The Medical College embraces the The Medical College embraces the Internet to communicate its message to Internet to communicate its message to targeted audiencestargeted audiences, including donors, , including donors,

alumni, prospective students, faculty and alumni, prospective students, faculty and staff, current and prospective patients, staff, current and prospective patients,

and the general public.and the general public.

The goal of using the Web is to increase The goal of using the Web is to increase public understanding and support of the public understanding and support of the

College’s missions.College’s missions.- Public Affairs 04-05 Strategic Plan- Public Affairs 04-05 Strategic Plan

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiativesInstitutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesignAAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into Migration of 85% of non-standard web pages into

the corporate standard Web sitethe corporate standard Web site +10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created+10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created Monthly intra-College user’s meetingsMonthly intra-College user’s meetings Cross-department, collaborative Intranet

Our Web Site: A Success StoryOur Web Site: A Success Story

Institutional leadership in web initiatives AAMC Award of Excellence for Web site redesign ~4 million visitors/year to College Web sites 185+ trained in Content Management System Migration of 85% of non-standard web pages into

the corporate standard Web site +10,000 pages created Monthly intra-College user’s meetings Cross-department, collaborative Intranet Cross-department, collaborative Intranet

Our Web Site is:Our Web Site is:

A A reflectionreflection of the College and its Mission. of the College and its Mission.

A A public facepublic face for our institutions and the for our institutions and the people who work here.people who work here.

A A doorwaydoorway into our organization. into our organization.

A A way people thinkway people think about us about us and what we value.and what we value.

Content & Functionality AnalysisContent & Functionality Analysis

• Do we provide content that attracts web Do we provide content that attracts web visitors?visitors?

• Is our Web site easy to navigate?Is our Web site easy to navigate?

• Does our Web site lead to contact with our Does our Web site lead to contact with our constituents?constituents?

Medical College in ContextMedical College in Context

How does MCW compare with other

American Medical Colleges?

Data compiled from:MCW Traffic Analysis for 2004, and

Greystone Benchmarking, as presented at the 2005 AAMC Conference

Data analysis is approximate

Medical College in ContextMedical College in Context How does MCW compare with other American Medical Colleges?

Average number of Web site Average number of Web site user sessions user sessions per monthper month

AMC: 266,479AMC: 266,479

MCW: MCW: 493,409493,409

Average number of web user sessions refers to a broad count of unique visitors to our Web sites

Medical College in ContextMedical College in Context How does MCW compare with other American Medical Colleges?

Average number of e-newsletter subscribers:

AMC: 4,450MCW (Healthlink): ~30,000

Average number of e-newsletter subscribers refers to the number of unique email address in the subscriptions database.

Medical College in ContextMedical College in Context How does MCW compare with other American Medical Colleges?

Average number of page views per session

AMC: 4.29MCW: 3.74

(“per visit”)

Average number of page views per session refers to the number of pages a web visitor looked at before leaving our site

Medical College in ContextMedical College in Context How does MCW compare with other American Medical Colleges?

Average user session length:

AMC: 8.32 minutes

MCW: 2.55 minutes

The average use session length refers to how intensely people are looking at a site. A long average session time might imply that they are really reading pages carefully. Conversely, a low length of time might indicate that people are not reading pages very thoroughly.

Medical College in ContextMedical College in Context How does MCW compare with other American Medical Colleges?

Average number of monthly Web contacts

AMC: 351MCW: 67 (self-referral sources and webmaster email)

The average number of monthly web contacts refers to how many web visitors initiated contact with the institution.

Content Diagnosis:Content Diagnosis:

• 100 MCW departments, centers and institutes 100 MCW departments, centers and institutes have created +10,000 pages since 2003.have created +10,000 pages since 2003.

• Web traffic to mcw.edu is plateauing.Web traffic to mcw.edu is plateauing.• Visitor time on mcw.edu is below AMC average.Visitor time on mcw.edu is below AMC average.• Contact rate from Web site is below AMC Contact rate from Web site is below AMC

average.average.• The top 20 mcw.edu pages account for 15% of The top 20 mcw.edu pages account for 15% of

page visits; the remaining 85% of visits are page visits; the remaining 85% of visits are spread among all other pages. spread among all other pages. ◦

Functionality Diagnosis:Functionality Diagnosis:

• Five different navigation menu choices may Five different navigation menu choices may confront the visitor.confront the visitor.

• Navigation is site specific, not content specific.Navigation is site specific, not content specific.• Content management system reflects Content management system reflects

organizational structure.organizational structure.• Search engine results are not tailored to visitor.Search engine results are not tailored to visitor.• Most content is arranged institutionally, rather Most content is arranged institutionally, rather

than by audience.than by audience.• Up to 1/2 of page ‘real estate’ is used for Up to 1/2 of page ‘real estate’ is used for

graphics.graphics.

Diagnostic Problem:Diagnostic Problem:

A web visitor unfamiliar with MCW:A web visitor unfamiliar with MCW:– may not find the content they wantmay not find the content they want– may leave our Web site to look elsewhere for may leave our Web site to look elsewhere for

informationinformation

A lost visitor, A lost visitor, may become a lost constituent.may become a lost constituent.

Diagnostic Conclusion:Diagnostic Conclusion:

We are a complex organization… We are a complex organization…

… … and our Web site reflects our complexity.and our Web site reflects our complexity.

Antidote:As a complex organization,

with a Web site reflecting our complexity, we should...

• FocusFocus our web development on improvements in: our web development on improvements in: – Content– Functionality (Navigability)– Marketing

We should provide access to We should provide access to content our constituents want, in a content our constituents want, in a way that is easy to find, and which way that is easy to find, and which leads to future contact.leads to future contact.

How to we determine How to we determine ContentContent, , FunctionalityFunctionality and and MarketingMarketing Needs? Needs?

• From our From our ConstituentsConstituents::– People who use our Web sitePeople who use our Web site– People who we want to attract to our People who we want to attract to our

institutionsinstitutions– People who are supporters of our organizationPeople who are supporters of our organization– People who may discover our Web sitePeople who may discover our Web site

Who are our Primary Constituents?Who are our Primary Constituents?

StudentsStudents Faculty & Staff Faculty & Staff PatientsPatients Alumni & DonorsAlumni & Donors Health Information Health Information

ConsumersConsumers

Prospective Prospective and Existingand Existing

ConstituentConstituent Sub Committees Sub Committees

StudentsStudents Faculty & Staff Faculty & Staff PatientsPatients Alumni & DonorsAlumni & Donors Health Info Health Info

ConsumersConsumers

Committees will Committees will determine specific determine specific

needs of their needs of their constituent audiencesconstituent audiences

and make and make recommendations for recommendations for

addressing content, addressing content, functionality and functionality and

marketing. marketing.

Standing CommitteesStanding Committees of the Web Council of the Web Council

Design/FunctionalityDesign/FunctionalityChair: Patty ConferChair: Patty Confer

TechnologyTechnologyChair: Jeff HagedornChair: Jeff Hagedorn

MarketingMarketingChair: Kathleen SheehanChair: Kathleen Sheehan

IntranetIntranetChair: Carl ChanChair: Carl Chan

PolicyPolicyChair: Eileen EarlyChair: Eileen Early

Committees will Committees will review and review and consolidate the data consolidate the data obtained from the obtained from the constituent sub constituent sub committees committees and make and make recommendations for recommendations for addressing content, addressing content, functionality and functionality and marketing. marketing.

Web Development TeamWeb Development Team

Keith MurphyKeith Murphy Mike SauerMike Sauer Linda LeMahieuLinda LeMahieu Jeff HagedornJeff Hagedorn Patty ConferPatty Confer

Team will provide Team will provide ongoing staffing and ongoing staffing and

prepare prepare budget, budget, software, hardware software, hardware

and vendorand vendor requirements for requirements for

project plan. project plan.

ParticipantsParticipants

• Web Council MembersWeb Council Members• Constituent sub committeesConstituent sub committees• CMS Editors GroupCMS Editors Group• Advisory Board MembersAdvisory Board Members• Institutional PartnersInstitutional Partners• Web VisitorsWeb Visitors

Project Management TimelineProject TimelineProject Timeline

Plan Development PhasesPlan Development Phases

• Discovery Phase – Constituents/Stakeholders• July - September

• Evaluation Phase – Stakeholders/ Web Council Comm.

• September - October

• Plan Drafting Phase – Web Development Team

• October - November

• Plan Review Phase – Decision Makers• December - January

Key Activities in TimelineKey Activities in Timeline

• Process LaunchProcess Launch . . June 3, 2005June 3, 2005

• Discovery ProcessDiscovery Process . . July/August/September, July/August/September, 20052005

• Draft Due Draft Due . . October 17, 2005October 17, 2005

• Web Council Status . Web Council Status . September 8, 2005September 8, 2005

• Web Council Review .Web Council Review . November, 2005November, 2005

• Web Council Adoption .Web Council Adoption . January 4, 2006January 4, 2006

Dates subject to schedulingDates subject to scheduling

Strategic Web Plan 2006-2011Strategic Web Plan 2006-2011Objectives:Objectives:

• To advance Content, Functionality and To advance Content, Functionality and Marketability of the Web site.Marketability of the Web site.

• To obtain stakeholder buy-in, resource and To obtain stakeholder buy-in, resource and budget allocation.budget allocation.

• To identify and prioritize objectives which will To identify and prioritize objectives which will guide the next phase of web development from guide the next phase of web development from 2006-2011.2006-2011.

The top 20 mcw.edu pages account for 15% of page visits; the remaining 85% of visits are spread among all other pages.

Rank Page % Time viewed

1 College Home page 5.42 00:01:58

2 Pregnancy Calculator 1.71 00:03:47

3 Calculator home page 1.11 00:02:52

4 Cell Phone Antennas and Human Health

.67 00:03:28

5 Library .64 00:03:48

6 Job Opportunities .63 00:05:20

7 Body Mass Calculator .52 00:04:51

8 Medical School Admissions .47 00:00:38

9 Antibiotic Guide .45 00:01:01

10 Power Lines and Cancer .44 00:03:56

12.06%