Website, Heal Thyself

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

Patient Symptoms &

Diagnosis

Multiple Personality

Disorder

No brand continuity• Lack of broader institutional branding, with

inconsistent low-level unit branding (400+ logos)

Patient Symptoms &

Diagnosis

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

Vocal Cord Injuries• Trouble communicating with the public at large• Disjointed news and social presence• No goal-based content strategy

Patient Symptoms &

Diagnosis

Pituitary Disorders • Conversion from old website to new website:

information brochure instead of app-driven site

Patient Symptoms &

Diagnosis

• 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

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

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

Governance: CommitteesMEDICAL BOARDS EXPANDED

Executive Web Steering

Web ToolsBranding, Design

& Navigation

Technical & Security

Environment

Policies / Procedures

Content

• 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

SURGEON GENERAL’S WARNING: Ignoring the statement

‘content is king’ could lead to a useless website.

Treatment: Content

Strategy

UFandShands.org: Centralizing Content for the Patient

Treatment: Content

Strategy

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.)

Treatment

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

Treatment: Look & Feel

Treatment: Look & FeelGLOBAL HEADER

Treatment: Look & FeelGLOBAL FOOTER

Treatment: Look & FeelOFFERING CHOICES

Treatment: Look & FeelOFFERING CHOICES

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

ResultsBounce Rate improved by 16%

Search Engine referrals improved by 30%

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

Google

Outcomes: Patient Care

Site Launch

Rehabilitation• Usability Testing

• Information Architecture Improvements

• Continuous incremental improvements by getting feedback and feature requests from users

• Adjustments based on measured analytical goals

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