case study

Corporate Leadership Program Boosts SIIM’s Vendor Engagement
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.

2. Challenges

SIIM experienced many of the same difficulties small, non-profit scientific organizations face. Limited budgets and staff thwarted their ability to create marketing programs that appealed to their vendor community. Their lack of resources was slowly and steadily eroding relationships with manufacturers/vendors. These companies annually review the value of attending any trade show in terms of cost per lead. Both parties were unhappy with the direction in which this was headed. 

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.

3. How We Helped

As a trade show vendor for many years ourselves, we were uniquely positioned to help SIIM. We understood what vendors wanted. We also had an idea of what entices them to: 

  • 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.

4. Results

HSC’s efforts garnered a highly favorable response amongst the vendors and SIIM leadership. The Corporate Leadership Circle program laid a foundation for ongoing vendor engagement and growth in the number of exhibiting companies at their annual meeting. With increased vendor participation, SIIM was able to jump-start their turn-around and enhance their ability to serve the medical imaging informatics community to an even greater extent.

5. Let Us Help You

Contact us if you feel your company could also benefit from improved positioning and a strategic marketing approach.

6. Customer Testimonial

HSC was instrumental in advising and supporting the Society of Imaging Informatics in Medicine (SIIM) in the development of the SIIM Corporate Leadership Circle Program. HSC advised SIIM staff and leaders, resulting in an outstanding marketing strategy for the program, and provided support in the implementation of an integrated marketing campaign that included a webinar for SIIM corporate members. HSC was able to very successfully transfer their corporate/business expertise in the imaging informatics community to build an effective program for SIIM, a non-profit, professional society.
Anna Marie Mason

Executive Director

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