What's it like to lead a 200-year old academic medical center through a three+ year institution-wide website redesign initiative? Slides cover planning, implementation and measuring success of the new website for Massachusetts General Hospital in Boston. The new massgeneral.org has received top health care marketing awards, including recognition from organizations such as MITX, AIGA and WebAwards; and most importantly, continues to receive positive feedback from its patient and health care professional constituents.

1. Managing a Major Website Redesign June 4, 2010

5. Looking for a Consistent Brand

6. Hospital Interactive Marketing Team Project Management Art Direction Content Strategy Technology Engineering

8. Project Organization Strategic Development & Project Management (MGH Marketing) Web Redesign Steering Committee (40) Agency / Consultant MGH subject matter experts: Brand Strategy Clinical Programs / Patient Care Services Content, Editorial Guidelines & Publishing Workflow Research Community Technology & Software Selection Training Implementation User Experience Human Resources Administrative Market Research Usability Testing Decisions approved here

12. Target Audiences Referring physicians Existing patients / Caregivers Prospective patients

16. Amazon’s Content Sharing/Relationship Model

19. Content Strategy * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology

20. Content Strategy * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology Cancer Center Digestive Healthcare Center Heart Center Transplant Center Vascular Center +

21. Content Strategy Allergy/Immunology Burns Services Cardiac Surgery Cardiology Diabetes Endocrinology Gastroenterology General & Gastrointestinal Surgery Geriatrics Infectious Disease Nephrology (Renal) Otolaryngology (Voice Center) Palliative Care Plastic & Reconstructive Surgery Pulmonary & Critical Care Rheumatology Surgical Oncology Thoracic Surgery Trauma Vascular & Endovascular Surgery * Anesthesia & Critical Care * Dermatology * Emergency Medicine * Medicine * Neurology * Neurosurgery * Obstetrics & Gynecology * Oral & Maxillofacial Surgery * Orthopaedics * Pathology * Pediatrics * Physical Medicine & Rehabilitation * Psychiatry * Radiation Oncology * Radiology * Surgery * Urology

22. Content Strategy 1. Head & Neck Surgery Program 2. Breast Surgery Program 3. Body Contouring 4. Migraine Program 5. Hand Surgery Program 6. Pediatric Plastic Surgery 7. Non-invasive Aesthetics 8. Plastic Surgery for Men 9. Peripheral Nerve Program

23. Content Strategy Condition Hub Center or Department Treatments Conditions Cardiomyopathy (weakened heart muscle) Heart Failure & Cardiac Transplant Program Hospital website visitors use massgeneral.org Post-DX to help make informed decisions regarding treatment options.

27. Visual Design Goals Transform massgeneral.org into one unified branded experience for our users User focused Unified architecture Consistency w/o boredom Flexible / modular system Simplified user experience (“less is more”) Contextualized & shared content

28. Design Direction Pioneering Timeless Firsts Dependable Landmark Innovations Reputation Proven MGH as an enduring cultural symbol First to perform surgery without pain Iconic First to develop an X ray image in the US First to successfully reattach a human limb Photomedicine genetic research Courageous Confident Forefront of medicine since 1811

29. Design System

43. Visitor Mix Has Changed Since 2007 28% Looking for Work Not Looking Job Applicant (Non-medical) Nurses/Physician’s Assistant Physicians Medical Student Clinical Researcher Patient Under Treatment Friend/Relative to Patient “ Consumer” Looking for Info All Other* Job Applicants: 22% Health Care Community: 46% Patients, Friends/Family of Patients and “Consumers”: 34% * Media (1%), Donor (1%), Other (8%) 2007 2010 17% Looking Not Looking Job Applicants: 16% Health Care Community: 34% Patients/ “Consumers”: 45%

44. Greater % of “High Value Consumers” Received treatment @ other hospital Received treatment at Mass General Have Not Received Treatment

45. Satisfaction with the Website Extremely satisfied Very satisfied Slightly satisfied Somewhat satisfied Not at all satisfied (n = 463) (n = 703) 61% 70%

47. Interactive Marketing Strategies

49. http://twitter.com/shawngross

50. Feedback / group questions