From Tribal Fiefdom to Unified Website: Case Studies for Advancing the Medical School Brand in a Digital Space

FROM TRIBAL FIEFDOM TO UNIFIED WEB SITE

Aaron Watkins, MA

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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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CURRENT STATEFRAGMENTED EXPERIENCE

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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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IDENTIFY & TARGET AUDIENCE

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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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IMPLEMENT GOVERNANCE

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ENTREPRENEURIAL

INNOVATIVE

CARING

TRUE WORLD LEADERS IN THEIR FIELD

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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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Using research to advance medical care

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Data & user researchguides collaboration and goal setting

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Market InsightsPerformance

Metrics

Marketing & Engagement

Strategy

ContentStrategy

Web Technology

Infrastructure

InternetStrategy

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Digital Presence Before: Clinical Care

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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!

USE ANALYTICS TO PREPARE & MEASURE

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UNDERSTAND THE

LANDSCAPEPEER BENCHMARKING

• VISITOR METRICS

• SEARCH PERFORMANCE METRICS

• SATISFACTION / EXPERIENCE METRICS

GOAL:

PUT CONTEXT AROUND CURRENT

PERFORMANCE

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BENCHMARK

SATISFACTION

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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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MOVING FORWARD

EDUCATE DON’T ADVOCATE

STRATEGIZE & PREPARE FOR INCREMENTAL

GROWTH

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