How do you improve the digital experience for physician members while better serving patients? You focus on the user journey.

American Academy of Otolaryngology


We partnered with The American Academy of Otolaryngology–Head and Neck Surgery (AAO-HNS) to redesign and launch their new website to improve the digital experience for their members and to reach more patients.

Their old site was outdated, not mobile friendly, and lacked good organization for their over 2,000 pages and resources. Social Driver reorganized and migrated all 2,000 resources into a new architecture that focuses on the needs of the visitors. The website features a Find an ENT tool, where patients can locate an ENT from a variety of criteria.

This website project included custom digital branding, graphic design, Search Engine Optimization strategy, third-party integrations, reporting and analytics, and all other aspects of the website and digital strategy.


Transform the outdated website and digital experience for their members/doctors and increase the visibility to patients. The American Academy of Otolaryngology–Head and Neck Surgery (AAO-HNS) is a large association, representing roughly 12,000 otolaryngologists world-wide.


Launch a new website for both members and the public. For members, the website must integrate with Single Sign On (SSO), Association Management System (AMS), and Learning Management System (LMS). For all users, the website must be mobile friendly, easy to use, and optimized for search engine traffic.


After the launch, the website ranked on the first page of results for 49 out 50 target keywords on Google. The website has drastically improved the digital experience for the association members. The new “Find an ENT” provided a membership benefit by generating leads from new patients.

How We helped

Website & Technical Strategy
User Experience (UX)
Content Planning
Drupal Content Management System (CMS)
Google Analytics
Search Engine Optimization (SEO)
Ongoing Support & Maintenance

Staff training and easy-to-follow documentation helped the internal team run the website and keep news current without outside help.

Video within a cellphone sized window.

Integration with the Single Sign On (SSO) and Association Management System (AMS) allows for permission-based search and restricted pages.

The Find an ENT tool allows patients to easily find a specialist near their home, and provides a new member benefit. Additionally, new interactive features help keep the website’s large amount of content organized and more user-friendly.

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