Interesting top-line results on the first survey on digital transformation for medical associations
What a lovely time to be working with medical associations!
So much going on, and so many opportunities to enhance the experience of members be it through events or the regular flow of digital content to keep them engaged.
We are privileged to have been at Lausanne these past few days enjoying the congress and getting your kind support on our quest to understand how international medical associations are dealing with the challenges of digital transformation.
We have the topline results
To thank you for this effort we would like to share some top line results for the Status of Digital Transformation for Medical Associations survey. Also, we would like to invite you to a debriefing webinar (register here) we will be conducting shortly to show the key pain-points we have found, and try to explain what can be done to start “fixing the basics” in digital.
Let me start by saying that 3 out of 4 of those surveyed agreed that digital has a growing role in healthcare, from patient-doctor interaction to how patients are making healthcare choices.
And consequently, digital is and will be increasingly essential to advance the mission of your associations. But, clearly we are not yet there as the survey results show.
- Digital Assets: Many of you have quickly embraced digital channels and regularly create content to amplify the impact of your activities (6 out of 10). That said, most of you consider that there is a lack of a clear strategy and that the execution leaves room for improvement (5 out of 10).
- People & Process: When we delve deeper and see how your teams are equipped to manage their digital activities, there seem to be a broad array of cases, from very digitally-savvy to those that are still deeply analogic. From a process standpoint, although most of you consider you have a clear process to regularly create digital content, the majority of you (48%) consider digital is not top of mind when a new project is started, but rather is an afterthought.
- Data Analytics: In a membership based model, knowledge of each member and the impact of each activity is a key to success. However, 6 out of 10 of you state that digital activities are not compared against a benchmark. Additionally, there is not clear KPI dashboard to facilitate the choice of some initiatives over others based on their performance.
- Infrastructure: And the findings on Data Analytics might be explained partly by the fact that most of you lack a good CRM platform or have in-house analytical capabilities that will be foster a culture of performance based on digital data.
Overall what this survey shows is that most of your associations are in an early stage of digital transformation, where you are starting to face the same challenges big business organizations have experienced for the past 5 years.
If you want to get a full view of the results, we invite you to register for the webinar we will be hosting soon. Feel free to share this among colleagues within your association, or from other medical associations that you feel this could be of interest.