med.wisc.edu How we got thereAPRIL 4, 2013

Server Developer

2 Front EndDevelopers

5Back End

Developers

5Web

Editors

Email Marketing

Program Manager

WebGraphicDesigner

Project

Specialist

Information &

Social Media Architect

Student

Web SystemsManager

Creative & EditorialManager

MeDirector

VP of Marketinge-Health

Server Developer

2 Front EndDevelopers

5Back End

Developers

5Web

Editors

Email Marketing

Program Manager

WebGraphicDesigner

Project

Specialist

Information &

Social Media Architect

Student

Web SystemsManager

Creative & EditorialManager

MeDirector

VP of Marketinge-Health

Where does your web team report?

Marketing? IT? Other?

UW Health

UW Health

It’s complicated. (Can you relate?)

Integration among our hospital and physician practice organization

Late 90s - 2002

uwhospital.orguwdoctors.org

2003

uwhealth.org

2005-2006More Integration

UWHC Intranet

UWMF Intranet

+ =

2007-2008Enter the UW School of Medicine and Public Health

•Planning for a consulting engagement underway

•Began talking to e-Health

2007-2008Enter the UW School of Medicine and Public Health

No central site maintenance or strategy

Lack of trust due to history of difficulty with web projects

Outdated design; outgrown navigation

Very cumbersome content management

Poor search engine performance

Recommendations

From consultantsForm a governance structure for the web

Provide funding to e-Health to take on the development and maintenance of UWSMPH websites

From leadershipShow more connectivity between the academic and clinical enterprises

Lessons Learned

There is a time and place for consultants.

Engagements helped build credibility for both UWSMPH project and in 2002 for uwhealth.org.

A UWSMPH champion was critical to our success and continues to

play an important role.

What are we building?

Total Integration

Requires single brand and URL among all entities

Demonstrates the strong connection and competitive advantage of an AMC

Treats all audiences the same (potential students, patients, etc.)

Visual and Navigational Integration

Allows UWSMPH and UW Health their brands (color schemes and logo)

Caters to the specific audiences (potential students, patients, etc.)

Demonstrates the strong connection and competitive advantage of the AMC

Lessons Learned

Know what you are going to build and get the appropriate

buy-in before you start.

Find out what’s important to leadership.

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Donec id elit non mi porta gravida at eget metus. Cras mattis consectetur purus sit amet fermentum. Cras justo odio, dapibus ac facilisis in, egestas eget quam.

Design Process

Tendency to focus on tiny details vs. overall concept

(e.g. placeholder copy

and background images)

People will want to add their “stuff” to the home page

Design needs to feel special

What We Learned

Lesson Learned

It’s important to define project scope.

Who’s In and Who’s Out

Who’s In and Who’s Out

Lesson Learned

Small efforts (even those outside of scope)

can lead to big gains.

The Template

Measuring Success

Anecdotal…

Skeptics turned supporters

Request from clinical chair to have e-Health maintain his departmental site

Surprising adoption of the departmental templates with continued interest years later

Currently looking at expanding e-Health’s scope to include centers and departments

1stResult

3rdResult

4thResult

Measuring Success Google Page Ranking

Pre-redesign, site was buried in search results.

MD Program, Rural Medicine, or Public Health

Wisconsin MD Program

Medical School

Now when you search for…

Measuring SuccessGoogle Referrals

10kAverage visits a

month

2009

25kAverage visits a

month

2013

150%

increase

Today’s Challenges

How do you add staff to expand scope? Need parts of many types of FTEs What do you need the most of? What can be outsourced?

Prioritizing technical projects for the school among those of the clinical enterprise

Getting leadership comfortable with social media

(e.g., student blogs)

Keeping up with technology Responsive/mobile Apps

Keeping up with client and user expectations

Lessons Learned

Skeptics will be skeptical.

Change is hard.

Lessons Learned

Same battles, different day.

Sites have an audience and a purpose, so hold your ground.

Lessons Learned

Act on requests promptly, even in development.

(earning credibility; fighting historical perceptions)

Beg, borrow and steal to get content.

Better to give them something to react to if they don’t know how to start.

Final Lesson

Don’t just move what was there —

make it better.Not everything needs to be on the site,

even if it’s been on the site already.

Look beyond what you have today.