The American Academy of Otolaryngology‒Head and Neck Surgery (AAO-HNS) faced a challenging decision: after years of stable rates, they needed to significantly increase membership dues. This meant their core physician members would now be paying over $1,000. The organization knew this was a risky move and needed a solid communication strategy to avoid backlash. They partnered with Ricochet to navigate this delicate situation.
Ricochet’s team got to work crafting a variety of messaging options and conducted thorough research with AAO-HNS members to identify which messages might lead to negative feedback. Armed with these insights, Ricochet guided the AAO-HNS marketing team on the wording and design for renewal emails. We didn’t stop there – we also fully redesigned the printed and faxed renewal materials, working closely with AAO-HNS’s printer and mailer to ensure a smooth production process. To keep the project on track, we set clear targets for the renewal campaign and built a dashboard for real-time progress monitoring.
AAO-HNS’s bold move paid off. Not only did they exceed their revenue goals, but they also received minimal complaints from members about the dues increase. Ricochet’s strategic guidance and support helped AAO-HNS successfully implement a significant change, paving the way for continued growth and financial stability.
