ASSOCIATIONS
YOUNG LEADERS’ ENGAGEMENT THE PRESENT AND FUTURE OF MEDICAL ASSOCIATIONS IAPCO Member: MCI Group, Argentina Author: Sofia Wolkomirski, Coordinator Association Relationship
In 2020, MCI were given a new and challenging mission:
value for their members. This would offer value propositions
to review the association management of a Latin American
to generate experiences and outcomes, analysing the
health association.
customer segments and channels and of course considering customer relationships to identify the type of rapport they
Besides the general management, MCI focused on a strategic
wished to create with their members. Three critical steps were
development plan to grow engagement and build community
addressed on the relationship: how to get new members, how
to improve long-term leadership.
to keep its members getting the best from the Association and how to increase its relevance from current members.
Based on an embedded culture where only Faculties were able to make decisions regarding the Society, MCI
The first initiative, proposed by MCI, was to schedule
introduced the concept of understanding the key role of
two academic events geared towards their target audience:
Young Professionals and the positive impact they generate
the Young Professionals.
on leadership structure, making the Association more relevant and offering sustained growth.
The first event was a transformation of an existing academic meeting that was originally a two-day on-site event held
Therefore, the need to engage Young Professionals, and
prior to the Association’s Annual Congress.
training members, was crucial to achieving this goal. This event offered the possibility for 15 Young Professionals, MCI were able to identify the specific areas that required
all under 40 years old, to participate, sharing clinical cases
special attention by utilising Business Model Canvas,
and being reviewed and mentored by Faculties.
building on the strategic blocks of Key Resources to create 18
| March 2021
