Inside CAP’s Bold Leap: 19,000 Members, 700 Staff, and One Netflix-Style Platform

In this episode of the Digital Innovator Circle, we sit down with Mike Fraser, CEO of the College of American Pathologists (CAP), to explore how his organization, with 19,000 members, reimagined its digital education strategy—and launched CAP on Demand, a Netflix-style content library, in 108 days.

Mike shares how CAP approached this bold innovation as a member value initiative (not a direct monetization play), how they consolidated scattered content into one curated hub, and why he believes the future of medical associations lies in daily-use, AI-powered content platforms.

Mike shares:

• Why CAP chose to prioritize member value over monetization from day one
• How they launched CAP on Demand in just 108 days—without rebuilding their website
• The strategy behind curating vs. creating: “We’re in the business of trust”
• How CAP is evolving from vertical silos to cross-functional content strategy
• The powerful role of committees, journals, and subspecialty channels in driving engagement
• Why pathologists may soon start their day with CAP on Demand—like they do with YouTube or LinkedIn
• Creative ideas for the future: studio content, daily news, exclusive channels, and trainee showcases
• Advice to other execs: “This isn’t about CME. This is about relevance, trust, and becoming part of their daily life.”

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

🕒 Chapters

1. [00:00] Intro: Meet Mike Fraser and the College of American Pathologists (CAP)
2. [01:00] CAP’s unique structure: 19,000 members, 700 staff, global lab accreditation
3. [03:00] First contact at ASA: Why Mike was drawn to Evermed’s ACC case study
4. [04:00] The core goal: make membership more valuable—without nickel-and-diming
5. [06:00] What CAP wanted: engagement, simplicity, consolidation, personalization
6. [08:00] Why old content delivery models weren’t working
7. [09:00] From 70+ scientific committees to curated content channels
8. [12:00] Why associations must shift from content creation to content curation
9. [14:00] The 42 subspecialty societies—and a bold vision to unify them
10. [16:00] Was CAP already aware of the problem? (Yes—deeply.)
11. [17:00] The change process: new CEO + member pain = perfect timing
12. [20:00] Cutting across vertical silos to match end-user expectations
13. [22:00] The role of the ITLC: member-driven tech accountability
14. [24:00] Why CAP made CAP on Demand a membership benefit, not a paid product
15. [27:00] Younger members and the “mid-career drop-off” problem
16. [29:00] How CAP plans to engage new-in-practice pathologists with high-impact channels
17. [31:00] Creating a daily habit: what if CAP was part of your morning routine?
18. [34:00] Vision for exclusive content, Q&A, and asynchronous speaker access
19. [36:00] Creating vs. dumping: why slapping old video online won’t cut it
20. [38:00] Advice to others: rethink your team, strategy, and user expectations
21. [42:00] Why Evermed felt like a true partner—and what made the pilot low risk

🔗 Resources

→ If you want to unlock engagement and revenue from your content, click here to request a 30-minute strategic consultation with Evermed’s team.

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

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

About CAP On-Demand: https://ondemand.cap.org/