Royal College of General Practitioners
Founded in 1952 the Royal College of General Practitioners is the professional membership body for 54,000 family doctors in the UK and overseas. It is committed to improving patient care, clinical standards and GP training. Its purpose is to encourage, foster and maintain the highest possible standards in general medical practice, supporting GPs through all stages of their career, from medical students all the way into retirement.
With increasing numbers of GPs continuing to leave the profession because of insurmountable pressures, the RCGP was facing a workforce retention crisis, in addition to a decline in membership retention. It needed to take urgent action to break the cycle, supporting today’s GPs to stay in practice, while continuing to train tomorrow’s GPs.
The challenge for CPL was to create and deliver a new member value proposition (MVP) for the RCGP that would better convey the benefits of membership. The scope included creating a retention campaign across a broad range of internal and external channels.
CPL completed extensive qualitative research to understand the needs of RCGP members, as well as workshops with key RCGP stakeholders. From the research, CPL created an MVP campaign architecture model which became the foundation of the ‘Your Professional Home’ campaign identity.
Campaign assets delivered included: bespoke photography; social media assets; copy and imagery for the member pages of the RCGP website; a membership renewal pack, including a printed brochure, letters and envelopes; exhibition-stand visuals; and a brand ‘playbook’ for stakeholders to use in their own communications.
of confidential in-person and virtual interviews
template designs for cross-platform campaign
campaign rollout begins
“CPL impressed us with their desire to really understand the needs of our membership. This proved vital in delivering the RCGP Member Value Proposition and the membership renewals campaign, and helped to bring home the challenges that GPs are currently facing and what they truly need from us as an organisation. These insights were the building blocks of the new MVP campaign, and it’s all the better for it. It looks fantastic, and we know it connects with our members.”
Stephen Young, head of marketing, Royal College of General Practitioners