Context
The Royal College of Physicians (RCP) is a charity that aims to ensure high quality care for patients by promoting the highest standards of medical practice. It provides and sets standards in clinical practice and education and training, conducts assessments and examinations, quality assures external audit programmes, supports doctors in their practice of medicine and advises the government, public and the profession on health care issues.
Challenge
RCP appointed cScape to undertake a thorough website review and to devise a strategy for using the internet to raise RCP's profile and engage with its many audiences. RCP wanted to use the website as a tool for achieving its primary goals: to promote high clinical standards, provide thought leadership in medical debates, promote learning and training for doctors, support Fellows and Members and communicate the College’s own culture and history.
Solution
cScape initiated a consultative process to establish the correct level of prioritisation among site content, features and functionality. cScape also advised RCP on how to design and brand the website to reflect the organisation’s identity and house style. The aim of the website review was to outline a thorough set of recommendations for future customer engagement strategies and content creation.
Outcome
RCP is, with the help of cScape, upgrading its current site to Microsoft Office SharePoint Server 2007 (MOSS). This offers built-in web content management functionality and supports forums for members and Web 2.0 tools, providing a scalable platform for future developments and enhancement. Julie Hollings, Director of Communications at the RCP, said: “Our website plays a vital role in the way we interact with our Fellows and Members, both in the UK and abroad, and the way in which they access information and training. cScape impressed us with their breadth of experience in working with membership organisations and we are confident that this review will help us further develop our website to meet our members’ changing needs.”