American Dental Association

Crafting the Perfect Digital Smile

A modern dental clinic equipped with advanced dental technology, including an orange dental chair and digital X-ray display
Experience Design
Care and Enhancement
Digital Strategy
Non-Profit & Association

Meet the American Dental Association

For 160 years, the American Dental Association (ADA) has been the leader in oral health in the United States. They are responsible for supporting the professional growth of its 165,000 members and championing public health initiatives. From fighting against oral cancer to addressing the opioid crisis, the ADA has consistently advocated for the well-being of the public and the dentistry profession.

This commitment shows that the ADA's role is not just as a professional association, but as a main player in national health conversations.

Seeking a Dynamic Solution for Content Creation and Management

In today's ever-changing digital era, the ADA recognized the need to elevate its content strategy to better meet the changing expectations of its members and the public. Their challenge was finding a system that could dynamically create and manage content across its digital platforms, incorporate sponsored content without disrupting user experience, and effectively leverage digital assets to generate revenue.

With an extensive catalogue of topics and resources to cover, the ADA looked for cutting-edge solutions to streamline content production and distribution, ensuring that valuable information reached its audience efficiently and effectively.

A family of three, a mother, father, and young son, lying head-to-head on the grass, laughing joyfully under a clear sky

The Solution

Launching New Platforms for Enhanced Member Experience

Through extensive Sitecore consultation and the development of a headless Proof of Concept (POC), Fishtank acted as ADA's main technology partner, pushing the boundaries of what's possible with its digital platforms. This collaborative effort resulted in the launch of new sites and branded verticals, each designed to cater to specific facets of the dental community's needs. ADA was able to easily explore the edges of their technology and maximize their Sitecore investment.

Innovating with Unified Archival Search and A.I.

The ADA partnered with us to leverage Coveo, an AI-powered search and recommendation tool to overhaul its search capabilities. Underpinning these advancements was a significant Coveo project aimed at redefining how content is managed and delivered. This move introduced unified search functionality across the ADA's extensive library of content, enabling users to effortlessly access all of ADA's oral health information. Additionally, AI-driven topic pages were developed, dynamically curating content to present users with highly relevant and engaging resources tailored to their interests.

A dental hygienist in a mask providing dental treatment to a female patient in a well-equipped dental office
Three medical professionals, two woman and a man, happily discussing results on a clipboard in a bright laboratory

Elevating UX and Design for the Modern User

Recognizing the importance of user experience in today's digital landscape, the ADA and Fishtank dedicated significant resources to UX and design work. This included the development of a UX design system and the optimization of ADA's mobile app, ensuring that members and the public alike can navigate ADA's digital offerings with ease, whether on desktop or mobile. This approach to UX design emphasizes the ADA's commitment to providing an intuitive, accessible, and visually appealing digital environment for all its stakeholders.

Revitalizing Data Insights and Event Engagement

To further enhance the ADA's digital strategy, we implemented refreshed Business Intelligence (B.I.) reporting tools, offering deeper insights into user behavior and content engagement. A modernized event system was also introduced, streamlining the management and promotion of ADA's numerous conferences and seminars, improving attendee experience and operational efficiency.

A young girl with a teddy bear being attended by a dentist and her mother in a dental clinic

Empowering ADA to Better Serve Members and the Public

The collaboration between the American Dental Association (ADA) and Fishtank has significantly enhanced ADA's digital capabilities. Key improvements include a smarter content search system, better event management, and more insightful reporting tools. Together, they've launched new, targeted websites and improved the ADA's overall digital presence, making information more accessible and the user experience smoother. This partnership has equipped the ADA with the modern tools needed to better serve its members and the public in the digital age.