Sale

I heard from a couple of folks this past week that they had received emails from AHDI saying they could either rejoin the association or upgrade their membership that came with their Benchmark KB subscription for a reduced rate. I thought you might find this information interesting so it’s worth a post and discussion. Let’s start with the basic info and then some questions I heard.

Benchmark KB Members

If you’re in this category, it means you have an “associate” membership to AHDI because of your subscription to the Benchmark Knowledge Base product. While this gives you some limited benefits, it really is pretty limited. This offer allows you to upgrade your membership to the full individual professional membership for only $85.

Previous Members

In this category, you’ve had individual professional membership in the past, but it’s lapsed. This program was sent to a targeted list of both individual professional and associate members and is an attempt on the part of the association to reach out and invite those folks who have left to come back, and to do it for a special price of $99. If you didn’t get this, here’s how you can take advantage of it: Call the AHDI office at 1-800-982-2182 and tell them you read about it here.

Okay that’s the basics of the deals. Now let’s talk about some of the questions I’ve had and my response. Remember this is simply my response, not anything that’s “official” from the association. I don’t have that power to create official statements from the organization, I’m simply providing answers, which are really just my opinion, to questions that have been posed to me.

“How is This Fair To Current Members?”

One of the first questions that comes up when something like this comes out is whether it’s fair to those members who have paid the regular price for membership of $135. I think the answer to that lies in what we see every single day in our life. Is it fair that I go out and purchase something, only to see it on sale two months later? Why wouldn’t that company then come back to every single person who has purchased that product and offer them a refund? Simply put, it’s just not how it works. Not too long ago, I joined AHIMA. I have a “full” membership with them, which normally costs $165. I paid $50 for it. I got that price because I’m in one of the HIT programs. It’s not a student membership, it’s a regular one. I think that’s a pretty smart idea on their part because they are getting members they wouldn’t otherwise have. And in perusing their boards, it’s interesting that I haven’t one time seen anyone question why they would do that, they just do. We’ve even had sales here on programs and courses, and you know not one person has come to me and said “wait, I paid for for that in the past.” I think it’s the same here.

“Someone told me this is just AHDI’s way of getting more money.”

I always love this question when it comes to things that any business does. The quick answer to this is OF COURSE it’s a way to get more money. It’s what businesses do. Sometimes I think we forget that the professional association is actually a business. Without revenue, no business can operate. Like any other business, AHDI has to make money to provide services to members. Having sales on things, whether it’s membership or products, is one way to do that. Not too long ago on this very site, we had the same discussion with regard to the websites I operate. It’s simply one way things are done and unfortunately no one can offer services to their community if they aren’t pulling in revenue to support those activities. Reports from the recent annual meeting spoke about things being tight financially. It’s clear that there have to be some new and creative ways to increase revenue. That said, I hope this works for AHDI.

When Did Marketing Become a Dirty Word?

A lot has happened in recent years to how businesses market their services and products. I believe that’s just a result of how our world is changing and how we engage. I don’t think it’s a bad thing. What I am often puzzled by is anyone’s feeling that it’s a bad thing for a business to market. I had that reaction when it was suggested that I shouldn’t do it; I have that same reaction to this. Marketing is how we reach our intended communities. As long as it’s not slimy and is done properly, it’s a good thing.

“Should I do it?

This is perhaps the $64,000 question for every person who fits in these categories. If you’ve been reading here for awhile, you know that I’m a believer in return on investment, no matter what we purchase. That makes things like this a very individual decision. It means you have to evaluate what you’re looking for and decide if the investment is worth it for you.

It’s no secret to regular readers here that I’ve had lots of questions the last year or two about how things are moving at AHDI. We’ve had some good discussions about that. I believe that questions create dialogue and that having dialogue is important, even if the topics are tough ones. I’ve also had a couple of discussions lately with the new leadership. That’s been encouraging. There’s a lot to be done and it will be ever challenging in our profession. It is my hope that the association begins to make some bold moves to take a stand in this new world we see emerging. As to the question I’m often asked, “would YOU renew your membership now?” my answer is pretty simple. My membership isn’t due today. If it were, I’m not ready to let it go and would do it. That’s me, now it’s up to you to make that choice for yourself.

How about it? Did you receive a notice? Care to share your thoughts?