Customer Story:

How we helped the British Medical Association to create a modernisation strategy that deepened doctor relationships

About the BMA

The British Medical Association (BMA) is the professional association and trade union for doctors in the United Kingdom. Established in 1832, the BMA supports and represents doctors at all stages of their careers, advocating for better working conditions, healthcare policies, and the well-being of the medical profession and patients.

With a membership exceeding 150,000, the organisation engages in policy development, lobbying, and offering guidance on medical ethics and practice.

British Medical Association Strategy Story

Overview

The BMA was known for the quality of services it provides to doctors across the UK but the leadership team had determined that modernisation of its systems, data and ways of interacting with doctors was required. This required a new strategy, transformation of systems, processes and data. The existing IT team had provided a good level of support but the modernisation agenda proposed the implementation of a forward thinking, leading, mature organisation where IT and data drives BMA services and doctor experience.

The approach

We viewed technology as an enabling channel that the BMA could use to build, develop and deepen its relationship with doctors.

The focus through our transformation strategy, was to ensure that data and technology made everyone's lives better and would enable busy doctors to get the information and support they needed and for the BMA to deepen relationships while becoming more efficient.

It was important that our strategy had to take all stakeholders with us on the transformation journey. This meant developing a strategy that moved the IT organisation from a reactive to proactive organisation that was front and centre leading the ways of interacting with doctors regardless of which channel of communication they used.

Testimonials

“The work Shapecast delivered was of immense value to the BMA and its doctors. Shapecast’s ability to quickly understand the BMA and the needs of doctors was remarkable.”

Shan Shanthakumar, CIO British Medical Association

Key outcomes

A new, modernisation strategy agreed off across the leadership team and with doctors.

A new path to modernise taking the whole team a clear journey.

Setting a strategy to create powerful new way of interacting with doctors and the BMA membership.