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Personas and Engagement Scoring: Strategies for More Effective Audience Segmentation

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Communication |  Membership
Lena Banks |  Sylvia Salazar
48 Minutes
Audio and Video
Original Program Date :
Jul 27, 2018
Never expires.


Understand how developing personas and engagement scoring from available demographic and behavioral data, with a focus on motivations, needs, and other factors help provide a better overall picture of what persuades physicians to action (such as joining/renewing, purchasing a product, or utilizing a member service). See how these concepts can be combined to strategically segment audiences, identify and target priority groups, and produce more effective messaging that resonates with both current and potential members.

Educational Objectives and/or Takeaways:

  • Outline possible differentiator(s) for their market/audience personas
  • Understand the process of developing engagement scores
  • Understand how personas and engagement scoring can be utilized together to develop more personalized messaging



Credits Offered: 0.75


As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for credits toward your CAE application or renewal professional development requirements.

Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program. Applicants may use any program that meets eligibility requirements in the specific time frame towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.


Lena Banks Related seminars and products: 1

Director, Marketing

Texas Medical Association

Lena lives and works in Austin, TX and has a BBA from the University of Texas @ Austin. Her passion for business development and data analysis is the foundation of her nearly 20 years’ experience in marketing, financial, and strategic planning across various industries. Lena’s expertise is focused towards helping decision-makers confidently set and meet goals that drive organizational growth. As director of marketing for TMA, she is responsible for developing campaigns that support both internal and external clients, and that promote everything from physician services and continuing medical education to membership itself. Lena understands that no single approach is the right one for every company or campaign, and enjoys tailoring and implementing plans that produce measurable results.

Sylvia Salazar Related seminars and products: 2

AVP, Membership and Leadership Development

Texas Medical Association

Sylvia Salazar is the Associate Vice President, Membership and Leadership Development for the Texas Medical Association (TMA), the largest state medical association in the country with more than 51,500 members. Sylvia has led TMA’s physician outreach and engagement efforts, recruitment and retention activities, membership marketing, development, and messaging efforts for 16 years. She and her team provide leadership and staff management of the Medical Student, Resident and Fellow, Young Physician, and International Medical Graduate Sections. They also oversee the TMA Leadership College, County Societies Leaders Luncheon, the TMA Ambassador Program, new county society staff orientations, and TMA’s Committee on Membership.

Prior to joining TMA, Sylvia served as Vice President, Membership for the Greater Austin Chamber of Commerce, where she directed recruitment, retention, outreach efforts, event and program development, member relations, and all volunteer activities.

Sylvia has a Bachelor of Science degree in merchandising from Texas State University. She has been an active member of AAMSE for years, including 10 years of service on the Annual Conference Planning Committee, where she served one year as Chair. Additionally, Sylvia has served on the AAMSE Nominating Committee, the Membership Committee, and on the planning team for the annual State Membership Directors Meeting. Sylvia is an alumnus of the very first AAMSE Leadership Academy held in 2008.

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