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Insurance Membership

A NATIONAL HEALTHCARE ORGANIZATION RESEARCH PROJECT OF MEMBER COMPANIES

Situation

A national health care organization was struggling to connect with a select but key group of its membership—impacting its ability to successfully retain current members and attract new ones to the organization. 

GSSG was retained to:

·      Assess the organization’s current reputation and key drivers impacting membership recruitment and retention—specifically among its newer, emerging companies.

·      Identify and align the key public policy priorities and membership goals of its emerging companies with organization’s current efforts

·      Develop a strategy to strengthen relationship with its smaller, emerging companies, improve their level of participation and boost membership renewal rates.

Our Approach:

·      GSSG conducted an initial survey among 375 general members

· In addition, GSSG conducted a survey among300 executives from the organization’s smaller, emerging companies—including 98 Presidents/CEOs/Chairmen and 132 Executive Vice Presidents

·  The marriage of the research studies allowed us to better understand the audiences’ common policy and membership goals, determine where they diverged, identify gaps in communications, and isolate key examples of where the organization could be more helpful in helping them reach their business objectives.

Results:

·    GSSG’s research discovered that the organization’s newer, emerging companies were uniquely more concerned about their company’s financial issues such as raising capital and how to best manage their growth over the next several years compared to the membership as a whole.

·      As a result, these members were more sensitive to how their enrollment in the organization could contribute to their company’s financial success.

·     The outcome of the findings allowed the organization to refine its communications strategy with these members as well as identify and bolster specific membership programs for them including partnering conferences, investor/venture forums, cost sharing services, and best practices for managing growth.