With the dramatically increased dependence on the internet to research medical conditions, the AAD (American Academy of Dermatologists) recognized an opportunity to increase credibility and reach through fresh, relevant and quality content and to promote members through an easy-to-use dermatologist search. AAD's target audience - primarily dermatologist members - is a key segment of busy professionals that look to AAD to provide materials, event information, contact info for other members, and more to gain value from their membership. The general public and the Media are also provided with research and educational tools they need, generating increased exposure for AAD. AAD's previous site was difficult to maintain and nearly impossible to create a distinctive experience between the multiple audiences.
