Case Study: The Academy of Breastfeeding Medicine boosts member engagement with Tradewing

How the ABM transformed a fractured member community into a modern collaborative experience that now ranks as a top benefit for their association

The Academy of Breastfeeding Medicine (ABM), a global association for physicians, was struggling to maintain member engagement and relevance in the digital age. Its previous communication tools, Yahoo Groups and a Listserv, were ineffective, leading to low participation and even unauthorized member-created Facebook groups. ABM needed a modern platform from a vendor like Tradewing to facilitate global connections and reclaim ownership of its member community.

ABM implemented Tradewing's member community platform to create a tailored digital hub called MyABM. The solution provided a flexible and user-friendly space that overcame geographical and language barriers. The impact was significant, with members ranking the new community as a top membership benefit within a month of launch. Tradewing’s platform directly improved engagement, bringing lapsed members back and saving staff time with efficient communication tools.

The Academy of Breastfeeding Medicine

Caryn Odenbach

ABM Director of Membership