KE GOVERNANCE AND BRAND EXCELLENCE
Affinity Strategies began managing Kappa Epsilon Professional Pharmacy Fraternity in 2016. We worked hand-in-hand with their leadership to streamline their organizational processes, improve governance, create procedures and rebrand this organization of pharmacists and pharmacy students. We worked with leadership to develop a strategic plan, and to ensure that all of our activities connected to those strategic priorities. We also organized the fraternity, board and committee communications into a single digital platform; developed an accurate database of 24,000 members and implemented a monthly newsletter and webinar series. During this work we further rebranded the entire organization, including: the creation of a 100-Year commemorative mark, and applied it to our member’s journal, and biennial convention marketing and clothing.
PUBLIC POLICY, KEY STAKEHOLDER ENGAGEMENT AND ADVOCACY
Bristol Myers Squibb’s Head of Global Advocacy reached out to Affinity Strategies to ask our team to help develop innovative strategies for identifying new advocacy partners, patient advocates, unique voices and audiences to support their key objectives. AS worked closely with the client to understand their new research pipeline better. Affinity Strategies formulated a roadmap and communication plan providing guidance as to which products required advocacy and which required influencer support. AS leveraged proprietary data analytics tactics to identify new stakeholders. Using this tool, we were able to identify key thought leaders and influencers around the key disease issues. Affinity Strategies provided the client an extensive list with each influencer and thought leader’s level of domestic and global influence, feedback on public sentiment related to the disease and/or research and other key indicators. This data helped the client identify new partners who were interested in the same research advancements as the client.
DRIVING ASSOCIATION MEMBERSHIP AND REVENUE GROWTH
Affinity Strategies has developed many proprietary solutions and best practices which have helped all of our organizations grow. Some of the key areas of focus include targeted membership strategies, audience engagement, consistent and informative communications. Our easy to use websites and branded marketing materials have earned us repeat business. We know that our tools work. One case study is the use of our branded Organizational Profile and Industry Prospectus. These complimentary materials “tell the story” of who the organization is, its impact, its social media reach, its priorities, activities, and ways that external partners can support the organization. In 2018, we introduced this approach to our organizations, and each grew non-dues revenue as well as engaged new sponsors and partners.
“We are extremely happy and excited about the dynamic between Affinity and our leadership. Affinity is always available…and a pleasure to work with. We appreciate the effort Affinity has made to support to our leadership, committee members, and other fraternity members. We are also very excited about the future direction Affinity is helping us to develop. We look forward to seeing the results of our strategic initiatives. Affinity’s creative team is to be given credit – we have such appreciation for their work, and ability to keep to a timeline. They published a great newsletter! They have really helped rebrand the organization.”
Sal Bottiglieri, PharmD
President, Kappa Epsilon Professional Pharmacy Fraternity
Oncology Clinical Pharmacist
H. Lee Moffitt Cancer Center and Research Institute
“Affinity Strategies helped me with an innovative approach to understanding how and if my external partners were truly the influential leaders I needed to advance my efforts. Their unique and fresh methods backed by data helped me to assess and understand gaps as well as opportunities. AS went further in developing an engagement strategy along with influencers to further promote my policy agenda in an ever changing and complex health care environment. Affinity Strategies domestic and global network of patients and providers was invaluable in advancing our global advocacy impact!”
Head, Global Advocacy, Bristol Myers Squibb