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American Academy of Otolaryngology
Redesigning the American Academy of Otolaryngology-Head and Neck Surgery's Website for Improved Digital Experience
Social Driver was hired by the American Academy of Otolaryngology-Head, and Neck Surgery (AAO-HNS), to put people at the center of the design work, creating a website that was optimized for both members and patients. The previous AAO-HNS website was outdated, not mobile-friendly, and lacked logical organization, presenting challenges for the organization in reaching new patients and providing a quality user experience for members. Social Driver successfully launched a new website with advanced system integration and multi-audience strategy that improved the digital experience for association members and generated leads from new patients.
how we helped
Content and UX Strategy
Content Planning
Strategy & Messaging
Challenge
The American Academy of Otolaryngology-Head, and Neck Surgery (AAO-HNS) had an outdated website that was not mobile-friendly and lacked logical organization for its vast array of resources. This presented a significant challenge for the organization as it limited their reach to new patients and provided a poor user experience for their existing members.
Solution
Social Driver stepped in to help AAO-HNS revamp its digital strategy, putting people at the center of the design work. Our goal was to create a website that would improve the digital experience for members, while also making it easier for patients to find the resources they need. To achieve this, we designed and launched a new website that integrated Single Sign-On (SSO), Association Management System (AMS), and Learning Management System (LMS) for members. The website was also optimized for search engine traffic, easy to use, and mobile-friendly.
Our team reorganized and migrated over 2,000 content resources into the new website, ensuring that information was easy to find and logically organized. We also created a new "Find an ENT" tool that provided a membership benefit by generating leads from new patients.
Results
After the launch, the new website saw significant improvements in search engine rankings, with the website ranking on the first page of results for 49 out of 50 target keywords on Google. The website's advanced system integration and multi-audience strategy drastically improved the digital experience for the association members, and the new "Find an ENT" tool generated leads from new patients. As a result, AAO-HNS reached a wider audience and was better equipped to provide valuable resources to its members and patients.
AAO-HNS is now working with Social Driver on another iteration of their website, moving from Drupal to WordPress and integrating with iMIS RiSE. With our people-centric approach and emphasis on empathy, we are confident that this new iteration will further improve the user experience and provide even greater value to AAO-HNS's members and patients
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