marketing analytics - sonographers
TRANSCRIPT
Marketing analytics
AppendicesAppendices
78%
22%
Members, á 7% on 2019
Appendix 1 | Marketing analytics & return on investment
< 25 9% 26–30
15%
31–3518%
36–4015%
41–4512%
46–5010%
51–558%
> 5613%
average age of members
40
Membership age mixMembership gender
Membership location
14
Membership profile
6,599
2%
22% 1%
(110)
(89)(1,448)
7%(482)
31%(1,969)
8%(530)
23%(1,520)
1%(42)
5%(345)
<1%(56)
62% capital city / metro area
32% regional town
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ASA Membership marketshare (@ 30 June 2020)
100%of all accredited student sonographers in Australia are ASA members
71%of all accredited sonographers in Australia and New Zealand are ASA members
53%of all accredited student sonographers in New Zealand are ASA members
Members major areas of interest
O&G MSK Vascular
15
73% of all accredited sonographers in Australia
46% of all accredited sonographers in New Zealand
100% of all accredited student sonographers in Australia
53% of all accredited student sonographers in New Zealand
35% of all accredited cardiac sonographers in Australia
40% of all accredited student cardiac sonographers in Australia
Appendix 1 | Marketing analytics & return on investment
Membership demographic profile
job role/position
clinical sonographer 4,048 (70%)
student sonographer 1,248 (22%)
manager/chief/head of department 320 (6%)
academic/educator 51 (1%)Other 59 (1%)
practice area (6,722 total)
O&G 3,106 (46%)
cardiac 634 (9%)
vascular 2,724 (40%)
paediatrics 2,650 (39%)breast 2,607 (38%)
other 794 (12%)
general 4,906 (73%)
What do members want to see more of?
1. access to cpd and events
2. clinical information
3. industry updates
Preferred method of CPD delivery?
1. live webinars 58%2. conferences 55%3. hands-on workshops 52%4. online 48%
MSK 2,748 (41%)
3
416
Appendix 1 | Marketing analytics & return on investment
Exhibiting at our major events – face-to-face engagement with sonographers
Historical attendance at major eventsYear Annual International Conference
Location
2020 Virtual 1,147
2019 Brisbane 1,257
2018 Sydney 1,580
2017 Brisbane 1,295
2016 Melbourne 1,324
2015 Perth 769
2014 Adelaide 796
2013 Sydney 1,030
2012 Canberra 721
Annual International Conference – ASA2019 Brisbane delegate profile and feedback
Top 3 workshop streams – indicating sonographers are generalists wanting to up-skill in specialist areas
15%managerial
Occupation
24%71%private sector
public sector
Practice type
5%other
MSKO&G Vascular
43%Qld
Delegate origin
16%other
15%Vic
26%NSW
1,257
Attendance
44%other
28%10–20 years
28%>20 years
Delegate sonography experience
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Appendix 1 | Marketing analytics & return on investment
Looking forward – ASA2021 Brisbane
Webinar seriesThe webinar series is extremely popular due to the flexibility of the online learning platform. The webinars are pre-recorded and available on demand to members free of charge for a period of 24 months.
Webinars provide an excellent and convenient opportunity to connect with sonographers while contributing to the knowledge base of the profession.
*Webinars launched between 1July 2019 – 30 June 2020
Seeing new technology/products
Being able to see live scanning
Talking to the applications people
for information and support
Comparing ultrasound machines
Networking and forming relationships
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4,443 participants
Date Stream Topic Presenter Watched as of 30/6/20
26/09/2019 general Measurements of the liver: testing their validity Dr Jessie Childs 84
01/09/2019 obstetrics Obstetric Doppler Erika Cavanagh 142
23/10/2019 obstetrics The holey fetal heart: VSDs A/Prof Ann Quinton 153
14/11/2019 professional Presenting at an ASA conference Glenda McLean 69
09/10/2019 vascular Carotid artery Doppler ultrasound Matt Adams 195
17/07/2019 msk Ultrasound of the hamstrings Andrew Grant 161
01/08/2019 msk Ultrasound of the anterior ankle Michelle Fenech 111
01/09/2019 msk Ultrasound of the medial ankle Michelle Fenech 192
14/06/2020 professional Mental health and wellbeing during COVID-19Dr Bec Jackson, PhD (Clinical Psych)
360
24/06/2020 cardiac 3D in echocardiography package Dr Francesco Faletra 149
17/06/2020 obstetrics Sequential segmental analysis of the fetal heart A/Prof Ann Quinton 506
24/06/2020 vascular Abdominal vascular ultrasound Deb Coghlan 376
05/12/2019 professional Safety of ultrasound exposure Dr Jessie Childs 123
27/04/2020 obstetrics Diagnosing vasa praevia in the mid trimester ultrasound Ffion Hart 230
25/03/2020 cardiac Learning, developing & refining skills in cardiac sonography Dr Paul Stoodley 85
18/05/2020 cardiac Echocardiographic assessment of the athlete’s heart Dr Rebecca Perry 140
22/05/2020 breast Breast elastography Andrew Grant 182
01/04/2020 pocus Just breathe: practical lung ultrasound Carolynne Cormack 175
29/04/2020 professional Reducing injury to sonographers Peter Esselbach 269
06/05/2020 paediatrics Paediatric abdomen: the squishy bits Sara Kernick 454
22/04/2020 general Ultrasound in acute non-gravid pelvic pain Marilyn Zelesco 287
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Travelling WorkshopsThe ASA’s Travelling Workshops provide high-quality professional development opportunities to sonographers living in capital cities, regional and rural locations alike across Australia and New Zealand.
The workshops can range from 20 to 90 , depending on the topic and location. They are highly popular with our members due to the format based on expert sonographer live scanning. Over 30 Travelling Workshops are scheduled for 2021 in response to the popularity of the events, and requests from members for greater access.*Travelling Workshops launched between July 2019 – December 2019
Date Location Presenter Topic Attended
13 July Coffs Harbour Jacqui Robinson Haemodynamics with a focus on the haemodialysis patient 31
20 July Albury Greg Lammers MSK ultrasound: The art and the science 48
3 August Traralgon Lisa Hackett Concise limb MSK: upper limb – lower limb 49
17 August Cairns Cain Brockley Neonatal and paediatric ultrasound 47
18 August Bunbury Marguerite Leber Advanced upper and lower limb MSK 55
31 August Wollongong Jacqui Robinson Haemodynamics with a focus on the haemodialysis patient 50
15 September Adelaide Ann QuintonStructured approach for assessing the normal and abnormal fetal heart
125
21 September Christchurch Greg Lammers MSK ultrasound: The art and the science 37
12 October Ballarat Ann QuintonStructured approach for assessing the normal and abnormal fetal heart
60
19 October Alice Springs Cain Brockley Neonatal and paediatric ultrasound 23
2 November Tweed Heads Scott Allen MSK overview: Lower limb – Ankle/foot and MSK overview 78
16 NovemberSunshine Coast
Jacqui Robinson Haemodynamics with a focus on the haemodialysis patient 47
23 November Canberra Rebecca Perry Interactive advanced echocardiography 29
23 November Launceston Greg Lammers MSK ultrasound: The Art and the Science 23
30 NovemberPort Macquarie
Lisa Hackett Concise limb MSK: upper limb – lower limb 31
15
733 participants
Appendix 1 | Marketing analytics & return on investment
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Advertising – Touch points for communicating and engaging with us
cross sectionThe weekly enewsletter cross section provides updates on ASA activities and events, making it the ‘go to’ communication for ASA members.
soundeffects newsThe biannual member magazine soundeffects news delivers news articles primarily written by members about member activities, topics of interest and updates on advocacy and current professional issues.
Event handbooksEvent handbooks capitalise on your attendance at ASA major events, reinforcing your key message. It’s the delegate bible for the conference and often kept as a source of information about topics and speakers – this is a ‘well thumbed’ publication!
42%
Industry average is 26%
Open rate
11%
Click-through rate
Industry average is 2%
6,630
Circulation
1,257
ASA2019 Brisbane
circulation
Appendix 1 | Marketing analytics & return on investment
6,630
Circulation
8
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Wall planner
The wall planner gives advertisers year-round exposure to sonographers and can be found on the walls of many medical imaging departments, where it plays a vital role in staff rostering and service management.
Sonography journalSonography is an international, peer-reviewed journal that publishes articles on all aspects of sonography by qualified professionals in the field.
Social media following (increase over 12 months)
6,559
circulation
JULY 2020
aking avesI N S O N O G R A P H Y R E S E A R C H
PO Box 356
Dingley Village
Victoria 3172, Australia
T +61 3 9552 0000
F +61 3 9558 1399
W www.a-s-a.com.au
the newsletter of the australasian sonographers association
ISSUE 3, SEPTEMBER 2015
soundeffectsnews
SFXNEWS-0315 Cover.indd 2-3
6/08/2015 10:53:04 AM
OUT THIS MONTH
JULY 2020
aking avesI N S O N O G R A P H Y R E S E A R C H
JULY 2020
aking avesI N S O N O G R A P H Y R E S E A R C H
THE 27th ANNUAL INTERNATIONAL CONFERENCE OF THE AUSTRALASIAN SONOGRAPHERS ASSOCIATIONBrisbane Convention & Exhibition Centre
ASA2021 BRISBANE
PO Box 356
Dingley Village
Victoria 3172, Australia
T +61 3 9552 0000
F +61 3 9558 1399
W www.a-s-a.com.au
the newsletter of the australasian sonographers association
ISSUE 3, SEPTEMBER 2015
soundeffectsnews
SFXNEWS-0315 Cover.indd 2-3
6/08/2015 10:53:04 AM
OUT THIS MONTH
SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
JAN
1New Year’s Day
2 3 4Day after New Year’s Day Holiday (NZ)
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25Wellington Anniversary Day
26Australia Day
27 28 29 30 31
FEB
1Auckland Anniversary (NZ)Nelson Anniversary (NZ)Northland Anniversary (NZ)
2 3 4 5 6Waitangi Day (NZ)
7 8Waitangi Day Holiday (NZ)Royal Hobart Regatta (Tas)
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
MA
R
1Labour Day (WA)
2 3 4 5 6 7 8Labour Day (Vic)Eight Hours Day (Tas)Adelaide Cup (SA)Canberra Day (ACT)Taranaki Anniversary (NZ)
9 10 11 12 13 14 15 16 17 18 19 20 21 22Otago Anniversary (NZ)
23 24 25 26 27 28 29 30 31
AP
R
1 2 1 1 2Good Friday
3Holy Saturday (ACT, NSW, NT Qld, SA, Vic, NZ)
4 Easter Sunday
5 Easter Monday
6 Easter Tuesday (Tas)Southland Anniversary (NZ)
7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25Anzac Day
26Anzac Day Holiday
27 28 29 30
MA
Y
1 2 3May Day (NT, Qld)
4 5 6 7Queen’s Birthday (NZ)
8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31Reconciliation Day (ACT)
JUN
1 2 3 4 5 6 7Western Australia Day (WA)
8 9 10 11 12 13 14Queens Birthday (NSW, NT, SA, Tas, Vic)
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30Renew your ASA membershipfor 2020/21
JUL
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
AU
G
1 2Bank Holiday (NSW)NT Picnic Day (NT)
3 4 5 6 7 8 9 10 11Royal National Agricultural Show Day (Qld)
12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 30
SEP
T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24Friday before the AFL Grand Final (Vic)
25 26 27Queen’s Birthday (WA)South Canterbury Anniversary (NZ)
28 29 30
OC
T
1 2 3 4Labour Day (ACT, NSW, SA) Queen’s Birthday (Qld)
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22Hawke’s Bay Anniversary (NZ)
23 24 25Labour Day (NZ)
26 27Australasian Sonographers Day
28 29 30 31
NO
V
1Recreation Day (Tas)Marlborough Anniversary (NZ)
2Melbourne Cup Day (Vic)
3 4 5 6 7 8 9 10 11 12Canterbury Anniversary (NZ)
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29Chatham Islands Anniversary (NZ)Westland Anniversary (NZ)
30
DE
C
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25Christmas Day
26Boxing DayProclamation Day (SA)
27Christmas Day HolidayProclamation Day Holiday (SA)
28Boxing Day Holiday
29 30 31
20220211the peak body and leading voice for all sonographersSonographer training
is all that we do.
www.aihe.edu.au
ASA Office: Level 2, 93–95 Queen Street,
Melbourne, Victoria 3000, Australia
T: +61 3 9552 0000
W: sonographers.org
www.alpenglow.com.au
OUT THIS MONTH
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ce lebrate sonographer
s !
AustralasianSonographers Day
27 October
®
72,000
(77% increase on 2019)
Article downloads 2020
THE JOURNAL OF THE AUSTRALASIAN SONOGRAPHERS ASSOCIATION
SONOGRAPHY
Appendix 1 | Marketing analytics & return on investment
Data as @ 30 June 2020
United States 35%Australia 18%United Kingdom 9%India 7%Canada 4%China 2%New Zealand 1%South Korea 1%Germany 1%Singapore 1%
Other 21%
Top downloading Countries
18.5%
increase
3,896 followers
66.7% increase
3,381 followers
29.6% increase
1,160 followers
160% increase
1,182 followers
For more information please contact:
Loreena Bloomfield General Manager Corporte Partnerships and Growth
D: + 61 3 9552 0011 | M: 0406 062 312 E: [email protected]
Australasian Sonographers Association Level 2, 93–95 Queen Street, Melbourne VIC 3000 T: + 61 3 9552 0000 E: [email protected] W: sonographers.org