At ACE 2025, Mitch Wall and Prue Baum from the Australian Primary Health Care Nurses Association (APNA) shared a fascinating session, now also presented as a webinar, on how workforce-centred technology can transform associations. Their insights highlight a strategic shift: moving beyond traditional membership models to solve real workforce challenges.

Rigorous User Research Drives Product Success

Developing successful solutions starts with understanding the people you serve. APNA invested in extensive research, including focus groups, stakeholder interviews, prototyping, and validation at industry events. By engaging hundreds of nurses and other stakeholders, they distilled insights into actionable product features. “We did workshopping, we did focus groups with nurses, internal and external. Then we validated with prototypes. That learning shaped our final product,” Mitch explained.

Diversified Revenue Beyond Membership Fees

Workforce-centred platforms open up new revenue streams. APNA’s Florence platform, for example, includes banner advertising, sponsored content, and a professional matching service called Matchmaker, helping organisations connect with nurses holding specific expertise. These initiatives reduce reliance on traditional membership fees while delivering tangible value.

Procurement Does Not Equal Innovation

A critical reminder for associations: buying existing solutions is not the same as innovating. “Procurement does not equal innovation,” Prue emphasised. True innovation involves creating custom solutions that address workforce needs, not simply adopting off-the-shelf products.

Rapid Growth Through Non-Member Acquisition

By focusing on solving workforce problems rather than solely serving existing members, associations can reach entirely new audiences. Florence attracted nearly 5,000 nurses in just over three months - 57% of whom had never interacted with APNA before. This demonstrates the potential of workforce-centred solutions to expand an association’s impact far beyond its membership base.

Blue Ocean Strategy: Create Uncontested Market Space

Instead of competing in crowded markets, associations can create new opportunities by addressing unmet workforce needs. “Blue Ocean is about playing a different game,” Mitch said. By inventing solutions for real problems, associations can make competition irrelevant, differentiate themselves, and generate new demand.

Transform Learning into Workforce Intelligence

Standardising the capture of professional development allows associations to generate real-time workforce data. Florence provides longitudinal, de-identified insights that strengthen advocacy efforts and inform evidence-based policy recommendations. “We’re turning learning into intelligence,” Prue noted, highlighting the system-wide impact of such data.

Focus on Workforce Problems, Not Internal Processes

Innovation should start with genuine workforce pain points, not internal organisational issues. By focusing on the whole workforce, associations can create solutions that serve entire industries, not just their paying members.

Continuous Learning Ownership and Empowerment

Effective CPD platforms empower professionals to take ownership of their learning journey. Florence encourages nurses to capture all forms of professional development, using language and tools that make the experience personal and meaningful.

Measurable Impact Through User Engagement

User engagement, not just registrations, measures the success of workforce-centred technology. In its first three months, Florence’s nearly 5,000 users recorded 30,000 CPD entries, evidence of genuine value delivery and active participation.

Make Professional Development Personal and Visual

Modern CPD solutions should visualise professional growth and provide personalised insights. Florence allows nurses to see their learning in context, compare their expertise to peers, and identify development opportunities across different settings. “This is my learning, this is my CPD, this is my nursing career,” said Prue. “It’s an insight nurses have never had before.”

Workforce-centred technology is transforming how associations grow, engage, and create value. By prioritising real workforce needs, associations can drive innovation, diversify revenue, and expand their reach well beyond traditional membership models.

If you missed the session and would like to watch the webinar, log in to the Member area to access AuSAE’s Association Knowledge webinars anytime or get in touch with the AuSAE team by emailing info@ausae.org.au