Rohini Dhar > Resources > Impact Stories > Increase membership uptake for the medical association in specific markets

A human-centric engagement firm leveraged a strategic blend of digital and below-the-line (BTL) marketing techniques to achieve a remarkable 100% increase in membership uptake within a short span of 18 months for its Client, a specialised medical association.

About the Company

A Community-building focused firm that creates memorable and engaging experiences through omnichannel and omniplatform touchpoints, that bring people together.

KEY GOAL

Increase membership uptake for the medical association in specific markets.

STRATEGIC RESPONSE

Typically, associations invest in cost-intensive roadshows and conferences to attract membership. We chose to create a combination of Digital and Below-The- Line (BTL) Marketing, optimised in a strategic 80:20 ratio, with a focus on drip campaigns, social media, roadshows, and partnerships, to create a cost-effective and broad-reaching campaign that balanced online engagement with personalised, on-ground efforts.

MEASURABLE IMPACT

In just under 18 months, the organisation saw the following results:

  • 100% Increase in Membership Uptake
    The membership base doubled, reflecting the success of the targeted campaigns.

  • Expanded Demand Chain
    The campaigns successfully brought new demand for membership services, evidenced by an increased interest in related events, content, and networking opportunities.

100%

rise in Membership

Expanded Demand Chain

HOW THIS WAS ACHIEVED

  • Drip Campaigns
    Email nurturing and drip marketing were used to engage prospective members at different stages of the buying journey, providing value-driven content and targeted messaging to guide prospects toward membership sign-ups.

  • Social Media Engagement
    The team capitalised on multiple social media platforms to boost visibility, foster engagement, and drive targeted traffic to membership landing pages. Tailored content, including thought leadership articles, case studies, and member testimonials were shared to reinforce the organisation’s value proposition.

  • Strategic Partnerships
    The organisation partnered with key industry stakeholders, influencers, and other organisations to co-promote membership opportunities and expand its reach. These partnerships included joint events, webinars, and cross- promotional marketing efforts.

  • Roadshows
    Complementing digital efforts, a series of roadshows were conducted to engage potential members in key geographic regions. These roadshows provided a platform for face-to-face interaction, helping to build trust and offering live demonstrations of membership benefits.

#marketingmix #events #thoughtleadership

In-person events (21%) and thought leadership (20%) are seen as the most effective B2B marketing channels. – The B2B Marketing Benchmark, June 2023, LinkedIn & Ipsos

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