AAP
HealthyChildren.org
Our colleagues at the American Academy of Pediatrics faced what is now an all-too-common challenge for mission-driven organizations…
How could they remain relevant to their membership base while still providing information and education services to the consumer audience?
In this case, the answer was to reach parents with a new direct channel that supports the Academy’s publishing goals, the integrity of the information it produces, and the communication goals for its entire physician network.
It was named HealthyChildren.org. And, while we were helping the Academy develop the site, we quickly learned that parents are often overwhelmed by information crashing into them from every direction. They don’t just need more information—they need the right information, delivered the right way.
To answer that challenge, we built a brand and market position, while constructing the most rewarding experience paths for parents. We tested our work with them to ensure we were speaking in the right voice, setting the right tone, and efficiently delivering the most important information.
In addition, we helped the Academy develop an editorial calendar, implement organizational changes that support an internal publishing model, and perform the system integration to easily maintain this new business service.
The end result? HealthyChildren.org is now deemed the most trustworthy site online for children’s healthcare research.
Parents are guided into the site based on their child’s age and development. Issues and concerns relevant to those age groups are prioritized in this groupings to ensure the fastest path to meaningful information.
Research showed us that parents need a quick way to find targeted, relevant information. After we rewrote the content, we put it through extensive testing to ensure it was as effective as possible.
We integrated social functionality to help extend the experience beyond the site.
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