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WHAT YOU NEED TO KNOW
Centralized profiles on hopkinsmedicine.org:
- Are designed as a sole source of truth to ensure that the online reputation of our faculty and physicians reflect their real-world reputations and accomplishments
- Represent nearly 6,000 professionals across the health system, including 900 dedicated researchers among the faculty of the Johns Hopkins University School of Medicine
- Are most frequently found directly from online searches or through specialized search interfaces and presentations on hopkinsmedicine.org or partner Web properties
We don’t get a second chance to make first impressions, and today, more often than not, first impressions are made online. It should be no surprise, then, that the central physician and faculty profiles on hopkinsmedicine.org are among the most visited content on our website.
According to the results of a 2013 survey by the Pew Research Center, 72 percent of Internet users say they looked for health information online within the past year. The most commonly researched topics are specific diseases or conditions, treatments or procedures, and doctors or other health professionals.
While it is only natural that our faculty are featured on leading websites in a variety of fields, it is critical that we position centralized profiles to compete effectively for search engine rankings. By prioritizing these pages in our online strategy, our faculty and staff have an opportunity to share key information and link to additional resources that we consider to be highly valuable to others. With this in mind, I’ve written about emerging trends in online physician reputation management. You might want to read these recent blog posts:
- Managing Your Online Reputation
- 7 Things You Should Know About Building a Physician’s Online Reputation
This article will be the first in a series that focuses more directly on our central profiles and their critical role in ensuring that the digital reputation of our faculty and physicians reflects their real-world reputations and accomplishments.
Matching Your Digital Reputation and Accomplishments with Real-World Perception
The Internet Strategy team designed these centralized profiles to serve as the sole source of truth about our faculty for the world. To meet that goal, these profiles have received a greater investment of dollars, technology and human resources over the last two years than any other online strategy initiative.
As I write this, the collection represents approximately 6,000 professionals, including clinical care providers across most of the medical system and dedicated research faculty who rarely, if ever, see patients. All profiles are housed in a single, centralized database that is manually updated with information from across Johns Hopkins Medicine systems.
How Searchers Find Faculty Members and Physicians
Most profiles are accessed directly from search engines. We also provide data to select external websites through partnerships designed to enhance the reputations of our faculty and to provide access to their knowledge and care. Additionally, hopkinsmedicine.org serves relevant profiles through specialized presentations and search interfaces across hopkinsmedicine.org. For example:
- The “Find a Doctor” interface embedded in numerous pages of the site, including the home page and this stand-alone page; the search queries our data for clinical care providers at The Johns Hopkins Hospital, Johns Hopkins Community Physicians and Johns Hopkins Bayview Medical Center
- Specialized, hospital-based searches for Howard County General Hospital, Suburban Hospital and Sibley Memorial Hospital
- The “Find Research Faculty” search embedded in numerous pages of the site, including the main Research page
- The Department of Medicine’s faculty directory, which includes all department faculty regardless of clinical responsibilities, which is currently presented on the department’s Web presence
- Specialized presentations within service lines
Over the next few weeks, I’ll share insights into opportunities created by this effort, and I’ll provide details about the processes and technologies that serve as our foundation. In the next post, I’ll focus on initiatives to present the research and academic strength of our faculty, including why this effort is so critical to communicating the impact of our academic and research strengths and our leadership in advancing medicine.