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BI Case Study: Texas Medical Association

This is the first of four case studies on how associations are using business intelligence, about which I presented at a recent ASAE conference. There are a lot of details to these case studies, but since this is a blog, I’m going to keep this at a high level.

The Texas Medical Association started using business intelligence several years ago. TMA invested heavily in true business intelligence software. They also hired a consultant to help them implement their BI initiative, using that consultant to help them develop a data warehouse, star schema, and decision cubes.

The results for TMA have been pretty spectacular. Shortly after implementing their BI program, TMA discovered that over 1000 doctors in the state of Texas (their primary membership) were taking advantage of a members-only program, even though they weren’t members of TMA. TMA was able to bring the majority of these doctors into TMA membership, the result being a nearly $500,000 increase to their top-line in dues revenue. That alone was probably worth the initial investment.

But TMA also saw additional benefits. With their decision cubes, they were able to see many different aspects of their membership and potential membership. As a result, TMA was able to alter their product offers and promotions. Since implementing this BI initiative, TMA has moved from an average of netting 300 new members per year to over 1,200 per year. Again, a result well worth the investment.

Of course, TMA had several things working in their favor:

  • They had recently converted to a new AMS, so they were aware of all the untapped data that they had been collecting for years.
  • They had board support.
  • They had a relatively large universe of potential members (over 80,000 individuals).
    1. Having said all that, this is a great example of an organization taking a calculated risk on business intelligence, and one that paid off quite well.

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