The 2024 Best Member Engagement Award has been sponsored by Research by Design. If you are interesting in sponsoring an award for 2025, please get in touch with sylwia@memcom.org.uk to find out what options are available.
The judges commended the Institute of Biomedical Science (IBMS) for their innovative and highly effective campaign to simplify pathways into the profession and inspire the next generation of biomedical scientists. By creatively leveraging virtual reality (VR) technology and producing engaging video content, IBMS delivered a targeted strategy that significantly increased student interest in biomedical science and empowered their members to actively participate in recruitment efforts.
Simplifying Membership and Inspiring the Future Workforce
The pathway to becoming a Health and Care Professions Council (HCPC) registered biomedical scientist has traditionally been complex, with difficult-to-navigate entry requirements and limited information. This presented a barrier to many young students and non-accredited graduates who were unaware of how to enter the profession. IBMS recognised the need to both inspire the next generation of biomedical scientists and simplify their journey into the field.
Their solution was groundbreaking: a campaign combining virtual reality experiences with informative videos to demystify the route to becoming a biomedical scientist. The VR experience, designed in collaboration with creative agency Liquona, transported students into an immersive space-themed laboratory, giving them a hands-on taste of the profession. This creative approach captured the imagination of younger audiences and engaged them at events, encouraging them to explore biomedical science as a career path.
The campaign didn’t stop at inspiration. It followed up the VR experience with four influencer-style “Become a Biomedical Scientist” videos. These videos used accessible language, animation, and engaging visuals to clearly explain the different entry routes into biomedical science. As the judges noted, this campaign not only engaged a younger audience but also simplified and clarified complex career pathways, ensuring more students could see how to achieve their goals.
A Trailblazing “VR to Video” Strategy
IBMS’s innovative “VR to video” strategy set them apart from other campaigns. By combining a captivating virtual reality experience with informative videos, IBMS sparked excitement and then channelled that interest into actionable steps toward a biomedical science career. This strategic sequencing ensured that students not only became interested in the profession but also understood the specific steps they needed to take to get there.
The VR experience became a powerful tool for IBMS members, transforming them into effective recruiters at events. Armed with QR codes directing students to the “Become a Biomedical Scientist” videos, members could effortlessly guide interested students through their career options. One member at an event remarked, “A great day of interaction with around 250 engaged students from local schools promoting diagnostic careers in the NHS. Great fun with the @IBMScience Space labs VR app giving students an insight to Pathology.”
Measurable Impact and Results
The success of IBMS’s campaign was not just reflected in member feedback—it was backed by impressive data. The VR and video strategy reached over 720,000 people across the UK, with a total of 1,070,415 impressions on social media. The video completion rates were particularly noteworthy, with up to 37% of viewers watching the videos all the way through. This high engagement, especially around major events, indicated the powerful influence of the VR experience in drawing students’ attention and holding their interest.
On the ground, IBMS distributed over 40,000 leaflets and 6,000 posters to members for use at career events. These grassroots efforts, combined with the VR experience, drove a 7% increase in enrolments for IBMS Accredited degrees. Additionally, their video targeting the equivalence route for non-accredited graduates nearly doubled applications for this pathway, showing how the campaign effectively addressed both new students and existing graduates.
Empowering Members as Ambassadors
A crucial element of IBMS’s campaign was the empowerment of their members. The VR experience gave members an exciting and interactive tool to engage students at events, making them active participants in recruiting the next generation of biomedical scientists. This grassroots strategy ensured that the campaign wasn’t just a top-down effort but a collective movement, with IBMS members playing a vital role in its success.
Feedback from members highlighted the campaign’s effectiveness, with one noting, “The experience was a great attraction at our event. Students and staff were wowed by the graphics on Space Lab and how immersed they became.” This kind of member enthusiasm contributed to the campaign’s wide reach and its success in driving real results.
A Creative and Targeted Approach to Member Engagement
The judges praised IBMS for their creative approach, particularly in using the space-themed VR lab to engage younger audiences. This originality, combined with clear and accessible video content, was key to the campaign’s success. By tailoring their strategy to meet the needs of both students and graduates, IBMS maximised their reach and impact.
The judges noted, “Simplifying and demystifying routes to membership in professional bodies is proving a big wakeup call and IBMS are to be congratulated on tackling this in a well thought out and targeted way. Their campaign had clearly segmented target audiences and used videos effectively to show relevant routes to membership. The use of a space themed virtual reality lab was both original and creative but more importantly, it successfully engaged a younger audience at events to consider biomedical science as a future career. There was solid evidence of good engagement and an increase in students applying as a result of this initiative. Well done IBMS.”
A Bright Future for Biomedical Science
IBMS’s victory is a testament to their innovative and highly effective member engagement strategy. By embracing cutting-edge technology, empowering their members, and simplifying the route to professional registration, IBMS has not only increased student interest in biomedical science but also ensured a steady pipeline of future professionals for the field.
Their campaign is a shining example of how creative thinking and strategic execution can break down barriers, inspire the next generation, and drive tangible results for both an organisation and its members. Through their efforts, IBMS is securing the future of biomedical science and empowering their members to play an active role in shaping that future.