Case Study: Australian Medical Association builds a scalable member-centric digital experience with Deepend

Australian Medical Association lifts member experience with Deepend after membership fell to 25%

The Australian Medical Association (AMA) faced declining membership rates and a fragmented member experience, struggling to demonstrate its value to doctors. They engaged the customer experience agency Deepend to help clarify member experience challenges, identify data gaps, and understand shifting audience needs.

Deepend conducted comprehensive research, including customer experience mapping and member segmentation, to build a shared evidence base for decision-making. This work provided the AMA with the foundations for a scalable, member-centric website, a prioritised implementation roadmap, and a clearer strategy to connect advocacy with digital experience, ultimately aiming to improve member acquisition and retention.

Australian Medical Association (ama)