Empowering a Healthcare Association to Deliver More Effective Advocacy and Member Resources

Offering advocacy on behalf of its members as well as education tools, job listings, and other resources, CSA’s website needs to position physician anesthesiologists as medical experts in their field. 

However, the old website’s dated look made a forward-thinking association look disorganized and behind the times. The website had also grown difficult to update and navigate, and slow page load times made it cumbersome to use for members. 

Plus, with proposed changes in their industry, CSA needed to demonstrate the value of their member’s expertise to healthcare leaders and policymakers. However, the website was impeding the association’s goals.

Results

Megan MacNee Deputy Executive Director, California Society of Anesthesiologists

“
Our website was a major pain point for the organization before we started working with Position. Their expertise and guidance transformed it into a user-friendly hub for our members, staff, and other visitors as well as helping us update our brand for the modern world. We couldn't be happier.”

An Updated Website Design to Communicate Expertise and Authority

CSA needed a website that offered an experience aligned with the physicians it represents. Physician anesthesiologists are composed, organized, deeply knowledgeable, and authoritative. To accurately reflect these traits, the website had to underscore that the association would represent its members properly while also enhancing how external stakeholders perceive the field.

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The new design is anchored by soothing colors and ample white space that communicates a calm, confident authority. Sophisticated typefaces further emphasize an academic, serious look with subdued images of physicians that humanize the professionals the association represents while expressing a welcoming, more representative identity. 

Along with adjusting the brand’s digital presence, we refreshed the CSA logo with a cleaner, more modern look.

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Drive Traffic to Resources to Demonstrate the Value of Membership

CSA’s website featured a wealth of content for members. But these resources were so difficult to find that they were more of a hindrance than a benefit. Tapping into our years of experience designing member-driven websites, we streamlined the information architecture to bring the website’s most valuable content to the surface.

Member and industry-specific resources are highlighted in the navigation as well as on the homepage, where issues specific to the industry underscore CSA’s advocacy mission. The page also includes a job board and the association’s upcoming meetings to demonstrate the value of membership further. 

Throughout the website, each section features custom-designed landing pages that ensure users find the relevant content they need in a way that’s aligned with CSA’s brand story. Instead of forcing members to search for resources, the website anticipates their needs.

Optimizing the Website Experience to Serve Users—and the Association

With improved navigation and well-organized resources, CSA’s website is transformed into a vital resource to serve the association’s mission. Throughout our extensive discovery process, we worked with CSA to understand the nuanced needs of their internal and external audiences to build a website that not only served the needs of their members for years to come but made it easy for their staff to update and maintain. 

The new CSA website is set up on a custom WordPress integration, built from the ground up for the unique needs of an association. With integration with their Association Management Software (MemberSuite), members can easily sign in once and utilize all the resources of the association on either the website or the AMS. Using an intuitive and customized content management system, CSA staff can now easily manage their website and continue to provide timely resources to their members.
Now, CSA has a powerful resource to represent its membership and serve the association and its members into the future.

300%

Site speed increase

Christine Doyle, MD, FASA Association Member, California Society of Anesthesiologists

“
The new CSA website represents the future of our field. It makes me proud to be a CSA member, and makes it easy for all members to participate whether one is interested in education or advocacy or practice management.”