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

1. FROM TRIBAL FIEFDOM
TO UNIFIED WEB SITE
Aaron Watkins, MA
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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
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3. CURRENT STATE
FRAGMENTED EXPERIENCE
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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
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5. 5
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6. 6

7. IDENTIFY & TARGET
AUDIENCE
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8. START SMALL, PREP TEAM
• DIRECTOR OF STRATEGIC WEB
DEVELOPMENT & PRODUCTION
• DIRECTOR OF MARKETING FOR
RESEARCH AND EDUCATION
• DIRECTOR OF DIGITAL CONTENT
STRATEGY
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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
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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?
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11. FOCUS ON STAKEHOLDERS
FIRST
INTERNAL INTERVIEWS
• 1 on 1 interviews with Associate Deans
• 3 group faculty meetings
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12. EXPAND TO AUDIENCES
OR ARE THESE OUR BIGGEST
STAKEHOLDERS?
STUDENT MEETINGS
• 2 group student meetings
ON-SITE SURVEY
• Satisfaction benchmarking and feedback
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13. IMPLEMENT GOVERNANCE
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14. ENTREPRENEURIAL
INNOVATIVE
CARING
TRUE WORLD LEADERS IN THEIR FIELD
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15. • Highly decentralized
• Independent
• Selectively collaborative
• Individualized success metrics
• Consensus driven, not hierarchical
• Deep sense of ownership of
content
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16. 16

17. Using research to
advance medical
care
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18. Data & user research
guides collaboration
and goal setting
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19. Market Insights
Performance
Metrics
Marketing &
Engagement
Strategy
Content
Strategy
Web
Technology
Infrastructure
Internet
Strategy
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20. Digital Presence Before: Clinical Care
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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
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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. 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. USE ANALYTICS TO
PREPARE & MEASURE
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25. UNDERSTAND THE
LANDSCAPE
PEER BENCHMARKING
• VISITOR METRICS
• SEARCH PERFORMANCE METRICS
• SATISFACTION / EXPERIENCE METRICS
GOAL:
PUT CONTEXT AROUND CURRENT
PERFORMANCE
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26. BENCHMARK
SATISFACTION
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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
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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)
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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’
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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)
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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?
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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
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33. MOVING FORWARD
EDUCATE DON’T ADVOCATE
STRATEGIZE & PREPARE FOR INCREMENTAL
GROWTH
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