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/