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Membership Marketing

Membership Marketing. Lena Banks Manager, Business Development and Marketing. The Purpose of This Department. The Five “Ps” of Marketing Product Price Promotion Packaging (distribution) People All Departments, All Products, All Services. The TMA Service Continuum.

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Membership Marketing

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  1. Membership Marketing Lena Banks Manager, Business Development and Marketing

  2. The Purpose of This Department The Five “Ps” of Marketing • Product • Price • Promotion • Packaging (distribution) • People • All Departments, All Products, All Services

  3. The TMA Service Continuum Complete Help for Members

  4. Product and Price Offerings in the TMA Service Continuum could be: • A benefit of membership (free) • An exclusive product/information (members only) • A paid service that includes member discounts (trusted) • A mix of these: complementary products, services, or resources that can be cross-promoted

  5. Promotion and Packaging • TMA and CMS Brand • Appropriate messaging • Appropriate audiences • Promotional avenues • Message development • Consistent themes • Use content as a marketing tool

  6. People: TMA/CMS Staff and Leadership • Visit the CMS Resources page • Read the Marketing Quick Update and watch for News of Interest • Subscribe to (and read) TMA publications • update your profile • Utilize the Knowledge Center

  7. Why Encourage Profile Updates? • Customized contentadds to our value proposition • Dovetails with New and 1st/2nd-Year member engagement campaigns • Data suggests it could be a good way to get members engaged (and therefore more in line with the activity level of renewing physician peers)

  8. Updating A Profile

  9. Current/Upcoming Campaigns • Newly Licensed • New Member Engagement • 1st/2nd Year Member Engagement

  10. Newly Licensed • 12 month co-branded drip campaign for physicians new to Texas • Highlights TMA resources, with tie-ins to CMS activities at grassroots level • Final campaign pieces housed on CMS Resources page Month 1: General Welcome & Free Gift Month 2: Community Month 3: Practice Help Month 4: Physician Support Month 5: Advocacy Month 6: Compliance Month 7: Technology Month 8: Public Health Month 9: Quality Improvement Month 10: CME Month 11: Value Month 12: Anniversary/Join Today

  11. New Member Engagement

  12. Choose Interests

  13. Subscribe to TMA Publications

  14. Results Based on Selections

  15. 1st and 2nd Year Engagement • Far fewer first and second year members have chosen an interest as compared to the rest of the membership (5.3% vs 32.9%) • First and second years who have chosen an interest are far more engaged with TMA than their cohorts on 3 chosen measures: • Took CME: 51.6% vs 12.4% • Attended meetings: 33.2% vs 5% • On committees: 14.7% vs 2.6% • Campaign effectiveness measured by comparing future engagement to the current trends

  16. Membership Campaign Objectives • Convert larger percentage of recruitable physicians into members (while tracking cost per member added) • Retain more new, 1st and 2nd year members by leveraging historical data to get them engaged early • Determine efficacy of campaign materials and messaging to develop future strategies

  17. Questions? Thank You!

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