About the Client
The Australasian Menopause Society (AMS) is a professional association dedicated to supporting health professionals who care for women through midlife, menopause, and beyond. Its membership includes general practitioners, gynaecologists, endocrinologists, nurses and allied health professionals. The Society plays a pivotal role in advancing menopause education, research and high-quality clinical practice across the region.
Despite a respected reputation, AMS faces challenges common to many associations. They know they deliver strong value, yet they need a clearer, evidence-based way to communicate that value to members and align their engagement activities with the needs of their expanding professional community.
The Challenge
AMS approached MemberBoat seeking support in answering a fundamental strategic question - “What is our member value proposition?” While the AMS has an outstanding reputation in the sector, their messaging lacked the specificity needed to cut through the noise in a crowded healthcare education landscape. AMS wanted to strengthen its position as a responsive, trusted, authoritative voice in menopause care by demonstrating that its priorities were grounded in real member needs.
Beyond defining the value proposition, AMS required a coherent, insight-driven approach to member engagement. This included understanding member expectations, refreshing the website and resource ecosystem, developing a structured engagement strategy, improving email communication and building momentum for their flagship annual conference.
Core Issues
- Unclear Value Proposition
- Dispersed Resources
- Authority Positioning
Our Approach
Phase 1: Establishing the Member Value Proposition
The project began with comprehensive member research. MemberBoat designed and conducted a detailed member survey to surface the practical challenges facing members and non-members working in midlife women’s health. The research explored key areas such as clinical knowledge gaps, preferred learning formats, priorities for professional development and perceptions of membership value.
The insights from the study allowed AMS to move past assumptions and instead ground its value proposition in the lived experience of members and non-members working in midlife women’s health. The insights also highlighted the need for practical, evidence-based resources, clearer clinical guidance, improved access to educational materials that support everyday practice, and tailored value across all member segments.
Phase 2: A Comprehensive Marketing Strategy
The research findings became the core input for the organisation’s new strategic assets. MemberBoat worked closely with the society to articulate a clear member value proposition that reflected what members consistently prioritised, such as high-quality clinical education, authoritative guidance and a trusted professional community.
These insights also shaped the redevelopment of the AMS website and the creation of a structured content hub. MemberBoat provided the overarching content architecture, ensuring the site was intuitive to navigate and aligned with user needs.
Phase 3: Creating a Sustainable Member Engagement Framework
To support ongoing engagement with members, MemberBoat introduced a structured system for ongoing content and communication. This included a comprehensive Content Marketing Framework that allowed the team to plan, produce and distribute content consistently across the year, without relying on ad-hoc decision making.
We also undertook a full review of AMS’s email strategy. The new approach provided clear segmentation, improved message clarity and a more strategic rhythm for updates, education and event information. The revised plan ensured members received relevant, timely communication that supported their professional development.
Phase 4: Using Research to Demonstrate Thought Leadership
The value of the survey extended beyond internal planning. MemberBoat worked with AMS to position the findings as a significant thought leadership asset. Selected insights were published to demonstrate that the society understands the clinical environment, listens to its members and responds to the needs of the sector.
This strengthened AMS’s credibility in the broader healthcare landscape and created a lead generation tool for new members and stakeholders seeking evidence-based perspectives on menopause care.
Phase 5: Strengthening Conference and Event Promotion
MemberBoat also worked with the AMS team to develop a targeted promotional strategy for the AMS Annual Congress. The strategy was delivered across email, social media, partner channels and the AMS website, using structured sequencing and value-driven messaging to maximise interest and early registrations.
The Results
Record Membership Growth
In 2025, AMS achieved the highest membership numbers, driven by clearer articulation of value, stronger engagement and structured communication.
A Conference Sold Out Months Ahead
The refreshed promotional approach resulted in the AMS Annual Congress reaching capacity months before the event.
Enhanced Digital Experience
The new website and content hub have become central points of engagement for health professionals seeking up-to-date menopause information.
Strengthened Thought Leadership
Publishing survey insights elevated AMS’s profile as the leading authority in menopause care education. The organisation demonstrated that it not only represents its members and wider community but also actively listens to them and responds with practical, evidence-based support.
A Long-Term Communication
Most importantly, the AMS team now operates within a clear strategic framework for member engagement. They have a sustainable system for content, communication and member engagement that supports consistent value creation without the pressure of continual reinvention.
AMS now benefits from:
- An insight-driven value proposition
- A scalable content and engagement framework
- A modernised digital presence and resource hub
- A data-backed foundation for advocacy and education planning
This project demonstrates the transformative impact of combining high-quality member insight with strategic execution. AMS already held a strong reputation within the healthcare community. Through this partnership, MemberBoat helped articulate, elevate and operationalise that value in a way that resonates with clinicians and supports measurable, sustained growth.
“MemberBoat brings a deep understanding of the not-for-profit and association sector, with hands-on digital transformation expertise. Their responsiveness, collaborative style, and commitment to outcomes have helped AMS better articulate our value and build a stronger, more engaged community. We highly recommend MemberBoat to any association seeking a strategic, reliable, and forward-thinking marketing partner.”
Chris Michaelides, Executive Director, Australasian Menopause Society