Empathy and Engagement: Transforming Association External Affairs Strategies

In the latest episode of our advocacy series on The Association Insights Podcast (previously The Association 100 podcast – same great content, fresh new name!), host Colleen Gallagher engages in a compelling conversation with Louise St. Germain, Director of Membership, Marketing, and External Relations at the International Society on Thrombosis and Haemostasis (ISTH). With over 24 years of experience in membership, marketing, and external relations, including 12 years at the ISTH, Louise shares her journey and the impactful work of the society.

Key Highlights:

  • Career Path and Early Experiences: Louise reflects on her diverse background, starting with her role at the American Red Cross during Hurricane Katrina, where she learned the importance of flexibility, resourcefulness, and building relationships. These experiences laid the foundation for her subsequent work in communications and PR for non profits and associations.
  • The Power of Partnerships: Emphasizing that “nothing happens alone,” Louise discusses the critical role of partnerships in advancing ISTH’s mission. Collaborations with entities like the World Health Organization and the European Thrombosis and Haemostasis Alliance have been pivotal in extending the society’s reach and impact.
  • World Thrombosis Day Campaign: Louise dives into the success of the World Thrombosis Day campaign, an initiative she describes as akin to nurturing a child now in its 12th year. The campaign has significantly increased global awareness of blood clot risks, influenced healthcare policies, and fostered collaborations with numerous organizations and governments worldwide.
  • Advocacy and External Relations: Louise outlines the ISTH’s multi-pronged approach to advocacy, which leverages scientific evidence, expert voices, and patient stories. Engaging early and often with regulatory bodies like the FDA and EMA, and aligning with broader public health priorities, has been central to their strategy.
  • Crisis Communication and Preparedness: Drawing from her early experiences, Louise highlights the importance of proactive crisis communication planning. She advocates for developing clear, living crisis communication response plans and bringing teams along in preparedness efforts to maintain public trust during challenging times.
  • Adapting to Policy Changes: In light of recent changes in the U.S. administration, Louise discusses how ISTH remains agile by monitoring global policy shifts and aligning their messaging with evolving healthcare priorities. Positioning ISTH as a nonpartisan, evidence-based organization has been key to effectively engaging with policymakers.
  • Future Trends in Advocacy and Public Affairs: Looking ahead, Louise identifies key trends such as the integration of AI and digital strategies, personalized engagement, and cross-sector collaboration. She emphasizes the importance of associations staying relevant by embracing these trends and continually innovating in their approaches.

Join us for this insightful discussion as Louise St. Germain shares her experiences and strategies in association management, marketing, and advocacy, offering valuable takeaways for professionals in the field.

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Tune in next week as we continue our advocacy series with another insightful discussion to help associations navigate the evolving political landscape.

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