Case Study: British Medical Association

Building a ‘world class’ learning ecosystem to drive membership engagement

 

The BMA are the trade union and professional association for doctors and medical students across the UK, supporting a membership of 160,000 doctors throughout their training and careers. The BMA required a review of their outdated learning offer and selection of a new LMS. The BMJ (owned by BMA) was already implementing a new LMS for their own audiences but the BMA wanted to undertake their own due diligence to find the best solution for their specific needs and audience which they commissioned Learn Fox to do.

Key aims:

 

  • The aim was to build a ‘world class’ learning ecosystem driving membership engagement whilst facilitating a richer learning & development experience for members via integrations with other learning related products and services.

  • The learning platform also needed to be accessible via a mobile app – a necessity for today’s busy doctors with an extremely high annual CPD commitment.

The process

 

Learn Fox was contracted to select a new learning platform. Working with key stakeholders in the business to define and prioritise LMS requirements, map user journeys and design the ideal end-user experience, this involved an extensive review of the LMS and LXP market, and managing the shortlisting of products to find a suitable learning platform to drive the desired engagement and increased membership retention.

Learn Fox Founder Laura Lee-Gibbs undertook a range of stakeholder interviews with key audience types to develop a full set of functional requirements, and then prioritised these using the MoSCoW method to identify the ‘must haves’ with the project team and sponsor. These functional requirements were then categorised into functionality areas (e.g. user experience, event management, interoperability etc.) which helped draw out the most significant categories of ‘must have’ functionality and facilitated discussions and demos with vendors. Laura used her extensive knowledge of the LMS/ LXP market to reach out to and shortlist suitable products, also developing a bespoke scorecard for the BMA to help narrow down the long list of vendors to the critical shortlist using key differentiation criteria such as human factors, sector experience and the vendor’s product roadmap.

This project also involved reviewing and developing a digital content strategy including a review of in-house developed digital content, 3rd party suppliers, education partners and authoring tools.

“Laura’s background successfully blends education and technology which she uses to good effect. In conducting a review of LMS/LXP providers Laura brought focus and pace to the agenda and influenced the decision making. Laura engenders trust and confidence. Her output and demeanour means she is a pleasure to work with.”

Vikki Smith | Specialist Education Advisor | BMA

Outcomes

 

Delivery of a comprehensive report detailing several fully developed options with our recommendation, and a critical path timeline to implementation. The final report outlined clear options for a traditional LMS versus an LXP, alignment with the BMA education strategy and outlined business options. The delivery of the final report and presentation to the exec board formed a key part of the business case and one of the recommended platforms (from three shortlisted) was chosen to implement.

“Laura understands the whole LMS market and can help select the right platform and partner. Fantastic to work with a delivers results. Highly recommended.”

Ian Turfrey | CIO | BMA

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