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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