The Association of Anaesthetists are a 10,000-member strong organisation representing the life-changing, life-saving profession of anaesthesia through supporting and inspiring their global community.
The Association supports and inspires their global community, and has represented anaesthetists in the UK, Ireland and worldwide medically and politically, promoting the academic and clinical advancement of anaesthesia and the welfare of anaesthetists.
The organisation continually strives to improve anaesthesia through education, training and research, and supports the wellbeing of its members to, in turn, ensure the safety of patients. The Association has numerous conferences, journals and online resources which serve to educate and inform their community, with respected guidelines
to improve the standards of patient safety. As such, it was critical that the Association had a website that reflected their strong brand and message effectively.
When Cantarus first engaged with the Association, the organisation did not have a clear digital strategy in place. Coupling this with a highly technical content management experience and a lack of digital ability within the team, their existing website became dated, basic, and not reflective of their core values. Content was sporadic and tone of voice was inconsistent. With limited search functionality, it was difficult to navigate to key areas within the site. With this in mind, the Association needed a digital partner who could completely re-platform their site to meet their requirements, and create a more modern and simplified online experience.
The Association approached Cantarus to rebrand their existing website as they were in the process of rebranding from the Association of Anaesthetists of Great Britain and Ireland (AAGBI) to the Association of Anaesthetists. As if undergoing organisation rebrand and website redevelopment projects simultaneously wasn’t enough, the Association were also in the process of replacing their CRM system, which would need to be heavily integrated into the new website in order to give members the best user experience possible.
They had several microsites for their annual events that needed to be migrated onto the main website. In addition, the Association had a number of disparate resources that needed to be organised and migrated, some of which needed to be accessible only to members. The Association therefore needed a simple, intuitive way to manage their resources. They also required a new content management system (CMS) that would allow them to manage content and resources on the website effortlessly, without the need to rekey information across several pages.
There are different types of membership for the Association, so Cantarus needed to implement a more user-friendly way of directing potential members to the correct membership forms. For instance, students, trainees, and consultants all use different application forms with varying fees, depending on what country they came from.