The mission of the Royal College of Surgeons of England is to enable surgeons to achieve and maintain the highest standards of surgical practice and patient care.
The College was looking to evaluate its membership strategy and engaged AHC to help them with this by providing the following support:
- A survey of current members to:
- Evaluate membership recruitment, retention and loyalty
- Identify key measures of perception & satisfaction
- why people join the College
- is the membership offering sufficient
- Identify key positioning elements that make the College distinctive and valuable
- Evaluation of the College strategy, the vision, purpose, values and role:
- Whether it was fit for purpose
- Extent to which it achieved its purpose for the members
- How it will continue to remain relevant in the future
- Analysis of the College’s roles with different stakeholders – Government, members, patients etc.
- Benchmarking
- To discover how other relevant bodies market and communicate, what can be learned, what key elements of communications are important and effective
We presented our findings to the College and facilitated a workshop with the senior management team and trustees to help them with their strategy development process, focusing on key improvement opportunities identified to communications and services, and to help ascertain future membership criteria.
