It may have the word "medical" in the title, but by all accounts, The American Medical Association is actually a media company seeing the fruits of its digital transformation. In the last 18 months, association membership has grown by more than three times, thanks largely to a new digital approach. The AMA helps physicians in their quest to improve patient care. A large part of that is creating quality content from medical experts, including white papers and other documents. But that content is ineffective if it isn't meaningful to members or easily accessible. Digital transformation is a business buzzword, but it can be scary to people. Instead, Todd Unger, chief experience officer and SVP physician engagement at the AMA, likes to start with the business of basics, such as identifying the audience, the company's growth goals and what digital platforms will help the brand perform on a bigger scale. The digital solutions for one group might not be what another group needs. In order to be effective, companies must segment their audience and tailor their approach for reaching out to certain types of people. Unger came to the medical world with a background in e-commerce and horse racing. His fresh perspective helped him see areas that could easily be improved. One of the best ways to build momentum for a digital transformation is to start with the low-hanging fruit. For the AMA, it was as simple as adding a button to its homepage that people could click to join the organization. Those simple changes can make a big difference to the overall experience, but it often takes someone with fresh eyes to find those simple solutions. Unger's best advice is to start small, move fast and get quick wins. Digital transformation can be scary and overwhelming, but quick wins from low-hanging fruit can provide positive momentum. Success can also show people who are hesitant about the need for a digital transformation just how powerful digital tools can be. With that fresh perspective comes the need for a cohesive team. Unger says many companies have problems with digital transformations because the responsibility of digital marketing is split across multiple departments, which takes away accountability and makes it hard to get results. Within a few months of starting the digital transformation, the AMA brought its digital marketing teams together to one cohesive unit and immediately saw faster progress. Unger's team tests everything to drive growth. Even something as simple as an email template needs to be tested repeatedly to prove that it can effectively meet customers' needs. Testing helps digital teams move to making fact-based decisions instead of relying on their opinions. In the end, digital transformation comes down to trust. Are you communicating and connecting with customers in a clear way that builds trust? Digital solutions can drive growth and create meaningful relationships with customers. As Unger says, there's never been a more exciting time to be in marketing. And it all starts with digital.

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