American Society for Laser Medicine & Surgery

Digital Transformation | Operational Assessments | System Selection and Implementation | Website and Content Strategies

OVERVIEW

ASLMS logoThe American Society for Laser Medicine and Surgery (ASLMS), based in Wausau, Wisconsin, is the world’s largest professional organization dedicated to the promotion of research, education, and high standards of clinical care in the field of medical laser and energy-based applications. With over 4,200 members, ASLMS includes a wide range of professionals such as physicians, surgeons, nurses, allied healthcare professionals, biomedical engineers, and more. 

The challenge

ASLMS faced long-standing challenges in leveraging technology to deliver a seamless, customer-centric experience for its diverse membership. The lack of integration between their Association Management System (AMS), Content Management System (CMS), and website resulted in inefficiencies, duplicated processes, and a rigid infrastructure that limited organizational growth. To stay competitive and responsive, ASLMS recognized the need for a comprehensive digital transformation. 

The Solution

In 2013, ASLMS partnered with .orgSource to conduct an extensive technology assessment and develop a roadmap for transformation. This project included:

  • Technology Assessment: A thorough review of ASLMS’s AMS, CMS, and website to identify pain points and improvement opportunities.
  • Key Findings:
    • The AMS was outdated and unable to accommodate evolving membership needs, such as tracking specialized memberships and handling complex billing processes.
    • The absence of a CMS limited ASLMS’s ability to manage content flexibly and provide targeted, timely resources.
    • The website needed improved search capabilities, specialized portals for different user groups, multimedia enhancements, and a modern, mobile-responsive design.

Vendor Selection and Implementation Based on the assessment findings, .orgSource:

  • Developed a detailed request for proposal (RFP) to identify suitable technology vendors.
  • Guided ASLMS through the vendor evaluation and selection process, ensuring alignment with their goals and budget.
  • Recommended a new AMS and CMS, along with a web design vendor, to create an integrated digital ecosystem.

Website Redesign and Content Strategy .orgSource collaborated with ASLMS throughout the implementation process to ensure the new systems aligned with their strategic priorities. Key contributions included:

  • Enhanced Navigation: Revamped the website’s menu system and content organization to improve usability.
  • Content Creation: Assisted with rewriting landing pages and ensuring key themes aligned with ASLMS’s mission.
  • Responsive Design: Ensured the new website featured a modern, mobile-friendly design that provided a seamless user experience across all devices.

The Results

The comprehensive technology upgrade, including the launch of the new AMS, CMS, and redesigned website, marked the culmination of a three-year transformation effort.

  • Integrated Systems: The new technology infrastructure provided a unified, user-centric experience, allowing staff to manage content and member data with minimal IT intervention.
  • Improved Content Delivery: ASLMS expanded its content resources and introduced new e-learning opportunities, such as webinars, accessible through a streamlined online store.
  • Enhanced User Engagement: The website’s updated look and improved search and portal features increased member satisfaction and reinforced ASLMS’s role as a trusted resource.

Key Takeaways

ASLMS’s partnership with .orgSource demonstrates how a strategic, data-driven approach to digital transformation can enhance operational efficiency and member value.

This case study emphasizes the importance of:

  • Holistic Technology Assessments: Identifying gaps and opportunities across systems ensures the development of an integrated solution.
  • Stakeholder Collaboration: Engaging staff and members during the process helps align the strategy with user needs.
  • User-Friendly Design: Responsive, intuitive web designs improve the overall member experience.

“.orgSource has served as an indispensable resource during our entire technology planning process,” says Andrea Alstad, ASLMS’ then-marketing and communications manager. “They have been our partners from day one, helping us drive our technology transformation—from strategy and prioritization to resource allocation and ultimately the selection and implementation of technology solutions.”

Ready to Transform Your Association?

Contact .orgSource today to learn how a comprehensive digital transformation for associations can unlock growth, build resilience, and achieve excellence.