Post on 14-Jul-2015
transcript
Website, Heal Thyself
With campuses in Gainesville and
Jacksonville, UF&Shands includes:
· Six health colleges
· Six research institutes
· Two teaching hospitals
· Two specialty hospitals
· Large and small animal hospitals
· 80 physician medical practices
and outpatient services
Photo courtesy of Flickr user perpetualplum
About Us
Patient Symptoms &
Diagnosis
Multiple Personality
Disorder
No brand continuity• Lack of broader institutional branding, with
inconsistent low-level unit branding (400+ logos)
Patient Symptoms &
Diagnosis
Disruptions to the
Nervous System• Mismash of operating systems, programming
languages and styles of coding• Content management system (CMS) and
templates not centrally managed• Lack of security and auditing for web authors
Patient Symptoms &
Diagnosis
Vocal Cord Injuries• Trouble communicating with the public at large• Disjointed news and social presence• No goal-based content strategy
Patient Symptoms &
Diagnosis
Pituitary Disorders • Conversion from old website to new website:
information brochure instead of app-driven site
Patient Symptoms &
Diagnosis
• Enact multidisciplinary committees and governance structure to create organizational buy-in
• Create policies and procedures that reinforce consistency, efficiency and an effective web presence
Treatment: Governance
Governance: Health Care
TeamMULTIDISCIPLINARY APPROACH
Web
ManagerPrimary
Care
Web
Content
Optimizer
Web
Multimedia
Expert
Support
and
Training
Web
DesignerGrant-based
projects
Senior Web
Developer
Senior Web
Designer
Web
Content
Editor /
Community
Manager
Senior Web
Developer
Web
Content
Coordinator
/ Program
Assistant
Consulting Medical
SpecialistsHSC News &
Communicatio
ns
Shands
Marketing &
Public
Relations
College
Communicatio
ns Personnel
Medical
BoardsCommittees of
Faculty and
Staff
Senior
Executive
Leadership
University
Relations
Governance: Health Care
TeamMULTIDISCIPLINARY APPROACH
Governance: CommitteesMEDICAL BOARDS EXPANDED
Executive Web Steering
Web ToolsBranding, Design
& Navigation
Technical & Security
Environment
Policies / Procedures
Content
• Centralize: Develop modern content strategy that links patient-care content through relationships, taking into account strong search engine optimization techniques and accessible content
• Decentralize: Remove barriers to updating content, empowering website editors to ‘own’ the content on their academic websites
• Refocus function: Think of your core audiences.
• Adjust Information Architecture (IA): Task, mission and role-based navigation
Treatment: Content
Strategy
SURGEON GENERAL’S WARNING: Ignoring the statement
‘content is king’ could lead to a useless website.
Treatment: Content
Strategy
UFandShands.org: Centralizing Content for the Patient
Treatment: Content
Strategy
Treatment: CMS
• Features – Weighted attribute tables
• Content Editing Experience– Insist on seeing the process editors have to go through to perform basic functions
• Available expertise– Who’s going to manage this after it’s installed?
• Costs– Initial licenses, server infrastructure
– Long-term cost of ownership (changing logos, adding features, etc.)
Treatment
Therapy: Decentralizing Content for Academic Units
Self-Managed Care: Individual colleges, departments and other units are empowered to focus on their audiences and content, not having to worry about technical issues or programming.
• WordPress Multisite install
• Central support for migration and organizing content
• Centralized training for content editors
• Small number of plugins
• Robust and custom theme with dozens of easy-to-use options and customizations
• SEO and accessibility optimization baked-in
• All other iterative improvements weighed on an institutional benefit and resources basis
Treatment: Look & Feel
Treatment: Look & FeelGLOBAL HEADER
Treatment: Look & FeelGLOBAL FOOTER
Treatment: Look & FeelOFFERING CHOICES
Treatment: Look & FeelOFFERING CHOICES
Outcomes: Academic
430+ Websites Using Same Theme &
Branding
1.7 Million Pageviews/Month
Academic WordPress Website Outcomes
816 Website Administrators & Content Editors
110,000+ pages of content
ResultsBounce Rate improved by 16%
Search Engine referrals improved by 30%
300% Increase in Appointment
Requests
700% Increase in New Patient
Admissions
30% Increase in
Traffic
Outcomes: Patient Care
UFandShands.org Launch Analytics
70% of Patients from
Outcomes: Patient Care
Site Launch
Rehabilitation• Usability Testing
• Information Architecture Improvements
• Continuous incremental improvements by getting feedback and feature requests from users
• Adjustments based on measured analytical goals
New Therapies• Responsive Web Strategy for the WordPress
Multisite template
• Social Media Hub to identify and bring together all social media channels
• Optimized Mobile Template for UFandShands.org