Setting a digital strategy for a not-for-profit: Stakeholder research and roadmapping
Serving over 14,000 members, The Royal College of Obstetricians and Gynaecologists (RCOG) aims to become the ‘go-to’ place for women’s health in the UK and a global leader for women’s reproductive health care.
The Challenge: A personalised experience for members
The challenge RCOG has is multi-layered. First they need to ensure their message and approach remains consistent and relevant over the years to come.
Secondly, the College needs to be prepared to cope with a new era of rapidly advancing technology and provide personalised experiences for its members.
Most importantly, they want to make sure they remain successful in their mission to improve women’s health care across the world and increase their global impact.
We were appointed to create a comprehensive, multi-layered digital roadmap that would support their strategy and deliver their vision more efficiently in the next five years.
Using research and audience insights, we delivered digital roadmaps and engaged audiences through customer-centric campaigns based on the earlier assessment. We started by gaining insight into the current audience and investigating potential areas of focus and priorities.
The current activity of the College was then benchmarked against other organisations in multiple sectors. We then mapped the digital strategy against technology, audiences, and future projections.
The final output was a five year customer-centric digital strategy. This is now being used throughout the organisation to help them transform their business and members’ experience.
“The in-depth analysis we carried out touched a multitude of points throughout the stakeholders’ journey with the College’s resources and provided the organisation with a blueprint for digital growth through tactical changes and customer-centric activities. The RCOG team were easy to work with and we’re delighted they’re using the strategy to good effect.” Suzanne Linton, MD of Freestyle