A Forward-Thinking Association Ready to Stay Ahead of Change
The American Society of Health-System Pharmacists (ASHP) represents more than 60,000 pharmacists, pharmacy technicians, and students across hospitals, health systems, and community settings. For over 80 years, ASHP has been the voice of hospital and health-system pharmacy, advancing excellence in education, advocacy, and professional practice.
By 2023, ASHP’s membership growth had plateaued, and retention—especially among students and new practitioners—had begun to slip. To strengthen engagement and sustain long-term growth, ASHP partnered with Sequence Consulting to design a future-ready ASHP Membership Growth Strategy grounded in data, insight, and member value.
The Challenge: Growth Without Retention Isn’t Sustainable
Key Warning Signs
Retention decline: Student renewals dropped from 53% to 33% in two years, while overall churn reached 30%—the highest in a decade.
Loss of employer support: 86% of lapsed members cited loss of employer-paid dues as their reason for leaving.
Perceived transactional value: Many members viewed ASHP primarily as a source for CE and discounts rather than a career-long partner.
Competition: Clinical specialists increasingly aligned with niche organizations such as ACCP.
What Members Said They Needed
Workshops and analysis revealed clear gaps in:
Career pathways and mentorship for students and new practitioners
Emotional and financial support, including burnout, imposter syndrome, and student debt resources
Clinical identity and recognition for practitioners and specialists
The Breakthrough: A Data-Driven Strategy to Redefine Member Value
Working collaboratively with ASHP’s leadership, Sequence Consulting developed a comprehensive ASHP Membership Growth Strategy designed to rebalance acquisition and retention, redefine value, and strengthen ASHP’s identity as the home for clinical pharmacy professionals.
1. Deep Discovery and Insight
Analyzed 10 years of membership trends, retention rates, and member satisfaction data.
Benchmarked ASHP against leading healthcare associations to identify gaps and opportunities.
Facilitated ASHP and TPTS workshops to align internal stakeholders and surface unmet needs.
2. Defining ASHP’s “Way to Play”
ASHP connects, empowers, and elevates the pharmacy community through trusted education, advocacy, and professional development—advancing practice and improving patient care.
This became the foundation for a new member value proposition focused on:
Industry-leading continuing education and certification
Advocacy and recognition for pharmacists’ expanding roles
Career development, mentorship, and well-being resources
Curated practice tools tailored to clinical settings
Leadership and networking opportunities across ASHP and TPTS
3. The 10-Point Execution Plan
Sequence’s plan provided a roadmap for long-term, sustainable growth:
Prioritize Retention: Elevate retention to 80%+ as the primary growth driver.
Strengthen Clinical Positioning: Reinforce ASHP as the clinical hub for pharmacists.
Rebalance Strategy: Shift focus from acquisition alone to loyalty and engagement.
Student-to-Professional Transition: Create a clear, financially accessible early-career pathway.
Expand Emotional & Financial Support: Address burnout, imposter syndrome, and debt concerns.
Reduce Communication Overload: Simplify and personalize messaging to increase engagement.
The Results: A Stronger, Smarter, More Connected ASHP
Retention Reframed: Retention analytics and early-warning dashboards now guide decision-making.
Improved Engagement: Streamlined email strategy increased open and click rates across campaigns.
Cross-Functional Alignment: Marketing, membership, and research teams now share one strategic plan.
Stronger Clinical Identity: ASHP repositioned as the home for clinical pharmacy professionals.
Culture of Proactive Strategy: Staff now operate with long-term focus and data-informed decision-making.
The Outcome: A Future-Ready Model for Growth and Loyalty
The ASHP Membership Growth Strategy transformed a strong membership program into a cohesive, insight-driven growth platform. By redefining member value, balancing acquisition and retention, and aligning the organization around a shared purpose, ASHP positioned itself for lasting relevance, loyalty, and impact.
To read more about how Sequence drives membership growth, please see: How the AMA Tripled Membership Growth with a Digital Reboot
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