Video: AMA’s Membership Makeover — A Growth Success Story

In this enlightening discussion, Todd Unger, Chief Experience Officer at the American Medical Association (AMA), and Chris Vaughan, President of Sequence Consulting, delve into the AMA’s transformative journey. From tackling physician burnout to launching innovative membership models, the conversation reveals how the AMA revamped its digital strategies, rebuilt member value, and doubled its membership growth rate. Packed with actionable insights on audience segmentation, data-driven strategies, and creating meaningful member experiences, this episode is a must-watch for anyone interested in modernizing associations for the digital age.

Table of Contents

0:00 – **Introduction**: Todd Unger and Chris Vaughan on Digital Transformation
1:09 – **Chris Vaughan’s Journey**: Founding Sequence Consulting
1:27 – **AMA’s Digital Reboot**: A Journey to Membership Growth
3:08 – **Challenges in Associations**: Thrivers vs. Survivors
5:37 – **Member Experience Focus**: Starting with the Member Journey
6:19 – **State of AMA in 2015**: Flat Membership and Neutral Perceptions
7:06 – **Understanding Physicians**: Insights from AMA Research
10:03 – **Defining AMA’s Value**: The Physician’s Powerful Ally
13:13 – **Segmenting the Audience**: Practice Innovators, Activists, Learners
15:15 – **Data-Driven Strategy**: Using Analytics to Build Member Segments
18:14 – **Fixing the Foundation**: Rebuilding AMA’s Membership Funnel
19:44 – **Content Marketing Transformation**: Engaging Members Digitally
25:20 – **Physician Burnout Content**: From Articles to Member Conversions
30:01 – **Getting Organizational Buy-In**: Aligning Teams for Digital Success
33:25 – **Membership Moves Medicine Campaign**: Proof Points and Advocacy
37:31 – **Celebrating Members**: Highlighting Real Physicians’ Stories
39:02 – **Rebuilding Member Benefits**: Focused on Unique Value
44:09 – **Group Membership Model**: Partnering with Health Systems
46:01 – **Closing Success Metrics**: Doubling Growth Rate and Retention

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