case study

The Society for Imaging Informatics in Medicine (SIIM) is a nonprofit organization. SIIM educates its members on current and future use of informatics in medical imaging. Their contributions to medical imaging and radiology are an important part of advancing optimal patient care by appropriate use of information technology.

Facing declining vendor participation at their trade shows, the society hired Healthcare Service Consultants to create a marketing program that would encourage vendor participation. With our help, SIIM was able to begin their turn-around by developing new programs that bolstered vendor interest. As a result, more vendors began exhibiting at their annual meeting. This also meant SIIM members had greater access to valuable information from those vendors.

This resulted in:

• Less revenue from the annual meeting exhibitors, corporate members and advertisers
• Fewer exhibitors at their annual meeting
• Falling attendance at the annual meeting

As all non-profit professional societies know, vendor participation and member support is critical for survival. They need to be growing in order to remain a healthy organization. One that meets the needs of both parties. In hiring HSC, SIIM’s goal was to drive revenue growth and reinvigorate vendor engagement throughout the year.

• spend money to exhibit at trade shows 
• become a corporate member
• advertise in society publications

To build out our existing knowledge, we performed a competitive analysis. We investigated other society vendor programs and their value propositions. Through this research, we created a new “Corporate Leadership Circle” program. The program offered vendors tiered participation opportunities. Increasing benefits and exposure opportunities occured at each tier.

We also developed and hosted a webinar to launch the program to the vendor community. We developed and recommended additional promotional efforts. This included a brochure that announced the corporate leadership program and explained all its perks.