A Lesson from the Disney Playbook

By: Sheri Jacobs, CAE
Visit Sheri's blog at www.avenuemgroup.com
 
One of my favorite races, The Walt Disney World Marathon, offered a clever new way to give runners a race experience unlike any other. They partnered with the magazine, Runner's World to offer customized training plans, connections to experts and VIP treatment during the race weekend. Runners also received a private packet pick-up, exclusive pre-race walkout to the race start corrals, books and publications and an invitation for VIP access to a post-race celebration. Only a limited number of spaces are available and I've heard that the offer quickly sells out each year even though runners must pay an additional $300.


Can this approach work in the association world? Absolutely.

The American Academy of Hospice and Palliative Medicine (AAHPM) took a new approach to pricing a highly valued and often sold-out course that prepares individuals for the hospice and palliative medicine board certification exam. Similar to the approach taken by Disney or the airline industry, AAHPM staff created a pricing structure that offered practitioners the opportunity to attend the intensive board review course at a budget-friendly price (coach class) or with additional benefits (first class).

As part of the process, AAHPM staff identified a list of benefits that would provide additional value to attendees and provide a boost in revenue for the organization. In addition to offering member and nonmember prices to attend, AAHPM offered a limited number of "premium seats" for an additional $250. Participants who paid the extra fee received:

• Reserved seating in the "preferred section" (the first five rows of the middle section of the room);
• A special "express" registration line and entrance into the lecture hall;
• A wine and cheese reception with course faculty; and
• A special gift from AAHPM, including two popular AAHPM books (Primer of Palliative Care and the accompanying workbook), an AAHPM pen, mints and a Starbucks gift card.

The result? According to Steve Smith, CAE, AAHPM's executive director, AAHPM sold 120 of 126 premium seats prior to the course, generating an additional $25,000 in net revenue. On site, staff sold the last four seats and raffled two remaining seats to other attendees.

Excerpted from the new ASAE-Wiley Series book The Art of Membership: How to Attract, Retain, and Cement Member Loyalty, by Sheri Jacobs, CAE. Used with permission of Jossey-Bass Publishers, © 2014. (Available at ASAE Bookstore, Amazon and Barnes and Noble)

We want to hear from you!

Has your organization tried this approach at one of its events? Leave a comment and let us know what you did and how it worked!

Upcoming Webinar on Practice Innovation

The Physicians Foundation will be holding a webinar, titled "Practice Innovation: New Models for the 21st Century," on Wednesday, October 2nd, from 1-2pm Eastern Time. It will be an opportunity for participants to learn about new and innovative practice models being tested and used around the country.

The session will be led by Mary Phillips of GMA Foundations, and speakers include the following past grantees of the Physicians Foundation:  

• L. Gordon Moore, M.D. of Ideal Medical Practices
• Sandra Robinson of the California Medical Association Foundation
• John M. Wiecha, M.D., MPH of Boston Medical Center  

Those interested in attending the webinar can register by clicking this link:
https://attendee.gotowebinar.com/register/3137800929693808896

Budgeting for 2014 - Don't Forget about your Professional Development!

For more information and event details visit www.aamse.org/Rates, or contact AAMSE at aamse@aamse.org.

Call for Topics: 2014 Annual Conference

Would you like to share your skills and expertise with the rest of AAMSE?

      Have you heard a speaker so dynamic that you'd like to see them at the
      AAMSE Annual Conference?

      Did you read an article and wonder if the same principles could be applied
      to medical society management?

      Now is the opportunity you've been waiting for - a chance to tell AAMSE
      the topics that are of interest to YOU.

     

We are looking for topics with case studies that specifically focus on medical society management in the following categories:
        
Advocacy: 
Topics focus on the process of defending, maintaining or stopping a legislative proposal on behalf of medicine, which includes but not limited to government affairs and practice viability. Possible topics include: grassroots organizing, lobbying, political action committees and current advocacy trends.
 
Association Management: 
Topics focus on the executive and administrative aspects of operating a medical society, such as administration, financial, operations, governance and legal duties.

Communication: 
Possible topics focus on developing and disseminating pertinent information to stakeholders (staff members, legislators, media and public), social media strategies, publications, marketing and public and media relations.

Leadership: 
Topics could focus on guiding and influencing of others to enlist their support and action, leadership development, principles of leadership and physician leadership.
 
Membership: 
Topics for consideration pertain to the recruitment and retention of members to medical societies, membership marketing, survey design, research tools and membership trends.

Professional Development: 
Topics could focus on the process of progressing in one's career through education and training, earning CAE, conflict resolution, personal branding, improving communication skills, stress management and work-life balance.
 
Technology: 
Topics for consideration are new technology and tools that improve medical societies efficiency, website design, mobile and online technologies, using social media and hot trends.
 

Click here to suggest a topic and/or speaker!

Suggestions must be submitted by August 23

 
 

Save the Date

AAMSE Annual Conference
Louisville, Kentucky ● July 30 - August 2, 2014
The AAMSE Annual Conference is the nation's premier meeting of medical society professionals. The goal is to provide education and training while enjoying unique opportunities to meet and interact with colleagues and experts from around the nation.






      

The 2013 Annual Conference is Just Around the Corner!

In 14 days the 2013 Annual Conference will be beginning; as you are getting ready to depart for St. Louis here are a few quick reminders:

• The CadmiumCD app will be going live the second week of July; if you have been using the online scheduler you will receive an email with instructions on how to download it. Because internet availability will be limited at the Annual Conference, please download the app, along with any of the presentations and session materials you wish to have access to during the conference, before arriving in St. Louis.

• There will be printing capabilities at the Cyber Café this year courtesy of ABCOM! Please think of the environment before printing too many pages.

• The registration desk will be located outside of the Ballroom Pre-Function on the Lobby Level of the Ritz-Carlton, St. Louis.

• Please remember to wear your name badge and conference ribbons to all AAMSE functions at the hotel.

• Arriving early in St. Louis? The Membership Marketing Workshop starts at 1:00 PM on Wednesday, July 17 in the Ritz-Carlton Ballroom. There is still space available– add it to your online conference schedule to attend!

• Wednesday’s Opening Reception will begin at 6:00 p.m. in the Ritz-Carlton Ballroom. Don’t miss the chance to kick off the conference with friends while enjoying an assortment of hors d’oeuvres.

• Be sure to visit with all of the AAMSE Exhibitors and Sponsors. Show your support for the organizations that support you.  Stop by their booths in the AAMSE Exhibit Hall on Thursday and Friday. Rumor has it some lucky attendees will walk away with prizes!

• There will be plenty of opportunities to network with your colleagues, peers and the exhibitors – don’t forget your business cards!

• Follow AAMSE on Twitter for conference updates and news.  Tweeting about the conference? Use #AAMSE13

• Don’t forget to wear your comfy clothes as we continue the tradition of “Jeans at the Meeting” on Saturday, July 20

• If you have any questions or would like additional information about the conference, contact us at aamse@aamse.org

We look forward to seeing you in St. Louis!

AT&T ForHealth - Exhibitor Announcement

We'd like to thank AT&T ForHealth for their continued commitment to AAMSE and the 2013 Annual Conference. 

 

AT&T ForHealth is accelerating the delivery of innovative wireless, cloud-based and networking services and applications to help the healthcare industry improve patient care and reduce costs.  We believe that the use of mobile technologies and smart networks can help create a healthier world.  For more information, visit www.att.com/healthcare/solutions. 

YourMembership.com - Exhibitor Announcement

We’d like to thank YourMembership.com for their continued commitment to AAMSE and the 2013 Annual Conference.

YourMembership.com empowers associations and cause-oriented organizations to create, engage and grow while increasing their revenue and relevance. What we do for thousands of organizations and can do for AAMSE members: Automate association management making operations and member management easier, faster and less expensive. Lower technology cost while increasing member acquisition,engagement and retention rates through the use of hosted suite of member management, marketing, event and online community tools. Increase non-dues revenues and member value with full service online job boards, career centers, buyers guides and additional member-oriented services.