Client description: One of the largest national association of physicians in the U.S, representing more than 130,000 members

Practice area: Market Research and Analysis

Geographic scope: U.S.

Industries involved: Associations, Healthcare

Services applied:Voice of Customer, Customer satisfaction

Business challenge:The association was experiencing ongoing annual membership churn and sought to better understand the motivations behind former members’ decisions to leave. They needed to gain insights into drivers of attrition, perceptions of membership value, and potential pathways for re-engagement to inform strategies aimed at improving member retention.

Methodologies:The study combined qualitative and quantitative research. We conducted 15 in-depth interviews with former members to explore motivations for leaving and perceptions of the association’s value. Insights from these interviews informed the design of a quantitative survey of 300 churned members.

The result: The research identified key drivers of membership attrition, including perceived value of benefits, evolving professional needs, and perceptions of the association’s policy and advocacy positions. It also assessed awareness and satisfaction with existing member benefits and explored scenarios under which former members would consider reinstating their membership. The study provided the association with evidence on the factors influencing member churn and re-engagement, enabling leadership to refine membership value propositions, communication strategies, and retention initiatives.