Challenge: A Critical Inflection Point for Professional Membership
The American Diabetes Association (ADA) represents tens of thousands of healthcare professionals worldwide. But after more than a decade without revisiting its professional membership structure, ADA faced steep declines—averaging –13% annually over five years, putting membership viability at risk by the end of the decade.
Member renewal rates had dropped by 10–16 points, and professionals reported a weak cost-to-value ratio, limited member-only benefits, and a lack of personal connection to the organization. Despite ADA’s global reputation and world-class research, the value proposition had become unclear.
ADA turned to Sequence Consulting to help redefine what membership means for today’s diabetes professionals.
Approach: Building a Future-Ready Membership Model
Sequence began with deep research and analysis across ADA’s membership base, benchmarking against best practices from organizations like AMA, ANA, and ASCO. Through quantitative and qualitative research, the team identified key drivers of attrition and unmet needs across major segments—clinicians, researchers, educators, academics, and early-career professionals.
Key Insights
Value gap: Most professionals could access ADA’s best resources—journals, webinars, and education—without being members.
Engagement gap: Member engagement was episodic, with almost no onboarding or follow-up communication.
Lifecycle gap: Early-career professionals and allied health workers were underrepresented and underserved.
Internal silos: Membership, education, and advocacy teams operated independently, diluting impact and consistency.
Sequence facilitated workshops with ADA leadership and staff to define the “Way to Play”—the intersection of unmet market needs and ADA’s unique capabilities. The resulting member value proposition positioned ADA as the empowerer of the diabetes care community:
“The American Diabetes Association empowers the diabetes care community to drive change and improve lives by championing policies, funding research, and fostering collaboration to advance care delivery, prevention, and a cure for diabetes.”
Strategy: From Insight to Action
Together, ADA and Sequence designed a comprehensive membership strategy built on three pillars:
Enhance Member Value and Experience
Introduced more members-only benefits (exclusive CE, discounts, content).
Streamlined onboarding and communications for all new members.
Personalized engagement by career stage and role.
Optimize Structure and Retention
Simplified membership categories and pricing.
Built win-back campaigns for lapsed members.
Designed renewal messaging around benefits that members value most.
Drive Engagement and Participation
Expanded professional networking, mentorship, and advocacy opportunities.
Reimagined national and regional events to create grassroots connection points.
Launched digital engagement initiatives, including webinars and virtual forums.
Results: From Decline to Growth
The impact was immediate. Within months of implementing the first phase of the strategy:
Membership decline flattened for the first time in over a decade.
ADA began projecting 5% annual growth—a complete turnaround from an 8% average annual decline.
Member retention improved by nearly 50%, reversing years of erosion.
Email engagement and event participation surged, with record attendance at the ADA’s Scientific Sessions.
“Membership had been neglected for years. Sequence helped ADA make the case internally for why it matters to everyone—and gave them the story to rally around.”
The strategy also reignited internal collaboration. ADA’s membership, education, and advocacy teams began aligning around shared goals, ensuring every part of the organization contributed to member value.
Looking Ahead: Sustainable Growth and Broader Reach
Today, ADA’s membership program is on a strong trajectory. The new model not only stabilizes core membership but also opens the door to younger professionals, primary care physicians, and global audiences—groups that had long been underrepresented.
“Five percent growth is just the beginning. ADA is now expanding its reach beyond traditional academic audiences to everyone who touches diabetes care.”
To read more about how Sequence delivers future-ready membership strategy please see: How the AMA Tripled Membership Growth with a Digital Reboot.
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