Overhauling Content To Engage Young Providers: American Academy of Dermatology

Founded in 1938, the American Academy of Dermatology (AADA) is dedicated to providing advocacy, innovation, education, and practice management tools to its members to meet the needs of both dermatologists and their patients. AADA has over 20,000 members from across the US as well as a growing international membership.

The Challenge

AADA’s challenge has been attracting residents and early/mid-career dermatologists for membership. AADA wanted to raise awareness about the value of AADA membership by providing educational content that focused on career growth.

Also, AADA’s web content was informative, but not streamlined and user-friendly, particularly for dermatologists just entering the field.

With the goal of growing their younger membership base and retaining current members, CareContent has overhauled AADA’s web content sections on key career development topics: managing a dermatology practice and coding/billing.

CareContent’s Solution & Process

Once AADA identified a section or topic, CareContent’s next step was to assess the current content and conduct discovery interviews with key stakeholders to understand:

  • Key messaging: What is AADA’s position on this topic?
  • Relevance: What are the most important questions our audience is asking about this topic?
  • Voice: How do we make this information more conversational?

After defining the approach to the content, CareContent went into execution, creating the written content through background research and expert interviews, and injecting multimedia elements — including interactive decision trees, comics (yes, seriously), and infographics.

The voice of the content went from suit-and-tie formal to a more relaxed, jeans-and-a-blazer tone. The goal was to make the dense, complicated chunks of content more digestible and conversational.

Key Results

  • In the first month after the burnout section launched, the content had over 1500 page views — and 150 members assessed how burned out they were through the quiz CareContent developed.
  • In the first year of launching the practice management section, almost 700 members reviewed the content with over 8,400 page views.
  • Launching the burnout and practice management content resulted in greater engagement with the overall AADA website.

It was a pleasure working with CareContent. They clearly identified the content needed through an in-depth analysis of our membership and presented a concise report on key deliverables. Their content was delivered on time and exactly what we needed to better engage with our membership.

Rachna Chaudhari, Director, Practice Management, American Academy of Dermatology