Eastern Association for the Surgery of Trauma

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

EAST logo

Overview

The Eastern Association for the Surgery of Trauma (EAST) plays a distinctive role among surgical professional associations, with a focus on cultivating leadership in young surgeons who provide care for injured patients. Though its name suggests a regional focus, EAST has grown into a national organization fostering collaboration, scholarship, and multi-generational networking.

The challenge

EAST sought to refine its brand identity and explore ways to leverage technology to enhance member value and engagement. The organization needed a partner who could guide them through an operational assessment, identify opportunities for improvement, and implement innovative strategies that aligned with their strategic goals.

The Solution

.orgSource partnered with EAST to conduct a comprehensive assessment and deliver a strategic plan to strengthen its brand and digital presence. The project began with an extensive data-gathering process, which included:

  • Strategic Analysis: A review of EAST’s business strategies and goals.
  • Stakeholder Insights: Leadership interviews and a member survey to capture feedback and key priorities.
  • Technology Assessment: An evaluation of the existing digital infrastructure to identify gaps and opportunities for enhancement.

The findings from this discovery phase led to clear recommendations that defined EAST’s brand promise and core strategies. One of the key recommendations was to enhance the EAST website’s content and functionality to better support the needs of members and stakeholders.

With a refined web strategy in hand, EAST continued working with .orgSource to develop and implement a redesigned website. A primary focus of the redesign was creating a user-friendly navigation system that guided users to the content they sought. To achieve this, .orgSource employed a card-sorting exercise—an analytic tool that revealed patterns in how users expect to locate content or functions.

.orgSource also collaborated closely with EAST and the design vendor throughout the website’s development and implementation phases. The goal was to ensure that every element of the design—from homepage layout to mobile-friendly features—reflected EAST’s strategic priorities and enhanced the user experience. The .orgSource team even contributed to writing new landing pages to ensure the language aligned with EAST’s brand and resonated with its audience.

The Results

The refreshed EAST website launched in March 2015, providing a seamless and engaging user experience that reinforced EAST’s mission.

  • Improved Navigation: A clear, intuitive menu system made it easier for users to find the information they needed.
  • Stronger Brand Presence: The website’s updated design and content effectively conveyed EAST’s leadership in trauma care and commitment to its members.
  • Enhanced Engagement: The strategic content updates encouraged members and stakeholders to engage with the site more frequently.

Key Takeways

EAST’s collaboration with .orgSource highlights how a thoughtful and comprehensive approach to branding and web strategy can strengthen an organization’s digital presence and support its long-term goals.

This case study underscores the importance of:

  • Stakeholder Collaboration: Engaging leadership and members during the assessment process ensures the strategy reflects their needs and priorities.
  • Data-Driven Decision-Making: Conducting thorough research and analysis informs strategic recommendations that align with organizational objectives.
  • User-Centered Design: Creating intuitive navigation and mobile-responsive features enhances the overall user experience.

The result? A website that embodies EAST’s vision and values, positions the organization as a leader in its field, and provides a valuable resource for its members and the broader surgical community.

“Throughout our project, .orgSource was a valued advisor, going well beyond what you might expect from a technology consultant,” said Christine C. Eme, CAE, CMP, Executive Director of EAST. “Blending strategic insights and technological expertise, .orgSource was the right choice for us.”