Case Study: ACOG

How do you untangle a complex medical association?

The Challenge

The American College of Obstetricians and Gynecologists (ACOG) is a crucial organization that sets the standard of care for women’s health. But their digital presence wasn’t living up to the organization’s impact. Multiple web properties and independent systems created a disjointed experience that made it difficult for the organization and its members to achieve their goals. ACOG needed more than a new website—they needed a complete digital transformation.

Markets & Services

Strategic Thinking

A digital transformation changes everything

In order to build ACOG a new digital experience, we had to reimagine everything. We overhauled how they operate to bring everything together. We reshaped their governance to make them more effective. And we revolutionized how they deliver publications to make vital information easier to access. This mammoth endeavor was a years-long effort that put ACOG on the cutting-edge of digital technology and set them up for a brilliant future.

Content Strategy

Revolutionize the medical journal

ACOG’s Clinical Guidance is the bedrock of women’s healthcare. It’s what guides physicians when treating patients. But it was locked away on separate journal sites that members couldn’t access on relevant pages or find in search. We used XML data to bring Clinical Guidance to ACOG’s website and present it in more powerful ways. We created a true single source of content, designed and formatted it to be viewed on any device, and packaged it with relevant content like books and courses.

Taxonomy

Topics from A-Z

We conducted an incredible amount of research, and one of the key things we learned was that visitors to the site were often looking for content around a specific topic. But it could be spread out across numerous places. We created an extensive taxonomy that normalized terms across the site and brought everything together–research, news, events and more–into rich topic pages.

Member Experience

Go seamless or go home

ACOG members expect to sign-in once and get access to everything their membership offers. We aggregated member information and benefits into an elegant member center and implemented a single sign-on platform that provides a seamless experience, whether they’re obtaining CME credits or talking to colleagues in the forums.

Local Content

La vida local

Like many associations, ACOG has local chapters with their own websites, which is costly and can lead to inconsistent experiences. We provided each chapter a powerful yet customizable microsite that’s integrated with the main platform, which allows us to personalize the experience and feature district content for every user.

Site Search

Top-of-the-line search

ACOG has a ton of content. We implemented Coveo, a powerful search experience that can index content across multiple websites, personalize results and use artificial intelligence to improve results over time.

E-commerce

Consolidate your e-commerce

ACOG offers a variety of e-commerce products, all on different platforms. We created one unified platform to drastically improve the user experience and backend fulfillment.