Managing a Major Website

Redesign

June 4, 2010

2

Agenda

Planning

Implementation

Measuring Success

3

Planning Context for Redesign

Assess Current Situation (350+ websites)

Build Team, Review Agency Partner

Form Hospital Committee, Decision-Making Process

4

Context: Why Redesign is Important

Web is significant consumer-facing presence for Mass General

Increasing reliance on the Web as an information source by health consumers

Anticipated use of online technology fortransactional capability— appointments, pay a bill, secure physician

communication, etc.

Consumer expectations shaped by existing gold-standard sites— search, functionality, look / feel

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Looking for a Consistent Brand

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Hospital Interactive Marketing Team

Project Management

ArtDirection

Content Strategy

TechnologyEngineering

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Split the Responsibilities

• Develop decision-making process

• Gain support & participation

• Develop business rules

• Primary research studies

• Content writing

• Software development

• Strategic focus

• Information architecture

• Visual design system

• Technical architecture design

• Functional specifications

8

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

Project Organization

Decisions approved here

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Implementation Primary Research

Taxonomy / Contextual Database

Physician Profiles

Publishing Process

Content Strategy, Design System & Technical Architecture

New Technologies, e.g. CMS, Faceted Search

Usability Testing

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Research

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Research Activities

Strategies draw from data collected during discovery:

Mass General stakeholder interviews

massgeneral.org website survey findings

External physician interviews

Mass General publishing interviews

Audit of Mass General content (online & offline)

Mass General brand strategy & segmentation documentation

Secondary research from Forrester, Aptima & Pew

AMC org & publishing process interviews

AMC website benchmarking

Primary User Research

Strategic Focus

> Massachusetts General Hospital Website Strategic Focus

Best Practice Benchmarking

> Massachusetts General Hospital Best Practice Benchmarking

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Target Audiences

Referring physiciansExisting patients /Caregivers

Prospective patients

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Target Audiences

What about other segments? Employees

Job seekers

Health care professionals

Researchers

Students

> Building a new website experience with our core users in mind builds a better experience for all website constituents

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Core User Testing and Insights

Priority segment user interviews:

Consumer profiles— Prospective patients— Existing patients— Caregivers of existing patients

Out-of-network referring physicians

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Strategic Focus / New Direction of Site Audience group focus with segment-specific objectives

— Prospective patients— Existing patients— Referring MDs

New site organizational model — Model is user-centric; not based on Mass General org chart— Global & Receding Navigation concept (1 website, not 350)

Contextual content model to support cross-referencing— Content is no longer in siloed & static web pages— Amazon.com model: dynamic content; shared across the site

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Amazon’s Content Sharing/Relationship Model

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Contextual Content Model to SupportCross-Referencing

DiseaseTitle

Description

Symptoms

Treatment

Prevention

TestimonialPhysician

Disease

ResearchTechnology

Metadata Attributes

Intraocular MelanomaDescription:

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;

Symptoms:

• Sed sodales erat vel enim.

• Etiam cursus sollicitudin quam. Nam erat purus, faucibus et, pulvinar sit amet, ullamcorper at, velit.

• Donec pulvinar, arcu at adipiscing elementum, mauris lacus mollis arcu, vitae pretium arcu magna hendrerit purus.

• Sed sodales erat vel enim.

•Treatment: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc fermentum. Donec et

Physicians

Technology

MD Spotlight

Testimonial

Research

Wireframe

Diseases of the eye

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Content Strategy

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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

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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

+

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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

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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

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Content Strategy

Condition Hub Center or Department

TreatmentsConditions

Cardiomyopathy (weakened heart muscle)

Heart Failure & Cardiac

Transplant Program

Hospital website visitors use massgeneral.org Post-DXto help make informed decisions regarding treatment options.

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Editorial Guidelines

Aa Content strategy

Site structure

Audiences

Tone & style

Visual examples

Content Strategy

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Hospital-wide training

Drop-in Labs

icommunityIntranet

CMS Training

Content Strategy

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Design

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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

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Design Direction

Pioneering

Timeless

Firsts

Dependable

Landmark

Innovations

Reputation

Proven

MGH as an enduring cultural symbol

First to perform surgery without pain

IconicFirst 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

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Design System

37

38

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40

41

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Measuring Success Site Metrics e.g. Traffic, Time Spent on Site, etc.

User Satisfaction

Representing the Brand

Developing Integrated Marketing Tools e.g. SEM & Offline Campaign Landing Pages, Microsites

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28%

Looking for Work

Not Looking

Job Applicant (Non-medical)

Nurses/Physician’s Assistant

Physicians

Medical StudentClinical 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%LookingNot Looking

Job Applicants:16%

Health Care Community:

34%

Patients/ “Consumers”:

45%

Visitor Mix Has Changed Since 2007

44

Greater % of “High Value Consumers”

Received treatment @ other hospital

Received treatment at Mass General

Have Not Received Treatment

45

Satisfaction with the Website

Extremely satisfied

Very satisfied

Slightly satisfied

Somewhat satisfied

Not at all satisfied

(n = 463) (n = 703)

61%70%

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Interactive Marketing Strategies

48

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http://twitter.com/shawngross

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Feedback / group questions