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.
2. With campuses in Gainesville and
Jacksonville, UF&Shands includes:
· Six health colleges
· Six research institutes
· Two teaching hospitals
· Two specialty hospitals
· Large and small animal hospitals
· 80 physician medical practices
and outpatient services
Photo courtesy of Flickr user perpetualplum
About Us
4. Multiple Personality
Disorder
No brand continuity
• Lack of broader institutional branding, with
inconsistent low-level unit branding (400+ logos)
Patient Symptoms &
Diagnosis
5. Disruptions to the
Nervous System
• Mismash of operating systems, programming
languages and styles of coding
• Content management system (CMS) and
templates not centrally managed
• Lack of security and auditing for web authors
Patient Symptoms &
Diagnosis
6. Vocal Cord Injuries
• Trouble communicating with the public at large
• Disjointed news and social presence
• No goal-based content strategy
Patient Symptoms &
Diagnosis
7. Pituitary Disorders
• Conversion from old website to new website:
information brochure instead of app-driven site
Patient Symptoms &
Diagnosis
8. • Enact multidisciplinary committees and governance
structure to create organizational buy-in
• Create policies and procedures that reinforce
consistency, efficiency and an effective web presence
Treatment: Governance
9. Governance: Health Care
Team
MULTIDISCIPLINARY APPROACH
Web
Manager
Primary
Care
Web
Content
Optimizer
Web
Multimedia
Expert
Support
and
Training
Web
Designer
Grant-based
projects
Senior Web
Developer
Senior Web
Designer
Web
Content
Editor /
Community
Manager
Senior Web
Developer
Web
Content
Coordinator
/ Program
Assistant
10. Consulting Medical
Specialists
HSC News &
Communicatio
ns
Shands
Marketing &
Public
Relations
College
Communicatio
ns Personnel
Medical
Boards
Committees of
Faculty and
Staff
Senior
Executive
Leadership
University
Relations
Governance: Health Care
Team
MULTIDISCIPLINARY APPROACH
11. Governance: Committees
MEDICAL BOARDS EXPANDED
Executive Web
Steering
Web Tools
Branding, Design
& Navigation
Technical &
Security
Environment
Policies /
Procedures
Content
12. • Centralize: Develop modern content strategy that links patient-care
content through relationships, taking into account strong search
engine optimization techniques and accessible content
• Decentralize: Remove barriers to updating content, empowering
website editors to ‘own’ the content on their academic websites
• Refocus function: Think of your core audiences.
• Adjust Information Architecture (IA): Task, mission and role-based
navigation
Treatment: Content
Strategy
13. SURGEON GENERAL’S WARNING: Ignoring the statement
‘content is king’ could lead to a useless website.
Treatment: Content
Strategy
15. 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.)
17. Therapy:
Decentralizing Content for Academic Units
Self-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 organizing
content
• Centralized training for content editors
• Small number of plugins
• Robust and custom theme with dozens of easy-to-use
options and customizations
• SEO and accessibility optimization baked-in
• All other iterative improvements weighed on an
institutional benefit and resources basis
25. 300% Increase in Appointment
Requests
700% Increase in New Patient
Admissions
30% Increase in
Traffic
Outcomes: Patient Care
UFandShands.org Launch Analytics
70% of Patients from
Google
28. Rehabilitation
• Usability Testing
• Information Architecture
Improvements
• Continuous incremental
improvements by getting feedback
and feature requests from users
• Adjustments based on measured
analytical goals
29. New Therapies
• Responsive Web Strategy for the WordPress
Multisite template
• Social Media Hub to identify and bring
together all social media channels
• Optimized Mobile Template for
UFandShands.org
Notas del editor
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
