Upon reading John Jantsch’s article, “Do People Know Your Story?” I was compelled to answer the question, “What is the greatest challenge your business must overcome?” I’ve decided to answer this question in the context of my employer – the Canadian Medical Association, a company that overlooks and services Canadian physicians.
The Canadian Medical Association requires physicians become members in order to receive all the perks and benefits of a membership, which costs about $200 annually. I think the main challenge for the CMA is persuading physicians that this is a necessary expense. It’s not mandatory by any means and not meant to be an exclusive club, but our goal is to curate a space for physicians to feel welcome, safe and appreciated, and the challenge is reiterating this message over time. There’s a whole department in the company dedicated to retaining members – keeping them interested and making us relevant in their eyes. Physicians are notoriously busy, spread thin and short-fused – so the challenge lies here: evolve with physicians, as the years pass by, various healthcare policies percolate, stay relevant and keep them interested, focused and involved.
The CMA has a rich history so that adds tremendous weight to our reputation and ability to overcome this challenge. Founded in Quebec City in 1867 and proud of its deep roots in Quebec, the CMA continues to engage on issues such as physician health and wellness, access to care, and the health impacts of climate change. Much of our marketing material promotes messages such as, “We’re driving change in health care and championing physician wellness. But we can’t do it without you.” It’s messages like these that resonate. We’re putting the onus on physicians, forcing them to realize that they are the reason we exist.
The challenge is: what if they don’t believe us, or what if they don’t care?
It’s a continuous struggle for the CMA to keep their members attentive but our marketing strategies continue to work towards it. Promoting areas of focus such as COVID-19 this year, for example, has shed light on the importance of having an umbrella voice for public health concerns.
Ultimately, I think the CMA has excelled in terms of keeping members captivated and engaged. We must go with the times, react to difficult deadlines and impromptu healthcare crises, (just like doctors have to), and I believe that through all the historical humdrum we’ve built a valuable relationship of trust and reliability.
It’s a challenge to get their attention, but if we continue to speak their language and focus on matters that reign true to them, we will succeed.
Algonquin College Social Media Certificate Program 