Scoliosis Research Society

Website and Content Strategies

OVERVIEW

The Scoliosis Research Society (SRS) is a global association focused on advancing the care of patients with spinal deformities. As the organization’s needs evolved, SRS leadership recognized the necessity for a comprehensive website overhaul. They partnered with .orgSource to develop a data-driven strategy aimed at improving user experience while aligning with the society's strategic priorities.

The challenge

Over time, SRS’s website had grown into a complex repository of information with layers of content that became difficult to navigate and maintain. Key challenges included:

  • Unclear Structure: The accumulation of content resulted in an unclear focus and cumbersome navigation.
  • Limited Search Functionality: Users struggled to efficiently locate and retrieve critical information.
  • Outdated User Experience: The website design no longer met modern standards for functionality or mobile accessibility.

SRS leadership recognized that they needed more than a visual update—their website required a new strategy to better serve both healthcare professionals and patients.

The Solution

.orgSource partnered with SRS to create a strategic, data-driven approach for the website redesign. Key elements of the process included:

  • Comprehensive Discovery Process: .orgSource conducted an in-depth analysis that included reviewing SRS strategic documents, evaluating website metrics, studying competitive sites, gathering staff feedback, and conducting member surveys and leadership interviews.
  • Stakeholder Engagement: A dedicated web task group, led by Dr. Ron El-Hawary, chief of pediatric orthopedic surgery at the IWK Health Center in Halifax, Nova Scotia, provided continuous input and oversaw progress.
  • User-Centered Design: An electronic card-sorting exercise informed the development of a streamlined navigation system designed around distinct audience portals for professionals, patients, and families.

The discovery process culminated in a clearly defined web strategy aimed at enhancing quality of care by providing educational resources for professionals while improving accessibility for patients and families.

Implementation and Design With the strategy in place, .orgSource collaborated closely with the design vendor to ensure the vision was executed flawlessly. This included:

  • Modernized Design: A fresh, user-friendly interface optimized for both desktop and mobile devices.
  • Content Optimization: .orgSource created and edited web copy, focusing on new consumer-targeted sections that informed and empowered patients and their families.
  • Ongoing Collaboration: .orgSource remained engaged throughout implementation to ensure alignment with SRS’s strategic priorities.

The Results

The new SRS website was unveiled in September 2015 during the association’s 50th Annual Meeting, marking a milestone for the organization.

  • Enhanced User Experience: The updated site features a modern design and an intuitive navigation system that improves information accessibility.
  • Positive Feedback: The new structure and audience-specific portals were well received by healthcare professionals and patients alike.
  • Mission-Driven Success: The dual-purpose design supports both professional development and patient education, reinforcing SRS’s commitment to optimal care.

Key Takeways

The SRS website transformation demonstrates how a data-driven, user-centered approach can elevate digital engagement and support an organization’s mission.

This case study highlights the importance of:

  • Thorough Discovery: A detailed understanding of stakeholder needs and user behaviors informs a successful web strategy.
  • Strategic Oversight: A dedicated task force ensures the project aligns with organizational priorities.
  • Content and Design Synergy: Effective collaboration between content experts and design teams creates a seamless user experience.

The result? A website that embodies SRS’s dedication to excellence, empowering both professionals and patients to make informed decisions and improve outcomes.

“.orgSource was the perfect partner for us,” said Dr. El-Hawary. “Not only did the consultants bring expert analysis and insights to guide the development of our web strategy, .orgSource stayed with us throughout the implementation. Their ability to work with the task group and help us make the right decisions was invaluable.”

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