Associations with a strong educational mission are increasingly recognising that there is a global appetite for quality certification. US-based organisations in particular have an opportunity to broaden their impact by delivering trusted, research-based programmes to professionals beyond North America. But success requires strategic market selection, local partnerships and careful adaptation to new clinical environments.
At S.C.O.P.E (Scientific Content Optimisation Platformed Education), MCI India works with associations to design and deliver impactful certification programmes globally. (For a detailed overview of S.C.O.P.E’s work, please read Empowering doctors with continuous medical education.)
Why certification matters
Continued education and certification signals a professional commitment to high standards and up-to-date knowledge. Many associations have built global reputations for their certification programmes, which reflect current thinking, original research and real-world clinical expertise.
Medical professionals need ways to update their skills while managing busy schedules. Certification programmes typically include structured, modular learning; they may take the form of live or recorded webinars, interactive case-based modules, clinical simulations, self-directed reading and congress-derived content. Many also incorporate assessments, peer learning forums and localised examples to ensure relevance and rigour. Recognised programmes allow medical professionals to gain formal recognition for their learning and help them meet CME/CPD requirements.
Adapting content with local expertise
Content developed by US-based associations often reflects medical norms, treatments and technologies specific to North America. However, a therapy widely adopted in the US may not be available, permitted or prioritised in growing economies or other regions with high demand for US-based certification programmes.
To maintain relevance, it is essential to collaborate with local experts and practitioners. Their insights guide the adaptation of training materials, incorporating regionally appropriate data, case studies and clinical realities. These contributions not only strengthen the value of certification but can also open doors to co-authored publications and cross-regional research that benefits the global community.
So, before entering a new market, associations should assess how much of their content reflects North American norms, as well as country-specific laws and regulations. The American Society of Association Executives (ASAE) suggests that, “Anything over 10-15% will not be suitable for the international marketplace. If you have a significant amount of localized content, consider creating an international version with a more globalized viewpoint. Some associations offer a version of their exam that excludes U.S.-specific content and legislation. Others offer a specialty credential or micro-credential for specific regions to test concepts that are based on local laws, regulations, and practices.”
Adaptation can include creating supplemental modules, adapting terminology, or developing new micro-credentials that reflect local realities. For example, S.C.O.P.E works with local doctors and clinical experts in India to adapt American certification content to the realities of regional practice. If a molecule or treatment referenced in the original research is not widely used in the Indian context, these practitioners contribute their own patient data and real-world experience. Associations with global expansion aspirations should be open to incorporating such local evidence, inviting contributors to collaborate on future research or co-develop regionally relevant training materials. This not only enhances the relevance of certification but also fosters meaningful collaboration between global associations and frontline practitioners.
Selecting the right market
Market selection must be strategic. Associations typically look for countries with large and growing medical communities, unmet educational needs and high regard for international credentials.
India is a compelling example – its scale, appetite for professional learning and long-standing medical tradition make it a strong candidate. Southeast Asia and China offer similar potential, though it is important to assess each country’s regulatory environment and existing certification landscape. In regions like Europe, where well-established societies offer robust programmes, international associations must clearly articulate their value proposition.
Designing for accessibility
Busy clinicians need educational options that are flexible, relevant and easy to engage with. Effective certification programmes are often structured around consumable formats of learning modules with clearly defined learning objectives. Pre- and post-module assessments help demonstrate measurable progress while reinforcing core messages.
This structured yet accessible format makes it easier for professionals to participate without compromising their daily responsibilities – an essential factor for global uptake.
Cost is a significant factor for many professionals in emerging markets. The ASAE encourages associations to review the pricing structure of their certification programme: “Is your [programme] affordable to candidates in your target countries, where the purchasing power may be different than in your home market? If it’s expected that employers will pay for the certification, there will be less price sensitivity. If candidates are the buyers, then you may consider country-based discounts or World Bank-scaled pricing.” S.C.O.P.E often works with partners to explore sponsorship models or institutional licensing that allow for broader access while maintaining financial sustainability for the association.
Choosing the right partners
Successful localisation depends on trusted local partners who understand how to deliver certification in their market. Associations must carry out due diligence to ensure potential partners have a strong track record, operate transparently and can manage licensing and delivery effectively.
When MCI India worked with the Society for Cardiovascular Angiography and Interventions (SCAI), they conducted a thorough review of our experience and relationships in the region. This level of scrutiny laid the foundation for a productive partnership in India and beyond.
A wider global mission
Expanding certification programmes / courses globally helps elevate standards of care, build professional networks and support the broader mission of medical associations. It also reinforces the association’s role as a trusted global authority in its field.
By combining strong content with local insight, smart market entry and well-managed delivery, associations can unlock new opportunities to serve professionals around the world – and ensure that learning continues to evolve, wherever it takes place.
Key takeaways
- Invest in content adaptation
Relevance relies on more than language. Local medical realities, regulatory norms and treatment availability must shape how content is delivered in different regions. - Be strategic about market selection
Select markets with unmet needs and long-term potential. Go beyond population size. Look for professional motivation, demand for international credentials and a clear value gap in existing offerings. - Design education that fits into clinical lives
Your members and customers are busy people. Accessible, modular, flexible formats with clear objectives and measurable outcomes support both learning and participation - Build partnerships with credibility and capability
Ensure that the envisaged global expansion aligns with your mission. Remember, delivery success depends on partnering with trusted local organisations that have the transparency and track record to uphold your standards as well as the networks. - Think beyond certification to collaboration
Involve local experts early. Their data and insights can enrich your content, enable co-authored research and increase regional ownership.
Ready to take your certification programme global?
Speak to MCI about how we can help you adapt your content, identify the right markets and build trusted local partnerships for sustainable impact. Contact us today to start the conversation.
Atish Mukherjee - Head, S.C.O.P.E, MCI India
