Internet Strategy for Johns Hopkins Medicine
How does an institution imbued with history and tradition — yet also a continual source of innovation and advancement — connect with a generational group known for being wary of all standard marketing and communication practices? That was the challenge put before the Internet Strategy team as they began looking for better ways to digitally(...)
Shifting our approach to meet the demands of mobile usage. What You Need to Know Visits from mobile devices now outnumber desktop visits worldwide, and 53 percent of visits to hopkinsmedicine.org in 2016 were from mobile devices. Google has changed the way it crawls and ranks sites to favor mobile sites. By focusing on the(...)
What You Need to Know: The Web Services Unit of the Internet Strategy Team has introduced a new training course for editors of hopkinsmedicine.org. Attendees completing the course gain the ability to navigate the CMS interface; create/edit folders and pages; format page content (headings, links, lists, tables); and insert and style images. Attendees gain knowledge(...)
With as many as 74 percent of internet users engaged on social media1 — with 23 percent on Twitter alone2 — social media tools are profoundly affecting the way we share ideas and connect with one another. Doctors, researchers and hospitals are especially poised to capitalize on this trend, since 80 percent of those internet(...)
What You Need to Know Research lab profiles directly contributed to increases in web traffic, with search engines like Google referring 85 percent of overall traffic. Since launching nine months ago, lab profiles have clocked in 9,000 sessions (or visits that may include multiple page views), and we’re expecting that number to grow. Top related(...)
What You Need to Know Research lab profiles introduce basic research information to hopkinsmedicine.org to improve performance in search engines and on hopkinsmedicine.org. The profiles support faculty member efforts to publish research content online, either on hopkinsmedicine.org or any other website. Faculty and staff members can add or edit profiles within the directory, and Internet(...)
Wrong! Today, Google indexes over 30 trillion unique individual web pages. That makes the new web page you just launched one in 30 trillion. When it comes to page ranking at the top of Google searches, you have better odds of winning the lottery. Hopkinsmedicine.org is one of the most visited hospital or academic medical(...)
Marketing, particularly digital marketing, has often been suspected of being a frothy mix of alchemic divination and jargony labels. The jargon accusation is likely valid, but the divination less so. Marketers do put a lot of time and energy into figuring out what people want, all the better to be able to supply what the(...)
When the faculty directory launched on hopkinsmedicine.org several years ago, it initially functioned as a find-a-doctor tool — helping patients, caregivers and referring physicians find an appropriate physician. The tool launched with data provided by sources credentialed by the institution, and it created an opportunity for faculty members, administrators and other Web content editors across(...)
[This is the final of a three part series that explains the website development process in excruciating detail. The good news, you will be a pro by the time you've made it through all three trimesters. Pun intended. You can read part one in this series here.] Step 9: Launch (three days) After the PM receives final site(...)