In 2009, McKinley began our relationship with the American Society of Anesthesiologists (ASA), a $40 million medical professional society with more than 50,000 members, by conducting a comprehensive member needs assessment to understand members’ perceptions, motivations and needs. Since then, we have continued to work together to grow membership through effective marketing strategy and support.
The research we continually conduct for ASA informs the development of our membership marketing plans and helps to better articulate the value ASA delivers. With McKinley’s assistance, ASA continues to exceed its membership goals, with a 2.8% increase in 2010, a 5.4% increase 2011, a 4.5% increase in 2012 and a 2.7% increase in 2013. We have achieved this growth using three primary vehicles: former member recruitment emails, newsletter ads and postcards.
Visit ASA’s client profile to find out more about our work with ASA and the many initiatives we have accomplished together.