Setting a digital strategy: stakeholder research and roadmapping


RCOG Audience Research


 Becoming a global leader in women’s health meant this 88-year-old institution had to THINK about its own digital wellbeing

Serving over 14,000 members, The Royal College of Obstetricians and Gynaecologists (RCOG) aims to become the ‘go-to’ place for women’s health in the UK and a global leader for women’s reproductive health care. 


Personalised experience for members

The challenge RCOG has is multi layered: first they need to ensure their message and approach remains consistent and relevant over the years to come. Secondly, the College needs to be prepared to cope with a new era of rapidly advancing technology and provide personalised experiences for its members. Most importantly, they want to make sure they remain successful in their mission and increase their global impact.  

We used research and audience insights to deliver digital roadmaps in the past and engaged audiences through customer centric campaigns based on the earlier assessment. We were appointed to create a comprehensive, multi-layered digital roadmap that will support RCOG’s strategy in delivering their vision more efficiently in the next 5 years.

Royal college  of obstetricians and gynaecologists digital strategy


5 year plan integrating online audiences

We started by gaining insight into the current audience and investigating potential areas of focus and priorities. We benchmarked the current activity of the college against other organisations in multiple sectors, then mapped the digital strategy against technology, audiences and future projections. The final output was a 5 year customer-centric digital strategy which is now being used throughout the organisation to help them transform their business and members’ experience. 


suzanne linton founder digital agencySuzanne Linton, Freestyle’s MD said, “The in-depth analysis we carried out touched a multitude of points throughout the stakeholders’ journey with the College’s resources and provided the organisation with a blueprint for digital growth through tactical changes and customer-centric activities. The RCOG team were easy to work with and we’re delighted they’re using the strategy to good effect.”

“The team at Freestyle is extremely thorough in their research and helping us set strategic digital objectives for our organisation. We are extremely pleased with the quality and value of the work delivered and look forward to working with them in the future.”

– Claire Dunn, Executive Director, External Affairs at RCOG


 At Freestyle, we pride ourselves on working with likeminded people and businesses to deliver digital excellence. For further information, please contact us.


Further reading:

[Blog Post] Collaborative user research: why agencies and clients need to work together

[Case Study] How we identified multiple pain points around the customer journey: RS Components

[Case Study] How we delivered multiple customer-centric events to niche audiences based on earlier research: RS Components

[Blog Post] Using customer Mapping to inform your digital strategy

Other related articles