• British Medical Association
  • Professional Services
  • Branding

Looking after doctors so they can look after you

The healthcare landscape in the UK is undergoing seismic shifts. Since 1882, it’s been The British Medical Association (BMA), the trade union and professional association, to whom doctors can turn to for support. With the changing demands of its sector, the BMA looks to Moving Brands to help it communicate its impact to the increasingly younger, female or overseas-trained doctors.

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Supporting the changing healthcare landscape in the UK

As part of an organisation-wide transformation, the BMA invited Moving Brands to help it reconnect with its audiences and support them long-term.

Over a stretch of two years, we supported this culture change by working closely with the BMA leadership, developing clear organisational values and strategy. We restructured the BMA’s products and services around members’ needs, reinvigorated its identity system, and created clear behaviours for how the BMA looks, speaks and acts.

Defining the BMA’s future

Core to the transformation was defining purpose, vision and values to drive strategic priorities, policy decisions and membership offer. To gather inputs, we met regularly with 90 key stakeholders and 200 members and staff.

With increasingly public scrutiny into the health service – and doctors in particular – it became clear that the new BMA needed to be a more public-facing organisation, which helped us to define the mission - ‘We look after doctors, so they can look after you’. 

A coherent portfolio architecture

We organised the portfolio around members’ needs, ensuring they could easily find the products and services they are looking for. We evaluated the relevance of existing offers and identified opportunities for new ones.

A flexible identity system

The refreshed visual identity system not only signalled transformation but was an opportunity to ensure it works as well onscreen as in print. We made navigating information a priority along with a wide range of expression to engage BMA’s many audiences.


Embedding the brand

We expressed the new values as concise, actionable behaviours which guide how the BMA looks, speaks and acts. These were introduced in workshops to everyone who represents the BMA through design, in writing or in person.

The vision now acts as a strategic filter, helping the BMA to decide which new products and services to develop, plan member engagement and create purposeful and connected marketing campaigns.

The junior doctors’ strike of 2016 was a powerful testament to the BMA’s transformation into a brave, vocal and supportive organisation with a clear vision for why it exists and what it wants to achieve.