The Situation

The Minnesota Dental Association (MDA) is a statewide professional membership organization representing more than 3,000 Minnesota-licensed dentists and dental students. The association was looking to improve its online presence to reach members, potential members and other key audiences.

The Communications Challenge

While the association was successfully reaching members through high-quality events and leadership opportunities, they recognized that their website could be greatly improved. The MDA approached Neuger Communications Group with an out-of-date platform, which also needed to be integrated with the online member portal of the American Dental Association (ADA), MDA’s parent organization.

Strategy

Neuger Communications Group developed a fresh content plan to streamline nearly 2,000 pages of content and improve the user experience. Neuger Communications Group also conducted preliminary research, helping to identify common behaviors and preferences of MDA’s audience, which led to the tailoring of its home page, navigation and members-only section. Neuger Communications Group also worked directly with the ADA to improve the user experience of the MDA website and coordinate seamless integration between the two.

Results

The MDA’s new website provides an updated online experience for all audiences and highlights rich resources for members with heightened functionality. Overall traffic to the website has increased by 26%, with page views increasing by more than 43%. The site has received positive feedback from members, the ADA and other state associations.