Get the CXO’s inside perspective on the American Medical Association’s (AMA) digital reboot. Todd Unger has been driving digital transformations for 20 years. Now, as the AMA’s Chief Experience Officer he’s undertaking a fundamental rethink of the AMA’s customer experience and digital transformation strategy. In this keynote presentation Todd will provide an inside look at the AMA’s digital makeover, starting with a pivotal data-driven paradigm shift that unleashed an array of customer experience insights, a new plan to “market the experience” to current and prospective members and an impressive 3x growth trajectory.

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

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CHAPTER 1
IT’S HARD TO
BE A DOCTOR

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CHAPTER 2
WHY THE AMA MUST DIE

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OMG
NO ONE
KNOWS WHAT
WE’RE DOING

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JUST GIVE ME 20

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Experience: Needs to Go Beyond the Invoice
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INVOICE
INVOICE
INVOICE
INVOICE
Highly
Engaged
Member
Average
Member

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Digital Re-boot

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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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WHAT’S YOUR
(AKA How Not to Blunder Your Way
to Product/Market Fit)
SEGMENTATION?

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Original Segmentation: Career, Age
• Student
• Resident
• Young Physician
• Small Practice Physician
• Large Practice Physician
• Senior Physician
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Re-boot: Behavioral, Predictive Segmentation/Personas
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Activist LearnerPractice Innovator

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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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Frank Alexander Clark, MD
Member since 2003
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Re-boot:
Marketing the Experience

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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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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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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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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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Re-boot: Targeted Proof Point Campaign
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Re-boot: Membership Moves Medicine™
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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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