Membership Chair Learning Lab

Transcription

1 MEMBERSHIP CHAIRS Membership Chair Learning Lab Rules of Engagement: Recruiting New Members Leadership Training Conference Sunday, April 26, :00 p.m. to 5:00 p.m. MEMBERSHIP CHAIRS Session Facilitators David L. Butler, FHFMA, CPA Horne LLP Mississippi Chapter Kent Thompson, FHFMA Dixon Hughes Goodman LLP North Carolina Chapter 1

2 The Game Plan Learning Lab = Interactive, comprehensive, and outcome-oriented t program Intended to be practical Resources provided You will have the networking resources, tools and knowledge to build a successful chapter strategic plan Continue the discussion and share your LTC pictures on social media #HFMALTC HFMA Chapter Leaders LinkedIn Group = &trk=my_groups-b-grp-v 4 2

3 Learning Objectives At the end of this session, you will be able to: Establish three membership goals and create a plan for reaching them Identify four key markets for your chapter based on segmentation to accurately target potential members Incorporate at least one initiative for student engagement into your membership recruitment plan Use membership chair tools and techniques including HFMA s Member-Get-a-Member program and HFMA telemarketing campaigns to attract new members Current Environment 3

4 Benefits vs. Features of HFMA Membership Benefits sell Features explain Always promote with benefits over features Refer to the HFMA website click Join Benefits show the value of your products Benefits vs. Features of HFMA Membership Always answer your customer's question Why should I buy your product or service (or membership)? Strong benefits help to solve problems Benefits Sell! 4

5 Benefits of HFMA Membership hfm - Read the number one publication among healthcare CFOs. Chapter membership - Meet colleagues & connect to your local healthcare marketplace. Discounts - Attend HFMA s ANI: HFMA s National Institute annual conference, MAP Event: HFMA s revenue cycle conference, seminars, conferences, online courses and forums at the member rate, and save on many products and services. hfma.org - Find information, tools, and solutions developed by and for healthcare finance professionals in the member-only section. HFMA Weekly News - Get timely updates via . Forums and Newsletters - HFMA members get a discount on these valued subscription products Virtual Conference - Access cutting edge programming from the convenience of your desktop. Webinars - Hear from experts on topics ranging from value-based purchasing to reducing days in A/R CPE Credits - Access CPEs through free registration to education events. Certification Programs - Take advantage of member eligibility. The Short List - Be the first to learn about the products and services reviewed by HFMA s rigorous Peer Review process. Buyer's Resource Guide - Consult HFMA s comprehensive vendor directory available first to members. Chapter Balanced Scorecard (CBSC) Emphasizes key performance areas Directly aligns with HFMA national a strategies es Elements established are confirmed each year by the Regional Executive Council 5

6 Recruitment Plan What are your chapter s recruitment goals this year? Are your chapter s recruitment goals aligned with the CBSC (Chapter Balanced Scorecard) goals? Does everyone in the chapter know these goals? What is your chapter s planning process for recruitment? What are the major elements or areas of focus in your recruitment plan? Knowing Your Audience Who is your audience? Who are the prospective p members you intend to reach? How do you personalize the outreach to these prospective members? 6

7 Chapters Connect You Professionally and Personally Recruitment from a Personal Level What made you decide to join HFMA? Why has it been so important? - Personally - Professionally Why do you continue to be a member of HFMA? 7

8 Recruiting the Younger Generation Here are a few tips for attracting these members Ask them to Join Focus on Value Welcome, Appreciate, and Engage Details, Details, Details Celebrate Sharing Personal Stories Sharing personal stories is an effective part of networking They help us build rapport by sharing stories and commonalities They help us connect to others by providing a rich network They help us share the emotional connections and professional relationships people have with others in the chapter They help us bridge differences and recognize similarities They help us develop shared culture and meaning 8

9 Creating Your Membership Recruitment Plan What did you learn about effective planning for membership recruitment? How will you apply this information to your own chapter membership recruitment plan? Market Segmentation In order to market effectively to Non-Members in your chapter 9

10 Identify HFMA has identified these four potential groups for market segmentation - Patient Financial Services (PFS) - Managed Care / Reimbursement / Compliance - Finance / Accounting - Other Identify The constituent is identified as a prospect You learn about his/her background, personal interests, contacts among other constituents, professional aspirations, etc. 10

11 Benefits of HFMA Membership hfm - Read the number one publication among healthcare CFOs. Chapter membership - Meet colleagues & connect to your local healthcare marketplace. Discounts - Attend HFMA s ANI: HFMA s National Institute annual conference, MAP Event: HFMA s revenue cycle conference, seminars, conferences, online courses and forums at the member rate, and save on many products and services. hfma.org - Find information, tools, and solutions developed by and for healthcare finance professionals in the member-only section. HFMA Weekly News - Get timely updates via . Forums and Newsletters - HFMA members get a discount on these valued subscription products Virtual Conference - Access cutting edge programming from the convenience of your desktop. Webinars - Hear from experts on topics ranging from value-based purchasing to reducing days in A/R CPE Credits - Access CPEs through free registration to education events. Certification Programs - Take advantage of member eligibility. The Short List - Be the first to learn about the products and services reviewed by HFMA s rigorous Peer Review process. Buyer's Resource Guide - Consult HFMA s comprehensive vendor directory available first to members. Professional Expertise and Role Members demand current, job-specific, and indepth information HFMA structure relates to our market strength in providing help for members continuing expertise in their jobs Members success is dependent on understanding the business environment, making changes happen, and leading others 11

12 Benefits of Market Segmentation Topic knowledge is a key market strength Provides support to answer the question, What does it take to be successful in the healthcare finance profession? Helps assure that HFMA is providing products and services to support the competencies of members Targets segments with a higher importance, both strategically t and economically Assess Your Customers Needs What are prospects looking for before they join HFMA? 12

13 Value Proposition A value proposition is a clear statement of the tangible results a customer gets from using your products or services The more specific your value proposition is, the better Strong Value Proposition A Strong Value Proposition Delivers Tangible Results, Breaks through the Clutter, and Gets Their Attention! ROI to the Employer through HFMA Network! 13

14 Before Talking to Your Potential Members / Customers Talking with your existing members and customers is the best resource to discover what value you bring Membership Marketing Recap Identify your Market Segmentation Customer Needs Value Proposition 14

15 LTC Session Evaluation Thank You for Saying yes and volunteering your time to better the profession Sharing your talents that keep HFMA current and relevant Helping improve the effectiveness of your colleagues and their organizations 15

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