The American Medical Association (AMA), a cornerstone of the healthcare industry for over 170 years, faced a critical challenge. Membership growth had stagnated, leaving the AMA struggling to maintain its financial stability and, more importantly, its ability to advocate effectively for physicians.
Younger doctors weren’t joining, and existing members questioned the value of their membership. Once a powerful voice shaping healthcare policy and championing physician needs, the AMA found its relevance fading.
Diagnosing the Problem: A Disconnect Between Members and Value
While the AMA continued to champion vital issues such as fair compensation, improved working conditions, and advancements in medical research, their message wasn’t reaching their audience. Key challenges included:
- Disconnect with Younger Physicians: New doctors entering the field were unaware of the AMA’s history and the full range of benefits, leading to disengagement.
- Questionable Value Proposition: Existing members lacked visibility into the AMA’s ongoing efforts, leaving them uncertain about the return on their membership investment.
- Inward-Focused Messaging: Communications often centered on the AMA itself rather than showcasing the tangible, day-to-day benefits for physicians, failing to resonate with their audience.
The Solution: A Physician-Centric “Digital Reboot”
To address these challenges, the AMA partnered with Sequence Consulting and Membership SVP Todd Unger to launch a transformative strategy: the “Digital Reboot.” This comprehensive initiative focused on bridging the communication gap, enhancing visibility, and aligning messaging with physicians’ needs.
Key Elements of the Digital Reboot
In-Depth Research and Audience Insights
- Conducted comprehensive research to identify the root causes of membership challenges.
- Uncovered a need for greater visibility into the AMA’s advocacy work and a stronger connection to physicians’ daily lives.
“Members Move Medicine” Campaign
- Doctor-Centric Storytelling: Highlighted real doctors’ inspiring stories, emphasizing their impact on patients and healthcare.
- Striking Visuals: Paired compelling narratives with powerful imagery to capture attention.
- Proof Points: Communicated the AMA’s often-overlooked contributions in advancing medicine and supporting physicians.
- Digital Activation: Deployed engaging digital content to drive traffic to the AMA’s website, facilitating seamless online enrollment.
Targeted Member Strategies
- Developed retention strategies for existing members.
- Created tailored outreach efforts to attract younger physicians, addressing their specific needs and concerns.
Health System Membership Program
- Expanded the AMA’s impact by offering solutions designed for healthcare systems, making membership more relevant and valuable to organizational leaders.
Results: A Transformed AMA
The AMA’s transformation was nothing short of remarkable. Doctors who previously felt disconnected now felt valued and understood. The AMA’s messaging resonated, and it was seen once again as a powerful advocate for physicians’ needs. This wasn’t just a short-term boost; it revitalized the AMA, ensuring it remains a vibrant force shaping the future of healthcare for years to come.
The “Digital Reboot” strategy we implemented for the AMA drove transformational change, achieving record-breaking growth and engagement:
- Membership Growth Tripled: AMA achieved an extraordinary 300% increase in membership growth within just one year.
- Membership at Historic Levels: Overall membership increased by 30%, reaching its highest level in nearly 25 years.
- Young Doctors Embraced the AMA: Enrollment of young doctors surged by 15% in the first year, ensuring AMA’s appeal to the next generation of medical professionals.
- Engagement Increased Dramatically: Member engagement soared by 35%, reflecting the effectiveness of AMA’s revitalized, member-centric approach.
- NPS Reached New Highs: Net Promoter Score jumped 30 points to 50, highlighting the growing satisfaction and loyalty of AMA members.
- The Health Systems Program Was Transformational: This groundbreaking initiative enrolled dozens of leading health systems and tens of thousands of physicians, becoming a cornerstone of AMA’s growth strategy.
The “Digital Reboot” has not only revitalized AMA’s membership but also positioned the organization for sustained success, achieving results unseen in decades.
By placing physicians at the forefront and demonstrating the AMA’s unwavering commitment to their success, the “Digital Reboot” not only reignited membership growth but reaffirmed the AMA’s vital role in shaping the future of healthcare. This case study offers a roadmap for any organization seeking to reconnect with its audience and achieve lasting growth.
To read more about how Sequence drives membership growth, please see: The Membership Multiplier: How Sequence Consulting Helped the Executives Club Double Down on Growth
