Royal College of Obstetricians & Gynaecologists

Using AI for the member organisation of the future

How should a strategic and forward-thinking membership organisation evolve in a world of rapidly changing technology? And, when you are already under pressure to deliver a major programme of work, how do you decide what to prioritise so that today’s investment strengthens tomorrow’s member experience?

Digital Strategy

The brief

Many organisations are wrestling with the same challenge: how to turn the promise of AI and emerging technology into clear priorities, practical decisions and measurable value.

That was the context when the Royal College of Obstetricians & Gynaecologists partnered with We Are MC² to explore how AI, automation and smarter use of technology could help deliver its ambitious growth strategy.

Together, we developed an approach focused on identifying high-impact opportunities, moving quickly into pragmatic pilots, and building the confidence needed for wider adoption.

The challenge

RCOG has set out a clear vision for growth: expanding global membership, reach and impact.

To achieve that sustainably, the College recognised that growth would require the right blend of people, process and technology – supporting the team to deliver while enhancing the experience for members.

Ben Butler, RCOG’s Executive Director of External Affairs, recognised early that rapidly evolving technologies could create real opportunities for modern membership bodies. He wanted a practical, evidence-based view of where AI and digital innovation could create genuine value for members and teams.

Our approach

We designed a discovery programme focused on identifying where technology could make the biggest difference across the organisation.

This included:

A structured opportunity survey across senior leaders and stakeholders

Comparator research with peer organisations

AI and technology trends analysis relevant to membership bodies

Prioritisation of practical opportunities for pilot delivery

Creation of clear opportunity canvases for shortlisted initiatives

Our role was to bring an independent perspective, proven frameworks and act as a trusted partner to help move from discussion to delivery.

Results

RCOG is a forward-thinking organisation and so the work generated a large number of ideas about where new technology could help the organisation deliver more for the future. Ideas came from across the organisation, but three clear themes emerged:

Member service and customer support
Productivity and smarter internal workflows
Content creation and driving engagement

We are now working together to move a number of shortlisted opportunities into a pilot phase, supporting RCOG to test where new technologies can create measurable value quickly and responsibly.

What the client said

“As we deliver an ambitious new strategy, it is important that we continue looking at how technology can help us improve the experience we provide to members while making the best possible use of our resources. We wanted a practical and evidence-based way to understand where AI, automation and digitisation could make a meaningful difference across the College.

“We Are MC² have been a trusted partner in helping us bring structure, pace and independent thinking to that process. Together, we have identified a strong pipeline of opportunities and are now moving the most promising ideas into pilot phase, giving us a clear and confident route towards smarter, more effective ways of working in the future.”

Ben Butler, Executive Director, External Affairs, RCOG