2145: American Dental Association (ADA) - A Digital Transformation Story

The last two years have seen tremendous change. People all over the world have been doing business online more than ever before, and with that, their digital expectations are now sky-high. The brands that will thrive in a post-pandemic world are the ones that can connect intelligently and meet their customers with authentic experiences at every touchpoint along their journey.

At this year's in-person Sitecore Symposium, I set out to learn how some of the world's biggest brands are empowered to deliver standout CX through innovative solutions that drive results and build customer loyalty.

When the American Dental Association (ADA) began its journey to refresh its member digital hub, the solution was not just about modernizing the technology. Instead, modernizing how the team worked and interacted with the hub and each other had to change, placing the member experience at the center of every decision.

Jen Sutherland and Ken Zenger from the American Dental Association share key insights that ADA learned along the way to build an evergreen hub model that would continue to deliver relevant and easily navigated content to new and established members into the future. We also discuss the dangers of having out-of-date information outranking new content.