Recruitment, Member Value & Data Integrity American College of Cardiology.
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Transcript of Recruitment, Member Value & Data Integrity American College of Cardiology.
Recruitment, Member Value & Data Integrity
American College of Cardiology
• Recruitment• Creating Lasting Value• Data Integrity
Campaigns•Cardiovascular Team
– Nurses– Pharmacists– Physician Assistants– Cardiovascular Technologists– Genetic Counselors– Rehabilitation Professionals
(Dieticians, Physical Therapists, Clinical Psychologists, Exercise Physiologist, Occupational Therapist, Clinical Social Worker)
– Associate of the ACC
•Fellow of the ACC•FIT>FACC•International
– International Associate/Affiliate– FACC International– International FIT
•Cardiovascular Administrators•Cardiovascular Team Students•Medical Residents•Veterinarians•Geriatricians
Key Strategies• Create meaningful interactions at every critical membership
lifecycle stage • Personalize communications to member interest, specialty and
career stage wherever possible• Integrate a value-based ‘what’s in it for you’ message into all
communications• Capitalize upon existing one-to-one communications opportunities
when possible to “personalize” the College. • Integrate value messaging into all College offerings• Arm our leaders with the information they need to speak on our
behalf
Recruitment Sources
The Sales Pitch Matches the
Interaction/Need
Bulk Deal
Relevant Board Certifications
NCDR Participant
Member to Member Web Registrants
Product Purchaser
Provider Directories
Annual Meeting /Live Course Attendees
Our Recruitment Outreach• Timing is Everything• Deadline Driven Messaging
– Special Offers– Application “Deadlines”
• Follow Up is Important• Multi-Pronged Outreach
– Direct Mail, Email, Member to Member
• Make it Personal – Member to Member– Personalized to Professional Type, Career Stage, Interest
• Know Your Customer
7 Footer Copyright © 2014 Deloitte Development LLC. All rights reserved.
When physicians finish training, it’s a hectic time. We did away with the traditional May 1/Oct 1 timetable & focused instead on KEY events (Boards, Training Completion, Special Offers). Focused on hitting them in the Summer / Fall.
Changed Timing
There were a lot of misconceptions out there. We altered messaging to specifically combat the key barriers to advancement: Too difficult, too time consuming, too expensive.
Changed Messaging
Sponsor letters can be a barrier. Enter the form letter, usable only by graduating FITs.
Changed Requirements
Changed Incentive
Strategic Changes for a Big Impact
Changed Perceptions & Impacted ResultsWith key stakeholders all on board, we launched a dedicated FACC advancement campaign targeted directly to FITs finishing their training. With the described key changes to our strategic approach, the campaign resulted in overwhelming response: 251 applicants in 2014 compared to around a dozen in 2013.
FIT to FACC
With $$ being a big factor during this time of change, we began to push special offers waiving all fees to apply.
Coming Soon…
A New Online Membership Application System
The Member Experience
01First Contact
02The Welcome
03The Tangible
04The Connection
05The Maintenance
The Resource Center makes first contact, with a general email + login/password information.
The official Welcome Email is sent with steps to get started at ACC. Member Card follows 24 hrs later.
The member receives an onboarding ‘Welcome Packet’ in the mail; physical card, more detailed information
Member champions reach out to new members to create a personal connection.
Series of onboarding emails focused on key topic areas: Education, Advocacy, Networking, Quality through first year.
Onboarding
Key Member Value Strategies
PersonalizationPersonalization
AccessAccess
CommunicationCommunication
EngagementEngagement
Engagement
The Member Experience
Appreciation Months (A Thank You) Member Decision-Making
Loyalty Recognition Providing Feedback Mechanisms (Two-Way Communication)
Member Sections ‘Affinity’ Campaigns
Working Groups + Committees Pushing Offerings Based on Interaction / The Value Add
A Member That is Involved &
Feels Appreciated and
HEARD = Retention + an Ally for Growth
Creative
Our StrategyThe Dues Campaign
Messaging Strategy
• Never. Stop. Communicating.
• Leverage our Chapters and Member Leaders
• Be Deadline Driven. Heavy-Up Near Key Deadline Periods
• Integrate Communications into All Member Interaction Points.
Tactical Strategy
• The ACC is All About YOU.
• Personalize it All.
• What Have We Done For You Lately?
• Create a Sense of Urgency Surrounding Deadlines
Segmentation Strategy
• Segment Communications by Status, Location, Career Stage, Type (23)
• Segment Inserts by Interest, Career Stage, Past Interaction
• Use Dynamic Content to Make Segmentation Possible
Why so many segments? Unique member situations make it necessary (i.e. Chapter vs. No Chapter, Introducing Fee Changes, etc. (small tweaks for most)
Data Integrity Key Strategies
1.Create quality new data2.“Keep it clean, folks”3.Ongoing Outreach
Create Clean Records• ACC.org
– Improved user name/password functionality– Added new profile fields with data validation
• Clean uploads of new records: internationals• Coming December: On-line Membership
Application portal
Keep it Clean Resource Center runs over 40 exception reports
Dues
Chapter
Rates
Memberships
Birth Date
Company/Clinic
City, State
Demographics
Sections
Addresses Professional Info
Join Dates
Record Hygiene & Enhancements
• National Change of Address (NCOA) – run every six weeks• Profile Campaign - send members to update their profile
on-line• High Priority: Link members with practices
Record Hygiene & Enhancements
• Data Quality Partners• Resource Center, Membership, IT, Marketing Intelligence, Chapters
• Identify, investigate, and fix data anomalies• Standardize data and train & re-train users
ACC.org - My Profile
We Hate Duplicates!• We take a Pro-Active approach to PREVENT potential
duplicates• ACC.org new registrations• ACC.org – provide user name/passwords• ACC.16 Group Registrations• International sponsor data loads• FIT Portal
We Hate Duplicates!• We take a Pro-Active approach to REMOVE duplicates
• Staff identifies dupes• Members contact us• Resource Center searches Personify for dupes• Resource Center merges pairs of dupes
Outreach
Chapters
Member Profiles Campaig
n
CHD Director
y Updates
Sections
NPI Number Campaig
nReturned Dues
Bill Researc
h
Dues Phone Campai
gn
Email Blasts to
Bad Addresse
s
Questions?