---
title: Refocusing the Value Proposition of a 150-Year-Old Association with “Outside-In” Thinking | Halmyre
description: Refocusing the Value Proposition of a 150-Year-Old Association with “Outside-In” Thinking
---

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# [Refocusing the Value Proposition of a 150-Year-Old Association with “Outside-In” Thinking | Halmyre](https://halmyre.com/blog/refocusing-value-proposition-cma)

 Written by [Ursula Green, CM](https://halmyre.com/blog/author/ursula-green-cm) | Jan 18, 2020 5:55:00 PM

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](https://halmyre.com/hubfs/Website%202022/2.0%20Thinking/2.1%20Thinking%20Articles%20Content%20Assets/Halmyre%20Refocusing%20the%20Value%20Proposition%20of%20a%20150-Year-Old%20Association.pdf) to learn about the process that led to:

- A new value proposition
- Journey mapping
- Membership programs

[View full post](https://halmyre.com/blog/refocusing-value-proposition-cma)

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