Royal College of Anaesthetists
MES delivers comprehensive engagement services for membership organisations, giving them a deeper understanding of membership profile and perceptions.
The Royal College of Anaesthetists (RCoA) wished to improve engagement with its membership (and move beyond a traditional College/Member relationship) in order to create a broader and in-depth understanding of their members, to establish better two-way communication and feedback channels, and to create an even more member-centric led organisation.
MES was appointed to undertake a comprehensive study of the RCoA membership in order to establish the key membership profiles, evaluate the perceptions of their members and the services provided, and to recruit participants for further, long-term engagement work via an online panel.
WHAT WE DID:
MES was commissioned to undertake all aspects of the project from research design, planning, scripting, communications, and field management to analysis and reporting.
HOW WE DID IT:
To kick start the engagement, MES conducted an online quantitative survey among approx. 17,000 members with a valid email address. A thorough, yet engaging survey across eight different areas of interest was designed to answer the key objectives. The MES research team designed a survey that would capture a detailed overview of the members’ profile, behaviours and perceptions whilst remaining professional, inviting and easy to complete from a participant’s point of view.
This was the first comprehensive membership study of this kind undertaken by the RCoA. As such, a multichannel communication strategy (including tailored invitation and reminder emails, social media and website publication) was employed to best engage with members and maximise the response rate.
This carefully considered approach helped to achieve an impressive 31% response rate with a robust and diverse spread of responses among the RCoA membership.
A final report and supplementary slides were produced to summarise the key themes, challenges and issues in a visually appealing and easy to digest manner whilst providing all necessary details and findings.
As a result of the survey, over 1,700 members have been recruited to join the first RCoA online panel.
The survey itself provided the College with an in-depth understanding of their members, and a real insight into their perceptions of the College, likes, dislikes and suggestions for improvement.
The results were shared with key stakeholders across a wide range of departments within the organisation, as well as the wider membership. The findings enabled the College to make strategic decisions about the nature and format of the membership offering, including how the organisation can best support the profession in future, whilst improving member engagement.
What our client thinks
Kathryn Stillman – Director of Communications and External Affairs, Royal College of Anaesthetists