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Web Marketing
Chris SullivanDirector, Digital and Marketing Communications
Immediate Projects (2012)
Addressing the most pressing items
• Getting Derrick’s help• Agency relationships• Content holes• Domain and site sprawl• Search• Automation
Content Work (2012)
Internal Publishing Platform
• Online news format• More frequent updates• Integrate current publications• Build out functionality over
time
• Site confusion between uvahealth.com, healthsystem.virginia.edu and medicine.virginia.edu
• User experience when moving from sites within the HS is poor
• Other uvahealth.com issuesCommon tasks for the 75%Duplicate contentConsolidate and automateAddress mobile traffic
Unification Project
• 37% of users accessing uvahealth.com on smart phones and tablets(up from 6% in 2011 and 15% in 2012 and )
• 27% true phone traffic (no tablets)
• Doing similar tasks, such as making appointmentsDesktop rate: 3.53%Mobile/Tablet rate: 2.60%
Mobile Issue
Near and Mid-Term Futures (2012)
• Migration Towards a Single Domain
• Template Changes for Usability
• Mobile Templates• SEM Templates and
Landing Pages• Video• Data and Reporting
2014 Futures
• Continue to figure out Social• Continue to build our video presence• Content marketing• Search and “findability” of information• Whatever comes next