AAOS
AAOS Case Highlights
AAOS – a complex organization
The American Academy of Orthopaedic Surgeons (AAOS) provides education and practice management services for orthopaedic surgeons and allied health professionals.
With more than 29.000 professional and lay members worldwide, the AAOS has a complex information structure and the users have diverse needs.
To meet the needs of the organization and its users, AAOS chose to implement SurfRays BehaviorTracking with their Google Mini search appliance.
BehaviorTracking makes Google Mini a search success
This decision was obviously the right one:
After six months, 70% of search queries return a result. From there, AAOS obtains a 90-95% click-through-rate.
The search analytics data from BehaviorTracking gives the AAOS team knowledge of what works and where improvements can be made, and they optimize accordingly.
James Ogle, Director of Information and Member Services at AAOS, says:
We rely on real information instead of hunches. In an association it takes time to build consensus. We use the information from search and BehaviorTracking to sustain and drive online purchases.
Search analytics is a tool that gives leadership the information they’re seeking or ought to be seeking.
Two sites – several purposes
Founded at Northwestern University as a not-for-profit organization in 1933, the Academy has grown from a small organization serving less than 500 members to the world's largest medical association of musculoskeletal specialists with more than 29.000 members internationally.
To support the organizations’ growing community of practitioners and patients, the Academy operates a member site (www.aaos.org) and a patient information site (www.orthoinfo.org).
The two sites represent an authoritative source of information on musculoskeletal conditions dedicated to raising awareness, stimulating research and improving people’s quality of life.
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