Post on 28-Dec-2015
The What and How of Attracting New Practitioners to
Your Association
Jill L. Haug, Pharm.D., M.B.A.
Director, ASHP New Practitioners Forum
Overview
• Status Check• Executing Philosophical Change within the
Organization• Enrolling vs. Engaging• Successful Strategies for Engagement
ASHP’s Status Check
• Task Force on Organizational Structure• 2003: Implementation of New Practitioners Forum• 2005: Reality Check!• Where We Are Today………..
– NP member growth roughly 42%
– ASHP composition has changed – it’s obvious
– “What would a resident / new practitioner think?” philosophy
– Flexibility in the “one size fits all” approach
– Experiencing indirect benefits
A Glance in the Looking Glass……
• What does your current organization look like?
• What are students and new pharmacists saying about you?
• Is there
– a NEED for change?– a DESIRE for change?
OR
The Trigger Point• Membership is or stagnant
• Membership is aging
• COPs / Grads
• Are your member numbers ?
• This should be a “no-brainer!”
• interest and number of residency programs
• Generational shift – change in philosophy re: organizations• Direct impact• Mentoring influence
• competition• Time• Other organizations
New Practitioners = Future
• Important to engage members early in their career• New practitioners are “finding” their home• State organizations are unique – a local connection• Capitalize on your “assets”• How do you do this?
Philosophical Change
• Acknowledge that this will be difficult– Who wants to call themselves “stodgy”?
• Everything you do should be evaluated• Survey!
– Are your thoughts = NP thoughts?
• Are your “seasoned” leaders on board?• What are your concerns?
– Finances– Alienation of seasoned members– Setting precedents– “The Unknown”
“Enroll” or “Engage”
• Becoming a member is just the FIRST STEP– Why should a NP join your state affiliate? What’s in it for them?
• Engaging is the key – focus on “member experience”– Look at how you do “business” – adjust as necessary
• AVOID “parental syndrome”– Where can NPs fit in?
Are you ready to engage new practitioners?
Step 1: Introduction
• Personal invitation• Accompany / meet on arrival
– Accountability for the “newbie”
• Share information• Enthusiasm• Unique activities
– Speed dating
– Targeted recruitment
– Social media?
Step 2: Mingle!
• “Junior High Dance” phenomenon• Avoid cliques• Introduce new practitioners in your “seasoned” circle• Remember – it’s the “experience”
Step 3: Involvement / Leadership
• Engage in leadership roles – President? NO!
– Meetings / Education? Public Relations? New Practitioners Network / Forum? Etc…..
• Be honest about responsibilities• Be realistic• Utilize their expertise / unique perspective• Small, task-oriented activities
– Speaker recruitment
– Residency Showcase coordinator
Step 4: Mentor
• Intro Mingle Involve Now what?• Mentor! Avoid the “sink or swim” mentality• “Shadowing” positions?• Liaison positions? • Engage new practitioners in 2-way conversations• LISTEN!• Be conscious of “been there, done that” mentality
Strategies for EngagementNew Practitioner Membership Component Groups
• Not the “Magic Bullet”• Would this be an effective approach for your
affiliate?– Size of organization?
– Potential leadership of group? Permanent or transient?
– Degree of interaction with rest of organization
• Successful strategies:– Representation at Board level
– Degree of empowerment
– Role re: student engagement
Strategies for EngagementLeadership Opportunities
• Opportunity to be a “student” of the organization• Large, medium, small roles
– i.e. Executive Committee, advisory groups, working groups, outreach
• Hybrid roles– i.e. NP-specific vs. organizational engagement
• Succession planning
Additional Engagement Strategies
• Create their own resources• Speaking opportunities (partnering with others)• Organizing their “own” activity• Showcase / highlight / award• Resident presentations – possible CE activity?• Social media approaches?• Student outreach
What ideas do you have for your affiliate?
Mythical Magic Bullets
• Forum, Network, etc • Mentoring program• Social Media – Facebook, Twitter, LinkedIn, etc• Prospect marketing vs. peer / viral marketing
• Resource heavy – both $ and staff / volunteer time
• Limited ROI
• Target market instability
• Wasting time and $$$$
Remember……..
• Focus on the Member Experience• Status Check – be truthful (no matter how painful it is)
• Adjust your philosophy as needed• ENGAGE vs. enroll• Schedule regular assessments / check points
Questions???