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The American Gastroenterological Association (AGA)

Digital Strategy, Content Management System, and AMS Integration


The Challenge

Over time, the AGA web infrastructure had grown to include multiple web properties and technology platforms. These disparate systems lacked a common login, unified navigational scheme, and integrated search capabilities, leading to user frustration when trying to locate AGA resources online. Furthermore, the disjointed infrastructure was leading to increased AGA staff burden categorizing and updating content across the various web properties.


The Solution

BrowserMedia began with a comprehensive audit of AGA's primary website of approximately 1500 pages, as well as their other digital assets and various offline publications and marketing materials. After conducting stakeholder interviews and armed with the results of our content audit and competitive analysis, BrowserMedia then devised a complete digital strategy with the goal of creating a more engaging member experience, while simultaneously attracting new members and increasing the visibility of their organization. The redesigned website places a heavy emphasis on interactive functionality that leads users down paths of interest through the use of content tagging and a revised site taxonomy.

The entire platform was developed using open source technology through the use of the BrowserCMS Ruby on Rails content management system. BrowserMedia implemented a Central Authentication Service (CAS) model to allow for a seamless Single Sign-On (SSO) experience between various existing proprietary systems, as well as new open source functionality implemented by the BrowserMedia technical staff. The CAS service is currently providing integration between BrowserCMS, Avectra netFORUM, Elsevier TPS, and PHPBB, and includes the ability to easily add additional integrations as needs develop over time. BrowserMedia also integrated a Google Search Appliance (GSA), allowing users to search both public and member-protected content across all of their systems.

In keeping with the goal of the redesign, BrowserMedia recommended and implemented multiple channels for user-generated interaction with AGA, including commenting and ratings. In order to reach the broadest audience possible, BrowserMedia developed streamlined mobile templates that allow for easy access to the site's content from mobile devices. Additional outreach channels were added to the site via RSS feeds, and a highly customized online newsletter module.

Multiple Channel User Generated Content

In keeping with the goal of the redesign, BrowserMedia recommended and implemented multiple channels for user-generated interaction with AGA, including commenting and ratings. In order to reach the broadest audience possible, BrowserMedia developed streamlined mobile templates that allow for easy access to the site's content from mobile devices. Additional outreach channels were added to the site via RSS feeds, and a highly customized online newsletter module.


The Results

AGA’s web, mobile, and third-party application services are now all managed by a centralized CMS platform. AGA staff can now easily control the maintenance, taxonomy and categorization of information through the CMS interface. The user experience has been greatly enhanced and the feedback from AGA members and non-members alike has been positive.

BrowserMedia, LLC

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