In today’s digital landscape, one of the most common mistakes healthcare membership organisations make is focusing on building an online presence, rather than building a valuable online presence.
Hang on… what’s the difference?
While having a platform for your members is essential, there’s a significant difference between simply existing online and delivering a truly meaningful, impactful experience through your website.
Building an online presence means your members have access to a platform. Building a valuable online presence means your members gain something from it, whether it’s knowledge, resources, connections, or anything else that can help them succeed and make a difference in the field.
Why value matters
When you’re not providing value, there’s nothing to keep your members coming back. If your site is just ‘there’ and not really doing much, it’s not offering any compelling reason why members should engage, interact, or participate. And these three things are all vitally important for success.
When your members gain something useful and beneficial from your site, they come back – and they come back often. They’re motivated to explore further, engage more, and contribute to the wider conversation. This benefits everyone. Your website thrives with more traffic, your members grow through interaction, and your organisation expands its influence, gains a stronger reputation, and attracts new members. And at the end of the day, all these things benefit patients and end users.
So, how do you ensure your website is delivering real value, rather than just existing?
11 ways to demonstrate and deliver value through your website
There are countless ways your website can offer value beyond the basics of simply being available. Ultimately, it’s about providing your members with resources that educate, inform, inspire, and support them as they work to make a real difference. While we can’t explore every possibility, we’ve curated a list of 11 powerful options that are simple to implement, yet highly effective.
1. Exclusive content
Delivering content that’s exclusive to your website – content that members aren’t able to find anywhere else – is a powerful way to demonstrate value. This could include insider reports, expert interviews, or deep dives into pressing topics in healthcare. When your members know that they’re receiving exclusive insights, they’ll keep coming back to see what else they can learn from your expertise.
2. Training opportunities
In a rapidly changing field like healthcare, continuous education is critical. Offering training modules, certifications, webinars, or even microlearning sessions can help your members expand their knowledge and stay up-to-date on best practices. These learning opportunities also enable them to apply their new skills directly in their work, making your organisation an essential resource.
3. Virtual conferences
Hosting virtual events such as conferences allows members to connect with the best in the industry – without geographical constraints. These events provide access to expert speakers, and offer networking opportunities with peers who share similar challenges and goals. The more connected your members feel, the more value they’ll see in returning to your site, time after time.
4. Policy, advocacy & lobbying
Advocacy plays a huge role in healthcare. Providing your members with a space to engage in policy discussions, advocacy efforts, and lobbying campaigns positions your organisation as a leader in driving real, tangible change. Your website can be used to offer updates on the latest healthcare legislation, guidance on how to get involved, and tools to advocate for causes members care about.
5. Networking opportunities
One of the most valuable aspects of membership in any professional organisation is the opportunity to connect with others in the field. Whether through forums, member directories, or virtual networking events, creating opportunities for communication and collaboration fosters a sense of community among your members, and enables them to share with – and learn from – others.
6. Mentorship programmes
Mentorship is a great way to support the next generation of healthcare professionals. By facilitating mentorship opportunities on your website, you can provide a platform where experienced members are able to guide and inspire newcomers, assisting in the continued growth and success of the healthcare industry. Your website can become a ‘matchmaking’ service that delivers incredible value.
7. Career listings
Members often look to their organisation for professional development and growth opportunities. By hosting a job board or listing relevant career opportunities across the sector, you can help your members achieve their professional goals while positioning your website as a hub for career advancement. When opportunities are all in one place, you’re providing value through convenience.
8. Management resources
Providing management resources – such as toolkits, templates, or best practices for organisational leadership – can help your members become more effective in their roles. This is particularly valuable for healthcare administrators looking for ways to streamline processes, improve patient care, or enhance team performance. These resources can serve as hugely valuable support assets.
9. Grants and funding opportunities
Providing a well-curated library of grants and funding opportunities on your website can be a game-changer for your members involved in research, drug & programme development, medical trials, and more. Having easy access to available opportunities – all in one handy and convenient place – can save time for members, while supporting ongoing efforts in advancing healthcare initiatives.
10. Industry insights
Keeping your members informed with the latest news, trends, and opinions from leading experts in the healthcare field makes your website a valuable ‘go to’ resource. When members see that your organisation is staying ahead of the curve, they’ll trust your content as an authoritative source of information, and keep returning to uncover more insights and updates.
11. Benchmarks
Offering benchmarking tools that allow members to compare their progress and performance to industry standards can be extremely beneficial, and can provide real value to members in professional capacities. These tools can go a long way towards helping members to understand where they currently are, identify areas for improvement, and plan a strategy for getting where they need to be.
Maximising the value of your website
Creating a website that consistently delivers value to your members can involve a lot more than you might initially think. From exclusive content to advocacy, networking, and educational resources, your site has the potential to be a central hub of knowledge and opportunity for your members.
It can feel overwhelming to balance all of these factors while also running a successful organisation, and that’s where we come in. Our mission is to give you ‘More Time To’ focus on your core activities, while we work behind the scenes to ensure your website is truly delivering value to your members.
Your organisation already holds immense value. Trust us to deliver that value to your members.
