Over recent years, there has been a notable decline in membership numbers. This trend warrants careful consideration and action from the new royal college. It is imperative that the organisation investigates how it utilises media and other communication channels to maximise engagement with both members and non-members. Reflecting on how often it has sought input from the profession regarding needs and wants is crucial. The profession is right to challenge, and while some issues may fall outside the remit of a professional leadership body, the Royal Pharmaceutical Society (RPS) must acknowledge their impact. The organisation must engage meaningfully by clarifying how certain topics relate to other bodies, but above all, it should demonstrate active involvement with issues from the profession’s perspective and support members in delivering the highest standard of care.
The media environment has grown increasingly complex, with many individuals preferring not to engage with social media and instead valuing the tangible experience of printed materials. This presents a challenge: ensuring that this segment of members and non-members is catered for. Addressing this may involve the use of newsletters, blogs, articles published in various print journals and local engagement events, some of which welcome non-members. In the aftermath of the pandemic, the importance of face-to-face interaction has been reaffirmed. To meet this need, the royal college must evaluate how effectively its current media channels foster engagement. The primary challenge lies not with those who are already accessing these resources, but with those who are not. It is essential to reach these individuals — both members and non-members — to enhance overall engagement.
There is strong confidence in the staff of the RPS as it transitions into the royal college. However, senior staff must remain vigilant to ensure that cost management does not compromise the organisation’s value. This will be a significant challenge for the incoming chief executive, and it is the responsibility of the Senate and Trustees, acting on behalf of the profession, to hold senior staff accountable for achieving strategic objectives.
Council members play a vital role in connecting with the profession, always remembering that they represent a broad membership base. They should continually challenge themselves by asking, ‘What would the members think?’ and ‘What do non-members want?’ It is important that they assess their effectiveness in engaging with members and non-members to drive membership growth.
While challenges persist, there are significant opportunities for the royal college.
Ashok Soni
Candidate for the inaugural elections to the English Pharmacy Advisory Council
