website heal thyself
TRANSCRIPT
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Website, Heal Thyself
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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
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Patient Symptoms &
Diagnosis
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Multiple Personality
Disorder
No brand continuity• Lack of broader institutional branding, with
inconsistent low-level unit branding (400+ logos)
Patient Symptoms &
Diagnosis
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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
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Vocal Cord Injuries• Trouble communicating with the public at large• Disjointed news and social presence• No goal-based content strategy
Patient Symptoms &
Diagnosis
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Pituitary Disorders • Conversion from old website to new website:
information brochure instead of app-driven site
Patient Symptoms &
Diagnosis
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• 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
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Governance: Health Care
TeamMULTIDISCIPLINARY APPROACH
Web
ManagerPrimary
Care
Web
Content
Optimizer
Web
Multimedia
Expert
Support
and
Training
Web
DesignerGrant-based
projects
Senior Web
Developer
Senior Web
Designer
Web
Content
Editor /
Community
Manager
Senior Web
Developer
Web
Content
Coordinator
/ Program
Assistant
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Consulting Medical
SpecialistsHSC News &
Communicatio
ns
Shands
Marketing &
Public
Relations
College
Communicatio
ns Personnel
Medical
BoardsCommittees of
Faculty and
Staff
Senior
Executive
Leadership
University
Relations
Governance: Health Care
TeamMULTIDISCIPLINARY APPROACH
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Governance: CommitteesMEDICAL BOARDS EXPANDED
Executive Web Steering
Web ToolsBranding, Design
& Navigation
Technical & Security
Environment
Policies / Procedures
Content
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• 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
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SURGEON GENERAL’S WARNING: Ignoring the statement
‘content is king’ could lead to a useless website.
Treatment: Content
Strategy
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UFandShands.org: Centralizing Content for the Patient
Treatment: Content
Strategy
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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.)
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Treatment
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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
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Treatment: Look & Feel
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Treatment: Look & FeelGLOBAL HEADER
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Treatment: Look & FeelGLOBAL FOOTER
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Treatment: Look & FeelOFFERING CHOICES
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Treatment: Look & FeelOFFERING CHOICES
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Outcomes: Academic
430+ Websites Using Same Theme &
Branding
1.7 Million Pageviews/Month
Academic WordPress Website Outcomes
816 Website Administrators & Content Editors
110,000+ pages of content
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ResultsBounce Rate improved by 16%
Search Engine referrals improved by 30%
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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
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Outcomes: Patient Care
Site Launch
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Rehabilitation• Usability Testing
• Information Architecture Improvements
• Continuous incremental improvements by getting feedback and feature requests from users
• Adjustments based on measured analytical goals
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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