As a doctor in Denmark, you are most likely a member of the Danish Medical Association, who looks after the political interests of doctors and works to promote education, research and development. To best support members throughout their medical life, the Danish Medical Association wanted to create a more member-focused online universe on Læger.dk. In addition, the website was to be presented as a gathering point and common place for the Danish Medical Association and its three affiliated negotiating unions: Yngre Læger, Praktiserende Lægers Organisation, and Foreningen af Speciallæger.
With a technical platform moving towards obsolescence, the Danish Medical Association came to us with two challenges. First and foremost, they were forced to decide whether to upgrade or replace their CMS - a task that would require a major overhaul and thus prompted a strategic decision to give their website a boost. With a new information architecture, updated UX and a completely new design, Læger.dk was to offer an improved online user experience and embrace the four independent associations’ brands, each with their own visual identity.
An important task was to present the four associations as the community they are. The desire was therefore a neutral expression on Læger.dk, which should contain all the general content that is relevant for doctors to know - based on topics that, through data analysis, proved to be the most important across the members.