Personalising the member experience
Generating rich data using CRM integration to facilitate personalised marketing while also giving members more choice.
International Society of Ultrasound in Obstetrics and Gynecology
The International Society of Ultrasound in Obstetrics and Gynecology (ISUOG) is a charity and membership association with a mission to improve women’s health. They set out to do this through the provision, advancement, and dissemination of the highest quality education, standards and research information around ultrasound in obstetrics and gynecology.
Established in 1991 with the first issue of the UOG Journal and the first World Congress, ISUOG has now grown to over 13,000 members in 127 countries and is the leading international society of professionals in ultrasound in obstetrics and gynecology. It has a global community that needs to gain access to a broad range of educational resources for all training and professional levels.
What they wanted
To provide a fully comprehensive membership experience, ISUOG wanted to increase engagement and deliver personalised, high-quality content to individual members.
The organisation required a future-proof, mobile friendly site, that would encourage members to join and provide membership self-service. With ambitious goals for growth, they wanted the potential to add additional member benefits, that could be purchased, as and when required, while prompting members to upgrade themselves. Making it simple for members to search the website for relevant content was also a key goal for delivering an excellent membership experience.
We delivered
Content Migration & Management
One of the challenges was the level of content. ISUOG uses a wide variety of interactive learning formats ranging from on demand videos and online learning modules to articles from their scientific journal Ultrasound in Obstetrics & Gynecology , press releases, statements and guidelines. Also, some of the educational resources are available in multiple languages.
We created a uniform content taxonomy that worked across all types of content. Tagging ensured that all different content types and topics were simple to search and navigate for specific audience groups, and by region. We also built functionality that supported the publication of restricted or partially restricted content, to support their goals to deliver a tailored experience to different membership levels.
CRM & System Integration
As part of the website rebuild, ISUOG chose to move to using Microsoft Dynamics CRM. In order to create a comprehensive self-service facility for members and to deliver a personalised experience, Pixl8 worked closely with the chosen CRM partner to identify the touch points between the two systems. Using our Unified Data Platform Methodology we set up comprehensive synchronisations of data between the two systems. This provided ISUOG with advanced membership personalisation functionality in addition to full self-service functions.
Microsite development
ISUOG also required separate microsites to support the delivery of projects like their Outreach Program. A project which supports intensive education and hands-on training in ultrasound with the goal to improve maternal and perinatal health in underserved communities around the world.
We designed and built a user friendly website which told the story of the charitable work of the Outreach Team, volunteer doctors, trainers and trainees, and drove financial donations.
We are adept at delivering impactful digital solutions but I find that real change is only possible with buy-in, creativity, planning and data integration.
Key website features
- A new website that is accessible everywhere
- Flexible CMS providing a straightforward admin experience
- Browser and device neutral
- Seamless integration of social media
- Cohesive delivery of education content
- Vibrant design: rich images and videos with a strong brand identity.
- Personalised user experience
- More scrolling less clicking
- User-friendly user login
Changing our CRM and website at the same time meant for a small society like us a big challenge and investment in time and internal resources. So finding the right digital partner is key. We feel that Pixl8 delivered a new website which reflects perfectly what we are.
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