Case Study: American Association of Endodontists

Building a Better Resource for both Patients and Members

The Heroic Quest

Endodontists are dedicated to saving teeth through specialized training in root canal diagnosis and treatment. While all endodontists are dentists, less than 3% of dentists are endodontists.

The American Association of Endodontists (AAE) is a global resource for knowledge, research and education for the profession, members and the public. Their website is the most widely used resource for those looking for information about root canals and endodontic procedures.

The Challenge

AAE’s website is accessed by a variety of audiences, each with a different need – patients looking for information on root canals or searching for a local endodontist, members wanting to register for the annual meeting, professionals looking to become board-certified endodontists, or even committed members wanting to donate to the foundation to support the organization’s goals.

All of this diverse material made AAE’s website crowded and confusing. Users lacked the ability to easily track down the information they were searching for.

Additionally, the existing CMS was outdated, and had AAE staff struggling to modify or update the content on their site. The process took forever, and it left them feeling frustrated.

The Services

Yoko Co worked with AAE to build four unique experiences to support the organization with a site for Patients, Members, the AAE Foundation, and the American Board of Endodontics. Each websites is organized by the audience’s needs and is designed to guide the user to key action or destination ranging from learning about root canals to registering for the annual meeting or supporting the Foundation’s work . Links to each of these websites are clearly displayed on the organization’s splash page, making it easy for viewers to access the material they’re searching for.

Not only is the site easier for the viewers to use, but the intuitive WordPress framework makes it easier for the staff to edit. Our configuration of the framework supports all their content needs, and makes content management a breeze.

The Impact

We’ve worked with AAE to build new sleek websites that perform better in search engine rankings and user experience. Additionally, the special features we highlighted on their websites, such as the “Find an Endodontist” search feature on their patient site, have increased user interaction and conversion rates.

All of this works to increase AAE’s web presence, allowing them to help more people reduce their tooth pain, and save their teeth.

Praise from AAE

"Yoko is a true strategic partner. We are extremely pleased with the depth of knowledge, from strategy to development to usability, best practices, and how to leverage technology. Our award- winning websites launched on-time, under-budget and delighted members and stakeholders alike."

Kim FitzSimmons, Asst. Exec Director at AAE

AAE embodies the virtue of  Wellness.
Which virtue does your organization embody?

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