Fishbone Diagram: Promotion Category

Product Place and time Price Promotion Process People Productivity Purpose

There are many strategies for well run promotions. The AMA employs a promotional strategy to gain members by allowing medical students to join at greatly reduced rates. The AMA follows a strategy that uses elements of discounts, limited time offers, and versioning.

Hopefully, for the individual medical student, the discounted rate is a limited time offer and they are eventually eligible for the more expensive physician rate. The experiences available as a Student differ slightly from those enjoyed by a Physician. The distinction between these two versions is most evident during the National Meeting when two separate House of Delegates are maintained in a fashion similar to a House of Lords (Physicians) and House of Commons (Student section).

Versions work best when different tiers more closely approximate the individual needs of users. For example, only the most gunner Medical Student would think that they benefit professionally from spending time in the Physician House of Delegates. While the pomp and circumstance of that venue is an enriching experience, the small talk with physicians that ensues is unlikely to make a lasting impression. Working with peers has more peripheral benefits. The versions employed by the AMA appropriately assign members to work with their colleagues and are priced accordingly.