Creating a member value proposition for family doctors

Founded in 1952, the Royal College of General Practitioners is the professional membership body for 54,000 family doctors in the UK and overseas. 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.

The challenge

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 by presenting a Royal College which they were proud to belong to, while continuing to train tomorrow’s GPs.

The challenge for CPL One 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.

The solution

CPL One completed extensive qualitative research to understand the needs of RCGP members, as well as workshops with key RCGP stakeholders. From the research, CPL One 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; video; and a brand ‘playbook’ for stakeholders to use in their own communications.

CPL One 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

Client

  • Royal College of General Practitioners

Sector

  • Membership

Expertise

  • Content strategy
  • Design
  • Editorial

Deliverables

  • Marketing services

Recognition

  • Memcom Excellence Awards 2023: Shortlisted

Expertise

  • Content strategy
  • Design
  • Editorial

Deliverables

  • Marketing services

Recognition

  • Memcom Excellence Awards 2023: Shortlisted