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Medical Society Membership as a Value Proposition
Steve Smith, CAE, Jim Swartwout, Barbara Greenan
A successful medical society must do more than simply provide resources, programs, services and representation through advocacy in order to attract and retain members. Decisions to join or renew are increasingly based upon whether the membership experience offers considerable value, unique access and sustainable support.
There is growing concern expressed by medical society leaders that today’s physicians are less interested in joining organizations or must choose between societies due to limited time and resources. This can lead to declines in membership, particularly as physicians are able to find what they need from other sources.
Trends:
- High value is placed on services and resources that assist physicians in addressing and managing issues associated with increasingly complex practice management challenges as well as other business-related manners.
- Physicians continue to view associations as the appropriate mechanism for representation to the government and public.
- Although the professional liability crisis appears to have abated in the press, physicians continue to be concerned over liability exposure.
- E-learning modules and systems that guide, assess, deliver and track CME with links to Maintenance of Certification requirements are highly utilized and increasingly integrated across platforms and providers offering attractive "one stop" for members.
- Effective communication to members is delivered in a clear, concise and timely manner and targeted to specific knowledge and practice needs. Increasingly, information is being delivered through digital mediums that include interactive components.
- Healthcare professionals are increasingly turning to less formal social networks and virtual resources for ongoing collaboration, consultation and connections.
- Medical societies provide critical career and leadership development opportunities for physicians from residency through retirement which is an important "value added" benefit.
Medical societies and their executives should: Collect and assess data from various member segments to ensure an appropriate mix of products and resources are available. Strengthen communities and connections within all member segments, ensuring that strong linkages and opportunities for interaction exist – virtually as well as in person – among all key constituent groups. Members are looking for resources, tools and products that are current, customizable and portable. Consider offering virtual membership or "pay-as-you-go" fee structures as opposed to the traditional annual membership fee to appeal to a broader and more transient market. Provide "real time" support or accessible information and response. Engage members through surveys and interactive learning that extends beyond a single event or session. Gather and report data that shows the financial and professional benefits of membership in simple and compelling terms. Demonstrate the society not only represents the needs and interests of its membership, but also proactively scans the environment to alert and address emerging issues of importance to the field. |