From Tribal Fiefdom to Unified Website: Case Studies for Advancing the Medical School Brand in a...
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Transcript of From Tribal Fiefdom to Unified Website: Case Studies for Advancing the Medical School Brand in a...
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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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, w i th suppor t o f outs ide vendor
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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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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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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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FOCUS ON STAKEHOLDERS
FIRST
INTERNAL INTERVIEWS
• 1 on 1 interviews with Associate Deans
• 3 group faculty meetings
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EXPAND TO AUDIENCESOR ARE THESE OUR BIGGEST
STAKEHOLDERS?
STUDENT MEETINGS
• 2 group student meetings
ON-SITE SURVEY
• Satisfaction benchmarking and feedback
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• Highly decentralized
• Independent
• Selectively collaborative
• Individualized success metrics
• Consensus driven, not hierarchical
• Deep sense of ownership of content
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Market InsightsPerformance
Metrics
Marketing & Engagement
Strategy
ContentStrategy
Web Technology
Infrastructure
InternetStrategy
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Conditions, Treatments, Professional
s’ Names
ServiceLine Web Presence
EngagingHealth
Content
Hospital Web
Presence
Faculty Physician Profiles
Research Lab
Profiles
Digital Presence After: Clinical Care
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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
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!
UNDERSTAND THE
LANDSCAPEPEER BENCHMARKING
• VISITOR METRICS
• SEARCH PERFORMANCE METRICS
• SATISFACTION / EXPERIENCE METRICS
GOAL:
PUT CONTEXT AROUND CURRENT
PERFORMANCE
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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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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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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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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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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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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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