Membership research and segmentation – EHA
The European Hematology Association (EHA) supports a diverse community of professionals across various roles in hematology. To ensure their membership offering remains relevant and valuable, EHA sought to gain deeper insights into their members’ needs and expectations. This research would help refine their membership value proposition (MVP) and create a more tailored experience for different member segments.
Membership challenge
EHA had already conducted previous research into its membership base and engagement levels. These new projects were designed to build on that foundation, deepening the understanding on what drives engagement, satisfaction, and retention among members. EHA needed to identify key member segments, uncover their priorities, and address gaps in service provision. The goal was to enhance the membership offering by aligning benefits with the specific needs of different professional groups.
Member research and persona creation – what we did
We delivered a comprehensive research programme combining surveys, focus groups, and in-depth interviews to understand what EHA members value and where improvements are needed.
This work highlighted how needs differ across career stages and regions, particularly in relation to membership fees, access to education, and opportunities for networking and development.
Building on these insights, we developed a set of evidence-based personas capturing the motivations, challenges, and expectations of key member groups, and used these to identify opportunities to enhance flexibility, accessibility, and year-round engagement.
Impact
This research helped EHA to:
- Develop a clear, persona-led understanding of different member segments and their needs
- Strengthen and refine its membership value proposition to better align with expectations
- Identify practical opportunities to improve communication, accessibility, and year-round engagement
- Tailor content, services, and benefits to drive stronger engagement and retention
- Achieve measurable growth, increasing membership from under 7,000 to 8,000 within a year and to 12,000 within three years
- Improve member satisfaction, with Net Promoter Score rising from +39 to +53 over three years
Transform your membership experience
Want to understand your members better and boost engagement? Our research can help you unlock deeper insights and deliver a more personalised experience. Get in touch to see how we can support your membership strategy. Contact us today on 0345 955 5155 or email us at hello@membership-matters.co.uk
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