Case Study: College of American Pathologists boosts member engagement and retention with Highland

College of American Pathologists boosts member app engagement 84% with Highland

The College of American Pathologists (CAP) faced declining engagement and membership, particularly among newer generations of pathologists who were less likely to join professional associations. They partnered with Highland to uncover the new motivations and behaviors of their members and to design digital experiences that would offer new value to their existing and future member base.

Highland conducted research and design sprints to address the needs of different career segments. For early-career members, this resulted in a v2 mobile app featuring gamified learning and networking, which led to an 83% increase in installations and an 84% increase in returning users. For mid- and late-career members, Highland uncovered new motivations that are now guiding the development of future marketing initiatives and member benefits.

College of American Pathologists