Julie and Paul will be presenting a case study of their experiences at AMA where they and their teams have broken the third wall of society publishing: bringing together journals and education into one end user experience. Through a collaborative effort, Julie and Paul bridged the gaps between brands, business models, editorial practice, technology platforms, and missions to innovatively reimagine education at the AMA and to recreate the experience with the physician and patient outcomes as the core goal. They will be answering questions from the audience, highlighting society publishing can differently about brand, mission, technology and content and begin to build customer-facing experiences by working across teams.