Refocusing the Value Proposition of a 150-Year-Old Association with “Outside-In” Thinking
To ensure future success, associations must take bold steps to create unique value propositions. The Canadian Medical Association (CMA) made the proactive determination to approach things in a new way.
Download this case to learn about the process that led to:
- A new value proposition
- Journey mapping
- Membership programs
About Ursula Green, CM
Halmyre Vice-President Ursula Green, CM is a chief experience officer and is deeply committed to working for our clients' clients. She is an expert in strategic customer-centric service design, analysis and ideation. Ursula is a member of the Canadian Marketing Association (CMA) 2020--22 and is an active member of the CMA - Customer Experience Council. Previously, Ursula has worked for a wide range of brands from household names such as BMW, Mastercard, Home Depot and Canon to service-based organizations such as Women's College Hospital and Confederation College.
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