As a healthcare association leader, you’re well aware that growing membership is vital to your organization’s long-term sustainability. However, you also know that associations are entering a new age where traditional recruitment strategies won’t cut it. You need data-driven strategies to inspire prospective members to join.

According to a recent study by Marketing General Incorporation, the top three reasons that members join associations include:

1. Networking with others in the field
2. Continuing education or professional certification
3. Accessing specialized or current information

In this article, we’ll review more data from this research and share proven tactics your association can employ to recruit members and grow its membership base effectively.

1. Highlight networking opportunities

In the healthcare industry, professional connections enable collaboration on patient care, research, and critical industry developments. These partnerships allow healthcare professionals to enhance care management, achieve research outcomes, and adapt to the evolving healthcare landscape.

So, it’s no mystery why the vast majority (67%) of associations report that the top reason members join is to network with others in their chosen profession. Highlighting your association’s ability to facilitate these connections shows prospective members the immediate, tangible benefits of joining.

To attract members with your networking opportunities, take these key steps used by associations most likely to report increases in membership:

• Conduct member research: Identify the most relevant networking opportunities for prospective members. Are they interested in conferences broadly discussing the new era of big data or smaller communities where they can discuss practical applications, such as strategies for data analytics?
• Tailor messaging to unique market segments: Use the results from your member research to categorize prospective members according to their interests. This segmentation enables you to appeal to their unique needs, challenges, and motivations when highlighting networking opportunities.

For example, let’s say you identify a large audience of prospective members interested in learning about the emergence of predictive analytics. Using what you know from member research and the audience segments you’ve created, you might invite them to attend webinars tailored to their specialty.

In this case, clinical researchers might want to attend a webinar titled “The Impact of Predictive Analytics on Patient Outcomes,” while care managers would prefer to join the conversation “Strategies for Proactive Patient Care.” As a result, you’ll boost event attendance, providing an additional touchpoint for your association to engage potential members.

2. Offer Continuing Medical Education (CME) credits

Continuing education is an increasingly popular reason for joining an association. In fact, associations that report increases in professional development registrations and certifications also report increases in new member counts.

For healthcare professionals, continuing medical education (CME) isn’t just a value proposition — it’s a requirement. Each state regulates licensing differently, but most physicians must renew their medical licenses every one or two years by completing a certain number of CME hours.

Beyond fulfilling an obligation, these valuable learning experiences also empower members to grow professionally. Not to mention, educational courses boost your association’s non-dues revenue, providing additional support for your growth initiatives.

Associations most likely to report increases in membership use these key tactics when offering credits or certifications:

• Communicate “what’s in it” for prospective members: Rapid technological advancements and shifting workforce needs characterize the healthcare landscape. Prospective members need resources that prepare them to adapt accordingly. Provide training on in-demand skills and technologies, such as the recent use of generative AI in healthcare or developments in population health management tools.
• Provide a clear call to action: A clear call to action makes it convenient for prospective members to get involved, increasing their chances of responding to your communications. In any messaging that discusses obtaining CME credits, make it easy for prospective members to explore the opportunity with prominent buttons that lead to more information.

Consider treating your communication channels as a funnel leading back to your website. For example, tease quick facts about your association’s CME offerings on social media, but encourage viewers to visit your website for more information.

This increases the likelihood that audience members will explore your organization and consider joining, especially if you prompt them to get involved on each webpage.

3. Provide access to exclusive research and insights

Associations reporting increases in membership also report that access to specialized and current information is a strong membership driver. For healthcare professionals, a members-only database of white papers, clinical trials, and other resources serves as a treasure trove of valuable information to enhance their practice.

These resources drive member engagement, which is a catalyst for growing and strengthening associations. Leverage engagement strategies to make these resources enticing, such as:

• In-person conferences: 62% of associations report increased attendance at in-person conferences, and organizations with increased conference attendance also achieve membership growth. Draw prospective members in with engaging conferences that discuss recent health trends, discoveries, treatment breakthroughs, and more.
• Webinars: Webinar attendance is on the rise, making it a popular way to connect with members. Invite industry experts to speak on their research or emerging healthcare discussions.

These insights can maximize your recruitment efforts, as certain trends impact every team across the care continuum. By providing insight into exclusive research and developments, your healthcare association can attract members of all specialties.

Take time to assess your healthcare association’s current recruitment strategies and identify areas where you can implement these proven tactics to bolster your approach.