See how we helped the American Heart Assn.’s Pharmaceutical Round Table increase revenue by re-designing packages to provide value to PRT members
As a national cause organization, AHA was very sophisticated in sponsorship sales and servicing, but participation by industry partners in its Pharmaceutical Round Table presented an entirely different challenge, so the organization turned to IEG.
At the time, AHA expected three or four of its 12 PRT members to drop their sponsorships—which would have meant the end of some important AHA programs—and also wanted to raise sponsorship fees but had no inventory left to provide partners.
Based on IEG’s work with pharmaceutical companies, it knew the hot buttons of the category and used this knowledge to identify the issues preventing PRT members from getting the ROI they needed. IEG revamped the packages and created new, relevant inventory.
By turning the PRT into more of a business and marketing asset, rather than a compliance buy, AHA was able to renew and upsell all 12 members, raise fees more than 20 percent and require minimum four-year commitments. AHA subsequently has used IEG’s approach to attract sponsorship from pharmaceutical companies that previously had never sponsored the association.