In 2010 we were hired to develop a strategic communications plan for CaRMS – the organization responsible for helping match medical graduates to residency positions.
As part of this work, we:
- interviewed (~25) medical education stakeholders, including the heads of the Medical Council of Canada and the Royal College of Physicians and Surgeons, and a number of Deans of Medicine in Canada;
- conducted a literature review;
- reviewed the best practices of similar organizations, including the Medical Council of Canada, the National Resident Matching Services (CaRMS’ US counterpart), and the Pharmacists Association; and
- developed a SWOT (strengths, weaknesses, opportunities, threats) analysis.
The resulting strategic communications plan – strategic objectives, key messages, stakeholders, tactical priorities, a detailed work plan, and measurement and evaluation recommendations – addressed the findings from the research and from the organization’s own governance review.
The Board of Directors endorsed the communications strategy and we were retained to implement the bulk of the recommended communications activities including a review of newsletters, an overhaul of the website’s content, governance communications, and the development of a large number of background materials.