Client Case Study

American Medical Association

Public Affairs, Digital, Video


During the high profile debate over national health system reform (HSR), everyone, from the President and Congress to hundreds of media outlets and blogs to myriad health care organizations and advocacy groups, was talking about reform ideas and legislation. How could we cut through the noise, reach a group of physicians – both American Medical Association (AMA) members and non-members – and become a trusted go-to source? These audiences, already exceedingly time-strapped, receiving hundreds of communications daily, were divided on how they felt about the issues. At the same time, political and special interest groups had successfully used fear mongering and scare tactics to distort and confuse the facts.


JT provided strategic communications support to the AMA during the HSR debate. One component in the comprehensive plan, the AMA Health System Reform microsite, was built by JT to deliver the organization’s message, position the AMA as a trusted source for information, and encourage target audiences – especially physicians throughout the country – to become informed and involved. Our role was to develop an effective design and framework for the site that was dynamic, easy to navigate, accessible from the AMA’s website, and search engine friendly so physicians, legislators, media and the public could find it online quickly and effortlessly.


  • The site soared to the top of search engine results with no paid advertising.
  • Not only did the microsite become the 10 result for searches of “health system reform,” but the search term “AMA” became one of the top ten health system reform Google search terms.
  • The AMA Health System Reform microsite was referenced as the go-to source for no-nonsense, current health system reform information by both online and traditional media.

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