Chances are your association is doing work your members don’t know about. Either it never made it online, or it did, and nobody could tell why it mattered to them.
Ryan Wells has spent nearly a decade fixing that problem at the American Medical Association. As VP of Digital Strategy, he oversees the AMA’s website, digital channels, and content strategy for one of the oldest and most recognized medical organizations in the country. When he joined, the AMA had strong content and name recognition among physicians—but members still couldn’t connect what the organization did to why it mattered to them.
In this episode, Marcus sits down with Ryan to get into what that gap looks like and what it takes to close it. They cover why associations end up talking to themselves instead of their members, what it means to lead with benefit instead of feature, and how the AMA approaches digital discoverability as AI changes how people find information. Ryan also shares the rule he repeats to everyone he works with: if it’s not on the website, it doesn’t exist.
