 3 5 0.0% Nephrology 0 1 4 5 0.0% Nutritional Support 0 1 3 4 0.0% Ear/Nose/Throat 0 0 2 2 0.0% Psycolsocial 0 0 2 2 0.0% Other 2,637 4,929 16,076 23,642 11.2% No Data 2,327 6,799 222,709 231,835 1.0% subtotals 84,105 70,403 471,094 625,602 -- † 392,997 records. Primary sort: active descending counts Percentages: certification within the segmented departmental general populations
RESOURCE USE level MASTER VIEW
Level 4: Resource Use Filters Years of Experience Primary Position Area Employed level MASTER VIEW Past NTI Attendee Conferences Attended Education Purchases Purchase Amount CE Online Credits Webinars Attended Live Webinars On-Demand Webinars Membership Certification HWE
EDUCATION PURCHASES level MASTER VIEW
Education Purchases Overall Master View level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Unique Customers 35,359 35,199 30,453 50,128 33,022 23,980 18,650 14,459 9,236 4,059 1,281 149,565 Total Lifetime Purchase $8,508,502 $13,116,064 $14,618,492 $32,205,372 $27,654,537 $23,129,088 $21,844,903 $19,442,396 $14,849,558 $7,046,078 $2,578,697 $17,055,164 Avg. Lifetime Cust. Purchase $241 $373 $480 $642 $837 $965 $1,171 $1,345 $1,608 $1,736 $2,013 $114 35,359 35,199 30,453 50,128 33,022 23,980 18,650 14,459 9,236 4,059 1,281 0 10,000 20,000 30,000 40,000 50,000 60,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Unique Customers Key Observations • High percentage of customers in overall master record base • Average Lifetime Customer Purchase steadily increases with years of experience representing purchases continue through the years • Opportunity: develop resource offering campaigns to increase operating revenue † 625,602 master records. Averages: average customer lifetime purchase amount 409,391 Unique Customers $519 Avg. Lifetime Purchase 65.5% of master records
Education Purchases Primary Position Grouping $115,312,068 $17,927,434 $33,477,538 $16,655,348 $16,205,292 $27,667,143 $0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Total Lifetime Purchase Calculable Customer Data Bedside Staff Nurse Nurse Leaders Managers Admin Advanced Practice Educators Other Unique Customers 191,418 17,045 36,650 13,564 11,941 156,539 Avg. Lifetime Cust. Purchase $602 $1,052 $913 $1,228 $1,357 $177 Key Observations • Bedside/Staff Nurse grouping as the largest customer population represents the area where majority of purchased resources • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Opportunity: develop educational resource offering campaigns to aid purchase cycles and to serve as reminders resources are available ‡ Primary Standard Groupings Used in Past Marketing Efforts level MASTER VIEW † Education Purchases. 248,852 Unique Customers $802 Average Lifetime Purchase 40% of master records Averages: average customer lifetime purchase amount
Education Purchases Primary Position Grouping Data Bedside Staff Nurse Position Unique Customers Lifetime Purchase Avg. Purchase Bedside/Staff Nurse 191,418 $104,620,018 $610 Case Manager 727 $634,487 $873 Clinic Nurse 19,010 $9,978,508 $525 Home Healthcare Nurse 160 $79,054 $494 TOTAL 191,418 $115,312,068 $602 Nurse Leaders Position Unique Customers Lifetime Purchase Avg. Purchase Nurse Educator 5,642 $7,077,023 $1,254 Managers/Admin 11,403 $10,850,412 $952 TOTAL 17,045 $17,927,434 $1,052 Managers/Admin Position Unique Customers Lifetime Purchase Avg. Purchase Administrator/VP 1,229 $1,444,652 $1,175 Charge Nurse 16,866 $13,379,492 $793 Clinical Coordinator 2,680 $2,648,891 $988 Clinical Director 3,715 $4,281,392 $1,152 Hospital Admin. 489 $528,256 $1,080 Manager 11,403 $10,850,412 $952 Outcomes Manager 268 $344,443 $1,285 TOTAL 36,650 $33,477,538 $913 Advanced Practice Poitison Unique Customers Lifetime Purchase Avg. Purchase Acute Care Nurse 1,742 $2,123,534 $1,219 Clinical Nurse Spec. 4,721 $7,268,538 $1,540 Nurse Anesthetist 986 $819,333 $831 Nurse Midwife 34 $15,410 $453 Nurse Practitioner 6,081 $6,428,533 $1,057 TOTAL 13,564 $16,655,348 $1,228 Educators Position Unique Customers Lifetime Purchase Avg. Purchase Nurse Educator 5,642 $7,077,023 $1,254 Inservice/Staff Dev. 1,578 $1,859,731 $1,179 Clinical Nurse Specialist 4,721 $7,268,538 $1,540 TOTAL 11,941 $16,205,292 $1,357 Other Position Unique Customers Lifetime Purchase Avg. Purchase Other 156,539 $27,667,143 $177 Key Observations Grouping represents 83% of all generated operating revenue. level MASTER VIEW † Education Purchases. Averages: average customer lifetime purchase amount
Education Purchases Primary Position Master Data Primary sort: alpha Percentages: professionals within segmented position calc. population † 625,602 master records. Position Total Pop. Unique Customers Total Lifetime Purchase Avg. Lifetime Customer Purchase No Purchase Customer Percent Acute Care Nurse Practitioner 2,191 1,742 $2,123,534 $1,219 449 79.5% Administrator - VP 1,746 1,229 $1,444,652 $1,175 517 70.4% Bedside Staff Nurse 246,190 171,521 $104,620,018 $610 74,669 69.7% Case Manager 1,027 727 $634,487 $873 300 70.8% Charge Nurse 21,425 16,866 $13,379,492 $793 4,559 78.7% Clinic Nurse 30,995 19,010 $9,978,508 $525 11,985 61.3% Clinical Coordinator 3,519 2,680 $2,648,891 $988 839 76.2% Clinical Director 5,822 3,715 $4,281,392 $1,152 2,107 63.8% Clinical Nurse Specialist 7,767 4,721 $7,268,538 $1,540 3,046 60.8% Home Healthcare Nurse 416 160 $79,054 $494 256 38.5% Hospital Administrator 738 489 $528,256 $1,080 249 66.3% Inservice/Staff Development Instructor 2,904 1,578 $1,859,731 $1,179 1,326 54.3% Manager 18,792 11,403 $10,850,412 $952 7,389 60.7% Nurse Anesthetist 1,325 986 $819,333 $831 339 74.4% Nurse Educator 7,724 5,642 $7,077,023 $1,254 2,082 73.0% Nurse Midwife 148 34 $15,410 $453 114 23.0% Nurse Practitioner 8,250 6,081 $6,428,533 $1,057 2,169 73.7% Outcomes Manager 428 268 $344,443 $1,285 160 62.6% subtotals 361,407 248,852 $174,381,707 $701 112,555 68.9% Other 264,195 156,539 $27,667,143 $231 107,656 59.3% totals 625,602 405,391 $202,048,850 $519 220,211 64.8% level MASTER VIEW
Education Purchases Area Employed Grouping Key Observations • Three key groupings within master group represent majority of educational purchases • Compared to other possible position groupings, all metric averages would be on the low end suggesting campaign efforts may be better aligned to other types of groupings • Opportunity: selective yet reserved campaigns for educational purposes $340,979 $6,772,395 $3,677,772 $177,848 $6,272,124 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Total Lifetime Purchase Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MASTER VIEW Calculable Customer Data DOU Progressive Care Unit Stepdown Unit Subacute Care Unit Telemetry Other Unique Customers 597 12,554 7,264 350 12,878 371,748 Avg. Lifetime Cust. Purchase $571 $539 $506 $508 $487 $520 33,643 Unique Customers $512 Average Lifetime Purchase 8.3% of customer records Averages: average customer lifetime purchase amount † Education Purchases.
Education Purchases Area Employed Master Data † 625,602 master records. level MASTER VIEW Area Employed Total Pop. Unique Customers Total Lifetime Purchase Avg. Lifetime Customer Purchase No Purchase Customer Percent DOU - Direct Observation Unit 830 597 $340,979 $571 233 71.9% Progressive Care Unit 17,276 12,554 $6,772,395 $539 4,722 72.7% Stepdown Unit 9,797 7,264 $3,677,772 $506 2,533 74.1% Subacute Care 715 350 $177,848 $508 365 49.0% Telemetry 19,204 12,878 $6,272,124 $487 6,326 67.1% subtotals 47,822 33,643 $17,241,119 $512 14,179 70.4% Other 577,780 371,748 $184,807,731 $520 206,032 64.3% totals 625,602 405,391 $202,048,850 $519 220,211 64.8% Primary sort: alpha Percentages: professionals within segmented area employed calc. population
NTI CONFERENCE level MASTER VIEW
NTI Conference Overall Master View level MASTER VIEW Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Attendees 1,903 3,041 3,730 8,609 7,336 5,867 5,099 4,478 3,242 1,523 524 7,493 Total Attended 2,153 3,424 4,488 11,888 12,337 11,093 10,842 10,229 8,863 4,412 1,786 8,478 Avg. Attended 1.13 1.13 1.20 1.38 1.68 1.89 2.13 2.28 2.73 2.90 3.41 1.13 66,959 49,344 38,861 61,941 39,006 26,109 17,516 11,967 6,892 2,893 883 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attendees Non Attendees Key Observations • Small percentage of overall population are attending NTI conferences • Lifetime average conferences attended has a positive correlation to years of experience • Opportunity: more aggressive campaigns to increase attendance † 89,993 attendee records. Averages: average conferences attended by attendees 52,845 Unique Attendees 1.7 Avg. Conferences Attended 8.5% of master records
NTI Conference Primary Position Grouping 26,274 5,484 9,434 4,254 4,542 10,259 41,097 11,001 17,879 10,167 11,181 15,144 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Unique Attendees Total Attended Calculable Attendee Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Attended 1.56 2.01 1.90 2.39 1.48 2.46 Key Observations • Bedside/Staff Nurse grouping comprises the largest population who have attended past conferences • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Repeated attendance is low considering annual conference • Opportunity: develop and promote conference topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 81% of all conference attendees level MASTER VIEW † NTI Attendance. Averages: average conferences attended by attendees
NTI Conference Primary Position Grouping Data Bedside Staff Nurse Position Attendees Avg. Attended Percent Pop. Bedside/Staff Nurse 24,200 1.57 9.8% Case Manager 140 2.01 13.6% Clinic Nurse 1,919 1.47 6.2% Home Healthcare Nurse 15 1.33 3.6% TOTAL 26,274 1.56 9.4% Nurse Leaders Position Attendees Avg. Attended Percent Pop. Nurse Educator 2,064 2.14 26.7% Managers/Admin 3420 1.92 18.2% TOTAL 5,484 2.01 20.7% Managers/Admin Position Attendees Avg. Attended Percent Pop. Administrator/VP 396 2.43 22.7% Charge Nurse 3,436 1.67 16.0% Clinical Coordinator 685 1.89 19.5% Clinical Director 1,236 2.21 21.2% Hospital Admin. 155 2.02 21.0% Manager 3,420 1.92 18.2% Outcomes Manager 106 2.37 24.8% TOTAL 9,434 1.90 18.0% Advanced Practice Position Attendees Avg. Attended Percent Pop. Acute Care Nurse 519 2.16 23.7% Clinical Nurse Spec. 1,918 2.85 24.7% Nurse Anesthetist 102 1.63 7.7% Nurse Midwife 8 2.13 5.4% Nurse Practitioner 1,707 1.98 20.7% TOTAL 4,254 2.39 21.6% Educators Position Attendees Avg. Attended Percent Pop. Nurse Educator 2,064 2.14 26.7% Inservice/Staff Dev. 560 2.30 19.3% Clinical Nurse Specialist 1,918 2.85 24.7% TOTAL 4,542 2.46 24.7% Other Position Attendees Avg. Attended Percent Pop. Other 10,259 1.48 26.1% Key Observations All groupings represent a sizeable opportunity to grow conference attendance. level MASTER VIEW Percentages: professionals within segmented position calc. populations † NTI Attendance.
NTI Conference Primary Position Master Data Primary sort: alpha Percentages: professionals within segmented position calc. population † 625,602 master records. Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent Acute Care Nurse Practitioner 2,191 519 1,122 2.16 1,672 23.7% Administrator - VP 1,746 396 964 2.43 1,350 22.7% Bedside Staff Nurse 246,190 24,200 37,975 1.57 221,990 9.8% Case Manager 1,027 140 282 2.01 887 13.6% Charge Nurse 21,425 3,436 5,741 1.67 17,989 16.0% Clinic Nurse 30,995 1,919 2,820 1.47 29,076 6.2% Clinical Coordinator 3,519 685 1,296 1.89 2,834 19.5% Clinical Director 5,822 1,236 2,733 2.21 4,586 21.2% Clinical Nurse Specialist 7,767 1,918 5,475 2.85 5,849 24.7% Home Healthcare Nurse 416 15 20 1.33 401 3.6% Hospital Administrator 738 155 313 2.02 583 21.0% Inservice Staff Development Instructor 2,904 560 1,286 2.30 2,344 19.3% Manager 18,792 3,420 6,581 1.92 15,372 18.2% Nurse Anesthetist 1,325 102 166 1.63 1,223 7.7% Nurse Educator 7,724 2,064 4,420 2.14 5,660 26.7% Nurse Midwife 148 8 17 2.13 140 5.4% Nurse Practitioner 8,250 1,707 3,387 1.98 6,543 20.7% Outcomes Manager 428 106 251 2.37 322 24.8% subtotals 361,407 42,586 74,849 1.76 318,821 11.8% Other 39,334 10,259 15,144 1.48 253,936 26.1% totals 625,602 52,845 89,993 1.70 572,757 8.4% level MASTER VIEW
NTI Conference Area Employed Grouping Key Observations • Progressive Care category represents a small percentage of the overall attendee population • Repeated attendance is low considering annual conference • Opportunity: develop and promote to more departmental group categories for select departmental conference tracks that can be developed for the conferences 52 1,820 1,204 42 1,277 113 2,849 1,318 69 1,973 0 500 1,000 1,500 2,000 2,500 3,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Unique Attendees Total Attended Calculable Attendee Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Attended 2.17 1.57 1.09 1.64 1.55 1.73 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts Averages: average conferences attended by attendees † NTI Attendance. level MASTER VIEW Groupings represents 8% of all conference attendees
NTI Conference Area Employed Master Data † 625,602 master records. level MASTER VIEW Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent DOU - Direct Observation Unit 830 52 113 2.17 778 6.3% Progressive Care Unit 17,276 1,820 2,849 1.57 15,456 10.5% Stepdown Unit 9,797 1,204 1,318 1.09 8,593 12.3% Subacute Care 715 42 69 1.64 673 5.9% Telemetry 19,204 1,277 1,973 1.55 17,927 6.6% subtotals 47,822 4,395 6,322 1.44 43,427 9.2% Other 345,175 48,450 83,671 1.73 529,330 14.0% totals 625,602 52,845 89,993 1.70 572,757 8.4% Primary sort: alpha Percentages: professionals within segmented area employed calc. population
CE ONLINE CREDITS level MASTER VIEW
Online Credits Overall Master View level MASTER VIEW Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Online Students 23,224 11,792 11,696 20,133 12,830 8,934 7,662 6,472 4,658 2,153 701 34,225 Credits Earned 729,474 290,427 297,473 560,342 412,369 284,405 255,761 224,244 165,099 82,681 26,891 703,846 Avg. Earned Credits 31 25 25 28 32 32 33 35 35 38 38 21 0 5,000 10,000 15,000 20,000 25,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Online Students Key Observations • Early career professionals are most active with online education • Current trend reveals the least experienced career professionals will set new benchmarks for student activity and credits earned over lifetime of association • Opportunity: promote online education benefits early in career cycles for greater impact on lifetime earned credits † 144,480 online student records. Averages: average credits earned by student 144,480 Online Students 28 Average Earned Credits 23% of master records
Online Credits Primary Position Grouping 81,751 6,534 14,832 5,129 5,020 39,615 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Online Students Calc. Student Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Earned Credits 31 25 29 23 22 22 Key Observations • Bedside/Staff Nurse grouping as the largest overall population continues to be the most significant group in this master group • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Grouping represents 83% of all online credits earned or an equivalent of 3,378,346 credits • Opportunity: develop and promote conference topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 73% of all online students level MASTER VIEW Averages: average credits earned by students † 144,480 online student records.
Online Credits Primary Position Grouping Data Bedside Staff Nurse Position Students Avg. Credits Percent Pop. Bedside/Staff Nurse 69,280 31 28.14% Case Manager 281 30 27.36% Clinic Nurse 12,129 30 39.13% Home Healthcare Nurse 61 23 14.66% TOTAL 81,751 31 29.34% Nurse Leaders Position Students Avg. Credits Percent Pop. Nurse Educator 2,786 21 36.07% Managers/Admin 3,748 28 19.94% TOTAL 6,534 25 24.64% Managers/Admin Position Students Avg. Credits Percent Pop. Administrator/VP 299 23 17.12% Charge Nurse 8,091 31 37.76% Clinical Coordinator 1,318 29 37.45% Clinical Director 1,032 22 17.73% Hospital Admin. 210 33 28.46% Manager 3,748 28 19.94% Outcomes Manager 134 18 31.31% TOTAL 14,832 29 28.27% Advanced Practice Position Students Avg. Credits Percent Pop. Acute Care Nurse 812 23 37.06% Clinical Nurse Spec. 1,867 23 24.04% Nurse Anesthetist 253 31 19.09% Nurse Midwife 11 13 7.43% Nurse Practitioner 2,186 23 26.50% TOTAL 5,129 23 26.06% Educators Position Students Avg. Credits Percent Pop. Nurse Educator 2,786 21 36.07% Inservice/Staff Dev. 367 22 12.64% Clinical Nurse Specialist 1,867 23 24.04% TOTAL 5,020 22 27.29% Other Position Students Avg. Credits Percent Pop. Other 39,615 22 13.27% Key Observations All groupings represent a sizeable opportunity to grow education agenda. level MASTER VIEW Percentages: students within segmented position calc. populations † 144,480 online student records.
Online Credits Primary Position Master Data Primary sort: alpha Percentages: students within segmented position calc. population Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent Acute Care Nurse Practitioner 2,191 812 18,456 23 1,379 37.1% Administrator - VP 1,746 299 6,772 23 1,447 17.1% Bedside Staff Nurse 246,190 69,280 2,179,643 31 176,910 28.1% Case Manager 1,027 281 8,431 30 746 27.4% Charge Nurse 21,425 8,091 249,236 31 13,334 37.8% Clinic Nurse 30,995 12,129 369,070 30 18,866 39.1% Clinical Coordinator 3,519 1,318 37,952 29 2,201 37.5% Clinical Director 5,822 1,032 22,210 22 4,790 17.7% Clinical Nurse Specialist 7,767 1,867 42,281 23 5,900 24.0% Home Healthcare Nurse 416 61 1,408 23 355 14.7% Hospital Administrator 738 210 6,979 33 528 28.5% Inservice Staff Development Instructor 2,904 367 8,223 22 2,537 12.6% Manager 18,792 3,748 103,406 28 15,044 19.9% Nurse Anesthetist 1,325 253 7,755 31 1,072 19.1% Nurse Educator 7,724 2,786 59,499 21 4,938 36.1% Nurse Midwife 148 11 148 13 137 7.4% Nurse Practitioner 8,250 2,186 49,232 23 6,064 26.5% Outcomes Manager 428 134 2,459 18 294 31.3% subtotals 361,407 104,865 3,173,160 30 256,542 29.0% Other 264,195 39,615 859,852 22 224,580 15.0% totals 625,602 144,480 4,033,012 28 481,122 23.1% level MASTER VIEW † 144,480 online student records.
Online Credits Area Employed Grouping Key Observations • Progressive Care category represents a small percentage of the overall student population • Grouping represents an equivalent of 410,357 earned credits • Opportunity: develop and promote online educational topics aligned to student audiences 239 5,273 3,157 170 5,488 0 1,000 2,000 3,000 4,000 5,000 6,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Online Students Calc. Student Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Earned Credits 25 30 30 40 26 28 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts Averages: average credits earned by students level MASTER VIEW Groupings represents 10% of all online students † 144,480 online student records.
Online Credits Area Employed Master Data level MASTER VIEW Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent DOU - Direct Observation Unit 830 239 5,886 25 591 28.8% Progressive Care Unit 17,276 5,273 159,009 30 12,003 30.5% Stepdown Unit 9,797 3,157 95,757 30 6,640 32.2% Subacute Care 715 170 6,809 40 545 23.8% Telemetry 19,204 5,488 142,896 26 13,716 28.6% subtotals 47,822 14,327 410,357 29 33,495 30.0% Other 577,780 130,153 3,622,655 28 447,627 22.5% totals 625,602 144,480 4,033,012 28 481,122 23.1% Primary sort: alpha Percentages: students within segmented area employed calc. population † 144,480 online student records.
ONLINE WEBINARS level MASTER VIEW
Online Webinars Overall Master View level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attendees 2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172 Live Webinars 1,012 670 756 1,979 1,534 1,407 1,315 1,489 1,302 602 232 On Demand Webinars 2,326 1,738 1,863 3,567 2,520 1,907 1,779 1,711 1,285 518 238 Total Webinars 3,338 2,408 2,619 5,546 4,054 3,314 3,094 3,200 2,587 1,120 470 Avg. Webinars 1 2 2 2 2 2 1 2 2 2 3 2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172 3,338 2,408 2,619 5,546 4,054 3,314 3,094 3,200 2,587 1,120 470 0 1,000 2,000 3,000 4,000 5,000 6,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Webinar Attendees Total Webinars Attended Key Observations • Webinar attendance is reasonably low • Average webinar attended indicates either format is not resonating well with audience or there is a lack of active promotion • Opportunity: more aggressively promote online webinar series and key time saving benefits for all experience categories Averages: average webinars attended by attendees 18,355 Webinar Attendees 34,118 Webinars Attended 3% of general population † 18,355 online webinar attendee records.
Online Webinars Primary Position Grouping 16,424 5,312 5,877 3,039 6,257 4,988 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Online Webinars Attended Calc. Attendee Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Webinars 1.84 2.02 1.78 2.21 2.34 1.61 Key Observations • Bedside/Staff Nurse grouping as a group attend more webinars, but professionals in roles of educators, managers and administrators average more webinars attended • Grouping represents 85% of all webinars attended equaling 29,130 webinars • Opportunity: develop and promote webinar topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 85% of all online webinar attended level MASTER VIEW † 18,355 online webinar attendee records. Averages: average webinars attended by attendees
Online Webinars Primary Position Grouping Data Bedside Staff Nurse Position Attendees Avg. Webinars Percent Pop. Bedside/Staff Nurse 7,757 2 3.15% Case Manager 37 2 3.60% Clinic Nurse 1,104 2 3.56% Home Healthcare Nurse 12 1 2.88% TOTAL 8,910 2 3.20% Nurse Leaders Position Attendees Avg. Webinars Percent Pop. Nurse Educator 1,493 2 19.33% Managers/Admin 1,133 2 6.03% TOTAL 2,626 2 9.90% Managers/Admin Position Attendees Avg. Webinars Percent Pop. Administrator/VP 151 2 8.65% Charge Nurse 1,057 2 4.93% Clinical Coordinator 311 2 8.84% Clinical Director 469 2 8.06% Hospital Admin. 79 2 10.70% Manager 1,133 2 6.03% Outcomes Manager 101 2 23.60% TOTAL 3,301 2 6.29% Advanced Practice Position Attendees Avg. Webinars Percent Pop. Acute Care Nurse 110 2 5.02% Clinical Nurse Spec. 996 2 12.82% Nurse Anesthetist 12 2 0.91% Nurse Midwife 6 2 4.05% Nurse Practitioner 251 1 3.04% TOTAL 1,375 2 6.99% Educators Position Attendees Avg. Webinars Percent Pop. Nurse Educator 1,493 2 19.33% Inservice/Staff Dev. 185 2 6.37% Clinical Nurse Specialist 996 2 12.82% TOTAL 2,674 2 14.54% Other Position Attendees Avg. Webinars Percent Pop. Other 3,091 2 1.17% Key Observations Nurse Educators are most active with online webinars followed by managers and administrators. level MASTER VIEW Percentages: attendees within segmented position calc. populations † 18,355 online webinar attendee records.
Online Webinars Primary Position Master Data Primary sort: alpha Percentages: attendees within segmented position calc. population Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent Acute Care Nurse Practitioner 2,191 110 172 1.6 2,081 5.0% Administrator - VP 1,746 151 246 1.6 1,595 8.6% Bedside Staff Nurse 246,190 7,757 14,393 1.9 238,433 3.2% Case Manager 1,027 37 58 1.6 990 3.6% Charge Nurse 21,425 1,057 1,898 1.8 20,368 4.9% Clinic Nurse 30,995 1,104 1,957 1.8 29,891 3.6% Clinical Coordinator 3,519 311 564 1.8 3,208 8.8% Clinical Director 5,822 469 864 1.8 5,353 8.1% Clinical Nurse Specialist 7,767 996 2,467 2.5 6,771 12.8% Home Healthcare Nurse 416 12 16 1.3 404 2.9% Hospital Administrator 738 79 154 1.9 659 10.7% Inservice Staff Development Instructor 2,904 185 441 2.4 2,719 6.4% Manager 18,792 1,133 1,963 1.7 17,659 6.0% Nurse Anesthetist 1,325 12 19 1.6 1,313 0.9% Nurse Educator 7,724 1,493 3,349 2.2 6,231 19.3% Nurse Midwife 148 6 13 2.2 142 4.1% Nurse Practitioner 8,250 251 368 1.5 7,999 3.0% Outcomes Manager 428 101 188 1.9 327 23.6% subtotals 361,407 15,264 29,130 1.9 346,143 4.2% Other 264,195 3,091 4,988 1.6 260,176 1.2% totals 625,602 18,355 34,118 1.9 607,247 2.9% level MASTER VIEW † 18,355 online webinar attendee records.
Online Webinars Area Employed Grouping Key Observations • Progressive Care category represents the largest base population in the group which correlates to the high number of webinars attended • Grouping represents an equivalent of 2,404 of webinars attended • Opportunity: as applicable, develop and promote webinar educational topics aligned to attendee audiences 62 1,046 540 24 732 0 200 400 600 800 1,000 1,200 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Online Webinars Attended Calc. Attendee Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Webinars 1.59 1.76 1.76 1.60 1.64 1.87 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MASTER VIEW Groupings represents 7.6% of all online attendees † 18,355 online webinar attendee records. Averages: average webinars attended by attendees
Online Webinars Area Employed Master Data level MASTER VIEW Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent DOU - Direct Observation Unit 830 39 62 1.59 791 4.7% Progressive Care Unit 17,276 594 1,046 1.76 16,682 3.4% Stepdown Unit 9,797 306 540 1.76 9,491 3.1% Subacute Care 715 15 24 1.60 700 2.1% Telemetry 19,204 445 732 1.64 18,759 2.3% subtotals 47,822 1,399 2,404 1.72 46,423 2.9% Other 577,780 16,956 31,714 1.87 559,896 2.9% totals 625,602 18,355 34,118 1.86 606,319 2.9% † 18,355 online webinar attendee records. Primary sort: alpha Percentages: attendees within segmented employed calc. population
MEMBERSHIP CERTIFICATION level MASTER VIEW
† 84,105 active certifications 2,643 5,041 5,513 11,528 8,039 5,784 5,525 5,187 3,877 1,755 501 2,643 3,831 3,665 5,834 3,390 2,263 2,122 1,532 926 374 94 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Active Member Certification Non Member Certification Certification Status Active Member vs. Non Member Key Observations • There does appear to be an observable correlation between membership and increased certification • Certification percentages are higher when linked to membership • Membership certification (67%) vs. Non Member Certification (33%) • Opportunity: market (and link) certification benefits with new memberships and target more aggressively active members who have let their certifications lapse Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Members 22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45% Non Members 4.63% 9.31% 11.28% 11.31% 10.10% 9.93% 14.88% 17.28% 20.74% 20.86% 17.57% 56,418 active member certifications 27,687 non-member certifications level MASTER VIEW Percentages: certification within the active membership and lapsed and non member populations
HWE level MASTER VIEW
HWE Master Data Table Percentages: professionals with affirmed yes within general calc. population † 625,602 master records. level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ other subtotals sans other subtotals all Totals Yes 153 88 120 259 226 183 148 139 101 44 15 151 1,476 1,627 1,627 No 68,709 52,297 42,471 70,291 46,116 31,793 22,467 16,306 10,033 4,372 1,392 257,728 366,247 623,975 623,975 Totals 449.08 594.28 353.93 271.39 204.05 173.73 151.80 117.31 99.34 99.36 92.80 1,706.81 248.13 383.51 383.51 Percent of Population 0.22% 0.17% 0.28% 0.37% 0.49% 0.57% 0.65% 0.85% 1.00% 1.00% 1.07% 0.06% 0.40% 0.26% 0.26% Population 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 367,723 625,602 625,602
ANALYTICS level MASTER VIEW
Google Analytics Overall Master View level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Unique Logins last 12 Months 40,612 23,853 20,504 34,103 20,776 14,016 12,238 10,203 7,253 3,303 1,093 Total Logins last 12 Months 165,251 142,278 135,356 252,858 172,117 117,740 108,429 100,744 85,677 38,103 12,282 Average Logins 4.1 6.0 6.6 7.4 8.3 8.4 8.9 9.9 11.8 11.5 11.2 165,251 142,278 135,356 252,858 172,117 117,740 108,429 100,744 85,677 38,103 12,282 0 50,000 100,000 150,000 200,000 250,000 300,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Total Logins Last 12 Months Key Observations • Average logins per visitor increase with years of experience • Unique Logins trend according to size of base population in each segment Averages: average logins by visitor 212,936 Website Visitors 1,402,375 Total Logins 34% of general population † 212,936 visitor records.
Google Analytics Overall Master View level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Email Transactions 639 1,175 2,117 4,748 3,582 2,830 2,823 2,764 2,349 1,037 639 Transaction Revenue $85,032 $167,664 $313,410 $731,421 $554,156 $437,644 $457,761 $426,504 $372,787 $164,544 $56,762 Average Transaction $133 $143 $148 $154 $155 $155 $162 $154 $159 $159 $133 639 1,175 2,117 4,748 3,582 2,830 2,823 2,764 2,349 1,037 639 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Email Transactions Key Observations • Middle experience sweet spot for email revenue Averages: average revenue by transaction 24,944 Email Transactions $3,825,515 Total Revenue $153 Average Transaction † 24,944 transaction records.
Google Analytics Overall Master View level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Emails Sent 8,352 8,793 10,044 19,414 14,136 11,219 10,981 10,936 9,188 4,312 1,516 Resource Downloads 6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707 Email / Download Ratio 0.8 0.9 1.8 0.8 0.8 1.1 1.1 1.1 0.6 0.4 3.1 8,352 8,793 10,044 19,414 14,136 11,219 10,981 10,936 9,188 4,312 1,516 6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707 0 5,000 10,000 15,000 20,000 25,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Emails Sent Resource Downloads Key Observations • One spike observed in the 4 to 5 years of experience segment for email to download ratio – which does not provide a verifiable correlation without further analysis 115,750 Sent Emails 114,118 Resource Downloads † 115,750 sent email records.
Google Analytics Experience Master Data † 625,602 master records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Years of Experience Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population <2 40,612 165,251 4.1 639 $85,032 $133 1,277 19 0 235 44 185 381 699 224 383 2,270 0 350 180 162 0 428 550 428 537 8,352 6,294 779 339 779 4,397 68,862 2-3 23,853 142,278 6.0 1,175 $167,664 $143 2,377 14 0 216 66 143 565 771 211 376 1,694 0 307 223 156 0 366 431 417 460 8,793 6,545 756 465 704 4,620 52,385 4-5 20,504 135,356 6.6 2,117 $313,410 $148 3,043 7 0 169 88 127 683 941 247 374 1,722 0 365 236 174 0 459 474 460 475 10,044 8,035 936 462 952 5,685 42,591 6-10 34,103 252,858 7.4 4,748 $731,421 $154 5,835 14 0 380 175 207 1,024 1,939 501 814 3,293 0 718 482 334 0 963 871 959 905 19,414 17,651 2,137 1,443 2,555 11,516 70,550 11-15 20,776 172,117 8.3 3,582 $554,156 $155 3,852 9 0 264 143 151 613 1,440 440 684 2,386 0 625 362 246 0 758 701 756 706 14,136 15,101 1,647 1,172 2,333 9,949 46,342 16-20 14,016 117,740 8.4 2,830 $437,644 $155 2,828 4 1 193 109 142 472 1,120 409 551 1,931 3 516 322 218 1 648 507 674 570 11,219 11,800 1,259 819 1,617 8,105 31,976 21-25 12,238 108,429 8.9 2,823 $457,761 $162 2,739 2 0 201 106 132 410 1,059 407 530 1,687 0 586 340 256 0 681 556 717 572 10,981 12,369 1,343 946 1,691 8,389 22,615 26-30 10,203 100,744 9.9 2,764 $426,504 $154 2,447 2 0 202 117 133 428 1,046 433 601 1,639 3 650 345 243 1 682 573 772 619 10,936 12,325 1,110 899 1,582 8,734 16,445 31-35 7,253 85,677 11.8 2,349 $372,787 $159 1,866 1 0 171 109 121 331 949 447 508 1,258 2 525 284 217 0 664 512 691 532 9,188 11,749 853 927 1,416 8,553 10,134 36-40 3,303 38,103 11.5 1,037 $164,544 $159 782 1 0 82 40 55 172 446 199 263 637 0 260 146 118 1 294 219 345 252 4,312 5,867 470 336 593 4,468 4,416 41+ 1,093 12,282 11.2 329 $56,762 $173 240 0 0 36 20 25 58 150 86 88 193 0 109 43 42 0 117 84 136 89 1,516 1,707 112 112 177 1,306 1,407 no exp. data 24,982 71,540 2.9 551 $57,831 $105 508 6 0 107 18 62 293 578 159 432 2,014 0 364 218 137 4 467 463 479 550 6,859 4,675 425 637 642 2,971 257,879 Totals 212,936 1,402,375 6.6 24,944 $3,825,515 $153 27,794 79 1 2,256 1,035 1,483 5,430 11,138 3,763 5,604 20,724 8 5,375 3,181 2,303 7 6,527 5,941 6,834 6,267 115,750 114,118 11,827 8,557 15,041 78,693 625,602
Google Analytics Overall Master View level MASTER VIEW Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Unique Logins last 12 Months 132,977 12,046 27,118 9,264 8,976 37,942 Total Logins last 12 Months 910,038 103,590 190,790 90,493 116,741 147,408 Average Logins 6.8 8.6 7.0 9.8 13.0 3.9 132,977 12,046 27,118 9,264 8,976 37,942 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Unique Logins Last 12 Months Key Observations • Bedside Staff Nurses largest population visiting website • Advanced Practice and Educators login the most Averages: average logins by visitor 212,936 Website Visitors 1,402,375 Total Logins 34% of general population † 212,936 visitor records.
Google Analytics Overall Master View level MASTER VIEW 14,392 2,659 4,727 2,424 2,676 1,871 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Email Transactions Key Observations • Bedside Staff Nurses as largest segmented group is generating the most transactions and revenue from email communications Averages: average revenue by transaction 24,944 Email Transactions $3,825,515 Total Revenue $153 Average Transaction † 24,944 transaction records. Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Email Transactions 14,392 2,659 4,727 2,424 2,676 1,871 Transaction Revenue $2,219,746 $411,974 $726,048 $396,102 $418,835 $250,654 Average Transaction $154 $155 $154 $163 $157 $134
Google Analytics Overall Master View level MASTER VIEW 60,702 14,618 21,241 10,504 8,097 14,426 48,622 20,889 23,261 15,239 22,406 12,356 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Emails Sent Resource Downloads 115,750 Sent Emails 114,118 Resource Downloads † 115,750 sent email records. Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Emails Sent 60,702 14,618 21,241 10,504 8,097 14,426 Resource Downloads 48,622 20,889 23,261 15,239 22,406 12,356 Email / Download Ratio 0.8 1.4 1.1 1.5 2.8 0.9 Key Observations • One spike observed in the Educators segment for email to download ratio – which does not provide a verifiable correlation without further analysis
Bedside Staff Nurses Email Nurse Leaders Email Managers / Admin Email Advanced Practice Email Educators Email Webinars 9,617 Webinars 3,157 Webinars 4,047 Webinars 1,615 eNews Other 1,671 Conferences 5,829 Conferences 1,430 Conferences 2,196 Conferences 1,035 Conferences 1,360 Membership 3,351 eNews Resources 1,154 eNews Resources 1,452 eNews Resources 812 Webinars 1,317 eNews Other 2 2,893 eNews Conferences 1,047 eNews Conferences 1,341 eNews Conferences 755 eNews Webinars 1,168 eNews Resources 2,834 eNews Webinars 1,009 Resources 1,210 eNews Other 2 628 eNews Resources 1,087 eNews Conferences 2,827 Resources 964 eNews Webinars 1,170 eNews Bookstore 599 Resources 1,028 eNews Webinars 2,779 eNews Bookstore 928 eNews Bookstore 1,079 eNews Webinars 594 eNews Other 2 1,002 Resources 2,345 eNews Other 2 728 eNews Other 2 1,003 Resources 557 eNews Certification 834 eNews Bookstore 2,266 Other 570 Membership 876 Other 486 Other 683 Other 1,650 eNews Certification 533 Other 752 eNews Certification 354 eNews Conferences 611 eNews Certification 1,450 Membership 449 eNews Certification 587 Membership 352 eNews e-Learning 538 Bookstore 1,340 eNews e-Learning 299 eNews e-Learning 348 eNews e-Learning 279 eNews Bookstore 524 eNews e-Learning 1,151 Bookstore 265 Bookstore 339 Bookstore 165 Membership 357 eLearning 900 Certification 137 eLearning 180 eLearning 145 Bookstore 284 Certification 599 eLearning 126 Certification 170 Certification 126 eNews Membership 192 eNews Other 4 eNews Other 1 eNews Other 1 eNews Other 2 eLearning 185 eNews Membership 1 eNews Membership 1 eNews Membership 1 eNews Membership 1 Certification 166 Google Analytics Primary Position Master Data † 278,628 master position records. level MASTER VIEW Resonating EMAIL Categories by Primary Position Grouping
Bedside Staff Nurses Downloads Nurse Leaders Downloads Managers / Admin Downloads Advanced Practice Downloads Educators Downloads Practice Downloads 33,861 Practice Downloads 14,277 Practice Downloads 16,279 Practice Downloads 11,549 ACS Downloads 13,489 HWE Downloads 6,261 HWE Downloads 2,953 HWE Downloads 4,329 HWE Downloads 1,325 Practice Downloads 12,375 ACS Downloads 5,393 ACS Downloads 2,332 ACS Downloads 2,751 CSI Downloads 1,242 CSI Downloads 2,484 CSI Downloads 3,107 CSI Downloads 1,327 CSI Downloads 2,036 ACS Downloads 1,123 HWE Downloads 1,967 Google Analytics Primary Position Master Data † 278,628 master position records. level MASTER VIEW Resonating DOWNLOAD Categories by Primary Position Grouping
Google Analytics Primary Position Master Data † 278,628 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Bedside / Staff Nurse 112,594 797,268 7.1 12,936 $1,999,754 $155 16,845 43 1 1,183 542 798 2,948 5,158 1,480 2,071 8,362 3 2,017 1,302 1,014 1 2,483 2,520 2,523 2,438 53,732 43,094 4,733 2,707 5,516 30,138 246,190 Case Manager 508 2,474 4.9 86 $12,646 $147 67 0 0 4 1 0 21 26 12 16 49 0 11 7 5 0 17 21 12 16 285 168 22 16 22 108 1,027 Clinic Nurse 19,693 109,846 5.6 1,364 $206,702 $152 1,898 5 0 153 56 100 379 641 157 252 1,193 1 235 140 130 0 323 350 298 322 6,633 5,330 634 380 710 3,606 30,995 Home Healthcar e Nurse 182 450 2.5 6 $644 $107 7 0 0 0 0 2 3 4 1 6 13 0 3 1 2 0 4 2 1 3 52 30 4 4 13 9 416 Totals 132,977 910,038 6.8 14,392 $2,219,746 $154 18,817 48 1 1,340 599 900 3,351 5,829 1,650 2,345 9,617 4 2,266 1,450 1,151 1 2,827 2,893 2,834 2,779 60,702 48,622 5,393 3,107 6,261 33,861 278,628
Google Analytics Primary Position Master Data † 26,516 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Nurse Educator 5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 9,317 7,724 Mgrs. / Admin 6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792 Totals 12,046 103,590 8.6 2,659 $411,974 $155 1,815 5 0 265 137 126 449 1,430 570 964 3,157 1 928 533 299 1 1,047 728 1,154 1,009 14,618 20,889 2,332 1,327 2,953 14,277 26,516
Google Analytics Primary Position Master Data † 52,470 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Admin / VP 865 5,502 6.4 121 $18,394 $152 90 3 0 8 5 10 27 66 46 57 195 0 53 23 11 0 62 51 69 50 826 1,164 112 163 264 625 1,746 Charge Nurse 14,074 99,365 7.1 2,137 $326,258 $153 2,503 5 0 142 77 93 388 860 215 369 1,212 1 323 194 135 0 413 343 403 353 8,029 6,962 788 614 1,126 4,434 21,425 Clinical Coord. 2,252 16,303 7.2 469 $70,208 $150 492 1 0 39 20 13 75 187 68 94 355 0 87 52 33 0 119 82 130 99 1,946 1,916 215 195 314 3,326 3,519 Clinical Director 2,233 16,994 7.6 557 $85,016 $153 337 3 0 33 13 22 100 274 124 204 603 0 174 85 51 0 206 133 266 196 2,824 3,988 458 330 725 2,475 5,822 Hospital Admin 449 3,073 6.8 67 $11,372 $170 40 0 0 2 1 3 16 38 12 23 84 0 19 10 6 0 25 22 36 18 355 366 52 60 84 170 738 Manager 6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792 Outcome Manager 285 2,133 7.5 45 $7,242 $161 35 0 0 4 1 2 9 21 18 27 110 0 13 15 4 0 20 21 29 30 359 447 45 53 60 289 428 Totals 27,118 190,790 7.0 4,727 $726,048 $154 4,476 13 0 339 170 180 876 2,196 752 1,210 4,047 1 1,079 587 348 1 1,341 1,003 1,452 1,170 21,241 23,261 2,751 2,036 4,329 16,279 52,470
Google Analytics Primary Position Master Data † 19,681 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Acute Care Nurse 1,456 12,651 8.7 344 $54,659 $159 343 1 0 27 16 23 60 147 44 40 136 0 58 27 28 0 72 67 66 48 1,203 919 75 85 98 661 2,191 Clinical Nurse Spec. 3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767 Nurse Anesth. 532 1,511 2.8 128 $20,039 $157 174 0 0 1 0 1 16 13 6 3 15 0 6 2 5 0 5 18 2 7 274 39 3 1 1 34 1,325 Nurse Midwife 54 131 2.4 2 $212 $106 2 0 0 0 0 0 1 2 2 1 3 0 1 0 0 0 0 0 0 1 13 14 1 1 7 5 148 Nurse Pract. 3,881 23,105 6.0 804 $135,322 $168 766 0 0 36 41 37 129 288 106 101 348 0 113 69 69 0 153 153 154 100 2,663 1,746 175 87 169 1,315 8,250 Totals 9,264 90,493 9.8 2,424 $396,102 $163 1,998 1 0 165 126 145 352 1,035 486 557 1,615 2 599 354 279 1 755 628 812 594 10,504 15,239 1,123 1,242 1,325 11,549 19,681
Google Analytics Primary Position Master Data † 18,395 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Nurse Educator 5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 7,724 Inservice Staff Dev. 549 7,476 13.6 202 $28,550 $141 82 1 0 29 13 12 23 95 54 88 204 0 102 60 36 0 86 61 120 95 1,161 2,169 149 165 211 1,644 2,904 Clincal Nurse Spec. 3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767 Totals 8,976 116,741 13.0 2,676 $418,835 $157 1,631 5 0 284 166 185 357 1,360 683 1,028 1,317 1,671 524 834 538 192 611 1,002 1,087 1,168 8,097 22,406 13,489 2,484 1,967 12,375 18,395
level MASTER VIEW CUSTOMERS MEMBER VS. NON-MEMBER
Customer Base Overall Master View Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts Customer Records and Counts 106,161 201,446 28,921 230,367 336,528 Lifetime Customer Purchases $107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850 Key Observations • Almost all Active Members are customers • Lapsed Members continue to be ACTIVE customers at good levels • Non Members represent the smallest customer population • Opportunity: develop campaigns that link membership to certification 106,161 201,446 28,921 0 50,000 100,000 150,000 200,000 250,000 Active Members Lapsed Members Non Members Customer Records and Counts level MASTER VIEW 336,528 Lifetime Customers 53% customers – general population 73.81% customers 99.97% customers 11.74% customers
Customer Base Master Data † 336,528 master customer records. level MASTER VIEW Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts Customer Records and Counts 106,161 201,446 28,921 230,367 336,528 Lifetime Customer Purchases $107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850 Average Lifetime Customer Purchase $1,013.44 $437.87 $216.22 $410.05 $600.39 Customer Percentage 99.94% 73.81% 11.74% 44.35% 53.79% General Population Base 106,221 272,941 246,440 519,381 625,602 ALL Non Members = Lapsed Members plus No Past Memberships Percentages: customers within segmented population
Customer Base Primary Position Grouping Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Active Member Customers 69,416 6,750 15,345 5,459 5,461 12,646 Non Member Customers 121,998 10,293 21,300 8,103 6,477 75,043 Key Observations • Active Members do make more purchases even though non members is a larger population • Grouping represents 98.66% of all purchases $61,001,170 $10,901,513 $20,418,028 $10,534,655 $11,186,076 $54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Active Member Lifetime Customer Purchases Non Member Lifetime Customer Purchases level MASTER VIEW $199 Mil. Lifetime Purchases 56% Active Members ‡ Primary Standard Groupings Used in Past Marketing Efforts † 248,839 master customer grouping records.
Customer Base Primary Position Master Data † 248,839 master customer grouping records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Totals Active Member Customers 69,416 6,750 15,345 5,459 5,461 102,431 Active Member Lifetime Customer Purchases $61,001,170 $10,901,513 $20,418,028 $10,534,655 $11,186,076 $114,041,443 Active Member Average Lifetime Customer Purchase $879 $1,615 $1,331 $1,930 $2,048 $1,113 ALL Non Member Customers 121,998 10,293 21,300 8,103 6,477 168,171 ALL Non Member Lifetime Customer Purchases $54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944 $85,299,102 ALL Non Member Average Lifetime Customer Purchase $445 $680 $610 $751 $767 $507 Total Lifetime Purchases $115,259,701 $17,901,420 $33,404,581 $16,618,823 $16,156,020 $199,340,545 Customer Population Base 278,628 26,516 52,470 19,681 18,395 248,839
Customer Base Primary Position Master Data 191,414 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Bedside / Staff Nurse 61,296 $54,887,760 $895 100,558 $47,041,816 $468 9,667 $2,658,177 $275 110,225 $49,699,993 $451 $104,587,752 171,521 Case Manager 218 $297,401 $1,364 474 $326,604 $689 33 $3,589 $109 507 $330,193 $651 $627,594 725 Clinic Nurse 7,855 $5,777,233 $735 9,963 $3,920,746 $394 1,191 $269,945 $227 11,154 $4,190,691 $376 $9,967,925 19,009 Home Healthcare Nurse 47 $38,776 $825 100 $36,249 $362 12 $1,405 $117 112 $37,654 $336 $76,429 159 Totals 69,416 $61,001,170 $879 111,095 $51,325,415 $462 10,903 $2,933,116 $269 121,998 $54,258,531 $445 $115,259,701 191,414
Customer Base Primary Position Master Data 17,043 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Nurse Educator 2,912 $4,988,582 $1,713 2,355 $1,982,809 $842 374 $93,019 $249 2,729 $2,075,828 $761 $7,064,410 5,641 Managers / Admin 3,838 $5,912,931 $1,541 6,933 $4,730,754 $682 631 $193,325 $306 7,564 $4,924,079 $651 $10,837,010 11,402 Totals 6,750 $10,901,513 $1,615 9,288 $6,713,563 $723 1,005 $286,344 $285 10,293 $6,999,907 $680 $17,901,420 17,043
CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Admin. VP 475 $911,265 $1,918 573 $475,735 $830 182 $57,651 $317 755 $533,387 $706 $1,444,652 1,230 Charge Nurse 8,098 $8,814,347 $1,088 7,893 $4,332,479 $549 874 $223,853 $256 8,767 $4,556,332 $520 $13,370,680 16,865 Clincal Coord. 1,262 $1,741,262 $1,380 1,274 $865,788 $680 143 $34,213 $239 1,417 $900,001 $635 $2,641,263 2,679 Clinical Director 1,355 $2,515,286 $1,856 2,175 $1,707,125 $785 184 $45,600 $248 2,359 $1,752,725 $743 $4,268,011 3,714 Hospital Admin 204 $316,045 $1,549 227 $170,637 $752 57 $17,389 $305 284 $188,026 $662 $504,072 488 Manager 3,838 5,912,931 $1,541 6,933 $4,730,754 $682 631 193,325 $306 7,564 $4,924,079 $651 $10,837,010 11,402 Outcomes Manager 113 $206,891 $1,831 135 $128,609 $953 19 $3,393 $179 154 $132,002 $857 $338,893 267 Totals 15,345 $20,418,028 $1,331 19,210 $12,411,128 $646 2,090 $575,424 $275 21,300 $12,986,552 $610 $33,404,581 36,645 Customer Base Primary Position Master Data 36,645 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships
CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Acute Care Nurse 905 $1,498,035 $1,655 749 $610,129 $815 89 $15,370 $173 838 $625,499 $746 $2,123,534 1,743 Clinical Nurse Specialist 2,166 $5,305,020 $2,449 2,330 $1,878,075 $806 224 $65,449 $292 2,554 $1,943,523 $761 $7,248,543 4,720 Nurse Anesthetist 246 $298,300 $1,213 702 $503,135 $717 37 $11,624 $314 739 $514,758 $697 $813,059 985 Nurse Midwife 3 $1,685 $562 26 $13,303 $512 5 $422 $84 31 $13,725 $443 $15,410 34 Nurse Practitioner 2,139 $3,431,615 $1,604 3,630 $2,904,846 $800 311 $81,816 $263 3,941 $2,986,662 $758 $6,418,277 6,080 Totals 5,459 $10,534,655 $1,930 7,437 $5,909,488 $795 666 $174,680 $262 8,103 $6,084,168 $751 $16,618,823 13,562 Customer Base Primary Position Master Data 13,562 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships
CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Nurse Educator 2,912 4,988,582 $1,713 2,355 $1,982,809 $842 374 93,019 $249 2,729 $2,075,828 $761 $7,064,410 5,641 Inservice / Staff Dev. 383 $892,474 $2,330 1,125 $934,016 $830 69 $16,577 $240 1,194 $950,593 $796 $1,843,067 1,577 Clincal Nurse Specialist 2,166 5,305,020 $2,449 2,330 $1,878,075 $806 224 $65,449 $292 2,554 $1,943,523 $761 $7,248,543 4,720 Totals 5,461 $11,186,076 $2,048 5,810 $4,794,900 $825 667 $175,044 $262 6,477 $4,969,944 $767 $16,156,020 11,938 Customer Base Primary Position Master Data 11,938 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships
CRM Analysis

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CRM Analysis

  • 1.
    Rev. 1.8 –May 13, 2015 CRM DATA ANALYSIS May 14, 2015
  • 2.
    Analysis Levels: PhaseOne Level 1: Demographics • Years of Experience (counts) • Primary Position (counts) • Area Employed (counts) • Option: Clinical Specialty (counts) • Option: Age Grouping (counts) Level 2: Email Preferences • Allow email communication (counts) Level 3: Membership • Years experience (average) • Certification status (counts) • Membership status (counts) Level 4: Resource Use • Past NTI attendee (counts) • NTI attended (average) • Education resource purchases (counts) • Life purchase amount (average) • CE Online credits (average) • Webinar attendee (counts) • Live webinars (average) • On-Demand webinars (average) • Certification Programs (counts) • Membership Sign-ups (counts) • HWE Tools (counts) Level 5: Google Analytics • Email attribution (visits) • Email attribution (memberships) • Email content downloads (type-counts)
  • 3.
    Master Data RecordCounts Master Data Grooming • Master Customer Profile Data – 624,598 records • Master Appended Email Profile Data – 248,475 records • Master Merged Data File – 873,073 combined records – 247,471 duplicate records – 625,602 unique records  Duplicate routine sort: Customer ID - 1,004 additional records discovered via merge routine
  • 4.
    Member Data RecordCounts Master Groomed Data Records • Master Groomed Profile Data – 625,602 count  Active Member Records • 106,221 count  Lapsed Member Records • 272,941 count  Non-Member Records • 246,440 count Members 106,221 17% Lapsed Members 272,941 44% Non- Members 246,440 39% Record Counts Members Lapsed Members Non-Members
  • 5.
    Master Data File InitialObservations • An annual maintenance program may provide the opportunity to groom, append, merge and manage multiple sources of data for greater value as a master CRM database to drive ongoing communications efforts • Guidelines for data entry may need to be applied to better standardize classifications to eliminate redundancies as may exist
  • 6.
  • 7.
    Level 1: Demographics Yearsof Experience (Counts & Percentages) < 6 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 6 - 10 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 11 - 15 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping 16 - 20 Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping More + Primary Position Area Employed TBD Option Clinical Specialty TBD Option Age Grouping † Current analysis does not warrant additional optional views
  • 8.
    Years of Experience OverallMaster View 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Master Data Sample Population <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Experience 18.73% 14.25% 11.58% 19.19% 12.60% 8.70% 6.15% 4.47% 2.76% 1.20% 0.38% † 257,879 records (41.22%) with no experience data Key Observations • Affiliation trends are largely among professionals with lesser experience • Under five years experience composes largest population of professionals -- approaching half of all CRM data records • Six to 15 years experience have sizeable populations • Professionals with much more experience are fewer in numbers level MASTER VIEW Primary sort: columns O – H – I – J - C Percentages: professionals in the general calc. population
  • 9.
    Primary Position Past GroupingStructure 285,271 25,869 50,518 18,695 17,488 35,879 - 50,000 100,000 150,000 200,000 250,000 300,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Calculable Master Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Population Percentage 69.5% 6.6% 13.1% 4.9% 4.6% 9.8% † 224,861 records (35.9%) with no primary position data Key Observations • Bedside/Staff Nurse grouping comprises the largest population who have received past communications • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Notably - view is influenced with more professionals in the general nursing ranks – as opposed to managing and specialty roles • Grouping reaches vast majority of population and offers opportunities for segmenting content for specific target audiences level MASTER VIEW ‡ Primary Standard Groupings Used in Past Marketing Efforts Percentages: professionals within the general calc. population Groupings represents 90% of all available primary position records
  • 10.
    Primary Position Grouping DataTable Bedside Staff Nurse Bedside/Staff Nurse 246,190 61.4% Case Manager 1,027 0.3% Clinic Nurse 30,995 7.7% Home Healthcare Nurse 416 0.1% TOTAL 278,628 69.5% Nurse Leaders Nurse Educator 7,724 1.9% Managers/Admin 18,792 4.7% TOTAL 26,516 6.6% Managers/Admin Administrator/VP 1,746 0.4% Charge Nurse 21,425 5.3% Clinical Coordinator 3,519 0.9% Clinical Director 5,822 1.5% Hospital Administrator 738 0.2% Manager 18,792 4.7% Outcomes Manager 428 0.1% TOTAL 52,470 13.1% Advanced Practice Acute Care Nurse Practitioner 2,191 0.5% Clinical Nurse Specialist 7,767 1.9% Nurse Anesthetist 1,325 0.3% Nurse Midwife 148 0.0% Nurse Practitioner 8,250 2.1% TOTAL 19,681 4.9% Educators Nurse Educator 7,724 1.9% Inservice/Staff Dev. 2,904 0.7% Clinical Nurse Specialist 7,767 1.9% TOTAL 18,395 4.6% Other Other 39,334 9.8% No Data 224,851 -- Key Observations AACN past groupings for structuring communications is a logical approach and warrants consideration for the new communications strategy. † 400,741 master calculable primary position records. Some positions can be grouped in multiple categories. level MASTER VIEW
  • 11.
    Primary Position Master DataTable Primary sort: position descending counts Percentages: professionals within general calc. population † 625,602 master records. Position <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data Totals Percent Bedside Staff Nurse 43,500 40,966 30,011 44,189 25,460 16,344 11,296 8,001 4,813 1,995 611 24,763 251,949 61.4% Clinic Nurse 10,207 4,463 3,382 4,460 2,403 1,475 1,046 679 397 174 44 3,200 31,930 7.7% Charge Nurse 1,317 1,746 2,377 4,699 3,238 2,114 1,688 1,299 833 401 112 1,325 21,149 7.0% Manager 636 645 1,193 3,658 3,585 2,909 1,882 1,322 785 318 95 1,331 18,359 5.3% Nurse Practitioner 329 298 624 1,824 1,514 1,109 824 563 336 111 24 618 8,174 4.7% Nurse Educator 399 249 463 1,332 1,164 899 814 702 506 242 78 662 7,510 2.1% Clinical Nurse Specialist 363 359 490 1,375 1,269 1,052 743 638 504 217 90 0 7,100 1.9% Clinical Director 122 138 202 796 1,065 1,009 842 554 350 163 32 0 5,273 1.9% Academic Faculty 369 228 291 745 809 575 464 412 226 147 54 127 4,447 1.5% Clinical Coordinator 152 137 237 675 573 439 351 263 184 69 32 0 3,112 1.2% Inservice/Staff Development 72 113 187 599 570 454 257 208 139 60 21 198 2,878 0.9% Acute Care Nurse Practitioner 98 75 175 542 342 231 192 149 94 39 15 8 1,960 0.7% Unit Coordinator 79 78 132 315 296 232 172 104 53 24 1 108 1,594 0.5% Administrator - VP 112 35 56 149 200 251 213 190 131 60 20 115 1,532 0.4% Nurse Anesthetist 48 103 231 369 214 135 70 32 23 9 1 85 1,320 0.4% Researcher 82 50 79 151 160 119 88 52 41 20 9 155 1,006 0.3% Case Manager 99 52 48 143 158 141 93 77 54 27 14 97 1,003 0.3% Technician 471 52 54 68 37 16 11 12 4 1 1 201 928 0.3% Hospital Administrator 59 18 35 84 87 101 95 76 40 13 7 78 693 0.3% Corporate / Industry 71 28 51 106 110 79 45 55 25 12 3 79 664 0.2% Physician 84 10 15 22 15 18 6 2 2 3 1 302 480 0.2% Outcomes Manager 35 9 21 50 56 55 43 40 29 16 8 38 400 0.2% Home Healthcare Nurse 167 34 25 34 18 15 13 11 6 3 2 61 389 0.1% Respiratory Therapist 24 10 11 39 20 19 22 21 19 3 0 58 246 0.1% Internist 93 4 2 8 2 3 1 0 0 0 0 63 176 0.1% Legal Nurse Consultant 8 6 4 15 22 25 15 19 8 5 2 47 176 0.0% Nurse Midwife 34 16 18 23 8 9 7 2 1 0 1 22 141 0.0% Physician Assistant 32 8 14 20 17 7 5 4 4 1 0 16 128 0.0% Acupuncturist 30 56 7 6 13 11 0 0 1 1 0 0 125 0.0% Pharmacist 19 10 5 8 7 2 3 1 1 0 0 42 98 0.0% Physical Therapist 30 6 6 14 2 7 2 2 0 0 0 14 83 0.0% Alternative Practitioner 14 5 2 13 7 6 6 9 4 1 0 4 71 0.0% Social Worker 14 0 3 4 5 3 3 2 2 0 0 27 63 0.0% Chaplain Pastoral Care 5 9 5 5 2 2 6 5 3 1 1 14 58 0.0% Elected Official 3 4 0 7 2 3 1 1 0 1 0 5 27 0.0% Homeopath 7 0 0 1 1 1 1 0 0 0 1 14 26 0.0% Naturopath 3 2 1 2 2 1 3 2 0 0 0 4 20 0.0% Other 8,317 1,768 1,615 3,213 2,439 1,761 1,121 826 484 254 116 3,549 25,463 0.0% No Position Data 1,358 595 519 787 450 344 171 110 32 25 11 220,465 224,861 -- subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00% level MASTER VIEW
  • 12.
    Area Employed Past GroupingStructure † 232,605 records (37.2%) with no departmental data Key Observations • Progressive Care category used previously as a secondary group category for communications • Group includes: DOU - Direct Observation Unit, Progressive Care Unit, Stepdown Unit, Subacute Care, and Telemetry • Group represents a small percentage (12%) of all possible departmental classifications • Of note, AACN does state they rely more on position rather than department for planning communications 830 17,276 9,797 715 19,204 0 5,000 10,000 15,000 20,000 25,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Calculable Master Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Population Percentage 0.2% 4.4% 2.5% 0.2% 4.9% 87.8% Progressive Care Grouping level MASTER VIEW ‡ Secondary Standard Grouping Used in Past Marketing Efforts Grouping represents 12.2% of all departmental records Percentages: professionals within the general calc. population
  • 13.
    Area Employed Master DataTable † 625,602 master records. Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data totals Percent Intensive Care Unit (ICU) 10,167 8,898 7,426 11,902 7,429 4,767 3,410 2,552 1,498 626 215 4,653 63,543 16.2% Combined ICU/CCU 4,148 5,358 4,461 8,727 6,564 4,951 3,533 2,579 1,713 757 262 3,012 46,065 11.7% Cardiovascular-Surgical ICU 4,937 5,139 3,954 6,243 3,968 2,557 1,786 1,363 813 365 95 1,965 33,185 8.4% Coronary Care Unit (CCU) 2,724 3,075 2,216 3,604 2,377 1,671 1,108 788 461 205 53 1,560 19,842 5.0% Telemetry 4,547 2,769 2,043 3,213 1,663 1,020 632 430 224 102 26 2,535 19,204 4.9% Medical ICU 4,139 3,524 2,423 3,216 1,677 1,065 758 484 327 134 47 1,196 18,990 4.8% Surgical ICU 3,340 3,576 2,360 3,149 1,661 1,020 750 460 311 108 34 1,337 18,106 4.6% Progressive Care Unit 4,015 2,880 2,148 3,039 1,516 847 570 364 218 99 42 1,538 17,276 4.4% Emergency Department 2,642 1,451 1,552 2,844 2,136 1,570 1,096 788 463 222 62 1,541 16,367 4.2% Pediatric ICU 1,525 2,230 1,827 3,077 1,795 907 689 463 255 119 27 1,018 13,932 3.5% Medical-Surgical ICU 2,876 1,814 1,501 2,280 1,338 902 698 594 372 201 56 1,164 13,796 3.5% Neuro/Neurosurgical ICU 2,818 1,930 1,328 1,777 899 548 393 267 183 47 22 723 10,935 2.8% Stepdown Unit 2,647 1,663 1,194 1,538 785 442 256 192 134 51 11 884 9,797 2.5% Recovery Room/PACU 594 598 726 1,486 1,411 1,239 1,035 806 522 257 70 481 9,225 2.3% Trauma Unit 1,242 1,099 871 1,336 825 493 372 255 169 61 18 470 7,211 1.8% General Medical /Surgical Floor 2,377 559 375 683 386 260 161 110 62 35 18 1,360 6,386 1.6% Catheterization Laboratory 238 318 497 1,210 1,048 875 666 533 351 125 33 442 6,336 1.6% Neonatal ICU 397 493 471 909 627 469 415 286 160 55 10 574 4,866 1.2% Crit. Care Transport/Flight 86 94 284 733 585 409 249 156 76 26 10 192 2,900 0.7% Operating Room 314 181 301 531 361 277 176 113 74 42 7 338 2,715 0.7% Medical Cardiology 553 239 243 346 263 221 162 135 92 49 9 332 2,644 0.7% Outpatient Clinical 325 121 154 341 313 277 212 173 102 52 7 346 2,423 0.6% Burn Unit 497 459 281 395 229 168 95 49 31 12 5 183 2,404 0.6% Oncology 803 186 141 219 146 91 59 40 29 8 1 343 2,066 0.5% Long Term Acute Care 614 176 161 210 140 100 67 52 33 14 4 361 1,932 0.5% Interventional Cardiology 128 117 153 320 231 235 204 168 124 44 9 139 1,872 0.5% Gerontology 1 4 0 1 4 2 1 0 0 1 0 5 19 0.0% Cardiology 138 119 139 295 239 216 122 73 43 21 12 180 1,597 0.4% Home Care 366 115 117 234 179 147 74 55 22 10 5 269 1,593 0.4% Corporate Industry 117 57 88 230 213 174 121 78 48 21 8 295 1,450 0.4% Cardiac Rehabilitation 246 97 85 170 145 154 77 89 39 13 7 126 1,248 0.3% Combined Adult/Pediatric ICU 148 134 149 203 157 111 67 52 27 12 5 140 1,205 0.3% Acute Hemodialysis Unit 192 74 65 123 182 102 51 49 37 14 4 109 1,002 0.3% Cardiovascular/Medical 67 70 82 173 159 110 67 52 22 13 5 106 926 0.2% Cardiac Surgery OR 121 68 88 159 100 91 67 54 36 11 6 98 899 0.2% Private Practice 81 27 45 114 124 112 74 64 44 13 6 185 889 0.2% DOU - Direct Observation Unit 221 126 96 151 76 40 28 22 12 6 2 50 830 0.2% Respiratory ICU 127 107 77 120 74 44 39 23 19 9 2 103 744 0.2% Subacute Care 178 69 58 95 79 50 37 18 8 5 1 117 715 0.2% level MASTER VIEW Primary sort: area employed descending counts Percentages: professionals within general calc. population
  • 14.
    Area Employed Master DataTable † 625,602 master records. Area Employed <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ no exp. data totals Percent Virtual/e-ICU 11 17 19 86 77 64 81 70 61 24 9 28 547 0.1% Medical - Surgical 66 47 35 76 36 28 14 8 8 8 3 85 414 0.1% Emergency/Trauma 43 37 25 38 43 29 18 6 4 0 1 45 289 0.1% Management 18 13 6 32 23 24 25 10 8 4 2 18 183 0.0% Neuroscience 21 16 11 40 19 22 10 7 4 1 0 31 182 0.0% Education 22 6 13 24 21 24 9 15 3 3 0 16 156 0.0% Post Anesthesia 7 6 8 19 12 16 10 7 3 3 2 24 117 0.0% Pediatric 16 5 14 20 23 7 4 5 0 0 0 17 111 0.0% Gastroenterology 11 10 10 18 10 15 6 7 1 0 2 17 107 0.0% Cardiovascular/Surgical 20 2 6 6 11 4 9 7 2 2 0 37 106 0.0% Neonatal 19 10 6 11 13 9 3 8 1 0 0 9 89 0.0% Flight Nurse 9 5 1 12 10 7 3 8 3 0 1 12 71 0.0% Respiratory/Pulmonary 8 1 6 16 10 6 4 1 1 2 0 11 66 0.0% Infection Control 7 6 4 6 11 8 4 2 1 1 0 12 62 0.0% Intravenous Therapy 3 6 8 12 14 4 3 0 1 0 0 5 56 0.0% Mental Health 15 4 1 6 4 2 1 4 0 0 1 12 50 0.0% Orthopedic 9 4 1 4 5 2 0 3 1 0 0 11 40 0.0% Renal 5 5 2 5 7 2 1 1 1 1 0 8 38 0.0% Maternal Child 11 1 1 4 0 2 0 1 1 0 1 15 37 0.0% Transplant 10 3 1 11 2 4 1 1 0 1 0 0 34 0.0% Pain 9 1 0 1 4 3 2 2 1 2 0 3 28 0.0% Pediatric Speciality 4 0 1 6 4 2 2 0 0 0 0 2 21 0.0% Legal 1 1 2 1 1 4 1 1 3 2 0 3 20 0.0% Hematological/Immune 7 1 0 1 2 1 0 0 0 0 0 7 19 0.0% Women's Health 8 1 2 0 0 0 3 0 1 0 0 0 15 0.0% Neurotrauma 1 1 2 1 1 0 1 0 0 0 0 6 13 0.0% PeriOperative 1 0 0 0 1 0 1 0 0 0 0 5 8 0.0% Cultural Studies 4 0 1 0 0 0 0 0 0 0 0 2 7 0.0% Diabetes 1 1 0 2 0 1 0 0 0 0 0 2 7 0.0% Patient Education 2 0 0 0 1 0 1 0 2 0 0 1 7 0.0% Dermatology 5 0 0 1 0 0 0 0 0 0 0 0 6 0.0% EOL-Hospice 2 0 0 1 0 1 0 1 0 0 0 1 6 0.0% Ethics 1 0 1 2 1 0 0 0 0 1 0 0 6 0.0% EOL-Palliative Care 1 0 0 2 1 1 0 0 0 0 0 0 5 0.0% Nephrology 1 0 1 1 0 1 0 0 0 0 0 1 5 0.0% Nutritional Support 1 0 0 2 0 1 0 0 0 0 0 0 4 0.0% Ear/Nose/Throat 1 0 0 0 0 0 0 0 0 0 0 1 2 0.0% Psycolsocial 2 0 0 0 0 0 0 0 0 0 0 0 2 0.0% Generalist 3 5 4 9 7 8 4 5 3 1 0 5 54 0.0% Other 3,058 1,568 1,703 3,672 3,180 2,480 1,716 1,238 760 347 138 3,012 22,872 5.8% No Area Employed Data 4,722 588 516 1,006 684 460 301 198 106 48 31 223,945 232,605 -- subtotals 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 625,602 100.00% level MASTER VIEW Primary sort: area employed descending counts Percentages: professionals within general calc. population
  • 15.
  • 16.
    Level 2: EmailPreferences Years of Experience (Counts & Percentages) < 6 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 6 - 10 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 11 - 15 Primary Position Area Employed Option Clinical Specialty Option Age Grouping 16 - 20 Primary Position Area Employed Option Clinical Specialty Option Age Grouping More + Primary Position Area Employed Option Clinical Specialty Option Age Grouping † Analysis revealed planned and optional views beyond years of experience would not provide added value
  • 17.
    Email Opt-in Preferences 63,440 38,513 32,101 50,439 31,569 22,033 17,374 13,880 9,065 4,014 1,269 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Opt-inCounts (387,805 - 62% of Total Records) <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Years Exp. <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Opt-ins 97.52% 97.42% 97.41% 97.18% 96.70% 95.97% 95.72% 95.74% 95.72% 95.62% 95.13% † 223,964 records (35.8%) of total population have not optioned preference Key Observations • High percentage counts for email opt-ins when preference is stated (95% +) • A campaign effort may increase overall email opt-ins within the large population for who have not specified preference - (224K / 36% of all records) • Based on the percentage results, further breakouts based on primary position and area employed may not provide added value 104,108 additional opt-in records not categorized by experience level MASTER VIEW No significant identifiable pattern based on years experience Percentages: professionals within general calc. populations
  • 18.
  • 19.
    Level 3: Membership Yearsof Experience Filters (Counts & Percentages) < 6 Membership Status Certification 6 – 10 Membership Status Certification 11 - 15 Membership Status Certification 16 - 20 Membership Status Certification More + Membership Status Certification Area Employed Option: Clinical Specialty Primary Position Option: Age Grouping † Current analysis does not warrant additional optional views
  • 20.
    † 106,221 (17%)Active Members . 272,941 (43.5%) Lapsed Members . 246,440 (39.5%) Non-Members Membership Status Overall Master View Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Active 11,757 11,253 10,090 18,974 12,763 9,184 8,352 7,578 5,670 2,623 872 7,105 Lapsed 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 82,926 Non Member 34,335 11,092 7,518 10,284 5,941 3,716 2,408 1,744 991 420 143 167,848 Key Observations • Lapsed Membership counts represent sizeable audiences not identifying with a value proposition • Non-Members also represent a sizeable audience which should be more deeply cultivated • Opportunity: target less experienced professionals where numbers are highest and impressions, value and relationships can be built in early career cycles for long term affinity 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Member Lapsed Member Non Member 7,105 82,926 167,848 NOT SPECIFIED level MASTER VIEW 106,221 Active Memberships 272,941 Lapsed Memberships 17% active - master records
  • 21.
    Membership Status Active Members 11,757 11,253 10,090 18,974 12,763 9,184 8,352 7,578 5,670 2,623 872 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 ActiveMembership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 17.07% 21.48% 23.69% 26.89% 27.54% 28.72% 36.93% 46.08% 55.95% 59.40% 61.98% † 519,381 records (83.02%) are not active members Key Observations • Membership largely is among professionals with 15 years or less experience • Active Membership among all professionals within CRM database is reasonably low (17%) -- representing a sizeable opportunity to target distinct groups and grow active members • Lapsed Membership 272,941 professionals: Non-Member totals 246,440 professionals • Opportunity: grow active membership from within ranks of the CRM database 106,221 active members level MEMBER VIEW Percentages: membership within the general segmented calc. populations
  • 22.
    Membership Status Lapsed Members 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373392 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Lapsed Membership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Lapsed Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 33.07% 57.34% 58.66% 58.53% 59.64% 59.66% 52.42% 43.31% 34.27% 31.09% 27.86% † 272,941 records (43.63%) represent lapsed members Key Observations • Lapsed memberships largely resemble the general experience trend data of active membership breakouts with slight nuances • Lapsed memberships within the general population is significant at 43.63% • Opportunity: targeted campaigns aimed at past members with a renewed value proposition and special incentives for reactivation – along with triggered timely renewal notices and reminders based on expiration dates 272,941 lapsed members level MEMBER VIEW Percentages: lapsed membership within the general segmented calc. populations
  • 23.
    † 167,848 records(68.1%) non-member records without experience data Membership Status Non Members 34,335 11,092 7,518 10,284 5,941 3,716 2,408 1,744 991 420 143 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Lapsed Membership Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Non Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Breakout 49.86% 21.17% 17.65% 14.58% 12.82% 11.62% 10.65% 10.61% 9.78% 9.51% 10.16% Key Observations • Non membership status is highest at the start of the professional’s career • Opportunity: targeted campaigns leveraging a unique value proposition for early career professionals as a group could result in more active memberships 246,440 non-members level MEMBER VIEW Percentages: non memberships within the general segmented calc. populations
  • 24.
    † 82,926 lapsedmember records with no experience data - 92% attrition rate Membership Status Attrition Rate 22,770 30,040 24,983 41,292 27,638 19,076 11,855 7,123 3,473 1,373 392 1 1 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Lapsed Membership <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attrition Rate 65.95% 72.75% 71.23% 68.52% 68.41% 67.50% 58.67% 48.45% 37.99% 34.36% 31.01% Key Observations • Attrition rates are consistently high across all experience levels • A prime concern should be early stage professionals (less than two years experience) are leaving association after the first year of membership which represents a missing value proposition • Opportunity: surveys to understand what values are perceived to be missing and use insights to enhance image and association offerings level MEMBER VIEW 272,941 lapsed members 106,221 active members Percentages: lapsed membership as part of all current and past memberships 72% Overall Attrition Rate
  • 25.
    † Grouping reaches90% of all primary position records (400,741) Membership Status Attrition Rate - Primary Position 145,529 13,312 24,393 10,014 8,523 88,483 - 50,000 100,000 150,000 200,000 250,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active Members Lapsed Members Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 69,327 6,753 15,358 5,465 5,467 12,773 Lapsed 145,529 13,312 24,393 10,014 8,523 88,483 Attrition Rate 67.73% 66.34% 61.36% 64.69% 60.92% 87.39% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • The Attrition Rate across each of the segmented groupings is significant which represents members are not finding reasons to keep their memberships Calculable Primary Position Data 66% Average Attrition Rate across Primary Position Groupings level MEMBER VIEW Percentages: professionals who have not renewed memberships within the segmented position calc. populations 106,221 Active Members 272,941 Lapsed Members
  • 26.
    † Grouping reaches90% of all primary position records (400,741). Membership Status Primary Position Grouping 69,327 6,753 15,358 5,465 5,467 12,773 145,529 13,312 24,393 10,014 8,523 88,483 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active Members Lapsed Members Non Members Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 24.9% 25.5% 29.3% 27.8% 29.7% 12.0% Lapsed 52.2% 50.2% 46.5% 50.9% 46.3% 32.4% Non-Members 22.9% 24.3% 24.2% 21.4% 23.9% 66.1% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • Active memberships within the groupings represent a small overall percentage • Opportunity: develop unique campaign strategies based on member status Calculable Primary Position Data Active Membership represents 26% within Primary Position Groupings level MEMBER VIEW Percentages: professionals within segmented position calc. populations
  • 27.
    † Non Members(lapsed and non-members) is clearly a large opportunity to grow memberships. Membership Status Primary Position Grouping Data Bedside Staff Nurse Position Active Lapsed Non-Member Bedside/Staff Nurse 61,302 134,759 50,129 Case Manager 219 501 407 Clinic Nurse 7,858 10,165 12,972 Home Healthcare Nurse 48 104 264 TOTAL 69,427 145,529 63,772 Nurse Leaders Position Active Lapsed Non-Member Nurse Educator 2,914 2,372 2,438 Managers/Admin 3,839 10,940 4,013 TOTAL 6,753 13,312 6,451 Managers/Admin Position Active Lapsed Non-Member Administrator/VP 475 582 689 Charge Nurse 8,102 7,910 5,413 Clinical Coordinator 1,263 1,281 975 Clinical Director 1,359 3,310 1,153 Hospital Administrator 206 229 303 Manager 3,839 10,940 4,013 Outcomes Manager 114 141 173 TOTAL 15,358 24,393 12,719 Advanced Practice Position Active Lapsed Non-Member Acute Care Nurse Practitioner 905 769 517 Clinical Nurse Specialist 2,169 4,001 1,597 Nurse Anesthetist 247 904 174 Nurse Midwife 3 28 117 Nurse Practitioner 2,141 4,312 1,797 TOTAL 5,465 10,014 4,202 Educators Position Active Lapsed Non-Member Nurse Educator 2,914 2,372 2,438 Inservice/Staff Dev. 384 2,150 370 Clinical Nurse Specialist 2,169 4,001 1,597 TOTAL 5,467 8,523 4,405 Other Position Active Lapsed Non-Member Other 12,773 88,483 162,939 Key Observations Targeted group communications based on area of professional practice opens up many possibilities for the content strategy. level MEMBER VIEW
  • 28.
    Membership Status Primary PositionMaster Data Position Active Lapsed Non Member Totals Percent Bedside Staff Nurse 61,302 134,759 50,129 246,190 24.9% Charge Nurse 8,102 7,910 5,413 21,425 37.8% Clinic Nurse 7,858 10,165 12,972 30,995 25.4% Manager 3,839 10,940 4,013 18,792 20.4% Nurse Educator 2,914 2,372 2,438 7,724 37.7% Clinical Nurse Specialist 2,169 4,001 1,597 7,767 27.9% Nurse Practitioner 2,141 4,312 1,797 8,250 26.0% Clinical Director 1,359 3,310 1,153 5,822 23.3% Clinical Coordinator 1,263 1,281 975 3,519 35.9% Academic Faculty 1,115 2,541 1,167 4,823 23.1% Acute Care Nurse Practitioner 905 770 516 2,191 41.3% Administrator - VP 475 582 689 1,746 27.2% Inservice/Staff Development Instructor 384 2,150 370 2,904 13.2% Unit Coordinator 255 1,108 259 1,622 15.7% Nurse Anesthetist 247 904 174 1,325 18.6% Hospital Administrator 206 229 303 738 27.9% Researcher 164 579 293 1,036 15.8% Corporate / Industry 137 383 217 737 18.6% Case Manager 119 862 46 1,027 11.6% Outcomes Manager 114 141 173 428 26.6% Technician 100 279 648 1,027 9.7% Home Healthcare Nurse 48 104 264 416 11.5% Legal Nurse Consultant 46 64 68 178 25.8% Alternative Practitioner 24 12 61 97 24.7% Internist 10 21 151 182 5.5% Physician Assistant 9 54 79 142 6.3% Chaplain Pastoral Care 8 21 33 62 12.9% Respiratory Therapist 7 28 258 293 2.4% Acupuncturist 5 8 124 137 3.6% Elected Official 3 9 19 31 9.7% Naturopath 3 3 14 20 15.0% Nurse Midwife 2 28 118 148 1.4% Pharmacist 2 11 139 152 1.3% Physician 2 13 599 614 0.3% Homeopath 1 0 27 28 3.6% Physical Therapist 1 7 107 115 0.9% Social Worker 1 17 54 72 1.4% Other 3,849 11,765 12,362 27,966 13.8% No Data 7,032 71,198 146,621 224,851 3.1% subtotals 106,221 272,941 246,440 625,592 -- level MASTER VIEW † 625,602 master position records. Primary sort: active descending counts Percentages: active membership within the segmented position general populations
  • 29.
    † 47,822 areaemployed master records within grouping. Membership Status Area Employed Grouping Key Observations • As a Secondary Grouping, value may be realized for highly targeted and relevant topical communications • Key groupings within the master Progressive Care Group do show higher percentages in lapsed and non members • Opportunity: create a series of departmental groups for specific targeted communications 282 4,971 2,758 90 4,375 270 7,307 3,781 353 8,516 278 4,998 3,258 272 6,313 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 DOU Prog. Care Unit Stepdown Unit Subacute Care Telemetry Active Members Lapsed Members Non Members Population Percentage DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Active 34.0% 28.8% 28.2% 12.6% 22.8% 73.9% Lapsed 32.5% 42.3% 38.6% 49.4% 44.3% 57.7% Non-Members 33.5% 28.9% 33.3% 38.0% 32.9% 68.4% 86,360 180,893 82,031 47,822 Group vs. Other Possibilities Active Lapsed NonMember Group ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MEMBER VIEW Active Membership represents 26.1% within Progressive Care Grouping Percentages: professionals within segmented employed calc. populations
  • 30.
    Membership Status Area EmployedMaster Data level MASTER VIEW Area Employed Active Lapsed Non Member Totals Percent Intensive Care Unit (ICU) 18,653 31,375 13,515 63,543 29.4% Combined ICU/CCU 11,281 27,980 6,804 46,065 24.5% Cardiovascular-Surgical ICU 9,415 18,245 5,525 33,185 28.4% Medical ICU 5,392 9,767 3,831 18,990 28.4% Progressive Care Unit 4,971 7,307 4,998 17,276 28.8% Surgical ICU 4,585 10,552 2,969 18,106 25.3% Medical-Surgical ICU 4,436 5,703 3,657 13,796 32.2% Telemetry 4,375 8,516 6,313 19,204 22.8% Coronary Care Unit (CCU) 4,003 12,150 3,689 19,842 20.2% Pediatric ICU 3,909 7,187 2,836 13,932 28.1% Neuro/Neurosurgical ICU 2,970 4,992 2,973 10,935 27.2% Stepdown Unit 2,758 3,781 3,258 9,797 28.2% Emergency Department 2,585 7,354 6,428 16,367 15.8% Recovery Room/PACU 2,376 5,050 1,799 9,225 25.8% Catheterization Laboratory 1,813 3,437 1,086 6,336 28.6% Trauma Unit 1,037 3,803 2,371 7,211 14.4% Crit. Care Transport/Flight 923 1,514 463 2,900 31.8% Neonatal ICU 834 2,134 1,898 4,866 17.1% General Medical /Surgical Floor 734 2,002 3,650 6,386 11.5% Medical Cardiology 698 979 967 2,644 26.4% Interventional Cardiology 643 838 391 1,872 34.3% Burn Unit 525 1,186 693 2,404 21.8% Outpatient Clinical 519 984 920 2,423 21.4% Operating Room 416 308 1,991 2,715 15.3% Long Term Acute Care 340 535 1,057 1,932 17.6% DOU - Direct Observation Unit 282 270 278 830 34.0% Virtual/e-ICU 279 188 80 547 51.0% Corporate Industry 273 789 388 1,450 18.8% Oncology 235 546 1,285 2,066 11.4% Cardiac Surgery OR 220 365 314 899 24.5% Combined Adult/Pediatric ICU 193 730 282 1,205 16.0% Private Practice 178 406 305 889 20.0% Cardiac Rehabilitation 171 680 397 1,248 13.7% Home Care 152 774 667 1,593 9.5% Acute Hemodialysis Unit 133 411 458 1,002 13.3% Cardiology 129 1,321 147 1,597 8.1% Respiratory ICU 99 372 273 744 13.3% Cardiovascular/Medical 93 747 86 926 10.0% Subacute Care 90 353 272 715 12.6% Primary sort: active descending counts Percentages: membership within the segmented departmental general populations † 392,997 records.
  • 31.
    Membership Status Area EmployedMaster Data level MASTER VIEW Area Employed Active Lapsed Non Member Totals Percent Medical - Surgical 37 309 68 414 8.9% Management 19 134 30 183 10.4% Emergency/Trauma 18 225 46 289 6.2% Education 15 95 46 156 9.6% Cardiovascular/Surgical 12 51 43 106 11.3% Neuroscience 11 141 30 182 6.0% Gastroenterology 9 84 14 107 8.4% Post Anesthesia 8 89 20 117 6.8% Flight Nurse 7 49 15 71 9.9% Transplant 6 21 7 34 17.6% Generalist 5 42 7 54 9.3% Infection Control 5 27 30 62 8.1% Intravenous Therapy 5 45 6 56 8.9% Respiratory/Pulmonary 5 44 17 66 7.6% Neonatal 4 69 16 89 4.5% Pain 4 10 14 28 14.3% Pediatric 4 92 15 111 3.6% Legal 3 9 8 20 15.0% Orthopedic 3 21 16 40 7.5% Pediatric Speciality 3 12 6 21 14.3% Hematological/Immune 2 7 10 19 10.5% Mental Health 2 32 16 50 4.0% Patient Education 2 2 3 7 28.6% Renal 2 32 4 38 5.3% Ethics 1 1 4 6 16.7% Gerontology 1 11 7 19 5.3% Nephrology 1 0 4 5 20.0% Neurotrauma 1 7 5 13 7.7% PeriOperative 1 1 6 8 12.5% Women's Health 1 4 10 15 6.7% Cultural Studies 0 4 3 7 0.0% Dermatology 0 0 6 6 0.0% Diabetes 0 0 7 7 0.0% Ear/Nose/Throat 0 0 2 2 0.0% EOL-Hospice 0 2 4 6 0.0% EOL-Palliative Care 0 4 1 5 0.0% Maternal Child 0 2 35 37 0.0% Nutritional Support 0 2 2 4 0.0% Psycolsocial 0 1 1 2 0.0% Other 4,288 11,845 7,170 23,642 18.1% No Data 9,018 73,784 149,372 231,745 3.9% subtotals 106,221 272,941 246,440 625,512 -- Primary sort: active descending counts Percentages: membership within the segmented departmental general populations † 392,997 records.
  • 32.
  • 33.
    5,286 8,872 9,178 17,362 11,429 8,047 7,647 6,719 4,803 2,129 595 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 GeneralPopulation Certification Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Overall Master View † 541,497 records (86.56%) do not have certification Key Observations • Certification within the master population is extremely low at 13% • Opportunity exists to increase new certification percentages overall – among members and non- members especially among those with fewer years experience to improve trends in later years • Other targeted campaign considerations: renewing lapsed certifications and campaigns targeting a large number of non certified professionals - (member & non member) Master Population <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certified 7.68% 16.94% 21.55% 24.61% 24.66% 25.17% 33.81% 40.86% 47.39% 48.21% 42.29% 84,105 certified professionals 70,403 lapsed certifications 471,094 non-certified level MASTER VIEW Percentages: certification within the experience segmented master populations
  • 34.
    † 84,105 (13.4%)Active Certifications. 70,403 (11.3%) Lapsed Certifications. 471,094 (75.3%) No Past Certification Certification Status Overall Master View Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Active Cert. 5,286 8,872 9,178 17,362 11,429 8,047 7,647 6,719 4,803 2,129 595 2,038 Lapsed Cert. 2,908 6,316 6,354 13,502 11,423 9,472 5,994 3,969 2,099 949 359 7,058 No Past Certification 60,668 37,197 27,059 39,686 23,490 14,457 8,974 5,757 3,232 1,338 453 248,783 Key Observations • Lapsed Certification percentages represents a sizeable audience who may be reactivated • Opportunity: reactivate large Lapsed audience • No Certification represents the largest audience opportunity which should be more deeply cultivated • Opportunity: target less experienced professionals where numbers are highest 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Certification Lapsed Certification Non Certification 2,038 7,058 248,783 NOT SPECIFIED level MASTER VIEW
  • 35.
    † 56,418 activemembers (53.11%) do have certification 2,643 5,041 5,513 11,528 8,039 5,784 5,525 5,187 3,877 1,755 501 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Active Members Certification Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Certified Active Members Key Observations • Certification among active members is better than the general population, but still remains reasonably low at 56% • Trend line resembles general population trend line • Opportunity: campaigns to target reactivation as expiration dates approach to keep certification percentages growing Active Members <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certified 22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45% 106,221 active members 56,418 certified members level MEMBER VIEW Percentages: certification within the active membership segmented experience populations
  • 36.
    † 49,803 activemembers (46.89%) do not have certification 9,114 6,212 4,577 7,446 4,724 3,400 2,827 2,391 1,793 868 371 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Active Members Not Certified Breakout <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Certification Status Non-Certified Active Members Key Observations • Non-certification among active members represents a sizeable opportunity to grow certifications • Noticeably non-certification is highest among younger career professionals • Opportunity: targeted campaigns to gain certifications via re- certification (as role appropriate) and new certifications Active Members <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Non Certified 77.52% 55.20% 45.36% 39.24% 37.01% 37.02% 33.85% 31.55% 31.62% 33.09% 42.55% 106,221 active members 49,713 non-certified members level MEMBER VIEW Percentages: non-certification within the active membership segmented experience populations
  • 37.
    † 7,058 lapsedcertification records with no experience data - 78% attrition rate Certification Status Attrition Rate 2,908 6,316 6,354 13,502 11,423 9,472 5,994 3,969 2,099 949 359 1 1 1 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Certification Lapsed Certification Certification <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attrition Rate 35.49% 41.59% 40.91% 43.75% 49.99% 54.07% 43.94% 37.14% 30.41% 30.83% 37.63% Key Observations • For every certification awarded, one certification lapses • Opportunity: targeted campaigns to trigger re- certification upon expiration dates level MEMBER VIEW 70,403 lapsed certifications 84,105 active certifications 46% Overall Attrition Rate Percentages: lapsed certifications as part of all current and past certifications
  • 38.
    † Grouping reaches93,508 active members (94%) / 184,458 lapsed members (91%) and 86,866 non-members (88%) Certification Status Primary Position Grouping 59,406 4,925 12,504 5,124 4,202 43,688 1,091 7,344 4,955 3,737 175,534 20,500 32,622 9,602 10,456 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Active Certification Lapsed Certifications Non Certification Population Percentage Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Active 21.3% 18.6% 23.8% 26.0% 22.8% 5.5% Lapsed 15.7% 4.1% 14.0% 25.2% 20.3% 22.98% Non-Members 63.0% 77.3% 62.2% 48.8% 56.8% 51.7% ‡ Primary Standard Groupings Used in Past Marketing Efforts Key Observations • Non Certifications constitute the largest population for growing new certifications • Opportunity: leverage grouping structure with a membership drive to increase overall number of certifications Calculable Primary Position Data level MEMBER VIEW Percentages: certified within the segmented position general populations Active Certification represents 22% within Primary Position Groupings
  • 39.
    Certification Status Primary PositionGrouping Data Bedside Staff Nurse Position Active Lapsed Non Certified Bedside/Staff Nurse 53,275 41,305 151,610 Case Manager 154 330 543 Clinic Nurse 5,968 2,019 23,008 Home Healthcare Nurse 9 34 373 TOTAL 59,406 43,688 175,534 Nurse Leaders Position Active Lapsed Non Certified Nurse Educator 2,219 1,045 4,460 Managers/Admin 2,706 46 16,040 TOTAL 4,925 1,091 20,500 Managers/Admin Position Active Lapsed Non Certified Administrator/VP 166 390 1,190 Charge Nurse 7,321 1,375 12,729 Clinical Coordinator 1,259 338 1,922 Clinical Director 851 1,216 3,755 Hospital Administrator 113 110 515 Manager 2,706 3,828 12,258 Outcomes Manager 88 87 253 TOTAL 12,504 7,344 32,622 Advanced Practice Position Active Lapsed Non Certified Acute Care Nurse Practitioner 935 259 997 Clinical Nurse Specialist 1,778 1,654 4,335 Nurse Anesthetist 354 587 384 Nurse Midwife 4 5 139 Nurse Practitioner 2,053 2,450 3,747 TOTAL 5,124 4,955 9,602 Educators Position Active Lapsed Non Certified Nurse Educator 2,219 1,045 4,460 Inservice/Staff Dev. 205 1,038 1,661 Clinical Nurse Specialist 1,778 1,654 4,335 TOTAL 4,202 3,737 10,456 Other Position Active Lapsed Non Certified Other 4,647 16,115 243,433 Key Observations Past Grouping hierarchies present the opportunity to develop targeted communications for two levels based on 1) Segmented Groups, and 2) Membership Status. † Non Members (lapsed and non certified) overshadow active member certifications. level MEMBER VIEW
  • 40.
    Certification Status Primary PositionMaster Data † 400,741 master position records. level MASTER VIEW Position Active Lapsed No Certification Totals Percent Bedside Staff Nurse 53,275 41,305 151,610 246,190 21.6% Charge Nurse 7,321 1,375 12,729 21,425 34.2% Clinic Nurse 5,968 2,019 23,008 30,995 19.3% Manager 2,706 3,828 12,258 18,792 14.4% Nurse Educator 2,219 1,045 4,460 7,724 28.7% Nurse Practitioner 2,053 2,450 3,747 8,250 24.9% Clinical Nurse Specialist 1,778 1,654 4,335 7,767 22.9% Clinical Coordinator 1,259 338 1,922 3,519 35.8% Acute Care Nurse Practitioner 935 259 997 2,191 42.7% Clinical Director 851 1,216 3,755 5,822 14.6% Academic Faculty 481 1,111 3,231 4,823 10.0% Nurse Anesthetist 354 587 384 1,325 26.7% Unit Coordinator 243 519 860 1,622 15.0% Inservice/Staff Development Instructor 205 1,038 1,661 2,904 7.1% Administrator - VP 166 390 1,190 1,746 9.5% Case Manager 154 330 543 1,027 15.0% Hospital Administrator 113 110 515 738 15.3% Outcomes Manager 88 87 253 428 20.6% Researcher 47 322 667 1,036 4.5% Corporate / Industry 24 127 586 737 3.3% Legal Nurse Consultant 13 34 131 178 7.3% Alternative Practitioner 12 7 78 97 12.4% Physician Assistant 10 19 113 142 7.0% Home Healthcare Nurse 9 34 373 416 2.2% Acupuncturist 6 1 130 137 4.4% Chaplain Pastoral Care 5 6 51 62 8.1% Naturopath 4 2 14 20 20.0% Nurse Midwife 4 5 139 148 2.7% Technician 4 11 1,012 1,027 0.4% Elected Official 1 3 27 31 3.2% Internist 1 2 179 182 0.5% Homeopath 0 0 28 28 0.0% Pharmacist 0 1 151 152 0.0% Physical Therapist 0 3 112 115 0.0% Physician 0 3 611 614 0.0% Respiratory Therapist 0 1 292 293 0.0% Social Worker 0 7 65 72 0.0% Other 1,801 3,820 22,345 27,966 6.4% No Data 1,995 6,334 216,532 224,861 0.9% subtotals 84,105 70,403 471,094 625,602 -- Primary sort: active descending counts Percentages: certified within the segmented position general populations
  • 41.
    † 47,822 areaemployed master records within grouping. Certification Status Area Employed Grouping Key Observations • As a Secondary Grouping, the largest opportunity to grow certifications resides in the non-certified category • Opportunity: develop a series of departmental groups for specific targeted communications based on certification status 237 4,137 2,164 52 3,760 37 1,287 605 114 1,430 556 11,852 7,028 549 14,014 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Active Certification Lapsed Certification Non Certification level MEMBER VIEW ‡ Secondary Standard Grouping Used in Past Marketing Efforts 21.6% Active Certifications within Progressive Care Grouping Population Percentage DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Active 28.6% 23.9% 22.1% 7.3% 19.6% 78.4% Lapsed 4.5% 7.4% 6.2% 15.9% 7.4% 92.7% Non-Members 67.0% 68.6% 71.7% 76.8% 73.0% 28.9% Percentages: professionals within segmented employed calc. populations 86,360 180,893 82,031 47,822 Group vs. Other Possibilities Active Lapsed NonMember Group
  • 42.
    Certification Status Area EmployedMaster Data level MASTER VIEW † 392,997 records. Area Employed Active Lapsed Non Certified Totals Percent Intensive Care Unit (ICU) 14,918 9,076 39,549 63,543 23.5% Combined ICU/CCU 9,175 10,377 26,513 46,065 19.9% Cardiovascular-Surgical ICU 9,079 6,378 17,728 33,185 27.4% Coronary Care Unit (CCU) 3,317 4,056 12,469 19,842 16.7% Telemetry 3,760 1,430 14,014 19,204 19.6% Medical ICU 4,478 2,660 11,852 18,990 23.6% Surgical ICU 4,084 3,628 10,394 18,106 22.6% Progressive Care Unit 4,137 1,287 11,852 17,276 23.9% Emergency Department 2,265 2,836 11,266 16,367 13.8% Pediatric ICU 3,454 2,020 8,458 13,932 24.8% Medical-Surgical ICU 3,553 1,373 8,870 13,796 25.8% Neuro/Neurosurgical ICU 2,460 1,208 7,267 10,935 22.5% Stepdown Unit 2,164 605 7,028 9,797 22.1% Recovery Room/PACU 2,430 2,175 4,620 9,225 26.3% Trauma Unit 1,758 1,141 4,312 7,211 24.4% General Medical /Surgical Floor 388 347 5,651 6,386 6.1% Catheterization Laboratory 1,631 1,266 3,439 6,336 25.7% Neonatal ICU 1,071 815 2,980 4,866 22.0% Crit. Care Transport/Flight 1,161 605 1,134 2,900 40.0% Operating Room 475 667 1,573 2,715 17.5% Medical Cardiology 616 270 1,758 2,644 23.3% Outpatient Clinical 385 632 1,406 2,423 15.9% Burn Unit 0 4 2,400 2,404 0.0% Oncology 169 145 1,752 2,066 8.2% Long Term Acute Care 110 142 1,680 1,932 5.7% Interventional Cardiology 594 319 959 1,872 31.7% Cardiology 35 423 1,139 1,597 2.2% Home Care 51 332 1,210 1,593 3.2% Corporate Industry 55 283 1,112 1,450 3.8% Cardiac Rehabilitation 90 280 878 1,248 7.2% Combined Adult/Pediatric ICU 133 274 798 1,205 11.0% Acute Hemodialysis Unit 113 174 715 1,002 11.3% Cardiovascular/Medical 26 252 648 926 2.8% Cardiac Surgery OR 198 138 563 899 22.0% Private Practice 117 264 508 889 13.2% DOU - Direct Observation Unit 237 37 556 830 28.6% Respiratory ICU 64 83 597 744 8.6% Subacute Care 52 114 549 715 7.3% Virtual/e-ICU 266 75 206 547 48.6% Primary sort: active descending counts Percentages: certification within the segmented departmental general populations
  • 43.
    Certification Status Area EmployedMaster Data level MASTER VIEW Area Employed Active Lapsed Non Certified Totals Percent Medical - Surgical 8 74 332 414 1.9% Emergency/Trauma 5 47 237 289 1.7% Management 7 46 130 183 3.8% Neuroscience 1 50 131 182 0.5% Education 6 42 108 156 3.8% Post Anesthesia 4 32 81 117 3.4% Pediatric 1 23 87 111 0.9% Gastroenterology 5 21 81 107 4.7% Cardiovascular/Surgical 6 24 76 106 5.7% Neonatal 1 10 78 89 1.1% Flight Nurse 11 14 46 71 15.5% Respiratory/Pulmonary 0 18 48 66 0.0% Infection Control 2 10 50 62 3.2% Intravenous Therapy 0 9 47 56 0.0% Generalist 1 24 29 54 1.9% Mental Health 0 1 49 50 0.0% Orthopedic 1 0 39 40 2.5% Renal 2 5 31 38 5.3% Maternal Child 0 0 37 37 0.0% Transplant 4 8 22 34 11.8% Pain 0 7 21 28 0.0% Pediatric Speciality 0 5 16 21 0.0% Legal 6 0 14 20 30.0% Gerontology 0 4 15 19 0.0% Hematological/Immune 0 2 17 19 0.0% Women's Health 0 0 15 15 0.0% Neurotrauma 0 1 12 13 0.0% PeriOperative 0 1 7 8 0.0% Cultural Studies 0 0 7 7 0.0% Diabetes 0 0 7 7 0.0% Patient Education 0 1 6 7 0.0% Dermatology 0 0 6 6 0.0% EOL-Hospice 0 1 5 6 0.0% Ethics 1 0 5 6 16.7% EOL-Palliative Care 0 2 3 5 0.0% Nephrology 0 1 4 5 0.0% Nutritional Support 0 1 3 4 0.0% Ear/Nose/Throat 0 0 2 2 0.0% Psycolsocial 0 0 2 2 0.0% Other 2,637 4,929 16,076 23,642 11.2% No Data 2,327 6,799 222,709 231,835 1.0% subtotals 84,105 70,403 471,094 625,602 -- † 392,997 records. Primary sort: active descending counts Percentages: certification within the segmented departmental general populations
  • 44.
  • 45.
    Level 4: ResourceUse Filters Years of Experience Primary Position Area Employed level MASTER VIEW Past NTI Attendee Conferences Attended Education Purchases Purchase Amount CE Online Credits Webinars Attended Live Webinars On-Demand Webinars Membership Certification HWE
  • 46.
  • 47.
    Education Purchases Overall MasterView level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Unique Customers 35,359 35,199 30,453 50,128 33,022 23,980 18,650 14,459 9,236 4,059 1,281 149,565 Total Lifetime Purchase $8,508,502 $13,116,064 $14,618,492 $32,205,372 $27,654,537 $23,129,088 $21,844,903 $19,442,396 $14,849,558 $7,046,078 $2,578,697 $17,055,164 Avg. Lifetime Cust. Purchase $241 $373 $480 $642 $837 $965 $1,171 $1,345 $1,608 $1,736 $2,013 $114 35,359 35,199 30,453 50,128 33,022 23,980 18,650 14,459 9,236 4,059 1,281 0 10,000 20,000 30,000 40,000 50,000 60,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Unique Customers Key Observations • High percentage of customers in overall master record base • Average Lifetime Customer Purchase steadily increases with years of experience representing purchases continue through the years • Opportunity: develop resource offering campaigns to increase operating revenue † 625,602 master records. Averages: average customer lifetime purchase amount 409,391 Unique Customers $519 Avg. Lifetime Purchase 65.5% of master records
  • 48.
    Education Purchases Primary PositionGrouping $115,312,068 $17,927,434 $33,477,538 $16,655,348 $16,205,292 $27,667,143 $0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Total Lifetime Purchase Calculable Customer Data Bedside Staff Nurse Nurse Leaders Managers Admin Advanced Practice Educators Other Unique Customers 191,418 17,045 36,650 13,564 11,941 156,539 Avg. Lifetime Cust. Purchase $602 $1,052 $913 $1,228 $1,357 $177 Key Observations • Bedside/Staff Nurse grouping as the largest customer population represents the area where majority of purchased resources • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Opportunity: develop educational resource offering campaigns to aid purchase cycles and to serve as reminders resources are available ‡ Primary Standard Groupings Used in Past Marketing Efforts level MASTER VIEW † Education Purchases. 248,852 Unique Customers $802 Average Lifetime Purchase 40% of master records Averages: average customer lifetime purchase amount
  • 49.
    Education Purchases Primary PositionGrouping Data Bedside Staff Nurse Position Unique Customers Lifetime Purchase Avg. Purchase Bedside/Staff Nurse 191,418 $104,620,018 $610 Case Manager 727 $634,487 $873 Clinic Nurse 19,010 $9,978,508 $525 Home Healthcare Nurse 160 $79,054 $494 TOTAL 191,418 $115,312,068 $602 Nurse Leaders Position Unique Customers Lifetime Purchase Avg. Purchase Nurse Educator 5,642 $7,077,023 $1,254 Managers/Admin 11,403 $10,850,412 $952 TOTAL 17,045 $17,927,434 $1,052 Managers/Admin Position Unique Customers Lifetime Purchase Avg. Purchase Administrator/VP 1,229 $1,444,652 $1,175 Charge Nurse 16,866 $13,379,492 $793 Clinical Coordinator 2,680 $2,648,891 $988 Clinical Director 3,715 $4,281,392 $1,152 Hospital Admin. 489 $528,256 $1,080 Manager 11,403 $10,850,412 $952 Outcomes Manager 268 $344,443 $1,285 TOTAL 36,650 $33,477,538 $913 Advanced Practice Poitison Unique Customers Lifetime Purchase Avg. Purchase Acute Care Nurse 1,742 $2,123,534 $1,219 Clinical Nurse Spec. 4,721 $7,268,538 $1,540 Nurse Anesthetist 986 $819,333 $831 Nurse Midwife 34 $15,410 $453 Nurse Practitioner 6,081 $6,428,533 $1,057 TOTAL 13,564 $16,655,348 $1,228 Educators Position Unique Customers Lifetime Purchase Avg. Purchase Nurse Educator 5,642 $7,077,023 $1,254 Inservice/Staff Dev. 1,578 $1,859,731 $1,179 Clinical Nurse Specialist 4,721 $7,268,538 $1,540 TOTAL 11,941 $16,205,292 $1,357 Other Position Unique Customers Lifetime Purchase Avg. Purchase Other 156,539 $27,667,143 $177 Key Observations Grouping represents 83% of all generated operating revenue. level MASTER VIEW † Education Purchases. Averages: average customer lifetime purchase amount
  • 50.
    Education Purchases Primary PositionMaster Data Primary sort: alpha Percentages: professionals within segmented position calc. population † 625,602 master records. Position Total Pop. Unique Customers Total Lifetime Purchase Avg. Lifetime Customer Purchase No Purchase Customer Percent Acute Care Nurse Practitioner 2,191 1,742 $2,123,534 $1,219 449 79.5% Administrator - VP 1,746 1,229 $1,444,652 $1,175 517 70.4% Bedside Staff Nurse 246,190 171,521 $104,620,018 $610 74,669 69.7% Case Manager 1,027 727 $634,487 $873 300 70.8% Charge Nurse 21,425 16,866 $13,379,492 $793 4,559 78.7% Clinic Nurse 30,995 19,010 $9,978,508 $525 11,985 61.3% Clinical Coordinator 3,519 2,680 $2,648,891 $988 839 76.2% Clinical Director 5,822 3,715 $4,281,392 $1,152 2,107 63.8% Clinical Nurse Specialist 7,767 4,721 $7,268,538 $1,540 3,046 60.8% Home Healthcare Nurse 416 160 $79,054 $494 256 38.5% Hospital Administrator 738 489 $528,256 $1,080 249 66.3% Inservice/Staff Development Instructor 2,904 1,578 $1,859,731 $1,179 1,326 54.3% Manager 18,792 11,403 $10,850,412 $952 7,389 60.7% Nurse Anesthetist 1,325 986 $819,333 $831 339 74.4% Nurse Educator 7,724 5,642 $7,077,023 $1,254 2,082 73.0% Nurse Midwife 148 34 $15,410 $453 114 23.0% Nurse Practitioner 8,250 6,081 $6,428,533 $1,057 2,169 73.7% Outcomes Manager 428 268 $344,443 $1,285 160 62.6% subtotals 361,407 248,852 $174,381,707 $701 112,555 68.9% Other 264,195 156,539 $27,667,143 $231 107,656 59.3% totals 625,602 405,391 $202,048,850 $519 220,211 64.8% level MASTER VIEW
  • 51.
    Education Purchases Area EmployedGrouping Key Observations • Three key groupings within master group represent majority of educational purchases • Compared to other possible position groupings, all metric averages would be on the low end suggesting campaign efforts may be better aligned to other types of groupings • Opportunity: selective yet reserved campaigns for educational purposes $340,979 $6,772,395 $3,677,772 $177,848 $6,272,124 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Total Lifetime Purchase Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MASTER VIEW Calculable Customer Data DOU Progressive Care Unit Stepdown Unit Subacute Care Unit Telemetry Other Unique Customers 597 12,554 7,264 350 12,878 371,748 Avg. Lifetime Cust. Purchase $571 $539 $506 $508 $487 $520 33,643 Unique Customers $512 Average Lifetime Purchase 8.3% of customer records Averages: average customer lifetime purchase amount † Education Purchases.
  • 52.
    Education Purchases Area EmployedMaster Data † 625,602 master records. level MASTER VIEW Area Employed Total Pop. Unique Customers Total Lifetime Purchase Avg. Lifetime Customer Purchase No Purchase Customer Percent DOU - Direct Observation Unit 830 597 $340,979 $571 233 71.9% Progressive Care Unit 17,276 12,554 $6,772,395 $539 4,722 72.7% Stepdown Unit 9,797 7,264 $3,677,772 $506 2,533 74.1% Subacute Care 715 350 $177,848 $508 365 49.0% Telemetry 19,204 12,878 $6,272,124 $487 6,326 67.1% subtotals 47,822 33,643 $17,241,119 $512 14,179 70.4% Other 577,780 371,748 $184,807,731 $520 206,032 64.3% totals 625,602 405,391 $202,048,850 $519 220,211 64.8% Primary sort: alpha Percentages: professionals within segmented area employed calc. population
  • 53.
  • 54.
    NTI Conference Overall MasterView level MASTER VIEW Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Attendees 1,903 3,041 3,730 8,609 7,336 5,867 5,099 4,478 3,242 1,523 524 7,493 Total Attended 2,153 3,424 4,488 11,888 12,337 11,093 10,842 10,229 8,863 4,412 1,786 8,478 Avg. Attended 1.13 1.13 1.20 1.38 1.68 1.89 2.13 2.28 2.73 2.90 3.41 1.13 66,959 49,344 38,861 61,941 39,006 26,109 17,516 11,967 6,892 2,893 883 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attendees Non Attendees Key Observations • Small percentage of overall population are attending NTI conferences • Lifetime average conferences attended has a positive correlation to years of experience • Opportunity: more aggressive campaigns to increase attendance † 89,993 attendee records. Averages: average conferences attended by attendees 52,845 Unique Attendees 1.7 Avg. Conferences Attended 8.5% of master records
  • 55.
    NTI Conference Primary PositionGrouping 26,274 5,484 9,434 4,254 4,542 10,259 41,097 11,001 17,879 10,167 11,181 15,144 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Unique Attendees Total Attended Calculable Attendee Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Attended 1.56 2.01 1.90 2.39 1.48 2.46 Key Observations • Bedside/Staff Nurse grouping comprises the largest population who have attended past conferences • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Repeated attendance is low considering annual conference • Opportunity: develop and promote conference topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 81% of all conference attendees level MASTER VIEW † NTI Attendance. Averages: average conferences attended by attendees
  • 56.
    NTI Conference Primary PositionGrouping Data Bedside Staff Nurse Position Attendees Avg. Attended Percent Pop. Bedside/Staff Nurse 24,200 1.57 9.8% Case Manager 140 2.01 13.6% Clinic Nurse 1,919 1.47 6.2% Home Healthcare Nurse 15 1.33 3.6% TOTAL 26,274 1.56 9.4% Nurse Leaders Position Attendees Avg. Attended Percent Pop. Nurse Educator 2,064 2.14 26.7% Managers/Admin 3420 1.92 18.2% TOTAL 5,484 2.01 20.7% Managers/Admin Position Attendees Avg. Attended Percent Pop. Administrator/VP 396 2.43 22.7% Charge Nurse 3,436 1.67 16.0% Clinical Coordinator 685 1.89 19.5% Clinical Director 1,236 2.21 21.2% Hospital Admin. 155 2.02 21.0% Manager 3,420 1.92 18.2% Outcomes Manager 106 2.37 24.8% TOTAL 9,434 1.90 18.0% Advanced Practice Position Attendees Avg. Attended Percent Pop. Acute Care Nurse 519 2.16 23.7% Clinical Nurse Spec. 1,918 2.85 24.7% Nurse Anesthetist 102 1.63 7.7% Nurse Midwife 8 2.13 5.4% Nurse Practitioner 1,707 1.98 20.7% TOTAL 4,254 2.39 21.6% Educators Position Attendees Avg. Attended Percent Pop. Nurse Educator 2,064 2.14 26.7% Inservice/Staff Dev. 560 2.30 19.3% Clinical Nurse Specialist 1,918 2.85 24.7% TOTAL 4,542 2.46 24.7% Other Position Attendees Avg. Attended Percent Pop. Other 10,259 1.48 26.1% Key Observations All groupings represent a sizeable opportunity to grow conference attendance. level MASTER VIEW Percentages: professionals within segmented position calc. populations † NTI Attendance.
  • 57.
    NTI Conference Primary PositionMaster Data Primary sort: alpha Percentages: professionals within segmented position calc. population † 625,602 master records. Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent Acute Care Nurse Practitioner 2,191 519 1,122 2.16 1,672 23.7% Administrator - VP 1,746 396 964 2.43 1,350 22.7% Bedside Staff Nurse 246,190 24,200 37,975 1.57 221,990 9.8% Case Manager 1,027 140 282 2.01 887 13.6% Charge Nurse 21,425 3,436 5,741 1.67 17,989 16.0% Clinic Nurse 30,995 1,919 2,820 1.47 29,076 6.2% Clinical Coordinator 3,519 685 1,296 1.89 2,834 19.5% Clinical Director 5,822 1,236 2,733 2.21 4,586 21.2% Clinical Nurse Specialist 7,767 1,918 5,475 2.85 5,849 24.7% Home Healthcare Nurse 416 15 20 1.33 401 3.6% Hospital Administrator 738 155 313 2.02 583 21.0% Inservice Staff Development Instructor 2,904 560 1,286 2.30 2,344 19.3% Manager 18,792 3,420 6,581 1.92 15,372 18.2% Nurse Anesthetist 1,325 102 166 1.63 1,223 7.7% Nurse Educator 7,724 2,064 4,420 2.14 5,660 26.7% Nurse Midwife 148 8 17 2.13 140 5.4% Nurse Practitioner 8,250 1,707 3,387 1.98 6,543 20.7% Outcomes Manager 428 106 251 2.37 322 24.8% subtotals 361,407 42,586 74,849 1.76 318,821 11.8% Other 39,334 10,259 15,144 1.48 253,936 26.1% totals 625,602 52,845 89,993 1.70 572,757 8.4% level MASTER VIEW
  • 58.
    NTI Conference Area EmployedGrouping Key Observations • Progressive Care category represents a small percentage of the overall attendee population • Repeated attendance is low considering annual conference • Opportunity: develop and promote to more departmental group categories for select departmental conference tracks that can be developed for the conferences 52 1,820 1,204 42 1,277 113 2,849 1,318 69 1,973 0 500 1,000 1,500 2,000 2,500 3,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Unique Attendees Total Attended Calculable Attendee Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Attended 2.17 1.57 1.09 1.64 1.55 1.73 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts Averages: average conferences attended by attendees † NTI Attendance. level MASTER VIEW Groupings represents 8% of all conference attendees
  • 59.
    NTI Conference Area EmployedMaster Data † 625,602 master records. level MASTER VIEW Position Total Pop. NTI Attendees Total Attended Avg Attended Non Attendees Attendee Percent DOU - Direct Observation Unit 830 52 113 2.17 778 6.3% Progressive Care Unit 17,276 1,820 2,849 1.57 15,456 10.5% Stepdown Unit 9,797 1,204 1,318 1.09 8,593 12.3% Subacute Care 715 42 69 1.64 673 5.9% Telemetry 19,204 1,277 1,973 1.55 17,927 6.6% subtotals 47,822 4,395 6,322 1.44 43,427 9.2% Other 345,175 48,450 83,671 1.73 529,330 14.0% totals 625,602 52,845 89,993 1.70 572,757 8.4% Primary sort: alpha Percentages: professionals within segmented area employed calc. population
  • 60.
  • 61.
    Online Credits Overall MasterView level MASTER VIEW Status <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ N/A Online Students 23,224 11,792 11,696 20,133 12,830 8,934 7,662 6,472 4,658 2,153 701 34,225 Credits Earned 729,474 290,427 297,473 560,342 412,369 284,405 255,761 224,244 165,099 82,681 26,891 703,846 Avg. Earned Credits 31 25 25 28 32 32 33 35 35 38 38 21 0 5,000 10,000 15,000 20,000 25,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Online Students Key Observations • Early career professionals are most active with online education • Current trend reveals the least experienced career professionals will set new benchmarks for student activity and credits earned over lifetime of association • Opportunity: promote online education benefits early in career cycles for greater impact on lifetime earned credits † 144,480 online student records. Averages: average credits earned by student 144,480 Online Students 28 Average Earned Credits 23% of master records
  • 62.
    Online Credits Primary PositionGrouping 81,751 6,534 14,832 5,129 5,020 39,615 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Online Students Calc. Student Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Earned Credits 31 25 29 23 22 22 Key Observations • Bedside/Staff Nurse grouping as the largest overall population continues to be the most significant group in this master group • Grouping is composed of Bedside Staff Nurses, Case Managers, Clinic Nurses, Home Healthcare Nurses • Grouping represents 83% of all online credits earned or an equivalent of 3,378,346 credits • Opportunity: develop and promote conference topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 73% of all online students level MASTER VIEW Averages: average credits earned by students † 144,480 online student records.
  • 63.
    Online Credits Primary PositionGrouping Data Bedside Staff Nurse Position Students Avg. Credits Percent Pop. Bedside/Staff Nurse 69,280 31 28.14% Case Manager 281 30 27.36% Clinic Nurse 12,129 30 39.13% Home Healthcare Nurse 61 23 14.66% TOTAL 81,751 31 29.34% Nurse Leaders Position Students Avg. Credits Percent Pop. Nurse Educator 2,786 21 36.07% Managers/Admin 3,748 28 19.94% TOTAL 6,534 25 24.64% Managers/Admin Position Students Avg. Credits Percent Pop. Administrator/VP 299 23 17.12% Charge Nurse 8,091 31 37.76% Clinical Coordinator 1,318 29 37.45% Clinical Director 1,032 22 17.73% Hospital Admin. 210 33 28.46% Manager 3,748 28 19.94% Outcomes Manager 134 18 31.31% TOTAL 14,832 29 28.27% Advanced Practice Position Students Avg. Credits Percent Pop. Acute Care Nurse 812 23 37.06% Clinical Nurse Spec. 1,867 23 24.04% Nurse Anesthetist 253 31 19.09% Nurse Midwife 11 13 7.43% Nurse Practitioner 2,186 23 26.50% TOTAL 5,129 23 26.06% Educators Position Students Avg. Credits Percent Pop. Nurse Educator 2,786 21 36.07% Inservice/Staff Dev. 367 22 12.64% Clinical Nurse Specialist 1,867 23 24.04% TOTAL 5,020 22 27.29% Other Position Students Avg. Credits Percent Pop. Other 39,615 22 13.27% Key Observations All groupings represent a sizeable opportunity to grow education agenda. level MASTER VIEW Percentages: students within segmented position calc. populations † 144,480 online student records.
  • 64.
    Online Credits Primary PositionMaster Data Primary sort: alpha Percentages: students within segmented position calc. population Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent Acute Care Nurse Practitioner 2,191 812 18,456 23 1,379 37.1% Administrator - VP 1,746 299 6,772 23 1,447 17.1% Bedside Staff Nurse 246,190 69,280 2,179,643 31 176,910 28.1% Case Manager 1,027 281 8,431 30 746 27.4% Charge Nurse 21,425 8,091 249,236 31 13,334 37.8% Clinic Nurse 30,995 12,129 369,070 30 18,866 39.1% Clinical Coordinator 3,519 1,318 37,952 29 2,201 37.5% Clinical Director 5,822 1,032 22,210 22 4,790 17.7% Clinical Nurse Specialist 7,767 1,867 42,281 23 5,900 24.0% Home Healthcare Nurse 416 61 1,408 23 355 14.7% Hospital Administrator 738 210 6,979 33 528 28.5% Inservice Staff Development Instructor 2,904 367 8,223 22 2,537 12.6% Manager 18,792 3,748 103,406 28 15,044 19.9% Nurse Anesthetist 1,325 253 7,755 31 1,072 19.1% Nurse Educator 7,724 2,786 59,499 21 4,938 36.1% Nurse Midwife 148 11 148 13 137 7.4% Nurse Practitioner 8,250 2,186 49,232 23 6,064 26.5% Outcomes Manager 428 134 2,459 18 294 31.3% subtotals 361,407 104,865 3,173,160 30 256,542 29.0% Other 264,195 39,615 859,852 22 224,580 15.0% totals 625,602 144,480 4,033,012 28 481,122 23.1% level MASTER VIEW † 144,480 online student records.
  • 65.
    Online Credits Area EmployedGrouping Key Observations • Progressive Care category represents a small percentage of the overall student population • Grouping represents an equivalent of 410,357 earned credits • Opportunity: develop and promote online educational topics aligned to student audiences 239 5,273 3,157 170 5,488 0 1,000 2,000 3,000 4,000 5,000 6,000 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Online Students Calc. Student Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Earned Credits 25 30 30 40 26 28 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts Averages: average credits earned by students level MASTER VIEW Groupings represents 10% of all online students † 144,480 online student records.
  • 66.
    Online Credits Area EmployedMaster Data level MASTER VIEW Position Total Pop. Online Students Credits Earned Avg Credits Earned Not Online Student Percent DOU - Direct Observation Unit 830 239 5,886 25 591 28.8% Progressive Care Unit 17,276 5,273 159,009 30 12,003 30.5% Stepdown Unit 9,797 3,157 95,757 30 6,640 32.2% Subacute Care 715 170 6,809 40 545 23.8% Telemetry 19,204 5,488 142,896 26 13,716 28.6% subtotals 47,822 14,327 410,357 29 33,495 30.0% Other 577,780 130,153 3,622,655 28 447,627 22.5% totals 625,602 144,480 4,033,012 28 481,122 23.1% Primary sort: alpha Percentages: students within segmented area employed calc. population † 144,480 online student records.
  • 67.
  • 68.
    Online Webinars Overall MasterView level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Attendees 2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172 Live Webinars 1,012 670 756 1,979 1,534 1,407 1,315 1,489 1,302 602 232 On Demand Webinars 2,326 1,738 1,863 3,567 2,520 1,907 1,779 1,711 1,285 518 238 Total Webinars 3,338 2,408 2,619 5,546 4,054 3,314 3,094 3,200 2,587 1,120 470 Avg. Webinars 1 2 2 2 2 2 1 2 2 2 3 2,239 1,511 1,590 3,091 2,074 1,667 1,459 1,389 1,098 496 172 3,338 2,408 2,619 5,546 4,054 3,314 3,094 3,200 2,587 1,120 470 0 1,000 2,000 3,000 4,000 5,000 6,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Webinar Attendees Total Webinars Attended Key Observations • Webinar attendance is reasonably low • Average webinar attended indicates either format is not resonating well with audience or there is a lack of active promotion • Opportunity: more aggressively promote online webinar series and key time saving benefits for all experience categories Averages: average webinars attended by attendees 18,355 Webinar Attendees 34,118 Webinars Attended 3% of general population † 18,355 online webinar attendee records.
  • 69.
    Online Webinars Primary PositionGrouping 16,424 5,312 5,877 3,039 6,257 4,988 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Online Webinars Attended Calc. Attendee Data Bedside Staff Nurse Nurse Leaders Managers & Admin Advanced Practice Educators Other Avg. Webinars 1.84 2.02 1.78 2.21 2.34 1.61 Key Observations • Bedside/Staff Nurse grouping as a group attend more webinars, but professionals in roles of educators, managers and administrators average more webinars attended • Grouping represents 85% of all webinars attended equaling 29,130 webinars • Opportunity: develop and promote webinar topics aligned to active attendee audiences ‡ Primary Standard Groupings Used in Past Marketing Efforts Groupings represents 85% of all online webinar attended level MASTER VIEW † 18,355 online webinar attendee records. Averages: average webinars attended by attendees
  • 70.
    Online Webinars Primary PositionGrouping Data Bedside Staff Nurse Position Attendees Avg. Webinars Percent Pop. Bedside/Staff Nurse 7,757 2 3.15% Case Manager 37 2 3.60% Clinic Nurse 1,104 2 3.56% Home Healthcare Nurse 12 1 2.88% TOTAL 8,910 2 3.20% Nurse Leaders Position Attendees Avg. Webinars Percent Pop. Nurse Educator 1,493 2 19.33% Managers/Admin 1,133 2 6.03% TOTAL 2,626 2 9.90% Managers/Admin Position Attendees Avg. Webinars Percent Pop. Administrator/VP 151 2 8.65% Charge Nurse 1,057 2 4.93% Clinical Coordinator 311 2 8.84% Clinical Director 469 2 8.06% Hospital Admin. 79 2 10.70% Manager 1,133 2 6.03% Outcomes Manager 101 2 23.60% TOTAL 3,301 2 6.29% Advanced Practice Position Attendees Avg. Webinars Percent Pop. Acute Care Nurse 110 2 5.02% Clinical Nurse Spec. 996 2 12.82% Nurse Anesthetist 12 2 0.91% Nurse Midwife 6 2 4.05% Nurse Practitioner 251 1 3.04% TOTAL 1,375 2 6.99% Educators Position Attendees Avg. Webinars Percent Pop. Nurse Educator 1,493 2 19.33% Inservice/Staff Dev. 185 2 6.37% Clinical Nurse Specialist 996 2 12.82% TOTAL 2,674 2 14.54% Other Position Attendees Avg. Webinars Percent Pop. Other 3,091 2 1.17% Key Observations Nurse Educators are most active with online webinars followed by managers and administrators. level MASTER VIEW Percentages: attendees within segmented position calc. populations † 18,355 online webinar attendee records.
  • 71.
    Online Webinars Primary PositionMaster Data Primary sort: alpha Percentages: attendees within segmented position calc. population Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent Acute Care Nurse Practitioner 2,191 110 172 1.6 2,081 5.0% Administrator - VP 1,746 151 246 1.6 1,595 8.6% Bedside Staff Nurse 246,190 7,757 14,393 1.9 238,433 3.2% Case Manager 1,027 37 58 1.6 990 3.6% Charge Nurse 21,425 1,057 1,898 1.8 20,368 4.9% Clinic Nurse 30,995 1,104 1,957 1.8 29,891 3.6% Clinical Coordinator 3,519 311 564 1.8 3,208 8.8% Clinical Director 5,822 469 864 1.8 5,353 8.1% Clinical Nurse Specialist 7,767 996 2,467 2.5 6,771 12.8% Home Healthcare Nurse 416 12 16 1.3 404 2.9% Hospital Administrator 738 79 154 1.9 659 10.7% Inservice Staff Development Instructor 2,904 185 441 2.4 2,719 6.4% Manager 18,792 1,133 1,963 1.7 17,659 6.0% Nurse Anesthetist 1,325 12 19 1.6 1,313 0.9% Nurse Educator 7,724 1,493 3,349 2.2 6,231 19.3% Nurse Midwife 148 6 13 2.2 142 4.1% Nurse Practitioner 8,250 251 368 1.5 7,999 3.0% Outcomes Manager 428 101 188 1.9 327 23.6% subtotals 361,407 15,264 29,130 1.9 346,143 4.2% Other 264,195 3,091 4,988 1.6 260,176 1.2% totals 625,602 18,355 34,118 1.9 607,247 2.9% level MASTER VIEW † 18,355 online webinar attendee records.
  • 72.
    Online Webinars Area EmployedGrouping Key Observations • Progressive Care category represents the largest base population in the group which correlates to the high number of webinars attended • Grouping represents an equivalent of 2,404 of webinars attended • Opportunity: as applicable, develop and promote webinar educational topics aligned to attendee audiences 62 1,046 540 24 732 0 200 400 600 800 1,000 1,200 DOU Progressive Care Unit Stepdown Unit Subacute Care Telemetry Online Webinars Attended Calc. Attendee Data DOU Progressive Care Stepdown Unit Subacute Care Telemetry Other Avg. Webinars 1.59 1.76 1.76 1.60 1.64 1.87 Progressive Care Grouping ‡ Secondary Standard Grouping Used in Past Marketing Efforts level MASTER VIEW Groupings represents 7.6% of all online attendees † 18,355 online webinar attendee records. Averages: average webinars attended by attendees
  • 73.
    Online Webinars Area EmployedMaster Data level MASTER VIEW Position Total Pop. Attendees Total Webinars Avg. Webinars No Past Webinars Attendee Percent DOU - Direct Observation Unit 830 39 62 1.59 791 4.7% Progressive Care Unit 17,276 594 1,046 1.76 16,682 3.4% Stepdown Unit 9,797 306 540 1.76 9,491 3.1% Subacute Care 715 15 24 1.60 700 2.1% Telemetry 19,204 445 732 1.64 18,759 2.3% subtotals 47,822 1,399 2,404 1.72 46,423 2.9% Other 577,780 16,956 31,714 1.87 559,896 2.9% totals 625,602 18,355 34,118 1.86 606,319 2.9% † 18,355 online webinar attendee records. Primary sort: alpha Percentages: attendees within segmented employed calc. population
  • 74.
  • 75.
    † 84,105 activecertifications 2,643 5,041 5,513 11,528 8,039 5,784 5,525 5,187 3,877 1,755 501 2,643 3,831 3,665 5,834 3,390 2,263 2,122 1,532 926 374 94 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Active Member Certification Non Member Certification Certification Status Active Member vs. Non Member Key Observations • There does appear to be an observable correlation between membership and increased certification • Certification percentages are higher when linked to membership • Membership certification (67%) vs. Non Member Certification (33%) • Opportunity: market (and link) certification benefits with new memberships and target more aggressively active members who have let their certifications lapse Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Active Members 22.48% 44.80% 54.64% 60.76% 62.99% 62.98% 66.15% 68.45% 68.38% 66.91% 57.45% Non Members 4.63% 9.31% 11.28% 11.31% 10.10% 9.93% 14.88% 17.28% 20.74% 20.86% 17.57% 56,418 active member certifications 27,687 non-member certifications level MASTER VIEW Percentages: certification within the active membership and lapsed and non member populations
  • 76.
  • 77.
    HWE Master Data Table Percentages:professionals with affirmed yes within general calc. population † 625,602 master records. level MASTER VIEW Years <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ other subtotals sans other subtotals all Totals Yes 153 88 120 259 226 183 148 139 101 44 15 151 1,476 1,627 1,627 No 68,709 52,297 42,471 70,291 46,116 31,793 22,467 16,306 10,033 4,372 1,392 257,728 366,247 623,975 623,975 Totals 449.08 594.28 353.93 271.39 204.05 173.73 151.80 117.31 99.34 99.36 92.80 1,706.81 248.13 383.51 383.51 Percent of Population 0.22% 0.17% 0.28% 0.37% 0.49% 0.57% 0.65% 0.85% 1.00% 1.00% 1.07% 0.06% 0.40% 0.26% 0.26% Population 68,862 52,385 42,591 70,550 46,342 31,976 22,615 16,445 10,134 4,416 1,407 257,879 367,723 625,602 625,602
  • 78.
  • 79.
    Google Analytics Overall MasterView level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Unique Logins last 12 Months 40,612 23,853 20,504 34,103 20,776 14,016 12,238 10,203 7,253 3,303 1,093 Total Logins last 12 Months 165,251 142,278 135,356 252,858 172,117 117,740 108,429 100,744 85,677 38,103 12,282 Average Logins 4.1 6.0 6.6 7.4 8.3 8.4 8.9 9.9 11.8 11.5 11.2 165,251 142,278 135,356 252,858 172,117 117,740 108,429 100,744 85,677 38,103 12,282 0 50,000 100,000 150,000 200,000 250,000 300,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Total Logins Last 12 Months Key Observations • Average logins per visitor increase with years of experience • Unique Logins trend according to size of base population in each segment Averages: average logins by visitor 212,936 Website Visitors 1,402,375 Total Logins 34% of general population † 212,936 visitor records.
  • 80.
    Google Analytics Overall MasterView level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Email Transactions 639 1,175 2,117 4,748 3,582 2,830 2,823 2,764 2,349 1,037 639 Transaction Revenue $85,032 $167,664 $313,410 $731,421 $554,156 $437,644 $457,761 $426,504 $372,787 $164,544 $56,762 Average Transaction $133 $143 $148 $154 $155 $155 $162 $154 $159 $159 $133 639 1,175 2,117 4,748 3,582 2,830 2,823 2,764 2,349 1,037 639 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Email Transactions Key Observations • Middle experience sweet spot for email revenue Averages: average revenue by transaction 24,944 Email Transactions $3,825,515 Total Revenue $153 Average Transaction † 24,944 transaction records.
  • 81.
    Google Analytics Overall MasterView level MASTER VIEW Years Experience <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Emails Sent 8,352 8,793 10,044 19,414 14,136 11,219 10,981 10,936 9,188 4,312 1,516 Resource Downloads 6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707 Email / Download Ratio 0.8 0.9 1.8 0.8 0.8 1.1 1.1 1.1 0.6 0.4 3.1 8,352 8,793 10,044 19,414 14,136 11,219 10,981 10,936 9,188 4,312 1,516 6,294 6,545 8,035 17,651 15,101 11,800 12,369 12,325 11,749 5,867 1,707 0 5,000 10,000 15,000 20,000 25,000 <2 2-3 4-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41+ Emails Sent Resource Downloads Key Observations • One spike observed in the 4 to 5 years of experience segment for email to download ratio – which does not provide a verifiable correlation without further analysis 115,750 Sent Emails 114,118 Resource Downloads † 115,750 sent email records.
  • 82.
    Google Analytics Experience MasterData † 625,602 master records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Years of Experience Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population <2 40,612 165,251 4.1 639 $85,032 $133 1,277 19 0 235 44 185 381 699 224 383 2,270 0 350 180 162 0 428 550 428 537 8,352 6,294 779 339 779 4,397 68,862 2-3 23,853 142,278 6.0 1,175 $167,664 $143 2,377 14 0 216 66 143 565 771 211 376 1,694 0 307 223 156 0 366 431 417 460 8,793 6,545 756 465 704 4,620 52,385 4-5 20,504 135,356 6.6 2,117 $313,410 $148 3,043 7 0 169 88 127 683 941 247 374 1,722 0 365 236 174 0 459 474 460 475 10,044 8,035 936 462 952 5,685 42,591 6-10 34,103 252,858 7.4 4,748 $731,421 $154 5,835 14 0 380 175 207 1,024 1,939 501 814 3,293 0 718 482 334 0 963 871 959 905 19,414 17,651 2,137 1,443 2,555 11,516 70,550 11-15 20,776 172,117 8.3 3,582 $554,156 $155 3,852 9 0 264 143 151 613 1,440 440 684 2,386 0 625 362 246 0 758 701 756 706 14,136 15,101 1,647 1,172 2,333 9,949 46,342 16-20 14,016 117,740 8.4 2,830 $437,644 $155 2,828 4 1 193 109 142 472 1,120 409 551 1,931 3 516 322 218 1 648 507 674 570 11,219 11,800 1,259 819 1,617 8,105 31,976 21-25 12,238 108,429 8.9 2,823 $457,761 $162 2,739 2 0 201 106 132 410 1,059 407 530 1,687 0 586 340 256 0 681 556 717 572 10,981 12,369 1,343 946 1,691 8,389 22,615 26-30 10,203 100,744 9.9 2,764 $426,504 $154 2,447 2 0 202 117 133 428 1,046 433 601 1,639 3 650 345 243 1 682 573 772 619 10,936 12,325 1,110 899 1,582 8,734 16,445 31-35 7,253 85,677 11.8 2,349 $372,787 $159 1,866 1 0 171 109 121 331 949 447 508 1,258 2 525 284 217 0 664 512 691 532 9,188 11,749 853 927 1,416 8,553 10,134 36-40 3,303 38,103 11.5 1,037 $164,544 $159 782 1 0 82 40 55 172 446 199 263 637 0 260 146 118 1 294 219 345 252 4,312 5,867 470 336 593 4,468 4,416 41+ 1,093 12,282 11.2 329 $56,762 $173 240 0 0 36 20 25 58 150 86 88 193 0 109 43 42 0 117 84 136 89 1,516 1,707 112 112 177 1,306 1,407 no exp. data 24,982 71,540 2.9 551 $57,831 $105 508 6 0 107 18 62 293 578 159 432 2,014 0 364 218 137 4 467 463 479 550 6,859 4,675 425 637 642 2,971 257,879 Totals 212,936 1,402,375 6.6 24,944 $3,825,515 $153 27,794 79 1 2,256 1,035 1,483 5,430 11,138 3,763 5,604 20,724 8 5,375 3,181 2,303 7 6,527 5,941 6,834 6,267 115,750 114,118 11,827 8,557 15,041 78,693 625,602
  • 83.
    Google Analytics Overall MasterView level MASTER VIEW Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Unique Logins last 12 Months 132,977 12,046 27,118 9,264 8,976 37,942 Total Logins last 12 Months 910,038 103,590 190,790 90,493 116,741 147,408 Average Logins 6.8 8.6 7.0 9.8 13.0 3.9 132,977 12,046 27,118 9,264 8,976 37,942 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Unique Logins Last 12 Months Key Observations • Bedside Staff Nurses largest population visiting website • Advanced Practice and Educators login the most Averages: average logins by visitor 212,936 Website Visitors 1,402,375 Total Logins 34% of general population † 212,936 visitor records.
  • 84.
    Google Analytics Overall MasterView level MASTER VIEW 14,392 2,659 4,727 2,424 2,676 1,871 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Email Transactions Key Observations • Bedside Staff Nurses as largest segmented group is generating the most transactions and revenue from email communications Averages: average revenue by transaction 24,944 Email Transactions $3,825,515 Total Revenue $153 Average Transaction † 24,944 transaction records. Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Email Transactions 14,392 2,659 4,727 2,424 2,676 1,871 Transaction Revenue $2,219,746 $411,974 $726,048 $396,102 $418,835 $250,654 Average Transaction $154 $155 $154 $163 $157 $134
  • 85.
    Google Analytics Overall MasterView level MASTER VIEW 60,702 14,618 21,241 10,504 8,097 14,426 48,622 20,889 23,261 15,239 22,406 12,356 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Emails Sent Resource Downloads 115,750 Sent Emails 114,118 Resource Downloads † 115,750 sent email records. Primary Position Grouping Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Emails Sent 60,702 14,618 21,241 10,504 8,097 14,426 Resource Downloads 48,622 20,889 23,261 15,239 22,406 12,356 Email / Download Ratio 0.8 1.4 1.1 1.5 2.8 0.9 Key Observations • One spike observed in the Educators segment for email to download ratio – which does not provide a verifiable correlation without further analysis
  • 86.
    Bedside Staff NursesEmail Nurse Leaders Email Managers / Admin Email Advanced Practice Email Educators Email Webinars 9,617 Webinars 3,157 Webinars 4,047 Webinars 1,615 eNews Other 1,671 Conferences 5,829 Conferences 1,430 Conferences 2,196 Conferences 1,035 Conferences 1,360 Membership 3,351 eNews Resources 1,154 eNews Resources 1,452 eNews Resources 812 Webinars 1,317 eNews Other 2 2,893 eNews Conferences 1,047 eNews Conferences 1,341 eNews Conferences 755 eNews Webinars 1,168 eNews Resources 2,834 eNews Webinars 1,009 Resources 1,210 eNews Other 2 628 eNews Resources 1,087 eNews Conferences 2,827 Resources 964 eNews Webinars 1,170 eNews Bookstore 599 Resources 1,028 eNews Webinars 2,779 eNews Bookstore 928 eNews Bookstore 1,079 eNews Webinars 594 eNews Other 2 1,002 Resources 2,345 eNews Other 2 728 eNews Other 2 1,003 Resources 557 eNews Certification 834 eNews Bookstore 2,266 Other 570 Membership 876 Other 486 Other 683 Other 1,650 eNews Certification 533 Other 752 eNews Certification 354 eNews Conferences 611 eNews Certification 1,450 Membership 449 eNews Certification 587 Membership 352 eNews e-Learning 538 Bookstore 1,340 eNews e-Learning 299 eNews e-Learning 348 eNews e-Learning 279 eNews Bookstore 524 eNews e-Learning 1,151 Bookstore 265 Bookstore 339 Bookstore 165 Membership 357 eLearning 900 Certification 137 eLearning 180 eLearning 145 Bookstore 284 Certification 599 eLearning 126 Certification 170 Certification 126 eNews Membership 192 eNews Other 4 eNews Other 1 eNews Other 1 eNews Other 2 eLearning 185 eNews Membership 1 eNews Membership 1 eNews Membership 1 eNews Membership 1 Certification 166 Google Analytics Primary Position Master Data † 278,628 master position records. level MASTER VIEW Resonating EMAIL Categories by Primary Position Grouping
  • 87.
    Bedside Staff NursesDownloads Nurse Leaders Downloads Managers / Admin Downloads Advanced Practice Downloads Educators Downloads Practice Downloads 33,861 Practice Downloads 14,277 Practice Downloads 16,279 Practice Downloads 11,549 ACS Downloads 13,489 HWE Downloads 6,261 HWE Downloads 2,953 HWE Downloads 4,329 HWE Downloads 1,325 Practice Downloads 12,375 ACS Downloads 5,393 ACS Downloads 2,332 ACS Downloads 2,751 CSI Downloads 1,242 CSI Downloads 2,484 CSI Downloads 3,107 CSI Downloads 1,327 CSI Downloads 2,036 ACS Downloads 1,123 HWE Downloads 1,967 Google Analytics Primary Position Master Data † 278,628 master position records. level MASTER VIEW Resonating DOWNLOAD Categories by Primary Position Grouping
  • 88.
    Google Analytics Primary PositionMaster Data † 278,628 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Bedside / Staff Nurse 112,594 797,268 7.1 12,936 $1,999,754 $155 16,845 43 1 1,183 542 798 2,948 5,158 1,480 2,071 8,362 3 2,017 1,302 1,014 1 2,483 2,520 2,523 2,438 53,732 43,094 4,733 2,707 5,516 30,138 246,190 Case Manager 508 2,474 4.9 86 $12,646 $147 67 0 0 4 1 0 21 26 12 16 49 0 11 7 5 0 17 21 12 16 285 168 22 16 22 108 1,027 Clinic Nurse 19,693 109,846 5.6 1,364 $206,702 $152 1,898 5 0 153 56 100 379 641 157 252 1,193 1 235 140 130 0 323 350 298 322 6,633 5,330 634 380 710 3,606 30,995 Home Healthcar e Nurse 182 450 2.5 6 $644 $107 7 0 0 0 0 2 3 4 1 6 13 0 3 1 2 0 4 2 1 3 52 30 4 4 13 9 416 Totals 132,977 910,038 6.8 14,392 $2,219,746 $154 18,817 48 1 1,340 599 900 3,351 5,829 1,650 2,345 9,617 4 2,266 1,450 1,151 1 2,827 2,893 2,834 2,779 60,702 48,622 5,393 3,107 6,261 33,861 278,628
  • 89.
    Google Analytics Primary PositionMaster Data † 26,516 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Nurse Educator 5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 9,317 7,724 Mgrs. / Admin 6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792 Totals 12,046 103,590 8.6 2,659 $411,974 $155 1,815 5 0 265 137 126 449 1,430 570 964 3,157 1 928 533 299 1 1,047 728 1,154 1,009 14,618 20,889 2,332 1,327 2,953 14,277 26,516
  • 90.
    Google Analytics Primary PositionMaster Data † 52,470 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Admin / VP 865 5,502 6.4 121 $18,394 $152 90 3 0 8 5 10 27 66 46 57 195 0 53 23 11 0 62 51 69 50 826 1,164 112 163 264 625 1,746 Charge Nurse 14,074 99,365 7.1 2,137 $326,258 $153 2,503 5 0 142 77 93 388 860 215 369 1,212 1 323 194 135 0 413 343 403 353 8,029 6,962 788 614 1,126 4,434 21,425 Clinical Coord. 2,252 16,303 7.2 469 $70,208 $150 492 1 0 39 20 13 75 187 68 94 355 0 87 52 33 0 119 82 130 99 1,946 1,916 215 195 314 3,326 3,519 Clinical Director 2,233 16,994 7.6 557 $85,016 $153 337 3 0 33 13 22 100 274 124 204 603 0 174 85 51 0 206 133 266 196 2,824 3,988 458 330 725 2,475 5,822 Hospital Admin 449 3,073 6.8 67 $11,372 $170 40 0 0 2 1 3 16 38 12 23 84 0 19 10 6 0 25 22 36 18 355 366 52 60 84 170 738 Manager 6,960 47,420 6.8 1,331 $207,558 $156 979 1 0 111 53 37 261 750 269 436 1,488 0 410 208 108 1 496 351 519 424 6,902 8,418 1,081 621 1,756 4,960 18,792 Outcome Manager 285 2,133 7.5 45 $7,242 $161 35 0 0 4 1 2 9 21 18 27 110 0 13 15 4 0 20 21 29 30 359 447 45 53 60 289 428 Totals 27,118 190,790 7.0 4,727 $726,048 $154 4,476 13 0 339 170 180 876 2,196 752 1,210 4,047 1 1,079 587 348 1 1,341 1,003 1,452 1,170 21,241 23,261 2,751 2,036 4,329 16,279 52,470
  • 91.
    Google Analytics Primary PositionMaster Data † 19,681 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Acute Care Nurse 1,456 12,651 8.7 344 $54,659 $159 343 1 0 27 16 23 60 147 44 40 136 0 58 27 28 0 72 67 66 48 1,203 919 75 85 98 661 2,191 Clinical Nurse Spec. 3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767 Nurse Anesth. 532 1,511 2.8 128 $20,039 $157 174 0 0 1 0 1 16 13 6 3 15 0 6 2 5 0 5 18 2 7 274 39 3 1 1 34 1,325 Nurse Midwife 54 131 2.4 2 $212 $106 2 0 0 0 0 0 1 2 2 1 3 0 1 0 0 0 0 0 0 1 13 14 1 1 7 5 148 Nurse Pract. 3,881 23,105 6.0 804 $135,322 $168 766 0 0 36 41 37 129 288 106 101 348 0 113 69 69 0 153 153 154 100 2,663 1,746 175 87 169 1,315 8,250 Totals 9,264 90,493 9.8 2,424 $396,102 $163 1,998 1 0 165 126 145 352 1,035 486 557 1,615 2 599 354 279 1 755 628 812 594 10,504 15,239 1,123 1,242 1,325 11,549 19,681
  • 92.
    Google Analytics Primary PositionMaster Data † 18,395 master position records. level MASTER VIEW CATEGORY VISITS REVENUE EMAILS DOWNLOADS POP. Primary Position Group Unique Logins last 12 Months Total Logins last 12 Months Average Logins Email Transactions Email Revenue Avgerage Transaction Auto Certification Auto Membership Auto Other Bookstore Certification eLearning Membership Conferences Other Resources Webinars eNews Other eNews Bookstore eNews Certification eNews e-Learning eNews Membership eNews Conferences eNews Other 2 eNews Resources eNews Webinars Total Emails Total Downloads ACS Downloads CSI Downloads HWE Downloads Practice Downloads Base Population Nurse Educator 5,086 56,170 11.0 1,328 $204,415 $154 836 4 0 154 84 89 188 680 301 528 1,669 1 518 325 191 0 551 377 635 585 7,716 12,471 1,251 706 1,197 7,724 Inservice Staff Dev. 549 7,476 13.6 202 $28,550 $141 82 1 0 29 13 12 23 95 54 88 204 0 102 60 36 0 86 61 120 95 1,161 2,169 149 165 211 1,644 2,904 Clincal Nurse Spec. 3,341 53,095 15.9 1,146 $185,870 $162 713 0 0 101 69 84 146 585 328 412 1,113 2 421 256 177 1 525 390 590 438 6,351 12,521 869 1,068 1,050 9,534 7,767 Totals 8,976 116,741 13.0 2,676 $418,835 $157 1,631 5 0 284 166 185 357 1,360 683 1,028 1,317 1,671 524 834 538 192 611 1,002 1,087 1,168 8,097 22,406 13,489 2,484 1,967 12,375 18,395
  • 93.
  • 94.
    Customer Base Overall MasterView Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts Customer Records and Counts 106,161 201,446 28,921 230,367 336,528 Lifetime Customer Purchases $107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850 Key Observations • Almost all Active Members are customers • Lapsed Members continue to be ACTIVE customers at good levels • Non Members represent the smallest customer population • Opportunity: develop campaigns that link membership to certification 106,161 201,446 28,921 0 50,000 100,000 150,000 200,000 250,000 Active Members Lapsed Members Non Members Customer Records and Counts level MASTER VIEW 336,528 Lifetime Customers 53% customers – general population 73.81% customers 99.97% customers 11.74% customers
  • 95.
    Customer Base Master Data †336,528 master customer records. level MASTER VIEW Segments Active Members Lapsed Members Non Members ALL Non Members Total Base Counts Customer Records and Counts 106,161 201,446 28,921 230,367 336,528 Lifetime Customer Purchases $107,587,575 $88,208,035 $6,253,241 $94,461,275 $202,048,850 Average Lifetime Customer Purchase $1,013.44 $437.87 $216.22 $410.05 $600.39 Customer Percentage 99.94% 73.81% 11.74% 44.35% 53.79% General Population Base 106,221 272,941 246,440 519,381 625,602 ALL Non Members = Lapsed Members plus No Past Memberships Percentages: customers within segmented population
  • 96.
    Customer Base Primary PositionGrouping Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Other Active Member Customers 69,416 6,750 15,345 5,459 5,461 12,646 Non Member Customers 121,998 10,293 21,300 8,103 6,477 75,043 Key Observations • Active Members do make more purchases even though non members is a larger population • Grouping represents 98.66% of all purchases $61,001,170 $10,901,513 $20,418,028 $10,534,655 $11,186,076 $54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Active Member Lifetime Customer Purchases Non Member Lifetime Customer Purchases level MASTER VIEW $199 Mil. Lifetime Purchases 56% Active Members ‡ Primary Standard Groupings Used in Past Marketing Efforts † 248,839 master customer grouping records.
  • 97.
    Customer Base Primary PositionMaster Data † 248,839 master customer grouping records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships Segments Bedside Staff Nurses Nurse Leaders Managers / Admin Advanced Practice Educators Totals Active Member Customers 69,416 6,750 15,345 5,459 5,461 102,431 Active Member Lifetime Customer Purchases $61,001,170 $10,901,513 $20,418,028 $10,534,655 $11,186,076 $114,041,443 Active Member Average Lifetime Customer Purchase $879 $1,615 $1,331 $1,930 $2,048 $1,113 ALL Non Member Customers 121,998 10,293 21,300 8,103 6,477 168,171 ALL Non Member Lifetime Customer Purchases $54,258,531 $6,999,907 $12,986,552 $6,084,168 $4,969,944 $85,299,102 ALL Non Member Average Lifetime Customer Purchase $445 $680 $610 $751 $767 $507 Total Lifetime Purchases $115,259,701 $17,901,420 $33,404,581 $16,618,823 $16,156,020 $199,340,545 Customer Population Base 278,628 26,516 52,470 19,681 18,395 248,839
  • 98.
    Customer Base Primary PositionMaster Data 191,414 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Bedside / Staff Nurse 61,296 $54,887,760 $895 100,558 $47,041,816 $468 9,667 $2,658,177 $275 110,225 $49,699,993 $451 $104,587,752 171,521 Case Manager 218 $297,401 $1,364 474 $326,604 $689 33 $3,589 $109 507 $330,193 $651 $627,594 725 Clinic Nurse 7,855 $5,777,233 $735 9,963 $3,920,746 $394 1,191 $269,945 $227 11,154 $4,190,691 $376 $9,967,925 19,009 Home Healthcare Nurse 47 $38,776 $825 100 $36,249 $362 12 $1,405 $117 112 $37,654 $336 $76,429 159 Totals 69,416 $61,001,170 $879 111,095 $51,325,415 $462 10,903 $2,933,116 $269 121,998 $54,258,531 $445 $115,259,701 191,414
  • 99.
    Customer Base Primary PositionMaster Data 17,043 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships CATEGORY ACTIVE MEMBERS LAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Nurse Educator 2,912 $4,988,582 $1,713 2,355 $1,982,809 $842 374 $93,019 $249 2,729 $2,075,828 $761 $7,064,410 5,641 Managers / Admin 3,838 $5,912,931 $1,541 6,933 $4,730,754 $682 631 $193,325 $306 7,564 $4,924,079 $651 $10,837,010 11,402 Totals 6,750 $10,901,513 $1,615 9,288 $6,713,563 $723 1,005 $286,344 $285 10,293 $6,999,907 $680 $17,901,420 17,043
  • 100.
    CATEGORY ACTIVE MEMBERSLAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Admin. VP 475 $911,265 $1,918 573 $475,735 $830 182 $57,651 $317 755 $533,387 $706 $1,444,652 1,230 Charge Nurse 8,098 $8,814,347 $1,088 7,893 $4,332,479 $549 874 $223,853 $256 8,767 $4,556,332 $520 $13,370,680 16,865 Clincal Coord. 1,262 $1,741,262 $1,380 1,274 $865,788 $680 143 $34,213 $239 1,417 $900,001 $635 $2,641,263 2,679 Clinical Director 1,355 $2,515,286 $1,856 2,175 $1,707,125 $785 184 $45,600 $248 2,359 $1,752,725 $743 $4,268,011 3,714 Hospital Admin 204 $316,045 $1,549 227 $170,637 $752 57 $17,389 $305 284 $188,026 $662 $504,072 488 Manager 3,838 5,912,931 $1,541 6,933 $4,730,754 $682 631 193,325 $306 7,564 $4,924,079 $651 $10,837,010 11,402 Outcomes Manager 113 $206,891 $1,831 135 $128,609 $953 19 $3,393 $179 154 $132,002 $857 $338,893 267 Totals 15,345 $20,418,028 $1,331 19,210 $12,411,128 $646 2,090 $575,424 $275 21,300 $12,986,552 $610 $33,404,581 36,645 Customer Base Primary Position Master Data 36,645 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships
  • 101.
    CATEGORY ACTIVE MEMBERSLAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Acute Care Nurse 905 $1,498,035 $1,655 749 $610,129 $815 89 $15,370 $173 838 $625,499 $746 $2,123,534 1,743 Clinical Nurse Specialist 2,166 $5,305,020 $2,449 2,330 $1,878,075 $806 224 $65,449 $292 2,554 $1,943,523 $761 $7,248,543 4,720 Nurse Anesthetist 246 $298,300 $1,213 702 $503,135 $717 37 $11,624 $314 739 $514,758 $697 $813,059 985 Nurse Midwife 3 $1,685 $562 26 $13,303 $512 5 $422 $84 31 $13,725 $443 $15,410 34 Nurse Practitioner 2,139 $3,431,615 $1,604 3,630 $2,904,846 $800 311 $81,816 $263 3,941 $2,986,662 $758 $6,418,277 6,080 Totals 5,459 $10,534,655 $1,930 7,437 $5,909,488 $795 666 $174,680 $262 8,103 $6,084,168 $751 $16,618,823 13,562 Customer Base Primary Position Master Data 13,562 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships
  • 102.
    CATEGORY ACTIVE MEMBERSLAPSED MEMBERS NON MEMBERS ALL NON MEMBERS TOTALS POP. Primary Position Group Active Member Customers Active Member Lifetime Customer Purchases Active Member Average Lifetime Customer Purchase Lapsed Member Customers Lapsed Lifetime Customer Purchases Lapsed Average Lifetime Customer Purchase Non Member Customers Non Member Lifetime Customer Purchases Non Member Average Lifetime Customer Purchase ALL Non Member Customers ALL Non Lifetime Customer Purchases ALL Non Average Lifetime Customer Purchase Total Lifetime Purchases Base Population Nurse Educator 2,912 4,988,582 $1,713 2,355 $1,982,809 $842 374 93,019 $249 2,729 $2,075,828 $761 $7,064,410 5,641 Inservice / Staff Dev. 383 $892,474 $2,330 1,125 $934,016 $830 69 $16,577 $240 1,194 $950,593 $796 $1,843,067 1,577 Clincal Nurse Specialist 2,166 5,305,020 $2,449 2,330 $1,878,075 $806 224 $65,449 $292 2,554 $1,943,523 $761 $7,248,543 4,720 Totals 5,461 $11,186,076 $2,048 5,810 $4,794,900 $825 667 $175,044 $262 6,477 $4,969,944 $767 $16,156,020 11,938 Customer Base Primary Position Master Data 11,938 master customer records. level MASTER VIEW ALL Non Members = Lapsed Members plus No Past Memberships