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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 Å·²©ÓéÀÖ 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 Å·²©ÓéÀÖ core needs of HFMA members.

This model and strategy Å·²©ÓéÀÖn 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 Å·²©ÓéÀÖ fruits of Å·²©ÓéÀÖse changes to its membership model and business strategy. Feedback from HFMA members has been overwhelmingly positive. These members say Å·²©ÓéÀÖy are now able to gain valuable insights using Adobe Analytics to measure member engagement, customer journeys, and key user experience metrics.