BMA – Adding real membership value to doctors with new mobile app

Sector

Not For Profit

Location

London, UK

Revenues

£50 Million

About

A New Mobile App: Adding real membership value to doctors

The BMA is the leading professional association and trade union representing all UK doctors and medical students. As a member-led organization, it advocates for the medical profession by negotiating fair terms and conditions, lobbying government, and campaigning on issues that impact healthcare delivery and patient care.

As a trade union, the BMA provides both individual and collective representation—supporting doctors at work, safeguarding their rights, and negotiating pay and working conditions. Through these efforts, the BMA ensures that doctors have a strong voice and the resources they need to thrive in their careers. Learn more about the BMA’s role in shaping healthcare policy and protecting the interests of medical professionals

Outcome



First mobile app created



Leveraged single sign-on investment



Reduced churn by 3%



Reduced administration for doctors

Executive Summary

To address the growing challenge of freeing up doctors’ time for patient care, we partnered with the British Medical Association (BMA) to create the Doctor Diary web application—a solution designed to streamline administrative tasks for The Brittish Medical Association’s members. This cloud-based platform, optimized for both online and offline use, empowers doctors to easily log their daily activities, track progress, and generate comprehensive reports that support annual appraisals and compliance requirements.

By reducing paperwork and simplifying record-keeping, the app helps healthcare professionals focus on what matters most: their patients. Delivered on time and under budget, the successful launch of Doctor Diary highlights its practical value to the medical community and reinforces the importance of BMA membership in enabling efficient, modern healthcare practices.

The Challange

How to give doctors more time to spend with their patients?

Collaborating closely with the product development team, we were tasked with finding innovative ways to deliver greater value to BMA members, who invest in an annual membership. The challenge centered on simplifying a critical yet time-consuming process: enabling doctors to accurately record their daily activities and how they allocate their time, while also generating structured reports to support their annual appraisal requirements.

Our goal was clear—reduce the administrative burden of this essential task and alleviate its impact on already demanding workloads. By creating a solution that prioritizes ease of use, efficiency, and accessibility, we aimed to give healthcare professionals more time to focus on what truly matters: patient care.

The Solution

A cloud-based app with offline working.

We successfully developed and launched the BMA Doctor Diary web application—a powerful solution designed to simplify and streamline the administrative workload for healthcare professionals. From the outset, we collaborated with a cross-functional team to define the app’s scope and functionality, ensuring it delivered real value to BMA members. A key requirement was versatility: the app needed to operate seamlessly across multiple devices and provide offline capability to support doctors working in areas with limited or no Wi-Fi access.

Operating within a tight budget and an accelerated timeline, we adopted a strategic approach by outsourcing development while maintaining rigorous oversight. Leveraging modern DevOps practices and advanced cloud technologies, we ensured smooth integration with the BMA’s recently deployed Azure environment, guaranteeing security, scalability, and performance. The result was a robust, user-friendly application delivered on time and under budget—an achievement that underscores our ability to combine innovation, efficiency, and technical excellence in meeting client needs.

The Success

Doctor Diary reminds healthcare professionals of the value of BMA membership on a regular and recurring basis.

Coming in on time and below budget, the app was an instant success with the healthcare community who valued the practical tool. Data suggested a direct correlation between active usage of the app and BMA membership renewal.