We have the privilege of working with some of the American Board of Medical Specialties (ABMS) certifying boards. They ensure that our country’s doctors are trained and knowledgeable in all the right things so that we, the public, are safe and well cared for.

Sometimes these certifying boards can seem like “the big bad guy” to medical students and residents. After all, they’re the ones who create that day-long test known as “The Boards.” They also charge money for stuff that, as a new doctor drowning in student loans, you kinda wish were free. 

However, the certifying boards are here to serve the public, and the value of certification is proven to help patients get better and more reliable care. 

How can a website engage early career physicians?

So how can a website – dots on a screen – engage new doctors and help them feel less intimidated and more valued by the organization that will hopefully become their certifying board? This was the challenge we undertook this year with one of the ABMS boards, the American Board of Internal Medicine (ABIM). 

It posed some questions for us:

  • How do we design best for this demographic? 
  • What kinds of content are they looking for? 
  • How do we talk to them directly to find out what works and what doesn’t? 

At the 2022 ABMS Conference, Digital Wave co-presented with communications specialists from ABIM… and a little inspiration from Janet Jackson’s 1986 hit, “What have you done for me lately?”

Our presentation touched on the project objectives, user engagement challenges, content curve balls, getting it all on the web, and ultimately, feedback from real users. And, of course, we ended with a long, ongoing “to-do” list to continue giving users what they’re actually looking for. It’s no easy task to keep up with each generation of young doctors coming onto the scene. However, it is an exciting challenge to keep their “online home” fresh, new, and relatable.

What’s next?

Want to hear more? Contact us for a copy of the presentation or to discuss how you can improve your website’s user experience.