Digital Transformation of Michigan Medicine Through Strategic Web Consolidation

// By Althea Fung //

Learn how Michigan Medicine consolidated 300 individual websites down to four, unifying its brand identity and giving site visitors a better experience.

In a time when digital presence is paramount, many healthcare organizations may face the challenge of maintaining a cohesive online identity. At Michigan Medicine, the academic medical center of the University of Michigan, departments across the medical school, research facilities, and health centers developed independent websites to communicate externally. But without a centralized governance structure, the organization struggled to present a unified digital experience for users.

Denise Beaudoin, senior director of Digital Strategy & Engagement at Michigan Medicine

“For a while the strategy was, if you needed a web presence or wanted to communicate something [externally], you either built a site yourself or had an outside organization build it for you,” says Denise Beaudoin, senior director of Digital Strategy & Engagement at Michigan Medicine.

By 2019, the health system had more than 300 websites. This decentralized approach resulted in inefficiencies, user confusion, and a diluted brand identity. In light of these challenges, leadership initiated a strategic overhaul.

“The leadership team took a step back and recognized the need to build something more efficient that is a better experience for users,” Beaudoin says, noting that the initiative wouldn’t just be a leap toward digital efficiency but a transformative approach to enhancing user experience and operational effectiveness.

Beaudoin discussed Michigan Medicine’s process to consolidate the websites at the Health Care Internet Conference (HCIC) in November, and we interviewed her recently for this story.

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