Redefining the Digital Experience for Members
The Danish Chiropractic Association needed to strengthen member satisfaction and growth by clarifying the membership benefits.
The Story
The Danish Chiropract Association is a highly specialized membership organization for chiropractors in Denmark. The association represents the professional and economic interests of chiropractors, negotiates working conditions, and advocates on their behalf.
Facing an audience that includes chiropractors, clinic owners, students, university staff and interns the organization was lagging in the utilization of digital services tailored to meet the needs of its highly diversified audience as the only source of income.
"The problem we needed to solve was to make it a lot easier for our diversified audience to find relevant information specific to their needs on our website."
How we helped
During a few months we worked with the organization to understand the members needs. Our guiding star was a sharp prioritization of member segments and their daily needs, which allowed us to capture member's pain points and priorities and convey them to the association's website and digital lines of communication.
We shaped and designed a new web platform and deepened conversations about choices of web technologies to provide high quality membership experiences and easy to work with for editors.
Our collaborative process was guided by 3 pillars:
- Understand the diversified need of the association's members and what engages them. This led to the design of membership journeys as the foundation of novel and modernized membership experiences.
- In depth understanding of the workflows and resources available at the association catering an optimal way of providing services to members.
- Unbiased analysis of several CMS platforms leading to a "best-fit" choice with regards to budget, operating cost, integrations and ease of use to editors.
"We are a quite small team and have limited funding, so it was very important that we found and decided for the best-fit CMS platform"
What's next?
The new website for the association was launched in 2025 and now conversations as to how AI may provide further services to its members.
For more than a century the Danish Chiropractic Association has worked to ensure a good working life for its members. The association promotes the profession's role within the healthcare system, strive to secure the best conditions for chiropractic in Denmark, and advocate for fair terms for its 1,200 members.
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