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Individual Leads

Description​

Individuals who have the potential to become members of AANP. These leads may have shown interest in AANP activities, attended events, or engaged with AANP content online. They represent a crucial segment for AANP's growth, providing opportunities to expand membership and increase engagement within the NP community. This group includes both Never Members (those who have never been AANP members) and Former Members (those who were previously AANP members but have lapsed).

Sub-Categories​

  • Individual Never Members: Individuals who created an account but did not purchase a membership (e.g., registered for a conference as a non-member or took CE courses without becoming a member), or were imported through the State Board or NPI import processes. In the future, with the new import process, the latter category will no longer apply.
  • Individual Former Members: Individuals who were once AANP members but did not renew their membership.

Current Processes​

  • Discovering AANP through various channels such as events, online content, or word-of-mouth.
  • Engaging with AANP's free resources, social media, and public content.
  • Signing up for newsletters or informational emails from AANP.
  • Participating in initial outreach and engagement efforts by AANP.

Future Processes and Capabilities​

  • Streamlined process for expressing interest and receiving information about membership benefits.
  • Personalized communication and targeted offers to convert leads into members.
  • Enhanced engagement opportunities through webinars, informational sessions, and free resources.
  • Clear pathways to membership with detailed information on benefits, costs, and the joining process.

Security/Access​

  • Secure storage of lead information in the CRM system.
  • Controlled access to personal information with privacy and data protection measures.

Features of the System​

  • Easy-to-use lead capture forms on the website and at events.
  • Personalized email campaigns and marketing automation.
  • Lead scoring and nurturing workflows to prioritize and engage high-potential leads.
  • Analytics and reporting to track engagement and conversion rates.

Tasks​

  • Exploring AANP’s public resources and content.
  • Engaging with AANP through events, social media, and online forms.
  • Receiving personalized communication and offers.
  • Considering membership based on provided information and benefits.

Automations​

  • Automated welcome emails and introductory content.
  • Personalized follow-up emails and offers based on lead behavior.
  • Automated reminders about membership benefits and deadlines.
  • Segmentation and targeted marketing campaigns.

Pain Points​

  • Unclear understanding of the full benefits of AANP membership.
  • Overwhelmed by the amount of information and options.
  • Difficulty in finding specific resources or information.
  • Lack of personalized communication and offers.

Wishlists​

  • Clear and concise information about the benefits of AANP membership.
  • Personalized offers and communication tailored to their interests.
  • Easy access to resources and information relevant to their needs.
  • Opportunities to engage with AANP without committing to membership initially.

Historical User Feedback​

  • "I would like to understand how AANP membership will benefit my career."
  • "It would be helpful to receive personalized offers based on my interests."
  • "I need clear information on the membership process and costs."
  • "I want to explore resources and engage with AANP before committing to membership."

Criticality​

High, essential for expanding AANP membership and increasing engagement within the NP community.

References​

  • AANP Marketing and Outreach Strategies
  • AANP CRM System Documentation

Approvals / Signoffs​

RoleNameSignatureDate
Business Analyst
Technical Lead
Stakeholder