How product innovation helped revive one healthcare association’s content and revenue streams

When the American Society for Healthcare Human Resources Administration (ASHHRA) began its partnership with MCI USA in 2021, the organization was looking for a partner that would help facilitate long-term growth as a standalone association. ASHHRA, the nation’s only membership organization dedicated to meeting the needs of human resources professionals in healthcare, had been a subsidiary of a large healthcare association and worked with MCI USA to build its infrastructure and improve its financial standing. With MCI USA as its association management partner, ASHHRA not only stabilized its operations but also launched new content offerings that led to increased revenue generation and member value.

ASHHRA podcast: ASHHRA collaborated with podcasters Bo Brabo and Luke Carignan from “The Bo & Luke Show,” a personal and professional growth podcast, to co-promote and rebrand the show as the ASHHRA Podcast featuring Bo & Luke, which features weekly interviews with top healthcare HR professionals from across the country. As a result of the collaboration, the number of monthly listeners increased 400%, which not only enhanced the association’s brand awareness but also built its profile as a thought leader in the space. The podcast also became a valuable tool for business development, drawing partnership interest from various large companies throughout the United States.

Content partnerships: Before the partnership with MCI USA, ASHHRA released one annual labor activity report, a comprehensive resource the organization is known for. ASHHRA decided to diversify its offerings after leveraging partnerships with organizations such as Deloitte, Aon and PwC to create industry-specific reports. Starting in 2024, members will have access to three additional reports a year, focusing on job architecture, benefit reports and HR metrics tools. These quarterly resources are set to incentivize membership renewals and offer valuable data to members.

Executive Summit: To engage chief HR officers and other healthcare HR executives, ASHHRA launched a new event, the Executive Summit. This intimate event — up to 24 invited leaders are in attendance — provided educational sessions and open discussions on HR trends, solutions and strategies. ASHHRA offered complimentary registration and travel reimbursement for attendees as well as an exclusive setting for sponsors. The summit successfully engaged this targeted group of healthcare HR executives and also generated substantial revenue.

Benefits Symposium: Building on the success of the Executive Summit, ASHHRA expanded its portfolio by introducing the Benefits Symposium, an exclusive two-day experience designed specifically for hospital and health system benefits leaders to engage in interactive sessions and peer-sharing aimed at advancing benefits and employee well-being programs. The symposium replicated the successful model used for the Executive Summit, providing an educational forum for sponsors and a unique opportunity for interaction and benefits-specific education.

As ASHHRA’s association management partner, MCI USA led the development of innovative products and services that not only reinvigorated the association but also paved the way for long-term success. By diversifying its offerings and providing compelling content, ASHHRA significantly enhanced its value proposition, driving membership growth, recognition in the healthcare HR field and collaborations with leading industry organizations. Through this strategic partnership, ASHHRA is on the road to financial well-being and transformative growth.