American Medical Technologists (AMT)

Magazine Refresh Blending Thought Leadership with a Digital Edge

Associations | Magazine

BP-CaseStudy-AMT-opener

American Medical Technologists (AMT) is a member-led allied health association that provides credentialing, continuing education and thought leadership, with an overarching goal of being the single destination for allied health professional certification. To be a partner in career growth, AMT’s mission is to help people get and maintain certifications. That, in turn, will help them get jobs and move up in their career, improve their earning potential, and excel in their role. AMT also aims to help members network, collaborate, and contribute to advocacy efforts.

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Challenges & Opportunities

AMT logo

Balancing Budget & Impact: The Challenge of Doing More with Less

AMT wanted to expand its continuing education content without increasing page count, all while maintaining the magazine’s thought leadership status and quality. AMT has also had difficulty authenticating if people were reading the magazine articles — or just claiming to.

Illustration of a hand pointing to a gold star within a laurel wreath, symbolizing quality or achievement. A pair of scissors is cutting a dollar bill, representing cost reduction. A yellow path connects these elements, indicating a process or journey.

Budget Cuts, Not Quality Cuts

Illustration of multiple speech bubbles containing a heart, quotation marks, a smiley face, and text, surrounded by floral elements. A yellow path frames the image, symbolizing communication, engagement, and growth.

Engagement & Education Growth

Illustration of a bold exclamation mark wrapped in a yellow banner with stars, accompanied by a stylized sun and circular patterns. A yellow path frames the image, symbolizing recognition, influence, and impact.

Authenticity & Impact

The Solution

BackPocket worked with AMT to refresh Pulse, placing a heightened emphasis on certifications. To that end, the magazine added a fourth continuing education article in the form of an online teaser. This solution allowed members greater learning opportunities but didn’t require adding pages to the publication, which would have increased the overall budget. 

BackPocket modified the layout of the continuing education section and rearranged other departments to accommodate the additional space of the online teaser while keeping the same page count. By pushing members to read this article online, AMT can also better track continuing education engagement and verify if members are indeed reading these articles.  

Refreshed Pulse with a Focus on Certifications

Added an Online Teaser for Extra Learning Without Extra Cost

Optimized Layout to Fit More Content Within the Same Page Count

Improved Tracking of Continuing Education Engagement

A collage of magazine spreads from Pulse, featuring articles, infographics, and a blue cover with the title A Light on the Horizon. The layouts showcase a mix of text, imagery, and design elements emphasizing clarity and engagement.

AMT has embraced a thought leadership mindset with Pulse.

Insights & Expertise

Refining the Details — Aligning Design with AMT’s Evolving Brand

Core elements, such as fonts and brand colors, were redesigned to adhere to new brand guidelines. House ads were also updated to further AMT’s goals, including ads that spotlight certifications.

Setting the Standard in Allied Healthcare Thought Leadership

Overall, to establish itself as a trailblazer in the allied healthcare space, AMT has embraced a thought leadership mindset with Pulse. The magazine features bold, attention-grabbing designs, entertaining yet informative writing, and a willingness to cover any important topic, even if it might be divisive. 

The result is a 32-page quarterly magazine focusing heavily on continuing education while also spotlighting thought leadership, advocacy, member stories, AMT news, and more.nd more. 

Here’s the magazine breakdown at a glance:

  • In Focus: Spotlighting the latest AMT news 
  • Advocacy Update: Government news affecting allied health professionals 
  • In Brief: Thought leadership healthcare news 
  • RMA Update: Recurring column that provides perspectives on registered medical assistants 
  • Cover story: Deep-dive thought leadership article that interviews leading experts on a range of pressing topics
  • Continuing education: Three continuing education articles to help maintain certification, plus a teaser to a digital-only fourth story 
  • Learning Spotlight: Updates on the latest AMT-led learning opportunities 
  • Closer Look: Data-driven infographic complementing the cover story 

Results

The magazine is one of members’ favorite perks, with readers actively engaging with the magazine in print and online. The magazine is a selling point in helping get new members certified while also being a value add for current members. With the magazine’s increased focus on continuing education, Pulse has also helped members stay engaged and maintain their credentials.

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