American Veterinary Medical Association

AVMA’s strategic plan identified a need to digitally transform the organization. To enable digital transformation, AVMA engaged .orgSource to develop a comprehensive digital strategy including an overall vision, guiding principles, best practices, governance and tactics.

About

The American Veterinary Medical Association, founded in 1863, is one of the oldest and largest veterinary medical organizations in the world, with more than 89,000 member veterinarians worldwide engaged in a wide variety of professional activities and dedicated to the art and science of veterinary medicine.

The Challenge

AVMA’s strategic plan identified a need to digitally transform the organization. To enable digital transformation, AVMA needed to develop a comprehensive digital strategy inclusive of an overall vision, guiding principles, best practices, governance and tactics. The association wanted an experienced partner to work with the team to deliver an effective and efficient solution.

The Solution

AVMA engaged .orgSource with this work because “.orgSource’s approach and our needs were in total alignment,” says AVMA Chief Information Officer Shelly Lamb.

.orgSource believes developing and implementing a digital strategy is an ongoing process. For true digital transformation to occur, it not only requires technology investments but changes to the organizational culture. It should be customer focused; therefore, digital structure, processes and systems should be viewed from a customer-value perspective. Digital strategy also should be developed with cross-functional input so everyone is aligned on priorities.

“The report .orgSource delivered outlined a very logical approach,” Lamb says. “It explained why it is necessary to first develop the underlying building blocks needed to support an enterprise digital strategy, highlighted the importance of transforming the technology function into a resource that actively contributes to achieving AVMA strategic objectives, and made recommendations that dealt with improving the efficiency and effectiveness of the way work was done within AVMA.

“Their team also worked with me to develop a roadmap that would allow our organization to better anticipate investments and plan the timing of acquisitions so that internal resources are not overloaded by attempting to simultaneously implement too many projects.”

The Results

AVMA has a stronger understanding of how technology can be a strategic resource to achieve objectives, Lamb says. Among the initial steps taken according to its roadmap, AVMA has:

  • Implemented a project portfolio methodology for assessing and prioritizing new projects
  • Hired a project manager to develop the project management office and create and implement project management standards for the organization
  • Redefined the role and responsibilities of the IT division (including a name change) to support AVMA’s vision of technology as a strategic resource
  • Developed a technology roadmap to help guide the timing of anticipated technological investments
  • Delivered on several digital workplace enhancements

.orgSource was the right partner for the digital strategy development project because of the team’s blended set of expertise: from technology and digital marketing strategies to project management and vendor selection assistance, Lamb says, adding, “Sherry and Kevin are very approachable, and I found the entire .orgSource team incredibly easy to work with.”