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Case Study

British Medical Association

The British Medical Association (BMA) have the hard task of being the ‘go to’ membership body for over 140,000 medical professionals and students in the UK, providing them with support and representation. Precedent began working with the BMA in 2012, when they appointed us to help clarify their position and purpose online. Since then, we have developed an ongoing partnership with the organisation and have undertaken a number of projects to strengthen their digital estate as part of a five-year blueprint for digital transformation.

Our initial work with the BMA focused on researching and understanding the needs and preferences of their members and users of the website. We spoke directly to members to understand not simply what they needed from the website, but what they needed from the organisation itself, and where there could be improvements. 

The research we carried out across this phase of the project led to something quite spectacular internally, with the BMA restructuring the way they operate departmentally, based on our proposed structure for the website. Our findings helped define a new direction for the website, characterised by a user-friendly structure which allows users to personalise areas of the site to get straight to the information they need. Alongside this, content was streamlined to facilitate targeted engagement.

Over the course of 2016, we have worked with the BMA to undertake a number of significant improvements to their online estate, including the launch of a new website. The new site features an upgrade to Sitecore 8.1 and a refreshed look and feel, and further integration between the core site and Telligent’s powerful community and collaboration platform allows for a seamless user experience for members. 

Further user testing and research has also informed the design of a completely new information architecture, in order to optimise user journeys and to ensure site visitors are able to find the right information at the right time.

The BMA’s ongoing commitment to digital has led to the following results: 

  • 100% increase in registered community users since Oct 2015
  • 20,000 new registered community users
  • 180% increase in monthly community visitors (since 2014)

The BMA were highly commended in the category ‘Best use of digital by a Charity, NGO or NFP’ at the Digital Impact Awards 2016.