Advancing PM&R Bold – A Case Study

A one-of-a-kind web presence promoting the organization’s PM&R Bold initiative.

responsive website

About AAPM&R

The American Academy of Physical Medicine and Rehabilitation (AAPM&R) is the national medical specialty association representing more than 9,000 physicians who are specialists in physical medicine and rehabilitation (PM&R). Over the past 3 years, AAPM&R has worked with members to define future opportunities in the changing health care landscape, create a unifying vision, and create plans to help advance the specialty towards that vision.

This initiative has been called PM&R BOLD.


AAPM&R wanted to make sure the initiative had a vibrant presence online that helps connect the dots of many related projects and tells compelling stories. Something beyond a website and more of an interactive experience that focused on helping their members understand the PM&R BOLD vision and see how it applies to them personally.

Project Requirements
  1. Flexible
  2. Support Various Types of content and media
  3. Tablet Friendly


The “Team Physiatry” concept is captured in an illustration designed by Ink Factory. Gulo was asked to turn the illustration into a virtual race around the track creating a way for physicians to click and learn more about certain practice areas and challenges the Academy is addressing.

How it works

Each area is represented by a word bubble accompanied by an illustrated race participant. Upon click, an overlay appears and provides the user a story about the topic along with relevant multimedia like video. Each information-rich modal has a unique URL assigned to it so specific pages of the Team Physiatry experience can be marketed across social media and other marketing channels.


All the assets and content are managed entirely through WordPress. The front-end is a custom-built Leaflet / Angular application that interfaces with the WordPress JSON API. The web application asynchronously pulls content from WordPress for public consumption.

Building a non-geographic map using Leaflet and Angular provided content managers the ability to easily add new content anywhere on the front-end. It also provides users a natural and intuitive interface from which to navigate the racing track.

Technologies We Used
wordpress leaflet.js angular


AAPM&R now has a one-of-a-kind web presence to help them promote their organization’s top initiative. It will be rolled out nationwide in the summer of 2019 and shared as a kiosk, iPad experience at their annual event.

“This is an incredibly engaging web experience and beautifully captures the story we want to tell our members. Our goal was to make this something they would share and talk about. The final result exceeds our expectations. Gulo delivered.”

– Megan B., Senior Manager, Digital Marketing, AAPM&R