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Managing a major hospital website redesign

What's it like to lead a 200-year old academic medical center through a three+ year institution-wide website redesign initiative?

Slides cover planning, implementation and measuring success of the new website for Massachusetts General Hospital in Boston.

The new massgeneral.org has received top health care marketing awards, including recognition from organizations such as MITX, AIGA and WebAwards; and most importantly, continues to receive positive feedback from its patient and health care professional constituents.

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Managing a major hospital website redesign

  1. 1. Managing a Major Website Redesign June 4, 2010
  2. 2. Agenda <ul><li>Planning </li></ul><ul><li>Implementation </li></ul><ul><li>Measuring Success </li></ul>
  3. 3. <ul><li>Planning </li></ul><ul><li>Context for Redesign </li></ul><ul><li>Assess Current Situation (350+ websites) </li></ul><ul><li>Build Team, Review Agency Partner </li></ul><ul><li>Form Hospital Committee, Decision-Making Process </li></ul>
  4. 4. Context: Why Redesign is Important <ul><li>Web is significant consumer-facing presence for Mass General </li></ul><ul><li>Increasing reliance on the Web as an information source by health consumers </li></ul><ul><li>Anticipated use of online technology for transactional capability </li></ul><ul><ul><li>appointments, pay a bill, secure physician communication, etc. </li></ul></ul><ul><li>Consumer expectations shaped by existing gold-standard sites </li></ul><ul><ul><li>search, functionality, look / feel </li></ul></ul>
  5. 5. Looking for a Consistent Brand
  6. 6. Hospital Interactive Marketing Team Project Management Art Direction Content Strategy Technology Engineering
  7. 7. Split the Responsibilities <ul><li>Develop decision-making process </li></ul><ul><li>Gain support & participation </li></ul><ul><li>Develop business rules </li></ul><ul><li>Primary research studies </li></ul><ul><li>Content writing </li></ul><ul><li>Software development </li></ul><ul><li>Strategic focus </li></ul><ul><li>Information architecture </li></ul><ul><li>Visual design system </li></ul><ul><li>Technical architecture design </li></ul><ul><li>Functional specifications </li></ul>
  8. 8. Project Organization Strategic Development & Project Management (MGH Marketing) Web Redesign Steering Committee (40) Agency / Consultant MGH subject matter experts: Brand Strategy Clinical Programs / Patient Care Services Content, Editorial Guidelines & Publishing Workflow Research Community Technology & Software Selection Training Implementation User Experience Human Resources Administrative Market Research Usability Testing Decisions approved here
  9. 9. <ul><li>Implementation </li></ul><ul><li>Primary Research </li></ul><ul><li>Taxonomy / Contextual Database </li></ul><ul><li>Physician Profiles </li></ul><ul><li>Publishing Process </li></ul><ul><li>Content Strategy, Design System & Technical Architecture </li></ul><ul><li>New Technologies, e.g. CMS, Faceted Search </li></ul><ul><li>Usability Testing </li></ul>
  10. 10. <ul><li>Research </li></ul>
  11. 11. Research Activities <ul><li>Strategies draw from data collected during discovery: </li></ul><ul><li>Mass General stakeholder interviews </li></ul><ul><li>massgeneral.org website survey findings </li></ul><ul><li>External physician interviews </li></ul><ul><li>Mass General publishing interviews </li></ul><ul><li>Audit of Mass General content (online & offline) </li></ul><ul><li>Mass General brand strategy & segmentation documentation </li></ul><ul><li>Secondary research from Forrester, Aptima & Pew </li></ul><ul><li>AMC org & publishing process interviews </li></ul><ul><li>AMC website benchmarking </li></ul>Primary User Research Strategic Focus > Massachusetts General Hospital Website Strategic Focus Best Practice Benchmarking > Massachusetts General Hospital Best Practice Benchmarking
  12. 12. Target Audiences Referring physicians Existing patients / Caregivers Prospective patients
  13. 13. Target Audiences <ul><li>What about other segments? </li></ul><ul><li>Employees </li></ul><ul><li>Job seekers </li></ul><ul><li>Health care professionals </li></ul><ul><li>Researchers </li></ul><ul><li>Students </li></ul><ul><li>> Building a new website experience with our core users in mind builds a better experience for all website constituents </li></ul>
  14. 14. Core User Testing and Insights <ul><li>Priority segment user interviews: </li></ul><ul><li>Consumer profiles </li></ul><ul><ul><li>Prospective patients </li></ul></ul><ul><ul><li>Existing patients </li></ul></ul><ul><ul><li>Caregivers of existing patients </li></ul></ul><ul><li>Out-of-network referring physicians </li></ul>
  15. 15. Strategic Focus / New Direction of Site <ul><li>Audience group focus with segment-specific objectives </li></ul><ul><ul><li>Prospective patients </li></ul></ul><ul><ul><li>Existing patients </li></ul></ul><ul><ul><li>Referring MDs </li></ul></ul><ul><li>New site organizational model </li></ul><ul><ul><li>Model is user-centric; not based on Mass General org chart </li></ul></ul><ul><ul><li>Global & Receding Navigation concept (1 website, not 350) </li></ul></ul><ul><li>Contextual content model to support cross-referencing </li></ul><ul><ul><li>Content is no longer in siloed & static web pages </li></ul></ul><ul><ul><li>Amazon.com model: dynamic content ; shared across the site </li></ul></ul>
  16. 16. Amazon’s Content Sharing/Relationship Model
  17. 17. Contextual Content Model to Support Cross-Referencing Disease Title Description Symptoms Treatment Prevention Testimonial Physician Disease Research Technology Metadata Attributes Intraocular Melanoma <ul><li>Description: </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc fermentum. Donec et ante in dui placerat ultricies. Etiam cursus dignissim est. Sed sagittis dignissim ipsum. Vestibulum ante ipsum primis in cubilia Curae; </li></ul><ul><li>Symptoms: </li></ul><ul><li>Sed sodales erat vel enim. </li></ul><ul><li>Etiam cursus sollicitudin quam. Nam erat purus, faucibus et, pulvinar sit amet, ullamcorper at, velit. </li></ul><ul><li>Donec pulvinar, arcu at adipiscing elementum, mauris lacus mollis arcu, vitae pretium arcu magna hendrerit purus. </li></ul><ul><li>Sed sodales erat vel enim. </li></ul><ul><li>Treatment: </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc fermentum. Donec et </li></ul>Physicians Technology MD Spotlight Testimonial Research Wireframe Diseases of the eye
  18. 18. <ul><li>Content Strategy </li></ul>
  19. 19. Content Strategy * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology
  20. 20. Content Strategy * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology Cancer Center Digestive Healthcare Center Heart Center Transplant Center Vascular Center +
  21. 21. Content Strategy Allergy/Immunology Burns Services Cardiac Surgery Cardiology Diabetes Endocrinology Gastroenterology General & Gastrointestinal Surgery Geriatrics Infectious Disease Nephrology (Renal) Otolaryngology (Voice Center) Palliative Care Plastic & Reconstructive Surgery Pulmonary & Critical Care Rheumatology Surgical Oncology Thoracic Surgery Trauma Vascular & Endovascular Surgery * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology
  22. 22. Content Strategy 1. Head & Neck Surgery Program 2. Breast Surgery Program 3. Body Contouring 4. Migraine Program 5. Hand Surgery Program 6. Pediatric Plastic Surgery 7. Non-invasive Aesthetics 8. Plastic Surgery for Men 9. Peripheral Nerve Program
  23. 23. Content Strategy Condition Hub Center or Department Treatments Conditions Cardiomyopathy (weakened heart muscle) Heart Failure & Cardiac Transplant Program Hospital website visitors use massgeneral.org Post-DX to help make informed decisions regarding treatment options.
  24. 24. <ul><li>Editorial Guidelines </li></ul>Content Strategy A a Content strategy Site structure Audiences Tone & style Visual examples
  25. 25. <ul><li>Hospital-wide training </li></ul>Content Strategy Drop-in Labs icommunity Intranet CMS Training
  26. 26. <ul><li>Design </li></ul>
  27. 27. Visual Design Goals Transform massgeneral.org into one unified branded experience for our users User focused Unified architecture Consistency w/o boredom Flexible / modular system Simplified user experience (“less is more”) Contextualized & shared content
  28. 28. Design Direction Pioneering Timeless Firsts Dependable Landmark Innovations Reputation Proven MGH as an enduring cultural symbol First to perform surgery without pain Iconic First to develop an X ray image in the US First to successfully reattach a human limb Photomedicine genetic research Courageous Confident Forefront of medicine since 1811
  29. 29. Design System
  30. 42. <ul><li>Measuring Success </li></ul><ul><li>Site Metrics e.g. Traffic, Time Spent on Site, etc. </li></ul><ul><li>User Satisfaction </li></ul><ul><li>Representing the Brand </li></ul><ul><li>Developing Integrated Marketing Tools e.g. SEM & Offline Campaign Landing Pages, Microsites </li></ul>
  31. 43. Visitor Mix Has Changed Since 2007 28% Looking for Work Not Looking Job Applicant (Non-medical) Nurses/Physician’s Assistant Physicians Medical Student Clinical Researcher Patient Under Treatment Friend/Relative to Patient “ Consumer” Looking for Info All Other* Job Applicants: 22% Health Care Community: 46% Patients, Friends/Family of Patients and “Consumers”: 34% * Media (1%), Donor (1%), Other (8%) 2007 2010 17% Looking Not Looking Job Applicants: 16% Health Care Community: 34% Patients/ “Consumers”: 45%
  32. 44. Greater % of “High Value Consumers” Received treatment @ other hospital Received treatment at Mass General Have Not Received Treatment
  33. 45. Satisfaction with the Website Extremely satisfied Very satisfied Slightly satisfied Somewhat satisfied Not at all satisfied (n = 463) (n = 703) 61% 70%
  34. 47. Interactive Marketing Strategies
  35. 49. http://twitter.com/shawngross
  36. 50. Feedback / group questions

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