The Challenge: A Fading Voice in Medicine
For more than 170 years, the American Medical Association (AMA) had been the unifying voice of physicians. But by the late 2010s, membership growth had stalled—and with it, the organization’s ability to influence healthcare policy and deliver value to doctors.
Younger physicians weren’t joining. Longtime members questioned the relevance of their dues. The AMA’s communications focused inward—on the institution itself—while its core audience was craving connection, advocacy, and inspiration. The organization’s influence was at risk of fading just when physicians needed it most.
Inside the AMA’s Digital Reboot
The Breakthrough: Seeing Through Physicians’ Eyes
The AMA partnered with Sequence Consulting to uncover the root problem: a gap between what the AMA did and what doctors experienced.
Through deep member research and audience insight work, Sequence revealed that physicians valued the AMA’s advocacy and leadership—but didn’t see it. The organization was fighting for them every day, but the story wasn’t being told in ways that felt personal, urgent, or relatable.
The answer wasn’t another campaign. It was a complete “Digital Reboot”—a transformation in how the AMA communicated, connected, and delivered value to its members.
The Solution: A Digital Reboot Centered on Members
Together, AMA and Sequence launched a member-first strategy that reintroduced the organization as the indispensable partner for physicians everywhere.
Key Elements of the Digital Reboot
In-Depth Research and Segmentation: Pinpointed the motivations, challenges, and communication styles of different physician segments—from residents to health system leaders.
“Members Move Medicine” Campaign: A bold storytelling initiative that celebrated real physicians making a difference. Every story linked back to tangible AMA impact—advocacy wins, tools, and support that helped doctors thrive.
Digital Activation and Personalization: A modernized digital ecosystem made it easy for doctors to engage, learn, and join online—meeting them where they already were.
Targeted Growth Strategies: Tailored outreach for young physicians and health system members, with retention programs that reinforced value through ongoing visibility.
Health Systems Membership Model: A new enterprise-level offering gave hospitals and group practices a scalable way to provide AMA membership to their physicians—expanding reach and institutional relevance.
The AMA’s message shifted from “Here’s what we do” to “Here’s how we help you move medicine forward.”
The Results: A Transformation in Scale and Spirit
The results exceeded expectations and redefined what growth could look like for a legacy organization.
Membership Growth Tripled: The AMA achieved a 300% increase in its membership growth rate in just one year.
Record Membership Levels: Total membership rose 30%, reaching its highest level in nearly 25 years.
Younger Members Joined in Force: Enrollment of young doctors surged by 15%, signaling renewed relevance for the next generation.
Engagement and Loyalty Soared: Member engagement climbed 35%, and Net Promoter Score increased by 30 points—to 50—indicating deep satisfaction and loyalty.
New Institutional Model: The Health Systems Program enrolled dozens of major healthcare systems, bringing tens of thousands of physicians into the fold.
More than metrics, the AMA rediscovered its purpose—and its power. Physicians, once disengaged, now felt represented, valued, and proud to belong again.
The Lesson: Lead With Member Value, Not Institution Value
The AMA’s Digital Reboot proved that growth begins when an association sees itself through the eyes of its members. By connecting its advocacy, services, and mission to the daily realities of physicians, the AMA didn’t just grow—it redefined its relevance for decades to come.
When associations tell the story of their impact through their members’ success, growth follows naturally.
To read more about how Sequence drives membership growth, please see: How the Executives’ Club of Chicago Doubled Membership Through Engagement.
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