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Royal Society of Medicine Case study

Optimisation, Automation & Consolidation.

Building a bespoke, cohesive and consistent digital landscape: A Digital Transformation Success Story! 


The Client:

Introduction to the project

The RSM undertook a complete digital transformation project that would allow them to streamline internal processes, automate activity, remove inefficiencies and reduce costs. The Royal Society of Medicine is a leading provider of high-quality continuing postgraduate education and learning to the medical profession. It’s mission is to advance health, through education and innovation. Each year the RSM organises nearly 400 academic and public events, providing over 50,000 doctors and other health professionals with a multi-disciplinary forum for discussion and debate.


The Challenge

The RSM needed flexibility and a solution with the ability to cope with a complex membership organisation. The RSM works with members as well as non-members and they are also a charity. They run nearly 400 events a year. Users need to be able to access extensive online library e-resources including online e-journals, databases and e-books. In addition members needed to gain access to a hospitality system for providing accommodation that could be linked into with a single sign in from their website.


What was needed

The RSM recognised that their existing CRM was lagging behind where it should be. The staff were doing a whole range of workarounds because it wasn’t working in the way they wanted. They needed to streamline and optimise the day to day roles of their team members which would reduce costs but also create more interesting job roles within the organisation.

Secondly the RSM wanted to completely redesign and update their website. It was nearly 10 years old and hadn’t been designed with a user centric approach in mind. They found it to be clunky and the customer journey was very fragmented.


What we Delivered

  • Install and implement a brand-new CRM (Microsoft Dynamics) with Umbraco implementation

  • Website design and build

  • User Experience design

  • Full website and CRM integration with existing accountancy package

  • Built bespoke event / conference management tools

  • Integrated a new email tool (click dimensions) with the CRM system


What was the impact

Firstly for RSM’s members and delegates, their user journey has become far more streamlined. There is a level of simplicity for them which has reduced bounce rates and improved completion. The new site is also mobile responsive which has allowed the RSM members to interact with them on their smart phones and their tablets. Everything that has been created was driven by the end user.

Secondly for the team there is now more automated activity where staff aren’t having to interact at all. Flexibility in products and pricing has been achieved. They are now able to create different packages for membership and give out codes for discounts or special deals. For events they are making use of QR code badge scanning which updates records in their CRM and event management systems. Members are increasingly able to self-serve which has created efficiency across the entire organisation.


Microsoft Dynamics 365 CRM
Microsoft Power Platform
Umbraco CMS

User Experience Design
Website and app development

Felinesoft are responsive, they listen and they are professional. They have the right team to deliver on what they promise."

Janice Liverseidge, Marketing and Communications Director, Royal Society of Medicine

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