Member value proposition and personas development – AoA
The Association of Anaesthetists is the professional membership organisation representing anaesthetists across the UK and internationally. Committed to supporting members throughout their careers and advancing patient care, the Association wanted to ensure its membership proposition continued to reflect the changing needs and expectations of today’s anaesthetists.
Membership Matters partnered with the Association to develop evidence-based member personas and a refreshed Member Value Proposition (MVP), helping place members at the heart of future communications, services and strategic decision-making.
Membership challenge
The Association understood that members have different motivations, priorities and challenges at different stages of their careers. Rather than presenting membership as a standard list of benefits, it wanted to develop a deeper understanding of what matters most to its community so it could create more relevant experiences, strengthen engagement and demonstrate its value in more meaningful ways.
The project also sought to build a lasting evidence base that would support future communications, service development and digital transformation.
Member research and value proposition development – what we did
Working collaboratively with the project working group and senior stakeholders, we designed and delivered a member-centred research programme using our design thinking methodology.
Together, we combined workshops, behavioural research and stakeholder insight to build a richer understanding of members’ experiences, aspirations and evolving expectations. These insights were translated into evidence-based member personas and tailored Member Value Propositions, providing practical tools that teams across the Association can use to make more informed, member-focused decisions.
Throughout the project, we worked alongside the Association to test, refine and embed the outputs, ensuring they reflected both the voice of members and the organisation’s ambition to continually improve the value it delivers.
Impact
The project has given the Association a stronger strategic understanding of its membership and a practical framework for putting members at the centre of future decision-making.
It has enabled the organisation to:
- Build a deeper understanding of the evolving needs, motivations and experiences of its members.
- Develop a more evidence-led approach to membership engagement and value proposition development.
- Create more relevant, personalised communications that better reflect the diversity of its membership.
- Establish a strong foundation for future service innovation, digital development and sustainable membership growth.
By embedding member insight into future planning, the Association is well positioned to continue evolving its membership experience and delivering even greater value to the anaesthetists it exists to support.
“From the outset, we knew our membership offer needed to be more than a checklist of benefits. The real value of belonging to the Association lies in the opportunities, support and sense of professional community that membership creates. The personas developed with Membership Matters gave us the insight and confidence to reshape our member proposition so that it reflects that deeper value in a way that resonates with our members.”
Nicky De Beer
CEO of Association of Anaesthetists
Transform your membership experience
Want to understand your members better and boost engagement? Our research can help you unlock deeper insights and deliver a more personalised experience. Get in touch to see how we can support your membership strategy. Contact us today on 0345 955 5155 or email us at hello@membership-matters.co.uk
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