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???