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

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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?