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.
Related Thinking
Data Intelligence
Data IntelligenceGetting the Data Insights You Need to Make an Impact
Customers
CustomersWhen Members Talk
Business Transformation
Business TransformationHow to Get Association Board Buy-In for Organization Transformation