In this episode of the Digital Innovator Circle, we sit down with Erica Flynn, Chief Learning and Engagement Officer at the American Society of Colon and Rectal Surgeons (ASCRS), to explore how a surgical society of 4,000 members transformed their content strategy and launched a Netflix-style digital library—ASCRS Ustream—in just 76 days.

Erica shares what it took to move from one-hour videos with poor replay rates to bite-sized, searchable, personalized learning experiences that surgeons actually use—resulting in an early NPS score of 95 and an average 37 minutes of engagement per user.

Erica shares:

• Why ASCRS needed to shift from hour-long webinars to microlearning, on-demand content
• How they consolidated 3 years of conference recordings into a single platform with CME
• What changed once content was searchable, chunked, and personalized
• Why they chose to bundle Ustream access with conference registration
• How ASCRS created a taxonomy of surgical topics to power content discovery
• Early results: 70% activation, 95 NPS, and dozens of users watching multiple sessions
• The key steps to getting board buy-in fast and launching before the next annual meeting
• Real lessons learned about metadata, SSO, and CME integration
• Why this was “the easiest implementation” Erica has ever led—and what surprised her

👉 If you’re a medical association leader, this case study is a must-listen.

🕒 Chapters

1. [00:00] Meet Erica Flynn and the mission of ASCRS
2. [01:00] How a CMSS conference presentation sparked a new vision
3. [02:00] The problem: hour-long videos, limited CME use, and fading value
4. [03:00] Member feedback: “Give us shorter pieces, and more of them”
5. [04:00] Why searchability and personalization became must-haves
6. [05:00] Previous efforts using keyword search platforms (and their limits)
7. [06:00] The tipping point: seeing underused conference content go to waste
8. [08:00] Why ASCRS started with 3 years of conference content—and what’s next
9. [10:00] Building the case: board approval, executive alignment, and prioritization
10. [12:00] Choosing bundling over subscription (for now)
11. [14:00] Launching in 76 days: what worked and what took the most time
12. [16:00] Lessons learned: metadata gaps, SSO, CME claims
13. [19:00] Why Erica calls this the smoothest implementation she’s done
14. [21:00] Younger members, work-life balance, and expectation of streaming UX
15. [25:00] Early results: 37 minutes avg. watch time, 70% activation, 95 NPS
16. [28:00] Advice to peers: build the case, get buy-in, and “just go for it”

🔗 Resources

→ If you want to unlock engagement and revenue from your content, click here to request a 30-minute strategic consultation with Evermed’s co-founder (not a sales cal

Learn more about Evermed: https://www.evermedtv.com

Connect with Bozidar Jovicevic: https://www.linkedin.com/in/bjovicevic

About ASCRS UStream: https://ascrsustream.com/

In this episode of Digital Innovators Circle, Bozidar Jovicevic sits down with Brianna Schaefer, Director of Online Education and Accreditation at the North American Spine Society (NASS) — a global, multidisciplinary professional society of ~8,000 members spanning surgeons, physical therapists, researchers, and chiropractors.

Brianna shares how NASS had a content problem hiding in plain sight: hundreds of hours of high-quality conference recordings that 80% of attendees never watched — and a fragmented, hard-to-search platform that let valuable content die within 3 months of the annual meeting.

They unpack NASS's journey from a static video repository (MediaSite) to a Netflix-style engagement and monetization platform (NASS Anytime) — including Brianna's 3-year internal vision, the CEO catalyst moment at CMSS, and how they went from signed contract to live platform in under 90 days.

Early results discussed:

• 2X return on investment in the first 4 months
• ~2.5 hours of watch time per user per month (!)
• NPS score of 52 (40+ is considered excellent)
• Zero organic negative feedback from members since launch
• Subscription model with tiered pricing: $99 upsell for annual meeting attendees up to $849 standalone non-member access

Brianna also gives candid peer advice on what it actually takes to drive digital innovation inside a traditional association — from building internal alignment and navigating board approval, to why tagging taxonomy after 5 failed attempts finally worked, and why the annual meeting is your Netflix "new season" launch moment, not the finish line.

Timestamps

00:00 – Intro + Brianna's role at NASS and what makes it multidisciplinary

01:50 – The content problem: fragmented systems, poor search, 80% unwatched

04:05 – MediaSite as a repository vs. an engagement platform

06:05 – The tagging problem: 5 attempts over a decade and why it kept failing

09:30 – How content value drops off a cliff after 3 months — and what the data actually shows

11:30 – Was the problem recognized internally? And what Brianna did about it

12:50 – The internal slide deck: 3 years of vision before Evermed entered the picture

18:10 – Why LMS and build-in-house both failed as solutions

22:00 – The CEO moment at CMSS: how executive sponsorship unlocked everything

23:30 – Board alignment + key opinion leaders as external validators

25:30 – The 90-day launch: what almost broke it (SSO integration) and how it got solved

28:00 – Content organization strategy: collections, tags, and multidisciplinary personalization

31:00 – Monetization model: annual meeting as the Netflix "new season" catalyst

33:20 – Pricing philosophy: why charging concert prices for pay-per-view doesn't work

36:30 – 5-month results: ROI, watch time, NPS, and member feedback

40:50 – What's next: growing the library, replicating the model across smaller events

41:00 – Brianna's advice to peers: user experience, content organization, and starting intentional

Resources mentioned

• North American Spine Society (NASS): nass.org
• CMSS (Council of Medical Specialty Societies)
• Platforms referenced: MediaSite, Netflix, HBO, Stranger Things (as subscription analogy)

If you're a medical association education leader sitting on hundreds of hours of conference content where 80%+ of it never gets watched — and you're trying to turn it into predictable non-dues revenue without rebuilding your entire tech stack — this episode is a practical roadmap from someone who spent 3 years trying to get there and finally did.

Host: Bozidar Jovicevic (Evermed) Guest: Briana Schaefer (NASS)

🔗 Resourc

In this episode of Digital Innovator Circle, Bozidar Jovicevic sits down with Vince Loffredo, Ed.D., Chief Learning Officer at the American Society of Anesthesiologists (ASA), President of the Alliance for Continuing Education in the Health Professions, and Vice Chair of ACCME.

Vince shares how ASA set a bold north star: become a video-first, mobile-first, 365-day learning organization—and why the annual meeting should be the kickoff of a year-round clinical conversation, not the end of it.

They unpack ASA’s shift to a Netflix/Disney+ style learning library (ASA+), what it takes to align a large association around a unified strategy, and the early performance signals that show traction—even starting with a “clean slate” content constraint.

Early results discussed:

• ~11 hours of watch time per user over ~5–6 months (≈ 2 hours per user per month)
• 9.2 videos watched per user (avg.)
• NPS 65 (based on early responses)
• 65% email open rate and ~3% click rate on weekly recommendations

Vince also gives candid peer advice on what blocks innovation most in associations—and how to navigate it: fear of change and finance, plus the need to “run two runways” during the transition from transactional, single-year on-demand sales to a relationship-based subscription model.

Timestamps

00:00 – Intro + why Vince is a leading voice in CME

03:00 – The core problem: disjointed experiences + “see you next year” model

05:10 – Why streaming habits matter (Netflix vs. Disney+ as a mental model)

09:55 – Executive alignment: why CEO buy-in is foundational

13:45 – Why annual meeting on-demand sales fade quickly—and what to do instead

16:55 – “Video-first” strategy: why video is the best base format

20:05 – Evermed-first, LMS second: designing a seamless learner ecosystem

23:20 – Launch execution: why 90-day delivery + weekly collaboration matters

27:55 – Mobile app pivot: what changed and why it matters

29:10 – Early engagement metrics: watch time, videos/user, NPS, email performance

31:15 – Content strategy: Originals, chunking into 10-minute episodes, weekly drops

33:05 – Advocacy content as a member value driver (and a traffic engine)

36:50 – Monetization: bridging from on-demand to subscription + expanding the library

41:55 – Vince’s advice to peers: understand the member + design for mobile-first

45:20 – The 2 biggest blockers: fear and finance—and “two runways” planning

48:40 – Board/CFO narrative: investment logic + path to net-neutral and growth

Resources mentioned

• ACCME (Accreditation Council for Continuing Medical Education)
• Alliance for Continuing Education in the Health Professions (ACEHP)
• Council of Medical Specialty Societies (CMSS)
• Streaming analogies referenced: Netflix, Disney+, Apple TV+
  
  

If you’re a medical association leader trying to modernize education, increase year-round engagement, or transition from one-off product sales into a scalable subscription model, this is a practical blueprint—plus a reality check on what actually gets in the way.

Host: Bozidar Jovicevic (Evermed)

Guest: Vince Loffredo, Ed.D. (ASA)

🔗 Resources

→ If you want to unlock engagement and revenue from your content, click here to request a 30-minute strategic consultation with Evermed’s co-founder (not a sales cal

Learn more about Evermed: https://www.evermedtv.com

Connect with Bozidar Jovicevic: https://www.linkedin.com/in/bjovicevic

About ACC Anywhere: https://start.accanywhere.acc.org/