Tom Quash, vice president of marketing, meetings and business development at the Association of Women’s Health, Obstetric and Neonatal Nurses, discusses the importance of data McKinley provides with Patrick Glaser.
Tom: Hello, I’m Tom Quash, vice president of marketing, meetings and business development at AWHONN, the Association of Women’s Health, Obstetric and Neonatal Nurses.
Well, there are several marketing firms that work with associations. McKinley is a name that was familiar to me and I’ve known many of the key players who work for the firm. We were really looking at products in particular [because] the landscape was changing; there were new technology opportunities for our members and we really wanted to gauge where products lie in the scope of interest of our members.
Patrick: The thing that is unique about AWHONN, to me, is the association has such a direct impact – not just on the lives of its members but on society as a whole. I think that’s pretty powerful from my standpoint as a consultant to be able to work with an organization like that.
There’s always a period where you’re learning to work with those around you and for a consultant to come in from an outside standpoint it’s very important to be aware of that. [It is also important to] be aware that [while] you may not know everything about the field that the association represents, you can kind of bring a third-party perspective. So, finding a great working relationship is very important to the consultant and the staffer [who is] actually in the association.
Tom: As the landscape has changed for the nurses and the other clinicians in our community, we have not really kept up with delivering products that are truly meaningful to those we serve.
McKinley has been along this journey [with us], for about two years, as we start to develop new products, fine-tune the products that we actually do offer, and then repurpose ones that can be more meaningful to members.
Patrick: It’s amazing how a field can change very quickly over a short period of time. [You]need to stay constantly connected with members to realize how their challenges and their environment may be changing as well.