After the New Website, What Comes Next?

With so many major changes occurring in every aspect of healthcare, health systems today are advancing into new realms and evolving new models to better serve constituents. This means that before one major project is complete, a new one is already on the drawing board.

Such is the case with the digital marketing agenda of UC Irvine Health. After successfully redesigning, rebranding and re-platforming, the organization now contemplates how to better integrate its clinical programs and its school of medicine.

Daphne Tam, Digital Marketing Manager at UC Irvine Health

The organization’s new website launched in 2013. Since then, there has been a 30 percent increase in traffic, and its ranking on Google for priority service lines has dramatically improved. “We did an audit of how we were ranking on Google before, and we weren’t even ranking in the top 10 pages sometimes,” says Daphne Tam, Digital Marketing Manager at UC Irvine Health. “Using brain tumor as an example, we were on page 10; now we’re on page one, ranking one or two.”

With the health system website project complete and demonstrating positive results, Tam is now focused on the UC Irvine of School of Medicine website. The School of Medicine has its own website, and currently uses Cascade Server, a content management system used primarily in higher education. “Our UC Irvine Health website reflects our new brand. Our School of Medicine site? Not quite,” says Tam. “That will be one of my big projects in the coming year: How do I make this cohesive from a branding and user perspective?”

For more on UC Irvine Health’s evolution from aging HTML website to new site and better program integration—and beyond—read our full article now: When It Comes to Digital Marketing, a Health System’s Work Is Never Done.

Best regards,
Matt Humphrey
President