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Todd Unger, CXO
DX Summit November 2018
Digital Re-boot:
AMA’s Rx for Growth

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© 2018 American Medical Association. All rights reserved.2
CHAPTER 1
IT’S HARD TO
BE A DOCTOR

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© 2018 American Medical Association. All rights reserved.3
CHAPTER 2
WHY THE AMA MUST DIE

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© 2018 American Medical Association. All rights reserved.4
OMG
NO ONE
KNOWS WHAT
WE’RE DOING

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© 2018 American Medical Association. All rights reserved.5
JUST GIVE ME 20

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© 2018 American Medical Association. All rights reserved.
Experience: Needs to Go Beyond the Invoice
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INVOICE
INVOICE
INVOICE
INVOICE
Highly
Engaged
Member
Average
Member

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© 2018 American Medical Association. All rights reserved.7
Digital Re-boot

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© 2018 American Medical Association. All rights reserved.
Re-boot: Digital Pitch
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1 2
3Removes
obstacles that
interfere with
patient care
Represents
physicians with
a unified voice
Leads the charge
on confronting
today’s public
health crises
POWERFUL
ALLY
4Drives
the future
of medicine

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© 2018 American Medical Association. All rights reserved.9
WHAT’S YOUR
(AKA How Not to Blunder Your Way
to Product/Market Fit)
SEGMENTATION?

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© 2018 American Medical Association. All rights reserved.
Original Segmentation: Career, Age
• Student
• Resident
• Young Physician
• Small Practice Physician
• Large Practice Physician
• Senior Physician
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© 2018 American Medical Association. All rights reserved.
Re-boot: Behavioral, Predictive Segmentation/Personas
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Activist LearnerPractice Innovator

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© 2018 American Medical Association. All rights reserved.
Y
Re-boot: Subscription Marketing Funnel
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Repeat Visits & Engagement
Nurture and provide discovery opportunities
Convert to Membership
Optimize join/renew experience
Retain Members
Build lifetime value
Traffic / Platform Hits
Create, distribute, and amplify high-quality content
Promoters
Loyalists
Grow Audience
Engage
Drive Membership
Build Loyalty
Create Ambassadors
Year 1 Focus: BOTF

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© 2018 American Medical Association. All rights reserved.
Frank Alexander Clark, MD
Member since 2003
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Re-boot:
Marketing the Experience

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© 2018 American Medical Association. All rights reserved.
Re-boot: Digital Platforms and Content
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Digital Platforms
Association site  media company. SEO-rich. Conversion-centric. Highly-targeted.
Content Marketing
Target specific keywords. Build search-engine optimized articles. Promote across digital channels. Boost best performing.
Channel Expansion
Grow the distribution & amplification channels available to present content to our target audiences and create feedback loop.

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© 2018 American Medical Association. All rights reserved.
Re-boot: AMA Website
• Moves AMA from static association site to
dynamic media platform
• Customer-centric, targeted. Celebrates
members. Conversion-focused.
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© 2018 American Medical Association. All rights reserved.
Re-boot: Content Marketing
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• 339,000+ page views – highest trafficked
article ever
• Member conversion at 36% lower CPA than
traditional digital advertising
• 11M+ views of Facebook post
• 1,200 post comments
• 5,480 new AMA Facebook page likes

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© 2018 American Medical Association. All rights reserved.17
Practice Innovator Program
Activist Program
More than 1,000 downloads
before marketing started!
Landing page conversion rate: 82%!
Re-boot: Lead Generation

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© 2018 American Medical Association. All rights reserved.
Re-boot: Targeted Proof Point Campaign
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© 2018 American Medical Association. All rights reserved.
Re-boot: Membership Moves Medicine™
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© 2018 American Medical Association. All rights reserved.
AMAzing Results
• Member growth trajectory: UP
• Significant gains in digitally-driven membership at greatly reduced CPAs
• Retention UP
• Site traffic >+40%
• Minds changing (no Chapter 2 yet)
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