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FROM TRIBAL FIEFDOM
TO UNIFIED WEB SITE
Aaron Watkins, MA
1
__
WHAT TO EXPECT
BALANCE SCHOOL WEB SITE & DISCOVERY
PROCESS WITH HOPKINSMEDICINE.ORG &
CLINICAL BACKSTORY
• LEARNING OBJECT...
CURRENT STATE
FRAGMENTED EXPERIENCE
3
PROJECT OVERVIEW
Formulate the strategy and vision to guide
the redesign and development of the
School of Medicine public ...
5
_______________
6
IDENTIFY & TARGET
AUDIENCE
7
START SMALL, PREP TEAM
• DIRECTOR OF STRATEGIC WEB
DEVELOPMENT & PRODUCTION
• DIRECTOR OF MARKETING FOR
RESEARCH AND EDUCA...
START SMALL, PREP TEAM
CREATE DIALOGUE ABOUT AUDIENCES:
• POTENTIAL STUDENTS:
• THE RIGHT STUDENTS
• MD & GRADUATE PROGRAM...
START SMALL, PREP TEAM
THEMES:
• WE TALK ABOUT OFFICES,
ADMINISTRATION – NOT THE
CHARACTER & CULTURE OF THE
SCHOOL
• BRAND...
FOCUS ON STAKEHOLDERS
FIRST
INTERNAL INTERVIEWS
• 1 on 1 interviews with Associate Deans
• 3 group faculty meetings
11
EXPAND TO AUDIENCES
OR ARE THESE OUR BIGGEST
STAKEHOLDERS?
STUDENT MEETINGS
• 2 group student meetings
ON-SITE SURVEY
• Sa...
IMPLEMENT GOVERNANCE
13
____________
ENTREPRENEURIAL
INNOVATIVE
CARING
TRUE WORLD LEADERS IN THEIR FIELD
14
• Highly decentralized
• Independent
• Selectively collaborative
• Individualized success metrics
• Consensus driven, not ...
16
Using research to
advance medical
care
17
Data & user research
guides collaboration
and goal setting
18
Market Insights
Performance
Metrics
Marketing &
Engagement
Strategy
Content
Strategy
Web
Technology
Infrastructure
Interne...
Digital Presence Before: Clinical Care
20
Conditions,
Treatments,
Professional
s’ Names
Service
Line Web
Presence
Engaging
Health
Content
Hospital
Web
Presence
Facu...
1. Top Google rankings
2. New sense of ownership & pride
3. Great information
4. Consistency across the web
5. Physician c...
1. Top Google rankings
2. Creates findability on
hopkinsmedicine.org
3. Enables Faculty to maintain
independent ownership ...
USE ANALYTICS TO
PREPARE & MEASURE
24
_____
UNDERSTAND THE
LANDSCAPE
PEER BENCHMARKING
• VISITOR METRICS
• SEARCH PERFORMANCE METRICS
• SATISFACTION / EXPERIENCE METR...
BENCHMARK
SATISFACTION
26
BENCHMARK SATISFACTION
SCHOOL OF MEDICINE STUDENT VISITOR
SATISFACTION & TASK ACCOMPLISHMENT
FIND SCHOOL INFO 78 76%
OTHER...
WHAT DID WE LEARN FROM
OUR STAKEHOLDERS?
ASSOCIATE DEANS
• BALANCE AUTONOMY OF SCHOOL WITH
STRENGTH OF JOHNS HOPKINS MEDIC...
WHAT DID WE LEARN FROM
OUR STAKEHOLDERS?
FACULTY
• ECHOED CALLS FOR AUTONOMY
• FOCUSED ON “EXPERIENCE” AS MOBILE,
NAVIGABL...
WHAT DID WE LEARN FROM
OUR STAKEHOLDERS?
MED SCHOOL STUDENTS
• JHOPS IS MY HOME PAGE
• THE DEAN IS NICE. WHERE ARE STUDENT...
WHAT DID WE LEARN FROM
OUR STAKEHOLDERS?
GRADUATE STUDENTS – EMOTIONAL
RESPONSES
• THEY FEEL UNDERSERVED
• TOO MANY WEB SI...
WHAT DID WE LEARN FROM
OUR STAKEHOLDERS?
RESIDENTS
• CENTRAL INFORMATION, RATHER THAN
SCATTERED ACROSS ACADEMIC AND
SERVIC...
MOVING FORWARD
EDUCATE DON’T ADVOCATE
STRATEGIZE & PREPARE FOR INCREMENTAL
GROWTH
33
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From Tribal Fiefdom to Unified Website: Case Studies for Advancing the Medical School Brand in a Digital Space

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Presented at AAMC : Tranform
Puerto Rico, March 31, 2017

With territorial battles, tribal warlords and vast but largely unnavigable terrain, medical school web sites sometimes seem closer to Afghanistan than the audiences they are supposed to serve. This session will offer two case studies—from the Indiana University School of Medicine and the David Geffen School of Medicine at UCLA—detailing how careful advance research, relentless attention to audience and deft management of internal stakeholders can result in unified web sites that more effectively support their medical school brand.

These projects demonstrate the perils—and promises—of working with large egos and small budgets; multiple campuses (and even more departments and divisions) but a unified web site; and how the seemingly competing demands of mobile, social, and brand strategy can be aligned to create better user experiences. Speakers will cover topics including UI, iterative design cycles, bundled content, site governance and analytics (before and after launch), all in service to the schools’ tripartite, community-minded missions.

At the conclusion of this session, participants will be able to:
1. Define, understand and appropriately target the audience for a school of medicine web site
2. Develop and implement governance mechanisms for a large, multi-stakeholder site
3. Use analytics in preparing for, and measuring the outcomes of, a unified academic medicine web site

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From Tribal Fiefdom to Unified Website: Case Studies for Advancing the Medical School Brand in a Digital Space

  1. 1. FROM TRIBAL FIEFDOM TO UNIFIED WEB SITE Aaron Watkins, MA 1 __
  2. 2. WHAT TO EXPECT BALANCE SCHOOL WEB SITE & DISCOVERY PROCESS WITH HOPKINSMEDICINE.ORG & CLINICAL BACKSTORY • LEARNING OBJECTIVES • IDENTIFY & TARGET AUDIENCE • IMPLEMENT GOVERNANCE (WELL…) • HOW TO PREPARE AND MEASURE 2
  3. 3. CURRENT STATE FRAGMENTED EXPERIENCE 3
  4. 4. PROJECT OVERVIEW Formulate the strategy and vision to guide the redesign and development of the School of Medicine public website hopkinsmedicine.org/education Discovery phase ends June 30, with support of outside vendor 4
  5. 5. 5 _______________
  6. 6. 6
  7. 7. IDENTIFY & TARGET AUDIENCE 7
  8. 8. START SMALL, PREP TEAM • DIRECTOR OF STRATEGIC WEB DEVELOPMENT & PRODUCTION • DIRECTOR OF MARKETING FOR RESEARCH AND EDUCATION • DIRECTOR OF DIGITAL CONTENT STRATEGY 8
  9. 9. START SMALL, PREP TEAM CREATE DIALOGUE ABOUT AUDIENCES: • POTENTIAL STUDENTS: • THE RIGHT STUDENTS • MD & GRADUATE PROGRAMS • PROSPECTIVE & CURRENT FACULTY: RECRUIT AND RETAIN • FUTURE RESIDENTS • DONORS 9
  10. 10. START SMALL, PREP TEAM THEMES: • WE TALK ABOUT OFFICES, ADMINISTRATION – NOT THE CHARACTER & CULTURE OF THE SCHOOL • BRAND PERCEPTION • WHAT IS THE SCHOOL WITHIN THIS GIANT ENTERPRISE? 10
  11. 11. FOCUS ON STAKEHOLDERS FIRST INTERNAL INTERVIEWS • 1 on 1 interviews with Associate Deans • 3 group faculty meetings 11
  12. 12. EXPAND TO AUDIENCES OR ARE THESE OUR BIGGEST STAKEHOLDERS? STUDENT MEETINGS • 2 group student meetings ON-SITE SURVEY • Satisfaction benchmarking and feedback 12
  13. 13. IMPLEMENT GOVERNANCE 13 ____________
  14. 14. ENTREPRENEURIAL INNOVATIVE CARING TRUE WORLD LEADERS IN THEIR FIELD 14
  15. 15. • Highly decentralized • Independent • Selectively collaborative • Individualized success metrics • Consensus driven, not hierarchical • Deep sense of ownership of content 15
  16. 16. 16
  17. 17. Using research to advance medical care 17
  18. 18. Data & user research guides collaboration and goal setting 18
  19. 19. Market Insights Performance Metrics Marketing & Engagement Strategy Content Strategy Web Technology Infrastructure Internet Strategy 19
  20. 20. Digital Presence Before: Clinical Care 20
  21. 21. Conditions, Treatments, Professional s’ Names Service Line Web Presence Engaging Health Content Hospital Web Presence Faculty Physician Profiles Research Lab Profiles Digital Presence After: Clinical Care 21
  22. 22. 1. Top Google rankings 2. New sense of ownership & pride 3. Great information 4. Consistency across the web 5. Physician champion(s) APPROACH: FACULTY PROFILES
  23. 23. 1. Top Google rankings 2. Creates findability on hopkinsmedicine.org 3. Enables Faculty to maintain independent ownership of scientific content APPROACH: LAB PROFILES 4. We manage only basic information 5. Faculty support : Alleviates fear & Builds trust!
  24. 24. USE ANALYTICS TO PREPARE & MEASURE 24 _____
  25. 25. UNDERSTAND THE LANDSCAPE PEER BENCHMARKING • VISITOR METRICS • SEARCH PERFORMANCE METRICS • SATISFACTION / EXPERIENCE METRICS GOAL: PUT CONTEXT AROUND CURRENT PERFORMANCE 25
  26. 26. BENCHMARK SATISFACTION 26
  27. 27. BENCHMARK SATISFACTION SCHOOL OF MEDICINE STUDENT VISITOR SATISFACTION & TASK ACCOMPLISHMENT FIND SCHOOL INFO 78 76% OTHER 65 44% REZ OR FELLOWSHIP 73 71% LEARN ABOUT MEDICINE 81 94% OTHER = SCHOLARSHIPS/INTERNSHIPS, RESEARCH OR TRIALS, MEMBERSHIPS IN STUDENT ORGANIZATIONS 27
  28. 28. WHAT DID WE LEARN FROM OUR STAKEHOLDERS? ASSOCIATE DEANS • BALANCE AUTONOMY OF SCHOOL WITH STRENGTH OF JOHNS HOPKINS MEDICINE • THE WEB SITE SHOULD TAKE BREATH AWAY • SHIFT AWAY FROM ORGANIZATIONAL FOCUS • DECREASE THE NUMBER OF WEB SITES • MAKE IT EASY TO UPDATE • MAKE IT EASY TO APPLY (PRIORITY #1) • CHANGE PERCEPTION: WE ARE NOT ULTRA- COMPETITIVE, SCARY (STUDENTS SAY SO) 28
  29. 29. WHAT DID WE LEARN FROM OUR STAKEHOLDERS? FACULTY • ECHOED CALLS FOR AUTONOMY • FOCUSED ON “EXPERIENCE” AS MOBILE, NAVIGABLE AND VISUALLY ENGAGING • WANT A SITE SEARCH ‘THAT WORKS’ 29
  30. 30. WHAT DID WE LEARN FROM OUR STAKEHOLDERS? MED SCHOOL STUDENTS • JHOPS IS MY HOME PAGE • THE DEAN IS NICE. WHERE ARE STUDENTS? • WE WANT TO FIND THINGS ON SITE, NOT GOOGLE • THE CURRICULUM, THE APPLICATION, FACULTY INFO IN A CENTRAL DIRECTORY, EVERY PROGRAM AND ITS INFO (BUT KEEPING AUTONOMY) 30
  31. 31. WHAT DID WE LEARN FROM OUR STAKEHOLDERS? GRADUATE STUDENTS – EMOTIONAL RESPONSES • THEY FEEL UNDERSERVED • TOO MANY WEB SITES. CONFUSION / FEELING STUCK • HOW TO FIND ANSWERS AND MAINTAIN AUTONOMY OF PROGRAMS? 31
  32. 32. WHAT DID WE LEARN FROM OUR STAKEHOLDERS? RESIDENTS • CENTRAL INFORMATION, RATHER THAN SCATTERED ACROSS ACADEMIC AND SERVICE LINE SITES • MISPERCEPTION OF INTENSITY OF CULTURE • SUPPORT TRANSITION TO FELLOWSHIPS AND CAREER 32
  33. 33. MOVING FORWARD EDUCATE DON’T ADVOCATE STRATEGIZE & PREPARE FOR INCREMENTAL GROWTH 33

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