Using primary and secondary research, we devised a new membership model and business strategy that focused on an entirely new digital experience between HFMA and its members. We removed matrixed membership tiers and simplified the set of membership options, opened content to all visitors and members based on a freemium and tiered approach, and streamlined product offerings to focus on the core needs of HFMA members.

This model and strategy then informed a new website using Adobe Experience Manager, Analytics, and Target. This new web experience focused on a revised taxonomy, site structure, and content strategy to support HFMA’s new business model.

HFMA has started to see the fruits of these changes to its membership model and business strategy. Feedback from HFMA members has been overwhelmingly positive. These members say they are now able to gain valuable insights using Adobe Analytics to measure member engagement, customer journeys, and key user experience metrics.