Understanding Healthcare Constituencies For Deeper Engagement

Established in 1847, the New York Academy of Medicine (NYAM) is a nonprofit organization dedicated to identifying and addressing socioeconomic barriers to healthy lifestyles and health equity. Comprised of over 2,000 healthcare experts, NYAM’s professional network includes change agents working toward equitable access to healthcare through research, policy, and healthcare delivery. NYAM has recently implemented organizational and cultural changes to better serve its community. As its mission shifts to provide programming for a global audience, the organization has a greater need to understand the populations it currently serves. NYAM tasked a Capstone team with aggregating membership data, marketing metrics, and data obtained from constituent surveys in order to identify and describe NYAM’s key demographics and personas. The team used these findings to increase NYAM’s social media presence and engagement in an effort to grow its audience.