With nearly 19,000 specialist physicians and allied health professionals, the American College of Chest Physicians (CHEST) plays an essential role in promoting the prevention, diagnosis and treatment of chest diseases worldwide. To ensure it would not miss opportunities to increase revenue and expand investments in mission-critical programs, CHEST understood the value of developing a strategic approach to pricing membership, programs and products. In addition, by developing a pricing structure that synchronizes value and cost, CHEST wanted to strengthen its relationship with current members and attract new ones to the organization.

CHEST retained Avenue M Group to conduct an in-depth membership needs assessment, review the metrics and economics of the current membership structure, examine the changing healthcare work environment, conduct a benchmarking study to examine effective industry practices and develop a new membership model and pricing strategy to increase membership and participation.