The What and How of Attracting New Practitioners to Your Association Jill L. Haug, Pharm.D., M.B.A....

The What and How of Attracting New Practitioners to

Your Association

Jill L. Haug, Pharm.D., M.B.A.

Director, ASHP New Practitioners Forum

Overview

• Status Check• Executing Philosophical Change within the

Organization• Enrolling vs. Engaging• Successful Strategies for Engagement

ASHP’s Status Check

• Task Force on Organizational Structure• 2003: Implementation of New Practitioners Forum• 2005: Reality Check!• Where We Are Today………..

– NP member growth roughly 42%

– ASHP composition has changed – it’s obvious

– “What would a resident / new practitioner think?” philosophy

– Flexibility in the “one size fits all” approach

– Experiencing indirect benefits

A Glance in the Looking Glass……

• What does your current organization look like?

• What are students and new pharmacists saying about you?

• Is there

– a NEED for change?– a DESIRE for change?

OR

The Trigger Point• Membership is or stagnant

• Membership is aging

• COPs / Grads

• Are your member numbers ?

• This should be a “no-brainer!”

• interest and number of residency programs

• Generational shift – change in philosophy re: organizations• Direct impact• Mentoring influence

• competition• Time• Other organizations

New Practitioners = Future

• Important to engage members early in their career• New practitioners are “finding” their home• State organizations are unique – a local connection• Capitalize on your “assets”• How do you do this?

Philosophical Change

• Acknowledge that this will be difficult– Who wants to call themselves “stodgy”?

• Everything you do should be evaluated• Survey!

– Are your thoughts = NP thoughts?

• Are your “seasoned” leaders on board?• What are your concerns?

– Finances– Alienation of seasoned members– Setting precedents– “The Unknown”

“Enroll” or “Engage”

• Becoming a member is just the FIRST STEP– Why should a NP join your state affiliate? What’s in it for them?

• Engaging is the key – focus on “member experience”– Look at how you do “business” – adjust as necessary

• AVOID “parental syndrome”– Where can NPs fit in?

Are you ready to engage new practitioners?

Step 1: Introduction

• Personal invitation• Accompany / meet on arrival

– Accountability for the “newbie”

• Share information• Enthusiasm• Unique activities

– Speed dating

– Targeted recruitment

– Social media?

Step 2: Mingle!

• “Junior High Dance” phenomenon• Avoid cliques• Introduce new practitioners in your “seasoned” circle• Remember – it’s the “experience”

Step 3: Involvement / Leadership

• Engage in leadership roles – President? NO!

– Meetings / Education? Public Relations? New Practitioners Network / Forum? Etc…..

• Be honest about responsibilities• Be realistic• Utilize their expertise / unique perspective• Small, task-oriented activities

– Speaker recruitment

– Residency Showcase coordinator

Step 4: Mentor

• Intro Mingle Involve Now what?• Mentor! Avoid the “sink or swim” mentality• “Shadowing” positions?• Liaison positions? • Engage new practitioners in 2-way conversations• LISTEN!• Be conscious of “been there, done that” mentality

Strategies for EngagementNew Practitioner Membership Component Groups

• Not the “Magic Bullet”• Would this be an effective approach for your

affiliate?– Size of organization?

– Potential leadership of group? Permanent or transient?

– Degree of interaction with rest of organization

• Successful strategies:– Representation at Board level

– Degree of empowerment

– Role re: student engagement

Strategies for EngagementLeadership Opportunities

• Opportunity to be a “student” of the organization• Large, medium, small roles

– i.e. Executive Committee, advisory groups, working groups, outreach

• Hybrid roles– i.e. NP-specific vs. organizational engagement

• Succession planning

Additional Engagement Strategies

• Create their own resources• Speaking opportunities (partnering with others)• Organizing their “own” activity• Showcase / highlight / award• Resident presentations – possible CE activity?• Social media approaches?• Student outreach

What ideas do you have for your affiliate?

Mythical Magic Bullets

• Forum, Network, etc • Mentoring program• Social Media – Facebook, Twitter, LinkedIn, etc• Prospect marketing vs. peer / viral marketing

• Resource heavy – both $ and staff / volunteer time

• Limited ROI

• Target market instability

• Wasting time and $$$$

Remember……..

• Focus on the Member Experience• Status Check – be truthful (no matter how painful it is)

• Adjust your philosophy as needed• ENGAGE vs. enroll• Schedule regular assessments / check points

Questions???