ISUOG membership report members in 2015
Density map of ISUOG website interactions 2015
ISUOG membership development: achievements and goals This report provides an update on ISUOG’s membership growth and its development activities over the last year, reflecting on the achievements in relation to the objectives set by the Board, the challenges we are facing and outlining ways that our members can help to further our mission in the year ahead. ISUOG’s mission: To improve women's healthcare services through the provision and broadest dissemination of the highest quality education and research information around ultrasound in obstetrics and gynecology. ISUOG’s vision: • Every woman has access to ultrasound • Every ultrasound provider is competent • Obstetric and Gynecological diagnoses and outcomes improve In 2008 ISUOG’s Board prioritised membership growth as a key indicator of success towards its mission and the goal was set to reach 10,000 members by 2015. This has been surpassed, with 13,374 members across 128 countries, and with an ever broadening demographic into previously under represented regions of the world. We are pleased to have collaborated with more than 43 organisations across 37 countries, including ASUM, ISPD and SMFM on delivering educational activities and trainee programmes.
14000 12000 10000 8000 6000 4000 2000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Fig 1: member numbers by year The results of these endeavours are evident, with overall member numbers having increased by nearly 50% in 2015. Income is up by a modest 9.4% reflecting the provision of increasing numbers of free Trainee member partnerships and Approved Course inclusive memberships (see table 1 below for overall income per member across all groups over time). We are pleased to have continued to improve efficiency towards lower costs per member whilst also ensuring membership continues to become more accessible. £140 £120 £100 £80 Income per member Costs per member
£60 £40 £20 £0 2009 2010 2011 2012 2013 2014 2015 Fig 2: income and costs per member
There are now 4,640 Trainee members through our partnerships at end August 2015, notably the recently joined Brazilian College of Radiology, which resulted in 1,800 new trainees. Trainee membership has also
increased through new trainee partnerships with Lebanon, Turkey, Argentina and the University of South Australia through our Ambassadors and Advisory Members. Engaging with our new trainees to understand their needs is an essential priority for 2016. The core membership inclusion for Approved Course organisers and the International Symposium (IS) has also been a driver for membership growth, with over 40 courses bringing 3,870 new members in 2015. As a result overall there has been a large increase in the ‘included’ gift memberships and a small reduction of paid member categories.
Member tier, including offers
st
st
31 August 2014
31 August 2015
2041
1748
89
101
2130
1849
-13.20%
Standard (£115)
1329
1583
19.10%
Trainees (free)
1652
4640
180.90%
42
20
Subtotal online memberships
3023
6243
106.50%
Standard (£55)
1393
1396
-0.20%
Approved course (inclusive)
2389
3870
62.00%
Subtotal core memberships
3782
5266
39.20%
Total
8935
13374
49.70%
Total paid
4805
4747
-1.20%
Full (print journal)
Standard (£145) Complimentary
Subtotal full memberships Online (online journal)
Core (no journal)
3rd year trainee (£60)
Difference -14.40%
Table 1: summary of member tiers 2014-2015 Our digital reach has also expanded, enabling increased promotion of our growing range of online resources to different markets. Translating our educational content has made resources more accessible, assisting us in improving our international reach. The highest number of visitors to our electronic resources is now from India, but with promising growth in other parts of Asia, and Central and South America also. 40,000 30,000 20,000 10,000 0
Visitors
Fig 3. Number of website visitors from each country in 2015 These activities, and particularly our Ambassadors and society partners, have played a major part in supporting the desired membership growth in under-represented areas (see figure 4), hosting many of our Approved Courses (including in target regions but particularly China and South America). The IS in 2015 attracted close to 350 new members, mostly from India. European membership is also as strong as a result of the 2014 Congress being held in Barcelona.
Member growth in the regions
Number of members
4500 4000 3500 3000
2011
2500
2012
2000
2013
1500
2014
1000
2015
500 0 Africa
Australasia
Europe
Far East
Middle East
North America
South and Central Americas
Fig. 4: membership region by year Digital marketing We are grateful to the 1,335 members who responded to our member survey for helping us to plan future activities more effectively. The majority of those answering were either full (44%) or online members (27%), and the majority of respondents were obstetricians and either our longest standing or newest members respectively. Satisfaction with member benefits was on average 5.8 (out of 7). The journal continues to be the most highly rated member benefit, scoring 6.19, closely followed by online learning lectures (6.13). Over 50% of respondents first connected with ISUOG through an event, so although retention is lower for these groups in the first year (see figure 8), the longer term impact remains important to the Society’s growth. Word of mouth also contributes to connecting people with ISUOG. Website traffic Overall site visits have grown by 6,000 over the past year and are now averaging at 30,000 per month, as a result of the new traffic from the Google Grant which has been operational since January 2015, offering $10,000 of free online advertising per month to support charitable causes. We have been developing adverts to maximise the use of this opportunity and since the start of the grant, we have received around 45,000 visitors to the site to end August 2015. Traffic from our Google advertising now represents 21% of overall site traffic (7,081 visits in August). By end August 2015, close to 500 people who clicked on the ads reached the membership registration form. This compares to 6,000 visitors from social media channels overall and 131 reaching the membership registration form.
Total visits monthly from ads 8000 7000 6000 5000 4000 3000 2000 1000 0 Jan Feb Mar Apr May Jun Jul Aug
Social media engagement Facebook is still the preferred platform for social engagement by our members (37% use it) currently at over 14,000 fans. Our Twitter following increased by 33% in the first half of 2015, currently at 2,164 followers. Our LinkedIn discussion group grew to 619 members. We continue to encourage Approved Course organisers to use this as a platform to promote topics relevant to their course – thereby engaging users in relevant conversations. ISUOG’s most popular social media content to date was a chart posted by Cathy Cluver’s research team: ‘Fetal cardiac outflow tract anomalies’ which gained over 350 likes and was shared over 250 times, with close to 50,000 views on Facebook, and more views and shares on LinkedIn and Twitter.
We also have a new opportunity to publish regular content in the popular Contemporary OB/GYN through the generous contributions of our Ambassadors, with the first article being written by Lisbet Hanson due to be published in October 2015. Membership retention Retention rates for 2014 members as at the end of August currently stand at 43% overall (see figures 6 & 7) against the much higher goal of 65%, again a reflection of the changing demographic of our members into the complimentary trainee and Approved Course groups. Retention remains strong in the paid member groups at 80% overall. Our Approved Courses show lower but steady retention at 11%, but this impacts heavily on our core member renewal (16% overall, 72% paid groups). Retention of trainees after the free membership period is just 5%. The focus is now directed towards retaining and engaging these newer members groups.
Paid member retention 2011 2015
Gift member retention 2013 - 2015 12%
90% 10%
85% 80% 75%
Full
70%
Online
65%
Core
60%
TOTAL
8%
Approved courses
6%
Trainees
4%
TOTAL
2% 55% 50%
0% 2011
2012
2013
2014
2013
2015
2014
2015
Figs. 6 and 7: retention rates 2011 – 2015 Retention from the Congress in Sydney (39%) is lower than for Copenhagen (48%), due to the higher number of sonographer members through the partnership with ASUM, but this is still a strong retention for new members. Retention from ISUOG courses remain similar (30% from 2014 courses, compared with 27% from 2013 courses). Retention for the Approved Course / inclusive membership categories is variable depending on the activity and location (overall at 11%, but as low as 3% for the 2013 Beijing IS, which is likely to be language related). The Congress and ISUOG courses continue to be strong in attracting new loyal members, but the Approved Course and trainee offerings will need to be evaluated over time.
Retention from 2014 events 40% 30% 20%
37%
30%
10%
11%
0% World Congress 2013
ISUOG courses 2014
Fig. 8: retention from 2014 events
Approved courses 2014
3% Beijing Symposium 2014
Advisory Member and Ambassador programme Our Ambassadors, appointed at last year’s Congress have continued to provide invaluable support to our membership development initiatives, most particularly the launch of our satellite course programme and the fulfilment of our translation activities, and we thank them particularly for their hard work and commitment to the Society’s mission. We are aiming for more regional activities to engage and support our members in return. We understand that translation remains an issue for some regions and translation of our guidelines into more languages is ongoing. The basic training programme will be available in four languages after the Congress in Montréal (English, Spanish, French and Portuguese (Brazilian)). The focus for 2016 membership development now turns to strategies for increasing retention and engagement of our members and our Advisory Members are encouraged to support awareness of our resources for members and indeed to feedback to us on where we can do better. Increasing awareness of member resources: Online learning modules: Just 10 lectures short of a full online learning curriculum now, this is a very comprehensive learning platform offered to all members. Lectures are regularly added and updated giving a continuous resource for state of the art updates in the field. CME platform: Launched in 2015, with now over 80+ certified CME modules available free through the launch period to all members. This offers exceptional value for money compared to the similar market offerings for delegates in countries requiring annual CME activity, and offers an opportunity to interact with recognised continuing professional development in countries that do not. UOG App: launched at the 2014 Barcelona Congress this feature allows delegates to interact with Journal content. VISUOG: ISUOG’s visual encyclopaedia launched late 2013. 7 new VISUOG gynecology chapters are currently in production and set to be uploaded around the time of Montréal taking completed chapters up to 45. On Demand: access to Congress lectures online. Launched in 2010 and re-launched at the Barcelona Congress on a new platform which has received over 36,007 views to date, this is one of our most popular membership resources. ISUOG is reviewing the chargeability model for this exceptional free resource Segmenting messaging by group: Targeting our messaging by level of training, method of joining, member level, region etc. provides us with the opportunity to ensure members are only receiving information and resources which are relevant to them. We encourage our Advisory Members to feedback to us on what their own regional / professional member groups need. Engaging members by: Building strategic international partnerships with relevant organisations for trainee memberships. ISUOG will partner with any national body or university to provide its free trainee membership, and with any Advisory Member to support high quality educational programmes. Continuing the Ambassador and Advisory Member lead initiatives, including supporting the satellite streaming of ISUOG courses, content contribution to Contemporary OB/GYN monthly blog and translating several guidelines. Science communication: translations, Journal Club, On Demand presentation of the month, introduction of interactive hub sessions at the Montréal Congress.
Thank you for your support
Advisory Membership group:
Fellows Ahmet Baschat Sturla Eik-Nes Davor Jurkovic Lawrence Platt David Nyberg Boris Tutschek
Rabih Chaoui Eduard Gratacós TK Lau Kazuo Maeda Roberto Romero Lil Valentin
Ambassadors Reem Abu-Rustum Lebanon & Middle East Fabricio da Costa Brazil & Australasia Mauricio Herrera Latin America Asma Khalil Egypt & North Africa Chander Lulla India & South Asia Hisham Mirghani UAE & the Middle East Fred Ushakov Russia, Eastern Europe & Central Asia Abdennour Youcef-Khodja Algeria & North Africa Advisory Members Zarko Alfirevic Amarnath Bhide Hans Peter Dietz Ulrich Gembruch Stefano Guerriero Martin Hynek Mark Kilby Anthony Obido Kjell Salvesen Eva Tegander Masami Yamamoto
Savvas Argyridis Richard Brown Helen Feltovich Tullio Ghi Georges Haddad Phillipe Jeanty Wesley Lee Denise Pedreira Ragnar Sande Ants Toi Carolyn Zelop
Pavel Calda Kurt Hecher Dario Paladini Karel Maršál Waldo Sepulveda Juriy Wladimiroff
Stuart Campbell Pentti Joupilla Gianluigi Pilu Kypros Nicolaides Ilan Timor-Tritsch Simcha Yagel
Prashant Acharya India & South Asia Lisbet Hanson North America & Outreach Ashok Khurana India & South Asia KY Leung China Wellington Martins Brazil Elena Sinkovskaya Russia Qingqing Wu China Aly Youssef Egypt and North Africa
Artúr Beke Marius Vicea Calomfirescu Daniela Fischerová Phyllis Glanc Edgar Hernandez-Andrade Anthony Johnson Christoph Lees Denise Pugash Ralf Schild Natalia Venchikova
Vincenzo Berghella Gihad Chalouhi Jean-Claude Fouron Steve Goldstein Ilona Hromadnikova Karl Kagan Hernan Muñoz Karen Wojdemann Israel Shapiro Renato Ximenes
How you can help? At the 25th World Congress
Attend the AGM on Sun 11 Oct, 10:50 in Room 517CD to get up to date and vote!
Attend the Advisory Membership lunch meeting on Sun 11 Oct, 13.00 – 14.30, Room 720
Visit the ISUOG stand and record a video message for our social media channels
Get involved with our #LoveUltrasound campaign, launching ISUOG’s 25th birthday
Engage with our members on our social media channels and share your memories and moments with #LoveUltrasound
And throughout the year
Vote on Society business through our SurveyMonkey votes
Run an Approved Course and include membership in the delegate fees
Promote our latest membership resources to your peers
Invite ISUOG to send promotional materials to your events
Help us develop trainee partnership opportunities with relevant organisations
Help us translate our practice guidelines Share your feedback on all our products, throughout the year Post a personal message for our 25th birthday celebrations in 2015, using #LoveUltrasound Engage members through word of mouth
13,300 ISUOG members
A SNAPSHOT OF 2015 4 ISUOG EDUCATION COURSES
126
WEB LECTURES
27,745 VIEWS
ON DEMAND
343 DELEGATES
[at end August 2015]
6
360%
82
PRACTICE GUIDELINES currently published
growth in members in India
ADVISORY MEMBERS
[11th International Symposium]
from 32 counttries
6
2918
16
attendees at our World Congress in Barcelona
61
2400
new members in
South / Central America
Facebook fans
63%
Twitter followers
46%
Growth in members in
AMBASSADORS ACROSS 14 REGIONS
73%
Growth in members in
Africa
APPROVED COURSES
48%
NEW GUIDELINES
being progressed
Asia
TRANSLATED GUIDELINES
13
[Arabic, Chinese, Czech, English, French, German, Greek, Italian, Portuguese, Romanian, Russian, Spanish & Ukrainian]
All statistics gathered August 2015
UOG
3.853
IMPACT FACTOR