Why repurposing content matters
Associations often invest significant resources into creating high-quality content for events like annual meetings, webinars, and educational programs. But as Dan Reyes, Director of New Business and Product Development at the American Academy of Dermatology (AAD), points out, “We realised that AAD is a global brand, and our content had value well beyond the confines of a single event.” The key is to repackage that content in ways that make it accessible and valuable to different audiences, whether through licensing, localisation or the creation of new programs.
For associations like the AAD, repurposing content has allowed them to expand internationally, reaching professionals who otherwise might not have access to their resources. This is particularly important in sectors like healthcare, where the dissemination of up-to-date knowledge can have a direct impact on patient care. Reyes notes that their licensees in countries like Germany, Spain and China are using AAD content to “enhance their current products or technology by incorporating AAD content as value-added components”.
Revenue opportunities through licensing
One of the most effective ways for associations to monetise repurposed content is through licensing. By allowing third parties to distribute and adapt content for specific markets, associations can generate new income while maintaining control over their intellectual property. Reyes explains AAD’s licensing model, which includes royalties on gross sales or specific installations: “Our licensees have created ‘best of’ programs where they leverage a limited number of annual meeting sessions to create a summary, supported by local experts.”
Samir Kalia, Managing Director of MCI India emphasises the global potential of content repurposing: “I've seen firsthand how repurposing scientific content can help associations tap into new markets and generate additional revenue streams. By licensing content globally, we can ensure that valuable educational materials reach a wider audience while maintaining the integrity of the original content.”
Isabelle Lorant, Global Partnership Associate Director at the American College of Cardiology (ACC), echoes the benefits of licensing as a revenue model, emphasising the importance of flexibility. “Our business model is either flat fee, royalty percentage, or royalty percentage with a minimum guarantee, depending on the program and the licensee,” she explains. Lorant also notes the importance of adapting the model based on the market: “For countries that may not bring enough revenue or aren’t stable, we enforce a minimum guarantee to ensure the association benefits.”
Strategic considerations for associations
For associations looking to embark on a content repurposing journey, a thoughtful strategy is essential. According to Lorant, it’s critical to develop consistent pricing and to work with a network of reliable licensees: “Each market is different, so you need to understand the local context. It’s also important to have a turnkey solution – no one wants to wait around for pricing or approvals.”
When repurposing content, associations must also be diligent about protecting their intellectual property. Maintaining control over copyright ensures that the association retains ownership of its materials while allowing for strategic licensing or adaptation. Reyes emphasises that "the AAD always maintains full copyright of the content as well as assumes copyright for all derivative works." This practice not only safeguards the integrity of the content but also ensures that associations can continue to monetize their educational assets without losing control of their use in global markets.
One common concern is whether repurposing content might cannibalise an association’s flagship events, but the panellists agreed that this risk is minimal. Lorant explains that for the ACC, repurposing content for international audiences has not impacted attendance at their annual meeting: “We found that it’s not the same audience. Many international attendees, like medical students and nurses, wouldn’t have been able to attend our US-based meetings, but they’re eager to engage with our repurposed content in their own regions.”
Reyes offers a similar perspective, noting that AAD’s “best of” programs did not reduce attendance at their annual meeting. Instead, it allowed them to reach new markets without competing with their existing events: “We found no difference in attendance once we looked at the countries we were targeting. Repurposing content allowed us to expand globally while protecting our core offerings.”
Building membership through tailored content
Repurposing content can also help associations grow their membership, particularly for regions where attending a flagship event in another country may not be feasible for members. The American Urological Association (AUA) has seen success with its “Best of AUA” program, which brings the highlights of their annual meeting to international audiences.
Lori Agbonkhese, Global Strategy and Society Partnerships Lead at AUA, explains that this approach allows them to reach professionals who might not be able to attend the event in person. This strategy not only expands the association’s reach but also deepens engagement in regions where they already have a presence. Agbonkhese emphasises the importance of local partnerships: “By having a local partner on the ground, we are able to manage logistics and bring our educational content to India, a country where many professionals face challenges obtaining visas to attend our US-based events.
“A local partner (in our case MCI) provides someone who understands the needs of the region, allowing us to customise content and avoid potential political or regulatory pitfalls. They also understand the distribution channels and the local needs, and help us navigate tax regulations, political complexities and other challenges that we might not be familiar with. This is vital when entering new markets and setting up lasting, successful programs,” she adds.
When entering a new market, partnering with an agency that has a strong in-country presence can be crucial to success. A global agency such as MCI who works with associations to expand their global reach, offer on-the-ground expertise that ensures local logistics are handled smoothly and the content is adapted appropriately for the market.
“Our local partnership with MCI allowed for those logistics to be managed on-site so we could partner together to develop the program. We knew that MCI would handle all of the arrangements with that.,” Agbonkhese explains. “We had a mixture of faculty that travelled and did in-person lectures as well as virtual, and it provided an additional opportunity to have another in-person activity in-country.”
A model for sustainable growth
For associations with valuable content, the opportunity to repurpose that content into new revenue streams and expanded membership are numerous, and the potential returns are significant, whether through licensing agreements, localised programs or strategic partnerships. As Agbonkhese puts it, “No one organisation has unlimited resources, so it’s crucial to work smarter, not harder, by leveraging the assets you already have.”
By developing a clear strategy, understanding market needs and leveraging local expertise, associations can unlock new opportunities for growth without compromising the value of their original content.
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This article draws on the information shared in a recent panel discussion on repurposing content. It is part of our webinar series on Global Growth and is aimed at association leaders who want to know more about global growth, are already operating internationally or are in the process of expanding.
To view upcoming topics and register for the next sessions, click here.
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Karine Desbant - Director Marketing & Communications - Associations Market, MCI
