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.

1. American Society of Anesthesiologists
Increasing ASA’s Membership

2. Membership Growth
Steps
• Conducted member research
• Applied research to articulate value and develop
marketing plans
• Support membership marketing
• Continuing to exceed ASA’s goals and expectations
Value to
Client
• 2.8% increase in 2010
• 4.5% increase in 2012
• 5.4% increase in 2011
• 2.7% increase in 2013
• Entering our sixth consecutive year working with the Society
• Three primary vehicles: E-blasts (former member
recruitment), newsletter ads and postcards (retention)
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3. Enter
McKinley
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4. Appealing to the Audience

5. 2012
2011
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6. 2012
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7. Appealing to Anesthesiologists’
Senses of Humor

8. 2013
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9. 9

10. Appealing to Emotion

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