Summary
A healthcare association aiming for a long-term solution to engaging members and supplementing its non-dues revenue found a partner equally invested in its enduring success.
- 240%increase in non-dues revenue from retargeting
- 49%open rate on newsletter
- 2Xaverage industry ctr
Company Background
The Hematology/Oncology Pharmacy Association (HOPA), which is managed by Executive Director Inc. (EDI), supports pharmacy practitioners and seeks to promote and advance hematology/oncology pharmacy to optimize the care of individuals affected by cancer. This distinctive professional organization provides crucial education, networking, and advancement opportunities frequently sought by hematology/oncology pharmacists, pharmacy interns, residents, fellows, students, technicians, researchers, and administrators specializing in hematology/oncology pharmacy at all levels of practice.
The Challenge
Like all industry associations, HOPA must engage its members and provide them value while also maintaining a steady flow of non-dues revenue that keeps the cost of membership reasonable. HOPA needed a partner that could not only offer engaging and profitable communication and marketing solutions at no cost, but could remain supportive and effective through periods of growth and change.
The Solution
HOPA partnered with Multiview in 2012 to produce a weekly digital newsletter, the HOPA Bulletin, as an effective way to communicate with its members regarding association updates and industry relevant news, while also providing its supplier community an opportunity to connect with their target audience. The partnership later expanded to include programmatic solutions like website retargeting, which also provided HOPA new strategic channels to further promote its mission and initiatives.
"Association management is about relationships and marketing is all about results. Multiview brings the right amount of both to our digital marketing program. They understand our objectives and have set up editorial and advertising products to help achieve them. Plus, they’re just really great people to work with!"
- Anne Krolikowski, Executive Director, Hematology/Oncology Pharmacy Association
The Results
The HOPA Bulletin maintains an average open rate of 49% - almost double the industry average – and its 10% click rate is also just shy of twice the industry average, indicating members are highly engaged in the content and return week after week for the latest updates. The site retargeting program saw a 240% increase in revenue from its first year to the second, and overall HOPA continues to see its annual non-dues revenue through Multiview solutions increase year-over-year.
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