Membership research and segmentation – RCEM
The Royal College of Emergency Medicine (RCEM) represents a wide range of members at different stages of their emergency medicine careers. To better understand and support them, RCEM recognised the need for in-depth membership research and segmentation. This would help them tailor their services and offer more value to each group.
Membership challenge
RCEM wanted to get a clearer picture of its members and their unique needs. They were looking to move beyond general feedback to uncover what drives engagement and retention, as well as where members felt unsupported.
The aim was to shift from a one-size-fits-all approach to a more personalised experience that supports career growth, professional development, and community-building.
Member research and persona creation – what we did
We used a blend of research methods, including focus groups, surveys, and interviews, to get to the heart of what RCEM’s members value most.
From this, we developed detailed personas, each reflecting the unique needs, challenges, and motivations of different member segments. These personas ranged from early-career professionals focused on accreditation to senior leaders passionate about influencing health policy.
By analysing the interplay between purpose, benefits, and engagement, we helped RCEM refine their membership offering to deliver greater value to their community.
Impact
This research helped to:
- Significant increases in member engagement, renewal rates, and Net Promoter Score (NPS)
- Persona-based segmentation framework to guide tailored engagement and retention strategies
- Value propositions aligned to key career stages, motivations, and professional priorities
- Member journey maps highlighting key emotional and professional touchpoints
- Strategic recommendations to improve onboarding, services, engagement, and retention
- Communication guidance to increase relevance, clarity, and member connection
- Greater internal alignment around member needs, behaviours, and future priorities
- Better alignment of membership benefits, learning, and policy activity with member expectations
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
Don’t miss out on exclusive membership insights
Love this article? Sign up for our newsletter below for exclusive access to expert tools, research, and guidance on membership. No spam, we promise.
