How APIC Created Member Value and a New Revenue Stream In Just 14 Months

It’s a scenario many associations know well - members asking for resources that are increasingly important, while staff capacity and expertise are stretched thin. For the Association for Professionals in Infection Control and Epidemiology (APIC), the request was clear: members wanted stronger, more modern association certification prep materials.

In late 2022, APIC seized the opportunity to meet that need, both to support members on their career paths and to create a new revenue stream in the process. With cross-departmental collaboration, member champions, and an external partner invested in the long haul, the association launched not one, but three certification prep programs in just 14 months.

The Challenge: Outdated and Insufficient Resources

APIC’s members are frontline healthcare professionals dedicated to preventing hospital-acquired infections. They are the definition of ‘mission-driven,’ and they need the best possible tools and training to effectively do their jobs. That’s where APIC comes in, with a mission to ‘to advance the science and practice of infection prevention and control.’

Yet when it came to preparing for certifications, members said preparation materials were insufficient and dated.

“We had a certification prep course, and I use that term very lightly. It was PowerPoint slides,” recalls Letty Kluttz, Senior Vice President of Membership, Education, and Programs at APIC. “Our members had been telling us [it did not meet their needs] for many, many, many years.”

The problem came to a head as new certifications entered the market. Members were asking how to prepare, but APIC didn’t have an answer. “We were in desperate need to upgrade and update our materials,” Kluttz says.

The Catalyst: Finding the Right Partner

Kluttz knew APIC couldn’t solve the problem alone and needed the expertise of an industry partner. That's when she started conducting comprehensive "homework" into potential partners, checking references and examining their work with other associations. When Kluttz selected Holmes Corporation for the work, a true partnership began.

“That's when you roll up your sleeves, “Kluttz says. “And it's a true partnership when you make sure that you have a shared vision, that your goals are aligned, that your mission and vision are aligned, that the products and services that they're offering are aligned with what you are hoping and wanting to do.”

Kluttz says APIC and Holmes collaborated across every level: staff, subject matter experts, and member engagement.

They established consistent touchpoints—biweekly meetings where teams reviewed instructor feedback, examined metrics, discussed marketing performance, and planned improvements.

A continuous improvement mindset guided the project. After members gave feedback on the program, the recommendation was given – and then implemented – to integrate audio into the learning platform. “Having a partner that listens and wants to make changes is critical,” Kluttz notes.

Engaging Stakeholders and Champions

While the operational work was key, leadership support made the project possible. Kultz points out that APIC’s CEO quickly saw the value and championed the investment. “In a lot of ways, it was a no-brainer,” she says.

Equally important were the members themselves. Infection preventionists helped write and review the courses, then served as vocal advocates at launch. APIC even hosted a webinar featuring member contributors, who explained how the content was built and why it mattered.

In just 14 months, APIC went from outdated PowerPoints to three fully developed certification prep programs. The response has far exceeded expectations.

“When somebody asks, ‘How do I study for this?’ we finally have an answer,” Kluttz says. “It is really exciting to see how well these have done in the marketplace.”

The benefits extend far beyond exam prep. With stronger resources, members gain knowledge, confidence, and the ability to challenge decisions and influence patient safety in their facilities.

“What is so unbelievably rewarding is that we by offering these these courses, by getting people ready to sit for different certifications, we're literally making the world a safer place,” Kluttz says. “At the end of the day, who doesn’t want a world without infection?”

Looking back, Kluttz calls the project a “perfect storm of opportunity.” APIC had the need, the member demand, the leadership support, and the right partner. But most importantly, they had a vision everyone could believe in.