June 2000 Bulletin

Are you Master of Universe or Loyalist?

Segmentation research will allow AAOS to precisely target specific categories

An important new AAOS research project has uncovered valuable information about the characteristics of the membership that will shape how the AAOS meets the needs of members in the future.

You can slice and dice the membership and find specialists and generalists and generalists with special interests. You’ll find academics, solo practitioners, group partners, and so on.

That’s not a new way of looking at the AAOS membership.

But when viewed through a different prism, the membership is made up Loyalists and Techies, Ardent Students and Meeting Fans, Librarians and Masters of the Universe and Hands On surgeons.

That is new.

It’s what the AAOS discovered in a research project that segmented the AAOS membership by attitudes, perceptions, lifestyles, needs and desired benefits from the AAOS, and satisfaction with the AAOS.

The research will allow the AAOS to precisely tailor marketing announcements, develop publications, design courses and target other materials and services to very specific audiences rather than an unspecified mass audience.

The research by the AAOS Marketing Department and the Department of Research and Scientific Affairs created profiles on seven segments of the members.

Loyalist. They believe the Academy is the primary source for orthopaedic information. Ninety-six percent say Academy publications are a crucial part of their orthopaedic library and 91 percent believe they can always find an orthopaedic course that they need from the Academy. Eighty percent say the Annual Meeting is an exciting event. Loyalists are more likely to attend comprehensive courses than the Summer Institute. They make up 10 percent of the membership and are likely to be a generalist or a generalist with a specialty. Most are over the age of 50–24 percent are 60 and older.

Techies. They’re a younger group of members. Twenty percent are under age 40 years and 21 percent and are from 40 to 44 years old. Almost all (99 percent) anticipate future reliance on computers. More than 90 percent believe the Internet is a valuable resource. They plan to get more CME from online resources and want patients to access medical information online. Techies comprise 12 percent of the membership and tend to be a generalist with a specialty or a specialist. They account for 15 percent of the Summer Institute attendance and tend to purchase "procedures/techniques" publications.

Ardent Student. Comprising 9 percent of the membership, they are pursuing ongoing medical education to become a better physician. They want additional orthopaedic education regardless of continuing medical education credit. Most are under age 45 and tend to be a generalist with a specialty. The Ardent Student must regularly add updated orthopaedic resources to their library, but only 42 percent believe the Academy is the primary source for orthopaedic information.

Meeting Fans. They believe the Annual Meeting is the most exciting exposition of orthopaedic information available, and pay special attention to communications from the AAOS. They don’t believe electronic media are the most effective way to learn about new approaches. Meeting Fans represent 13 percent of the membership, most are over 50 years old and tend to be a generalist with a specialty or a specialist.

Librarians. They must regularly expand their library with updated resources. They are likely to attend comprehensive courses, and learn best from traditional methods–comprehensive courses and printed materials. They are 12 percent of the membership. Almost 60 percent are under 50 years of age and they are likely to be a generalist.

Masters of the Universe. These are the seasoned veterans of orthopaedics. They comprise 18 percent of the membership–the second largest group. They tend to be 55 years of age and older. They are generalists with a specialty, 38 percent; generalist, 35 percent; and specialist, 27 percent. Their learning is mainly cognitive. They make up 21 percent of attendance at comprehensive courses; 15 percent, skills courses and 4 percent, Summer Institute.

Hands-On surgeons. The group definitely prefers CME courses with hands-on components rather than CME courses that are lecture-based. They account for 35 percent of Summer Institute attendance, 25 percent of skills course attendance and 13 percent of comprehensive courses. They also account for 18 percent of Annual Meeting attendance. They are the largest segment, representing 20 percent of the membership. They are the youngest segment–the majority are less than 45 years old. They are evenly spread among generalists, 34 percent; generalist with a specialty, 40 percent; and specialists, 26 percent.

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