Challenge
As the American Society of Pediatric Hematology/Oncology (ASPHO) considered its strategic plan in 2021, its leaders and staff had to face a certain reality: changes to physician recertification meant that ASPHO鈥檚 very successful review course was no longer going to meet the needs of a significant segment of its audience. Consequently, the Society was facing a decline in this revenue stream.
Process
ASPHO leaders partnered with 爆料公社鈥檚 product development experts and in-house marketing agency to develop a new product strategy for the review course. Together, they created several new enduring products, expanding options and audience segments, that helped to replace the anticipated lost revenue, fill market gaps, and meet a need of the association鈥檚 members and customers. A careful review of the budget and benchmarking in the market ensured the products were priced and marketed appropriately, leading to a successful launch of the products and positive financial impact.
Results
Overall, ASPHO has seen a 15% increase in sales due to its product development efforts.