The APA is no different and over the past nine years we have been working on expanding our partnership networks from both a commercial and a non-commercial perspective.

In 2022, the APA undertook a comprehensive research study related to partnerships. 

Among other things, we wanted to obtain a deeper understanding of key touchpoints for members in relation to partnerships. 

For example, how do members know about partner offers? 

What are their preferred communication channels? 

What is the best way to deliver partner content to members? 

We also wanted to find out whether members would be interested in more face-to-face partner networking events or webinars, identify gaps in the current landscape specific to partners (what new partnerships will provide value to members’ businesses?) and identify future trends where the APA will need to fulfil member needs from a partnership perspective.

The research study was designed to increase our knowledge of the private practice environment in relation to partnerships and referral of products. 

Do members refer clients to partner products and services? 

If not, why not? 

This helps us to understand member motivations and behaviour when purchasing from their current supplier network, including their key drivers, their consideration processes and what might motivate them to consider APA partners. 

We also wanted to test awareness of the current APA partner network and establish whether a national or state-based approach is best (are there different partner needs based on location?), along with determining how members currently source suppliers—who they go to for information and where the APA fits into their decision-making.

More than 700 members responded to this research, which was a great result. 

The insights gained have allowed the APA to put further strategies into play as we continue to develop our partnership business model.

As requested, we have acquired new partners—Inspire Accountants, Cliniko and Tyro Health—and we’re undertaking more educational webinars. 

We’ve also been working on increased awareness via print advertising within InMotion. 

We’ve made a number of changes to the APA partner section of the website, including the introduction of the APA partner hub, which allows for partner-specific content in the form of podcasts, infographics, videos and blogs. 

Further updates in this area are in the pipeline.

There is a lot of interest in partnering with the APA and it’s important to select and work with the right company. 

We have a responsibility to our members, their patients and the broader community to make sure that the companies with whom we form partnerships and the products we endorse are reputable, responsible and of high quality. 

The APA has a rigorous process in place to ensure just that.

When entering into a partnership, the main objectives may vary according to the outcome required and the proposed connection with the APA. 

We have long-term partners, with whom we work on a year-round basis, who want to connect and correspond with our members. 

In order for this to occur, there are agreements in play offering a variety of associated benefits. 

There is an emphasis on these companies providing value to members—education, offers and incentives, discounts and product support and advice—and on building relationships.

We also consider short-term partners, with limited exposure time to the membership in the form of advertising placement across our channels, support of professional development events and conference involvement. 

These companies play their own important role in our ongoing quest to support the APA and its membership.