Case Study // American Academy of Pediatrics

Increase the value of membership with improved user experience.

The challenge

While physicians valued AAP content, they increasingly questioned the value of membership itself.

Further, members reported it was easier to find AAP guidelines and journal content through third-party providers than through AAP sites.

The insight

In a connected world, improved access isn't  added-value, it’s table stakes.

Time-starved physicians wanted content that was not only accessible, but manageable and sharable.

The solution

Magnani created a member portal prototype that consolidated search and access to more than 130 AAP journals and publications web properties as well as PubMed, JAMA and the CDC databases. Plus, the portal proactively curated and presented personalized content from the ongoing stream of journals, publications guidelines, daily.

The Results