Keith Chamberlain - All-Access Membership Model for Growth | Ep #43
Keith Chamberlain is Director of Membership & Experience at the Healthcare Financial Management Association who co-led a digital business model transformation with a Netflix-inspired, all-access structure.
The 3-prong project included a new business model, new technology platform and realigning staff to support the new initiative -- all of which put HFMA in a great position when the 2020 pandemic occurred in the U.S.
We're talking about the human-centered design thinking process they used to conduct a unique strategic planning process in which hundreds of members were interviewed to develop themes and priorities that led to the 3-prong transformation to deliver what those members said they needed and wanted from the association.
The new all-access membership offering includes a number of digitally delivered benefits that used to require ala carte purchases including online education, certifications, a new online community and unlimited web content.
Within one year HFMA experienced a 36% growth in new individual members and retention rates improved by 4.5%.
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