The Society for Endocrinology is changing...for the good. Following a comprehensive review of how the organisation is viewed by its Members and their expectations of what we can do for them, it was agreed that a change was not only needed but essential.
The changes that you see will enable us to increase the level of support we currently provide for Members and help us achieve our long term goal to become a world-leading authority on hormones.
As a Society we are determined to honour our commitment to our Members and serving the public interest. To achieve this, we need to differentiate ourselves from other leading organisations. And that means having a persona which resonates with both our Members and the general public alike whilst effortlessly representing the values and core principles which underpin all that we do.
Underpinning all that we say and do as an organisation are three guiding principles: Engage, Support, Advance. These values represent what we as a Society stand for and our promise to support Members at every stage of their careers, whilst raising further awareness of endocrinology and hormones among the general public.
"Members will see more public engagement and involvement... and the public will become more aware of what endocrinologists do."— Ashley Grossman, President
For over 60 years the Society has served as a 'voice' in the endocrine community. Much progress has been made by our Members during this time and while it is important to look back at what has already been achieved, we must never lose sight of what remains to be done.
The Society will continue to evolve and focus its efforts on those areas which will have the greatest impact; how we support our Members and how we promote better public health. It will be a challenge but, with the changes we have made, we are confident that with the support of our Members we will meet that challenge.
While our existing identity adequately served us well to date, it was felt that a change for the Society is not only necessary but essential for several reasons. The Society needs to differentiate itself from other leading organisations, clarify its relationship with Bioscientifica, support our long-term sustainable growth plans, and extend our support for our membership network of endocrinologists whilst overcoming confusion over 'endocrinology' among the general public. Our image needs to represent how we as a Society view ourselves, how our Members see us, and how we want to be viewed by other stakeholders and the general public alike. It also needs to represent our values and core principles which underpin all that we do:
This change goes beyond simply creating a new visual identity - it is a manifestation of how we represent our Members on a national and international level and in how we support our overriding goal to position the Society and the membership as a leading authority on hormones.
We need to clarify who we are and what we stand for. Although the existing brand had served us well to date, it was felt that we need a change which demonstrates our commitment to continuously improve, remain competitive and fully represent the values that we and our Members stand for now. This is critical.
A logo needs to be instantly recognisable, aesthetically pleasing and one that the Members can relate to and associate with - the central 'dot' represents the hormone whilst the multi-coloured curve represents the receptor.
We worked in collaboration with a multitude of people who are connected either directly (such as internal staff from the Society and Bioscientifica) or indirectly (including clinicians, scientists, nurses, trainees, patient groups and members of the general public) with the Society.
In order for the business to grow, investment is imperative and the long term benefits will more than outweigh the short-term initial outlay. The overall financial cost of the rebranding is around £50,000, or approximately 1.9% of the total planned Society spend this year. As this investment comes directly from the strategic reserves fund it will not impact negatively on membership fees or grants and awards support.
We undertook extensive research which involved canvassing key stakeholder perceptions of the Society. Collectively, we were able to identify the principle values (see Question 1) which repeatedly stood out as being of greatest importance across all groups and represent what we as a Society stand for.
In order for the Society to increase its existing level of support and resources for Members, such as awards and grants, we need to continue developing revenue-generating projects to fund further growth. This will build greater awareness of the Society, position us as leading authorities on hormones, and attract new Members.
The language we use and the image we convey of ourselves through our expression of our values, will have a direct consequence on the way we are perceived and regarded as a Society. For instance, working in closer collaboration with Members means we can play a greater supporting role in advancing the pace of scientific research.
Using qualitative and quantitative metrics to measure the effectiveness and impact of the rebrand, we will ensure we remain on course for meeting our goals. For instance, we will monitor the number of mentions the Society receives in the media and measure the extent of Parliamentary engagement, in addition to variations in revenue into the Society.
Clarity between the Society and Bioscientifica will overcome a major stumbling block to our progression, while a stronger and more impactful image will make us stand apart from other organisations and accurately reflect all that we stand for. Over time, the positive perception of the Society will invariably increase as will levels of awareness, membership, interaction and resources.
The market research and Member consultation process highlighted the importance of committing significantly more resources into our public engagement activities, and as a direct consequence we are presently reviewing all of our activities in this critically important area.
Society for Endocrinology
22 Apex Court,
Bristol BS32 4JT UK
T +44 (0)1454 642200