Restoring relevance to a once-thriving national medical organization is a big challenge, but the American Medical Association (AMA) is demonstrating that with an aggressive, personal marketing strategy, anything is possible.
The 168-year-old AMA was formed by a small group of concerned physicians who came together to create guidelines around practicing medicine where there were none, when doctors attended trade school for as little as six months before beginning their careers. The result was the Code of Medical Ethics, widely considered the most comprehensive ethics guide available for medical professionals.
At one time 80% of the country’s physicians belonged to the AMA, but due to a shift in physician values and the arrival of more narrowly focused medical societies, AMA experienced a sharp decline in membership. That changed, however, when CMO Rodrigo Sierra joined nearly four years ago; since then, AMA membership has been on a steady upswing. The organization attributes its success to a re-evaluation of the company’s core values, a drastic change in communication strategy, and an emphasis on truly understanding the needs of physicians, residents, and medical students across the country.
“You have to take time and understand the needs of your audience, your stakeholders, and hopefully you have some success putting together those personas with the way you reach out to people,” Sierra said.
These days, AMA remains focused on growing its membership base while making relevant information accessible to the nation’s medical community. Sierra elaborated on his marketing strategy is this week’s episode of CMO Radio.
Other highlights from the conversation include:
- Developing a core strategy and goals (8:44)
- Establishing a company voice (15:02)
- Pushing the right content to the right audience (20:15)
- Connecting with consumers on social media (25:47)