As the premiere organization supporting the doctors of Osteopathy, the American College of Osteopathic Family Physicians (ACOFP) understands the importance of collecting and analyzing data to ensure it is responsive to the changing interests and needs of its members. Although ACOFP works to promote excellence in osteopathic family medicine through quality education, visionary leadership and responsible advocacy, this does not necessarily guarantee that the next generation of physicians will turn to the organization to help fulfill their needs. To achieve its membership acquisition and retention goals, the organization turned to Avenue M Group to examine its current portfolio from the members’ perspective and help make strategic decisions regarding areas to expand, gaps in its offerings, and products that no longer serve their