MedGeo Ventures | AANA Case Study
Seizing The Moment
How AANA’s leadership team seized a critical opportunity to refresh
their career center and put their 61,000 members first.
Background
In 2019, AANA set out on an ambitious mission to reevaluate its entire member-facing technology stack from top to bottom.
In the reassessment phase, the leadership team concluded that it was essential to revamp both their job board and the approach to assisting their members in their career journeys. They placed a refresh on the long list of technology priorities, designed to revitalize the organization and better support CRNAs.
The Challenge
By conducting member interviews and analyzing usage data, it became very clear to the AANA leadership team that the existing job board was not being utilized to its full potential.
This is despite the fact that a fundamental shift from W2 status to 1099 contract assignments has been underway over the last few years in the CRNA community. This shift was accelerated by COVID-19, and a sizable percentage of AANA’s members found themselves regularly looking for shorter-term, contact-based assignments across the United States.
In order to overcome member adoption issues, AANA was not only open to a fresh approach to their legacy job board, but also realized they needed to address the fact that the current employer sales approach was passive, relying primarily on inbound inquiries rather than proactive market engagement.
There was an opportunity to better integrate with the association’s technology stack and a significant opportunity to generate substantial non-dues revenue for AANA.
Strategy and Implementation
- Market Research:
An initial fact-finding mission was completed in order to understand the job board market, its operational models, and its revenue potential. - Engaging with Innovators:
AANA engaged with the MedGeo team to reevaluate new, innovative approaches to not only the technology side of the equation, but a fresh employer engagement approach as well. - Restructuring the Approach:
A key takeaway from their evaluation was the goal to shift from an employer-centric career model to a member-first approach, aiming to provide value to the association’s members while also appealing to employers.
- Rapid Development and Launch:
A challenging timeline was set for the job board’s relaunch, coinciding with AANA’s Annual Congress. This required fast-paced coordination with the IT and development teams. - Leadership and Member Engagement:
Gaining buy-in from leadership and effectively marketing the new platform to members was crucial for adoption and success. - Branding and Marketing:
AANA rebranded their career center, giving the platform a new name, MOTION, and refreshing the career center brand identity.
Results and Impact
The transition to MedGeo was approved in the spring of 2023 and launched at the Annual Congress in August, just five short months later.
The platform was incredibly well-received by members as AANA CEO Bill Bruce personally took the stage to announce the new platform alongside several other technology innovations being unveiled for the year ahead.
- Revenue Growth:
In the first six months, the platform’s sales were already 250% more than that of the previous year’s total. - Member Engagement:
The new platform quickly attracted thousands of members, marking a successful launch and initial adoption. - Employer Interest:
CRNA employers showed immediate interest in the platform, contributing to increased revenue. - Technical Advancements:
The platform leveraged advanced technology, aligning with members’ digital-first expectations and improving their experience. - Strategic Realignment:
The project was a key component of a broader shift in the organization’s approach, prioritizing the member experience across all technology platforms.
The Transformation
The transformation of the legacy AANA job board into a dynamic, member-focused platform illustrates the impact of strategic innovation in revitalizing underperforming technological components within a modern medical association.
By aligning the job board refresh with the association’s broader goals and mission around member centricity, the move to MedGeo quickly and significantly impacted both association revenue and CRNA member engagement.
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