Clinical and TranslationalScience Institute / CTSIat the University of California, San Francisco

UCSF Profiles: more Moneyball, less Field of Dreams

University of Chicago-Digital Science Workshop, May 2014

Presented by Leslie Yuan, MPH (profiles.ucsf.edu/leslie.yuan)

profiles.ucsf.edu

If you build it, they probably won’t come…

Photo credit: ©imdb.com

Use your data

Photo credit: ©onthedash.com

5 of UCSF’s Key Tactics to get results like this:

Monthly Visits to UCSF Profiles since launch

92,000Visit/month

Tactic #1

Use

Source of UCSF visitors, Jul-Dec 2012

Google52%

UCSF.edu search9%

Other search2%

Direct / Unknown6%

UCSF Directory16%

UCSF.edu home/internal links2%

UCSF.edu news4%

CTSI websites3%

Other referrals5%

Use Google Analytics

Leverage Google:search engine optimize pages

• 809,000 visits = average 2,216 visits/day

• Accessed from 1,700 universities

• 88% of researcher profiles have been viewed 10+ times

2013 Traffic

Google results

Leads to Links from National Media

Tactic #2

Share the data

APIs Provide Data to 27 UCSF Sites and Apps

Personalized Stats are Sent to Profile Owners

Hello Leslie,

Congrats! In 2013, your UCSF Profiles page was viewed 230 times, including…

• 65 times from UCSF

• 31 times from other universities

• 2 times from major pharmas

Research Analytics Shared with Leadership

“Thanks a lot for this.  This is something we claim all the time, but who knew we were the first.  I am so happy to have this info and will definitely broadcast it.”

-- Chair, UCSF Dept of Epi / Biostats

Epidemiology & Biostatistics 424 of 829 publications co-authored with other UCSF departments

Tactic #3

Keep looking at the data

Monthly Traffic Reporting

Engagement Stats Available

Network VisualizationsCo-authorships across Department of Biochemistry & Biophysics 

Tactic #4

Researcher Engagement

Automated Onboarding Emails

Added Websites, Videos, tweets, and

more … inline

Old URLs, New URLs

profiles.ucsf.edu/profile/365973

profiles.ucsf.edu/leslie.yuan

Tactic #5

Partnerships

Partnerships

• University Relations / Public Affairs• University Development & Alumni Relations • UCSF Library • UC TV • Campus Directory• UCSF School of Medicine• UCSF Center for AIDS Research • UCSF Department of Radiology

And dozens more

UCSF ProfilesSuccess Factors

1. Leverage Google 2. Share Data3. Measure Everything4. Engage Researchers5. Partner across Campus

Questions? leslie.yuan@ucsf.edu

http://profiles.ucsf.edu

• Researchers use it to find collaborators and identify mentors

• Funders use it research potential grantees• Administrators use it understand research trends and find speakers• Journalists use it to find potential sources• IT staff use it to keep department websites updated• Development staff use it to match researchers with opportunities• Patients use it to evaluate clinicians' research background

• Visiting scholars use it find people to connect with

• UCSF applicants use it to understand current research areas

• Reviewers use it to research author background and experience