Membership Organization Case Study

Situation:
The primary benefits for a professional membership organization which focuses in a medical specialty are 2 clinical journals, 1 membership journal, an annual conference, certification opportunities, continuing education courses and seminars, among others. When the organization conducted its own online surveys about its publications and education offerings, the feedback was always glowing, but typically received from the same pool of “raving fans.” When formal qualitative research was conducted on several occasions among a random sample of members at national meetings, the feedback was that most of the members glanced at the journals, if they read them at all, and many found the articles and information too academic in focus to assimilate quickly. Nonetheless, they felt the journals were of critical importance to the profession. Consequently, the organization wanted to find out what type of information was needed by members, and in what format, and what segments existed by their preferences for information and educational needs. This was considered especially important in the quest for new members.

Solution:
Campos Inc recommended that a Segmentation Study be conducted among a sample of both current and prospective members. Respondents were recruited via phone to participate in an online survey. Over 900 members and non-members participated. Respondents were asked for their opinions and needs on topics such as patient care, advocacy, networking, skills development, information needs, and expectations from a professional organization. Cluster analysis was used to segment respondents into four distinct membership groups which had different needs for information and education opportunities.
 

Results:
The organization has nearly saturated the market with its current benefits and services, and prospective members aren’t motivated to join the organization based on its current offerings. Its membership journal, which contains shorter articles than does its clinical journals, is the most widely read by members. Further, competitive publications in more of a magazine format were widely read by both members and non-members. The need for a new publication which presents shorter, easier-to-read articles for its clinical research is desired, especially among a segment of up-and-coming professionals in the industry. The organization is currently proceeding with plans to develop a publication to further satisfy its current membership and to attract a new segment to its organization.




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