The National Institute of Diabetes and Digestive and Kidney Diseases

Digital Engagement Strategy

We worked with the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) to enhance and centralize their web experience, migrate to an upgraded content management system, and redesign their IT and communications strategy.
  • Program Management

    • Enterprise PMO Setup and Management
  • Communications and Marketing

    • Content Strategy
    • Digital Analytics
  • Technology

    • IT Strategy and Enterprise Architecture
    • CMS/CRM Development and Implementation
  • Digital and Interactive

    • Digital Strategy
  • User Experience and Consumer Insight

    • Information Architecture
Delivering a transformational experience for NIDDK’s digital audiences

The National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK), part of the National Institutes of Health, is the authoritative source for research and information on over 100 diseases and conditions affecting Americans today. Every year, roughly 25 million people visit their websites for health information, research, and research funding.

In 2012, the NIDDK faced serious technical challenges in its efforts to migrate the site to a more modern content management system. As its health information consisted of thousands of pages of content and dozens of distinct microsites, users faced a fragmented experience when engaging with NIDDK.

Looking for solutions, they partnered with Sapient to migrate their site to Sharepoint, reevaluate their IT strategy, and deliver a more streamlined user experience.

Improving access to a wealth of information and data

As NIDDK began the migration, they saw an opportunity to drastically enhance the online experience by gathering the information on its disease-specific microsites into one website with a singular back-end content management system. By centralizing access to these unique sites through niddk.nih.gov, users can now find all of NIDDK’s health information on its main site.

In addition to migrating the website content, we delivered a comprehensive content strategy to update and centralize NIDDK’s extensive health information. Our user experience team redesigned the site’s user flow and structure to simplify the experience. The finished product made it much easier for people to access important health information.
 

Using program management as a strong foundation for streamlined delivery

Updating the website was just one part of the equation. A landscape review was conducted to understand the challenges NIDDK faced in its digital strategy, which revealed several opportunities for improvement in its IT processes.

NIDDK looked to Sapient to improve its IT solution delivery. We worked with NIDDK to create a Program Management Office (PMO) that would manage its IT projects in a more efficient and centralized manner. Once the PMO was up and running, we standardized software development processes, created project lifecycle templates, and mapped out a two-year communications plan.

Seeing the big picture through data analytics

The landscape review also identified the need for performance measurement initiatives. With millions of visits per year, the NIDDK websites generate a wealth of useful data which can be used to understand their audience and usage patterns.

To give NIDDK a better understanding of their visitors and how to serve them, we defined and deployed a digital analytics program.

Offering a complete picture of a wide number of activities at a glance, the program tracks metrics like site usage, visitor profiles, and even marketing information, such as social media traffic and printed material distribution.  

This information yields valuable insights into visitors’ constantly evolving needs, which helps the NIDDK provide the best possible experience and leverage data to inform optimization efforts.

Launch of the new website increased visitor satisfaction by 26%

The website overhaul delivered results almost immediately. In the first 90 days, the new NIDDK site received over 150,000 unique visitors – roughly 25,000 and 21% more visitors than the previous version had seen in the year prior.  In February 2015, the site saw almost 800,000 visitors.

Our partnership with NIDDK extends to other areas today, as we consolidate and improve even more of their web content, form a new application development team, and provide direct support to a number of IT and communications projects. Together, we’re making a difference for millions of people including scientists, doctors, patients and their families.

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