AHIMA conducted a brand study in 2007 to better understand how to meet member and non-member needs. The study found electronic newsletters were the most preferred communication channel. As a result, AHIMA plans to redesign existing newsletters, consolidate other publications, launch new products targeted to specific roles or demographics, and expand their use of webinars and webcasts going forward.

1. Aligning Electronic Media with a Brand: A Case Study Anne Zender Vice President, Communications American Health Information Management Association ASBPE Winter Workshop February 2008

7. Interest in HIM Products and Services (cont) Q7. Please indicate how interested you, yourself, would be in each item. Q8. What other information, products, or services would be of interest to you? Scale: 7 = Extremely Interested 1 = Not At All Interested Top 3 Box % Mean: 5.9 Mean: 5.9 Mean: 5.8 Mean: 6.1 Mean: 6.3 Mean: 5.7 (n=363)

8. Preferred Delivery Channels or Platforms (cont) Q9. For each item, please rank your top 3 preferred delivery channels or platforms. Electronic newsletter Print publication Webcast or website Podcast RSS/news feed from website Webinar Online community On-site meeting EHR Implementation “ Hot topic” industry issues Updates on gov / advocacy / public policy news Practical info on how to use technology targeted to job Practical info related to specific job title / work setting Management / leadership / communication development Preferred Delivery methods for each channel are highlighted. (n=295) (n=301) (n=292) (n=309) (n=302) (n=263) 1 st: / 1 st - 3 rd: 24% / 56% 8% / 34% 19% / 49% 3% / 8% 2% / 4% 12% / 52% 13% / 40% 19% / 53% 20% / 50% 10% / 38% 21% / 48% 2% / 6% 2% / 5% 13% / 49% 16% / 44% 17% / 57% 19% / 51% 6% / 33% 26% / 52% 2% / 6% 2% / 5% 13% / 50% 14% / 42% 19% / 57% 13% / 40% 8% / 34% 20% / 46% 4% / 8% 2% / 6% 15% / 56% 12% / 43% 26% / 65% 18% / 49% 12% / 36% 20% / 52% 2% / 6% 2% / 5% 16% / 52% 11% / 38% 18% / 60% 20% / 52% 9% / 35% 22% / 56% 1% / 6% 2% / 5% 20% / 58% 10% / 33% 16% / 53%