Website Heal Thyself
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Website Heal Thyself

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Does your organization’s web presence mirror your institution or does it reflect a series of separate entities cobbled together with no common navigation, usability or look and feel? Many of us ...

Does your organization’s web presence mirror your institution or does it reflect a series of separate entities cobbled together with no common navigation, usability or look and feel? Many of us struggle to reconcile the disparate web interests of the complex entities within our institutions. Come and discover how to reconcile them effectively, learn some best practices and hear from those who have managed it successfully, with or without outside help.

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  • Summary: Does your organization’s web presence mirror your institution or does it reflect a series of separate entities cobbled together with no common navigation, usability or look and feel? Many of us struggle to reconcile the disparate web interests of the complex entities within our institutions. Come and discover how to reconcile them effectively, learn some best practices and hear from those who have managed it successfully, with or without outside help.
  • audience confusion / tone deaf (do we really need our internal business policies available right next to patient care information?)
  • Choose committee members wisely. Select a broad group who work well in committee settings and represent many entitiesCo-chairs are moderators and keep discussions flowingDeposit resident experts in each committee (tech, web, communications) for broader questions/road blocks
  • Content Strat: Central: The central website required more direct care and feeding, and we were willing to spend the resources to directly manage it in-house. It was also less abstract by nature, so it was easier to attach a more precise content strategy to itContent Strat: Decentral: When people feel like they ‘own’ something, they take better care of it. So it was important that they felt a sense of ownership over the content on their websites, and simply relied on us for our tools, systems, and consultations.
  • When it comes to content strategy, we have a warning
  • Features Weighted attribute tables What features matterHow important are theyThey get messy, fastIgnore front-end features that are not functions of the CMS, but instead a reflection of the theme/templateResponsive/mobile-friendlyVisually appealing designs
  • WPMS = 1 install, 1 database, 1 template…. Hundreds of websites. Pull a handle, get a new website.
  • We took the 4 designers and locked them in a room for a week, fed them take out, and told them to not emerge until they had 4 distinct designs. They reviewed each other’s designs, allowing real-time iteration. We tried hard to avoid having them ‘take’ from each other designs, but sometimes it occurred anyways when everyone overwhelmingly agreed it was a great idea.They created a mockup for the UFandShands.org homepage, a health topic page (from our encyclopedia), and a college homepage.4 homesPhotos of print-outs, votingStarted off with base assumptions/requirementsGlobal header/footer = unifyHurt feelings (“we” aren't prominent enough / this is confusing).
  • insert graph of launch day appointmentsShow before/after for: homepage, provider directory, location directory
  • insert graph of launch day appointmentsShow before/after for: homepage, provider directory, location directory
  • Show before/after for: homepage, provider directory, location directory

Website Heal Thyself Website Heal Thyself Presentation Transcript

  • Website, Heal Thyself
  • With campuses in Gainesville andJacksonville, UF&Shands includes:· Six health colleges· Six research institutes· Two teaching hospitals· Two specialty hospitals· Large and small animal hospitals· 80 physician medical practicesand outpatient servicesPhoto courtesy of Flickr user perpetualplumAbout Us
  • Patient Symptoms &Diagnosis
  • Multiple PersonalityDisorderNo brand continuity• Lack of broader institutional branding, withinconsistent low-level unit branding (400+ logos)Patient Symptoms &Diagnosis
  • Disruptions to theNervous System• Mismash of operating systems, programminglanguages and styles of coding• Content management system (CMS) andtemplates not centrally managed• Lack of security and auditing for web authorsPatient Symptoms &Diagnosis
  • Vocal Cord Injuries• Trouble communicating with the public at large• Disjointed news and social presence• No goal-based content strategyPatient Symptoms &Diagnosis
  • Pituitary Disorders• Conversion from old website to new website:information brochure instead of app-driven sitePatient Symptoms &Diagnosis
  • • Enact multidisciplinary committees and governancestructure to create organizational buy-in• Create policies and procedures that reinforceconsistency, efficiency and an effective web presenceTreatment: Governance
  • Governance: Health CareTeamMULTIDISCIPLINARY APPROACHWebManagerPrimaryCareWebContentOptimizerWebMultimediaExpertSupportandTrainingWebDesignerGrant-basedprojectsSenior WebDeveloperSenior WebDesignerWebContentEditor /CommunityManagerSenior WebDeveloperWebContentCoordinator/ ProgramAssistant
  • Consulting MedicalSpecialistsHSC News &CommunicationsShandsMarketing &PublicRelationsCollegeCommunications PersonnelMedicalBoardsCommittees ofFaculty andStaffSeniorExecutiveLeadershipUniversityRelationsGovernance: Health CareTeamMULTIDISCIPLINARY APPROACH
  • Governance: CommitteesMEDICAL BOARDS EXPANDEDExecutive WebSteeringWeb ToolsBranding, Design& NavigationTechnical &SecurityEnvironmentPolicies /ProceduresContent
  • • Centralize: Develop modern content strategy that links patient-carecontent through relationships, taking into account strong searchengine optimization techniques and accessible content• Decentralize: Remove barriers to updating content, empoweringwebsite editors to ‘own’ the content on their academic websites• Refocus function: Think of your core audiences.• Adjust Information Architecture (IA): Task, mission and role-basednavigationTreatment: ContentStrategy
  • SURGEON GENERAL’S WARNING: Ignoring the statement‘content is king’ could lead to a useless website.Treatment: ContentStrategy
  • UFandShands.org: Centralizing Content for the PatientTreatment: ContentStrategy
  • 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 UnitsSelf-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 organizingcontent• Centralized training for content editors• Small number of plugins• Robust and custom theme with dozens of easy-to-useoptions and customizations• SEO and accessibility optimization baked-in• All other iterative improvements weighed on aninstitutional benefit and resources basis
  • Treatment: Look & Feel
  • Treatment: Look & FeelGLOBAL HEADER
  • Treatment: Look & FeelGLOBAL FOOTER
  • Treatment: Look & FeelOFFERING CHOICES
  • Treatment: Look & FeelOFFERING CHOICES
  • Outcomes: Academic430+ Websites Using Same Theme &Branding1.7 Million Pageviews/MonthAcademic WordPress Website Outcomes816 Website Administrators & Content Editors110,000+ pages of content
  • ResultsBounce Rate improved by 16%Search Engine referrals improved by 30%
  • 300% Increase in AppointmentRequests700% Increase in New PatientAdmissions30% Increase inTrafficOutcomes: Patient CareUFandShands.org Launch Analytics70% of Patients fromGoogle
  • Outcomes: Patient CareSite Launch
  • Rehabilitation• Usability Testing• Information ArchitectureImprovements• Continuous incrementalimprovements by getting feedbackand feature requests from users• Adjustments based on measuredanalytical goals
  • New Therapies• Responsive Web Strategy for the WordPressMultisite template• Social Media Hub to identify and bringtogether all social media channels• Optimized Mobile Template forUFandShands.org