We enacted a non-traditional use of traditional print. We leveraged the trusted reputation of the US News magazine brand to create an AMA alignment that provided value for its members. “Morning Rounds” was compiled by the editors of US News and exclusively distributed by the AMA. This filled physicians’ information gap by providing a land-line into the minds of patients and their news exposure. Physicians looked forward to receiving “AMA Morning Rounds” for daily knowledge.

On a shoe-string budget, we provided a consumer-centric BUSINESS solution for the AMA’s declining membership. “Morning Rounds” is now a permanent product benefit, exclusively provided for AMA members. Renewals increased by 3% immediately – representing nearly 10,000 doctors and millions of dollars in support for the AMA – two times our goal!