The American Association of Orthopaedic Surgeons (AAOS) recognized the need to fine-tune their communication strategies to better address the needs and pain points of their members, customers, and potential members. They partnered with Ricochet to gain a deeper understanding of their audience and develop a plan to improve engagement.
Ricochet took a deep dive into AAOS’s existing communications. Through comprehensive audits, insightful surveys, peer benchmarking, and engaging stakeholder discussions, we gathered a wealth of information. To truly understand the diverse perspectives within AAOS’s membership, we conducted multiple online focus groups with five distinct member segments.
The result of this thorough investigation was a five-year evolutionary roadmap designed to transform AAOS’s communications. This roadmap encompassed a wide range of improvements, including updates to communication technology, design, delivery, content, and personalization. By implementing these changes, AAOS aims to ensure that their communications are not only effective but also resonate with their target audiences.
