How do you future-proof membership for a changing profession?
Challenge
AMA Victoria (AMAV) is the leading voice for the Victorian medical profession, advocating for doctors and advancing the healthcare system across the state. To future-proof its membership base, it is exploring how to engage and grow representation with private specialists.
Our approach
To explore whether private specialists represented a viable growth opportunity for AMA Victoria, we undertook a disciplined, research-led program designed to build understanding and inform decision-making.
Building a deep understanding of the sector
- We reviewed existing AMA Victoria data alongside AHPRA data to understand the current landscape of private specialists in Victoria.
- This analysis provided a foundational view of the size, makeup and potential of this cohort.
Engaging directly with private specialists and practice managers
- We conducted qualitative and quantitative research with private specialists and practice managers across the state.
- This research focused on understanding their needs, expectations and perceptions of AMA Victoria and existing professional bodies.
Identifying unmet needs and opportunities
- We analysed the research findings to identify needs not currently addressed by AMA Victoria or specialist colleges.
- From this, we assessed the opportunity for AMA Victoria to engage this cohort in a meaningful and differentiated way.
Developing a phased recommendation
- We synthesised insights into a clear, phased approach for engaging this cohort in a sustainable way.
- This recommendation was presented to AMA Victoria’s leadership and progressed for consideration at Board level.
“AMA Victoria engaged Mahlab to explore an opportunity of private specialists as a potential membership growth segment. Mahlab brought a disciplined, well designed approach including stakeholder interviews and survey, whilst displaying strong understanding of our organisational context and broader sector dynamics.
We found Mahlab collaborative, responsive and knowledgeable. I would recommend them to any organisation considering business transformation initiative.”
- Eva Roden
COO, AMA Victoria
The work delivered a clear recommendation for how AMA Victoria can engage private specialists as a future membership growth segment. The approach and findings were endorsed by the CEO and executive team, and the recommendation is now with the AMA Victoria Board for review and consideration, positioning the organisation to make an informed, sustainable decision about its future membership strategy.