McKesson
Site Style Guidelines:
DRAFT:
Internal use only
Version history:
|Ver. No. |Changed by |Date |
|0.2 |Tracy Thomsic – Revised section titles; added information relevant to Sprint 2 and 3. |11/10/12 |
|0.2 |Tracy Thomsic – Added editorial information; template and page wire frame information and primary |10/22/12 |
| |purchase goals. | |
|0.1 |Tracy Thomsic |10/19/12 |
| | | |
Contents
DRAFT: 1
Business Goals 6
Site Goals 6
Distribution Sales Model 6
Sales Model 6
User Groups, Behaviors, Characteristics 7
Priority 1: Prospective customers 7
Priority 2: Existing customers 8
Priority 3: Browsers (Potential Employees, Suppliers, Investors, Press) 9
Purchase Path 9
Primary Purpose Trends 11
Communication Ecosystem Brand 11
Brand Idea 11
Brand Essence 11
Brand Pillars 11
Brand Benefits 12
Brand Personality 12
Brand Architecture 12
Naming 14
Benefits 14
Tone and Voice 14
Story and Structure 14
Story Structure 15
General Guidelines 16
Writing 16
Visual Design 19
Interaction 20
Production 22
Infrastructure 23
Content Structure and Style 24
Marketing Messaging Guide 24
Educate (Customer Needs Based Content Messaging) 24
Engage 24
Explore 24
Links 24
Navigation 25
Template Strategy 25
Customer / Segment / Sub-Segment Pages 25
Solution / Services Pages 25
Product Pages 26
Products and Solutions page formatting 26
Page Component Models 27
Sub-segment Page 27
Solution Page 27
Product Page 28
PageBuilder Templates Sprint 2 29
Home Page 30
Functional Elements Component Library 31
Body Components 34
Right Rail Components 34
Executive Officers Page 35
Investor Relations 35
Right Rail 35
Add This Plugin: 35
RSS feeds: 37
Print This 37
Ordering bulleted lists 39
Linking 39
Editorial Responsibility 40
Risk assessment 40
Transparency 41
Online 41
Impartiality 42
Feedback 42
Embeds 42
Logos and Credits 43
Support for Online Sites 44
Joint Initiatives 44
Online Links to Third-Party Websites 44
Impartiality 44
Where McKesson is the Story 45
Heading Styles 45
Company and product names 50
Abbreviations in company names 51
Pronouns to refer to companies 51
Web Publishing Principles 53
Business Goals
McKesson’s overall business goals are an important factor in what content appears on the corporate site—and how that content is organized.
• Retain current customers in the pharmaceutical distribution and healthcare IT segments
• Up sell and cross sell to existing customers
• Gain new customers, specifically increasing market share in the healthcare IT space
• Position McKesson as a thought leader not just a product and software vendor
• Provide customized information to specific customer and prospect groups
• Reach and engage specific target audiences ‐ for example small physicians offices and small home health care agencies
Site Goals
• Support shifts in sales and marketing trends ‐ more research being done online pre‐sales involvement
• Progress to more sophisticated methods of lead generation and lead nurturing
• Provide a more customized user‐centric experience of
• Provide a more seamless experience between the pre‐sales and post‐sales online experiences
Distribution Sales Model
Pharmaceutical distribution is the wholesaler/middleman link in the drug distribution chain. Distributors buy medicines directly from big suppliers like Pfizer and Merck, warehouse them, and then distribute them to the tens of thousands of pharmacies throughout the United States.
Since the mid‐20th century, McKesson has derived a continually growing proportion of its income from medical technology rather than pharmaceuticals. The purchase of medical information systems firm HBO & Company (HBOC) in 1999 solidified McKesson’s position in the healthcare IT arena. McKesson Technology Solutions, as the information technology branch of the company is now known, has continued to grow its market share through acquisitions, notably Per Se Technologies, RelayHealth, and Practice Partner.Both business segments use in the same way to convert potential customers.
Sales Model
Customers complete much of the sales cycle in one‐on‐one interaction with sales rep. The site is used mainly for informational purposes, some lead generation and existing customer support/relationship building. As a result, site primarily provides pre‐purchase information, as well as post‐sale white papers, case studies and thought leadership materials.
Audiences: Because of the focus on product and product category pages, the site content targets the following site audiences: prospective customers and existing customers looking for additional products and services.
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User Groups, Behaviors, Characteristics
McKesson has identified three primary business‐to‐business audiences who have a strong interest in learning about McKesson products: prospective customers, existing customers, and browsers. Each audience visits to gain general information, specific product or product category information, or education and support information. We distilled the following customer snapshots from McKesson's user research.
Priority 1: Prospective customers
Prospective customers visit to probe deeper into information that helps them decide on using McKesson as a vendor. They are willing to spend more time on the site to find what they need and may be most motivated to keep exploring by information that differentiates McKesson’s products from their competitors. A disorganized site may frustrate this user and reflect poorly on McKesson as a partner.
Primary behavior
• Qualifying
• Evaluating
Characteristics
• Needs thorough accurate information
• Willing to search long and deep for understanding
• Rather not talk to sales until they have a good idea of what McKesson can do • Looks for
• Product overviews
• Cost and contract information
• Competitive research
• Unique value proposition
• Product demos
• Examples of current customers
Search behaviors
• Will chain from page to page, building a conceptual framework of site and products
• Seeks comparative information
• Will compile price, contract, and detail information offline
• May use search box if they can’t find the specific product they are looking for, but only after trying the navigation and self‐identifying as a “provider” then a “hospital” or “physician practice” and trying to find it in those sections first
Priority 2: Existing customers
Existing customers are goal‐oriented and .they seek relevant product support, account, and contact information that helps them solve a problem quickly. If they don’t get it, they get frustrated.
Primary behavior
• Working
• Seeking functionality
Characteristics
• Task‐oriented
• Short on time and attention: need to get where they’re going quickly and efficiently
• Have little interest in new products or promotions
Looks for …
• Login and account information
• Support information for products already purchased
• Phone numbers for billing‐related questions
Search behaviors
• If he/she doesn’t see the customer login button, might search for how to log in
• Focused searches – task oriented
• Will not engage in lengthy browsing
• Will take the same path through the site each time. Skips past irrelevant material
• Bookmarks frequently used pages
Priority 3: Browsers (Potential Employees, Suppliers, Investors, Press)
Potential employees, press, suppliers, and investors visit the site to learn about McKesson in a general way, whether it’s financial information, business segment information, or to look for a job. They tend to browse rather than seek. It’s possibly their first exposure to McKesson, so it’s important that the site make a good impression.
Primary behavior
• Exploring
Characteristics
• Wants to learn about McKesson
• Has very little company knowledge
• Might have ended up on from a search query
• May be the first experience with our brand as a potential employee, customer, investor, supplier, reporter, etc.
Looks for
• Company overview information, fact sheet, recent press releases
• Lists of products / services offered
• Careers page
• Ticker symbol
Search behaviors
• Might have ended up on from a search query; hits home to figure out where they are
• Scans homepage for featured content as first‐level filter; might dig deeper on occasion, but only if there’s strong information scent
• Not likely to use search box; will rely on navigation and feature on homepage
• Signs up for push information from newsroom; scans upcoming events
Purchase Path
Driving sales and turning users into long‐term customers are key goals of . This section summarizes how the site fits into the purchase path. The purchase path for business customers can vary from extremely long term for capital expenditures (12‐18 months on average) to short term for consumables (within weeks of the initial contact). It is composed of the following phases of activity:
• Awareness: Become aware of McKesson through word of mouth, conferences, or search engine(s). Visit or a business segment microsite.
• Research and Qualification: Research the products and services offered by McKesson and competitors. Compare all options to determine which vendor(s) are a good fit, often with information from sales representatives.
• Decide and Buy: With colleagues and administration, choose the best product or service for the facility, usually including advice from McKesson sales representatives. Negotiate contracts, which lead to ultimate purchase of products or services.
• Plan and Troubleshoot: Create a detailed plan for efficient implementation of the new McKesson product, with minimal disturbance to operations.
• Learn and Maintain: Learn about your McKesson product or service, including case studies and thought leadership. Get product support online to maximize up‐time.
has the most impact on users during:
• Awareness phase, to get familiar with McKesson.
• Research and Qualification phase, to validate that a McKesson is right for their needs.
• Plan and troubleshoot phase, to get post‐purchase case studies and thought leadership materials.
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Primary Purpose Trends
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Communication Ecosystem Brand
UPDATE INTRO
Brand Idea
For Better Health
Brand Essence
McKesson is in business for better health. Like no other company, we bring together every aspect of healthcare, working with all key stakeholders—from hospitals, physicians, and pharmacists, to payers and pharmaceutical manufacturers—to build better businesses that deliver better care to patients in every setting.
Brand Pillars
We bring healthcare together. As a supplier, advisor and innovator for more almost two centuries, our experience spans all aspects of care.Today, we make better care possible by bringing together all stakeholders to integrate systems, streamline processes and synchronize transactions.Our team of 2,000 highly trained clinicians in our staff of 32,000 brings the insight and expertise to deliver the healthcare of tomorrow.
We make healthcare businesses run better. Everyday our supply chain solutions and our healthcare IT systems keep healthcare organizations operating efficiently and cost-effectively so they can direct more of their financial resources and time to caring for patients. Our cutting-edge technology, software and automation solutions streamline how healthcare operates — reducing waste, improving safety, and giving more patients access to better treatment.
We help you deliver better care. As the largest provider of healthcare services and information technology in North America, we touch the lives of millions of patients every day. Our systems help pharmacies fill prescriptions with greater accuracy and reduce 330,000 medication mistakes a week. We work with hospitals to make medical treatments more precise so care gets delivered more effectively and patients experience better clinical outcomes. We help payers and providers synchronize care protocols, leading to better workflow, lower costs, and better care.
Brand Benefits
McKesson is moving healthcare forward. As a partner to all stakeholders in the industry, we improve the business of healthcare so everyone can focus on what matters most: the health of the patient.
Brand Personality
• Collaborative Because McKesson is a company that actively and openly works with all major stakeholders in healthcare, it has the perspective and capabilities to solve the problems no one else can. According to the corporate documentation, the brand promise McKesson seeks to convey to its audiences is:
• Forward Thinking We are bold about healthcare not just because we believe in it but because we have the resources to make it better. Our unique 360º view of the industry allows us to remain 2-3 steps ahead.
• Authentic McKesson is driven by genuine spirit and determination to improve the business of healthcare. We believe in transparency and we endeavor to build trust and confidence in everything we do.
• Experts In the business for nearly two centuries, McKesson knows healthcare. We have the resources, expertise and experience in place to be the trusted adviser and confident problem solvers our customers need to move ahead.
• Optimistic We believe in a better future in healthcare because we have the vision, resources and know how to achieve it. Always championing the bright side, we are determined to help our customers succeed no matter the challenges they face.
Brand Architecture
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|Stand-Alone Brand |Product Set/Offering |Primary Target Audience |Basis for Separation from Masterbrand |
|Health Mart |Retail pharmacy products |Independent pharmacies |Competes with retail chain customers |
|Moore Medical |Med-Surg products |Providers |Competes with Med-Surg |
|Onmark |GPO |Providers |Separation required by law |
|RelayHealth |Connectivity solutions |Manufacturers, Providers, |Works with McKesson as well as Competitors |
| | |Pharmacies, Payers | |
|Sterling Medical |Durable medical equipment and |Long-term care providers |Sells to DMEs that compete with McKesson in |
|Services |supplies | |home care |
|Sunmark |Personal care products, health and |Independent pharmacies |Competes with branded product |
| |beauty aids | | |
|US Oncology |Cancer-related pharmaceuticals, |Providers |Being evaluated now |
|Zee Medical |Med-Surg emergency medical supplies|Employers |Different type of sale to different audience |
Naming
1. Generic descriptive Names use industry-standard terms, and generally cannot be owned on their own. Attachment to the McKesson name helps to place the emphasis on the McKesson brand. For example: “Billing and Tracking” or “Data Center Solutions”
2. Suggestive descriptive Names may include an emotional or functional benefit or point of difference for an offering. For example: TurboTax — easy to understand what the company is offering, and emotional benefit in “turbo”
Research has shown that our target audiences want names that reflect what the product is or does. McKesson business units have limited marketing budgets to build product brand recognition. Business units have agreed to use the McKesson name as the product brand, followed by a descriptive name, in most cases.
Benefits
• Descriptive naming helps grow McKesson’s brand value
• Enables us to leverage our equity to sell products and services
• Reduce marketing and sales costs
• Better enable our customers and prospects to navigate our complex product offerings
Examples:
Generic descriptive Suggestive descriptive
Data Center High-speed claims
Patient Assistance CareEnhance Call Center
Pharmacy Management Patient Compass
Tone and Voice
Another related consideration is the voice with which your content will "speak." Online tone of voice makes an enormous difference in the way visitors perceive the organization and its messages. McKesson brand guidelines identify the five words the McKesson tone, voice, and personality should embody:
• Collaborative
• Authentic
• Forward‐thinking
• Expert
• Optimistic
Story and Structure
The story McKesson tells about its products and services is the culmination of the site's messaging and its structure – from overall navigation and organization to page‐level priorities. A cohesive messaging and structure strategy drives where content should go on the site, how it should be written and how it should be displayed. Such a strategy will:
• Ensure that McKesson's brand promise, personality, and targeted messages are carried through in all product content
• Inform the recommendations for stylistic consistency, such as how to present features and benefits and how to format calls to action and headlines
• Provide a bridge between prospective and existing customers and McKesson staff,vensuring that users get the right support to create satisfied customers
Story Structure
Summary of the main messages, voice and tone, and structure of the product sections of 2010 -12
|Type of Content |Messages |Voice and Tone |Structure |
|Product category overviews |McKesson’s products and services |Straightforward. Often stiff and |Overview of the product category |
| |can help you provide better patient|professorial. |and an in‐line listing of the |
| |care, reduce costs, improve | |products contained within that |
| |operational efficiency, and | |category, plus blurbs or bullets to|
| |increase profit. | |describe each. Inconsistent per |
| | | |category page. |
|Product overview |Varies by product/product category.|Varies by product, but generally |There are 4‐5 information |
| | |not cohesive. Often stiff and |structures being used, so product |
| | |bogged down by jargon. |overviews, benefits, features, and |
| | | |specs are never in the same place. |
| | | |Support and education content |
| | | |always live in the right column. |
|Call to Action |Static call to action: |Ranges from rational and passive to|Static call to action is always in |
| | |emotional marketing appeals. |the top righthand column. Product |
| |Call xxx-xxx-xxxx | |specific calls to action are in |
| |Request more information | |line with the product information |
| | | |or lower in the right hand column. |
| |Product‐specific call to action: | | |
| |Varies | | |
General Guidelines
Writing
1. The visitor must know what the site is about in seconds: Attention is one of the most valuable currencies on the Internet. If a visitor can’t figure out a website’s purpose and what the company does in a few seconds, he or she will probably go somewhere else. The site must communicate why visitors should spend time there, and FAST!
2. Make the content scannable: This is the Internet, not a book, so forget large blocks of text. People visit websites, including , while they are doing other work, so make sure that visitors can scan through the entire content. Bullet points, headers, subheaders, lists - anything that will help readers quickly find what what they’re looking for.
3. Provide accurate contact details. The only worse experience than a website with no contact details, is a site with outdated or wrong contact info that sends visitors on an mystery tour of departments, forms and phone numbers. The consequences of missing or misleading contact information online range from lost revenue, reputation, and time for both visitors and the company.
4. When linking to PDF files, disclose it: Explicitly label links pointing to PDF files so users can handle them properly. Clicking on a link and watching the browser freeze while Acrobat Reader launches to open another (unrequested) PDF file.
5. Separate advertisements from content: Blending advertising such as Adsense units inside content might increase click-through rate in the short-term. In the long run, however, this will reduce your readership base and raise flags with Google. An annoyed visitor is a lost visitor. Running afoul of Google can mean lost link equity or getting banned from results entirely.
6. Avoid “intros”: Don’t force users to watch or read something before they can access the real content. This is annoying, and only the most unique offers will inspire visitors to hang around.
7. Descriptive link text.: It is easier to tell people to “click here”; but this is inefficient and vapid. Always include relevant anchor text in links. It sets expectations for users before they click the link, and it create SEO benefits for the external site where the link is pointing.
8. Avoid long pages: If the user needs to scroll forever to read your content, he or she will probably just skip it. Keep content short, compelling and improve the navigation structure.
9. No spelling or grammatical mistakes: This isn’t a web design mistake, but it is among the important factors affecting the overall quality of a website. Make sure that links and copy don’t have spelling or grammatical mistakes. If you don’t have time or skills to proof your content properly, then hire someone to do it for you. Managing your time and publishing process effectively tends to free up time to proof your work. Delegate proofing to someone qualified and trained to identify and fix errors.
10. Standard date treatment: Except as delineated for a specific site feature, always display dates according to the following format:
[month][space][two digit day][comma][space][four digit year]
Example: September 06, 2012
11. Phone numbers: Format U.S. phone numbers like this: XXX-XXX-XXXX. Include the area code but not the 1 before it that some people may have to dial.
Format phone numbers that require extensions like this: XXX-XXX-XXXX ext. XX.
Examples
415-555-XXXX
800-XXX-XXXX
707-555-XXXX ext. 29
International considerations:
The primary audience for phone numbers listed on are predominately located in the United States. However, the ubiquity of the Internet means that it may be wise to anticipate callers from other countries. If a phone number is likely to be called by site visitors in another country, consider separate instructions; for example, “For calls originating outside the United States, dial . . . ”
For international phone numbers, precede the number with a plus sign (+) and the country code, with no space in between. The plus sign indicates that callers must dial their international access code first. For example, a U.S.-based website could precede its number with the plus sign (+) and the U.S. country code (1).
Some formatting tips:
Separate the country and city codes with a hyphen.
Examples:
+1-415-555-XXXX (San Francisco number likely to be called from another country: plus sign, country code, area code, 7-digit local number)
+81-3-XXXX-XXXX (Tokyo number likely to be called from another country: plus sign, country code, area/city code, 8-digit local number)
For non-U.S. phone numbers that don’t contain hyphens or at least spaces to indicate where to put hyphens, follow the local convention for styling the local part of the phone number. For instance, in some countries it is customary to close up numbers. If so, use that style. Don’t try to guess where to insert a hyphen.
Examples:
+62-21-XXXXXXX (Jakarta, Indonesia, phone number)
+39-041-XXXXXXX (Venice, Italy, phone number)
12. Email addresses
Email address links should be formatted with person’s name used as the link text and the email address used as the alt text, so that they can see the email address when they hover over the link.
Avoid writing out personal email addresses as these can be picked up easily by spammer bots that crawl the web looking for email addresses.
Wherever possible, generic email addresses should be used as the main contact address for a group, team or department wherever possible to avoid using individual employees’ names online. IT is responsible for setting up generic email addresses, such as mckessoncorporatewebteam@, which can be accessed by groups of people.
13. Dimensions
For English units of measurement (inches, feet, yards, etc.) use either the symbol, if one exists (double straight quotation mark for inches, straight single straight quotation mark for feet), the full word, or the abbreviation with a period ("in.," "ft.," "yd.," etc.).
You can abbreviate a unit of measure without a period in tight spaces — just be consistent. When describing two or more dimensions of an object, repeat the symbol for each figure. Separate the dimensions with either an "x" or the word "by. " (Use only an "x" with symbols.) If using an "x," a space before and after is optional — as long as you're consistent. Examples: He is the 7-foot-3-inch center. He is the 7 ft. 3 in. center. He is the 7'3" center. Order 4"x6" or 8"x10" prints.
14. Percentages
You can use either the word "percent" or the percent sign (%) in text — as long as you're consistent. Note that if a passage (a single sentence or paragraph) contains two or more percentages, the percent sign makes it easier for readers to compare the numbers. Example: Motor vehicles account for about 43% of U.S. oil consumption. Electric energy production accounts for 23%, and lawn mowers account for less than 1%.
15. URLs
Embed links in the story. When including a domain-name URL in copy, do not include "http://" at the start of URLs that include "www" and the domain name alone. For deeper-level pages, include the full URL, even "http://." If it's necessary to break a URL, do so after most punctuation marks except a hyphen, but break it before a period, slash, or other mark that could be mistaken for the end of the URL.
16. Hyphen
(1) Follow the dictionary for two-thought compounds: seriocomic, socioeconomic. (2) Use no hyphen in compounds denoting dual heritage: Chinese American. (3) For prefixes and suffixes, decide whether to apply blanket rules or to apply your rules only if a word is not listed in your dictionary.
Generally, we recommend closing up prefixes and suffixes with root words. For suffixes, use a hyphen when the consonant is doubled and when a compound would be hard to read: shell-like, daffodil-like, hippopotamus-like
Visual Design
1. Use fonts that are readable: While some fonts look sophisticated or “cool,” the critical test is: are they readable? If the main objective is to deliver a message and engage visitors (i.e., get them to read the content, share it with someone else, give you information or money, etc.), then make the process inviting and comfortable for THEM – not you. You are not your reader.
2. Do not use tiny fonts: The previous point applies here: make sure readers are comfortable reading your content. Firefox has a zooming feature, but if people need to use it on a website, they probably won’t be back.
3. . Avoid Flash for corporate sites. Besides being unusable on most mobile devices, many visitors find the experience annoying even on PCs. Most users want to go to a site, find what they are looking for and move on. This becomes difficult when they have to watch the site animate into a pretty picture, wait for the site to draw itself, and then fumble for the volume control to mute the blast of music that starts playing.
a. Do not overuse Flash: Besides increasing website load time, excessive Flash annoys visitors. Use it sparingly, and only for features that aren’t supported by static pages or HTML
b. Flash is a good choice for Portfolio sites that require rich interactivity (, for example), though increasingly, HTML is used for ecommerce sites over Flash since it provides a ‘wow’ factor, with interface flexibility, and navigation that’s intuitive and aligned with standards. Always provide a static experience for visitors that don’t have (or don’t want to use) Flash.
Observations on the Future of Flash
• HTML5 is the future of Web, for simple interactivity, including charting, some limited 3D vector graphics, image transforms, video, audio. Gartner estimates that 90 to 95% of an average enterprise needs could be met by HTML5 There are only a few classes of corporate apps that would gain significant benefit from Flash, Silverlight or Java over what is available in HTML5 or even in Ajax.
• A portion of the Web requires richer interaction. Requirements vary, of course. Applications might require extensive offline processing, direct manipulation of graphics, real-time notifications and alerts, high-speed binary communication protocols, tight integration with local devices, and so on. In these scenarios, Flash, Silverlight or Java might be needed (the exact choice depends on context, such as development team, IT landscape, vendor relationships, etc).
• The average enterprise – including McKesson – won’t effectively use Flash or HTML5 or any other shiny new UI technology right away because the root problem isn’t lack of powerful UI technology. Instead, the root causes of sub-optimal user experience stem from lack of appropriate process, and governance, and no genuine commitment to a quality user experience. Such a commitment would lead organizations to adopt a user-centered usability-oriented development process. Rather than taking these steps, projects tend to be “stakeholder driven” (i.e., driven by internal politics). Very few organizations center development around user needs by relying on objectively measured data about user behavior. Most enterprises don’t care enough about the user experience to change their habits (developer-driven, vendor-driven, stakeholder-driven). The principles of creating effective user experiences are well-known among successful external-facing ecommerce or consumer sites such as Amazon, Ebay, Expedia or Facebook. Unfortunately, it will likely be a long time before these principles become part of the average enterprise skillset.
4. Don’t clutter web pages with badges: Badges of networks and communities make sites look unprofessional. Even awards and recognition badges, should go on the “About Us” page and not on the home page.
5. Do not use blinking text: It’s not 1996. The Marquee tag is deprecated.
6. Do not cloak links: Apart from having a clear anchor text, the user must be able to see where the link is pointing on the status bar of their browser. Cloaking links for any reason (because they are affiliate links or long, system-generated strings of characters) lowers your site’s credibility.
7. Make links visible: Visitors should be able to recognize what is clickable and what is not, easily. Make sure that your links have a contrasting color (the standard blue color is optimal most of the time). Possibly also make them underlined.
8. Do not underline or color normal text: Don’t underline normal text unless absolutely necessary. Just as users need to recognize links easily, they should not get the idea that something is clickable when in reality it is not.
9. Make clicked links change color: Clicked links that change color help readers orient themselves more easily around the site, making sure that they don’t revisit pages unintentionally and waste time.
10. Do not use animated GIFs: Unless you have advertising banners that require animation, avoid animated GIFs. They make a site look amateurish and detract attention from the content.
11. Do not use harsh colors: Design the color palette around your objectives (i.e. deliver a mood, let the user focus on the content, etc.).
12. Include functional links on the site footer: People scroll down to the footer of a website when they can’t find specific information. Include a link to the Homepage and possibly to the“Contact Us” page.
13. No horizontal scrolling: While some vertical scrolling is tolerable, the same can’t be said about horizontal scrolling. The most used screen resolution in 2012 is 1024 x 768 pixels, so design the site to fit it.
Interaction
1. Do not require a registration unless it is necessary: People browse the Internet to get information, not to give it out. Do not force visitors to register and leave an email address, phone number and other details unless it is absolutely necessary (i.e., unless the value of whatever you’re offering is greater than the precious and irreplaceable time you’re demanding in exchange).
2. Never subscribe the visitor for something without consent: Do not automatically subscribe a visitor to newsletters when they register on the site. Sending unsolicited emails is irritating and inefficient—not a recommended way to make friends with people or search engines.
3. Do not play music: In the Internet’s early years, web developers tried to successfully integrate music into websites.
4. If you play an audio file, let the user start it: For site experiences that have an audio component, such as demos or a guided tour, make sure the user is in control. Let them push the “Play” button as opposed to blaring sound at them as soon as they enter the website. And always make controls accessible.
5. Do not break the “Back” button: Ever. The first and most basic web usability principle is don’t break the Back button. The second web usability principle is do not break the Back button. Under any circumstance. Opening new browser windows is the primary culprit.
6. Don’t use a homepage that launches the “real” website: The fewer steps required for the user to access your content, the better.
7. Provide site search: Search engines revolutionized and democratized the Internet. How? You probably guessed: by making it very easy to find the information people are looking for. Do not neglect this on your site.
8. Avoid “drop down” menus: The user should be able to see all the navigation options right away. Using “drop down” menus present confusion and might hide the information the visitor was actually looking for.
9. Use text navigation: Text navigation is not only faster, but it’s also more reliable. Some users, for instance, browse the Internet with images turned off. Just because you, or your boss, like images and infographics, doesn’t mean your user do.
10. Use a simple navigation structure: Less is more. This rule usually applies to people and choices. Strive for a clear navigation structure and intuitive naming.
11. Do not use pop ups: This refers to pop-ups of any kind. Even user-requested pop ups are a bad idea given the increasing amount of pop-up blockers in browsers.
12. If you use a CAPTCHA, make sure the letters are readable: Several sites use CAPTCHA filters as a method of reducing spam on comments or on registration forms. It’s not uncommon for users to ask friends and family to decipher the letters.
13. Let users control their interface. It is important that users are placed in control of the user interface they are using. Since users expect the link to be opened in the same window, set links to open in the same window. Don't force a new window on users unless there's a very good reason to do so.
a. Do not open new browser windows: Designers used to do this on websites in the 1990s. The logic was simple: if we open new browser windows for external links, then the user will never leave my site. Wrong. Let users control where they want links to open. There is a reason why browsers have a huge “Back” button. Don’t worry about sending visitors to other websites. They’ll get back when they want to. There’s lots of research supporting this.
b. Do not resize the user’s browser windows: The user should control their browser. Resizing browsers without permission is like re-adjusting an automobile driver’s side and rear-view mirrors and steering wheel—while they’re driving. Such disruptive behavior is presumptuous and rude at best, and dangerous at worst—to the user’s environment and your credibility.
Exceptions to Rule13: If the link provides assistance or help, leads to a non-html document, or interrupts a process. It is appropriate to enforce opening links in a new window in these cases:
• Link provides assistance or help; for example, if you are on a shopping cart page and users click on a “help” link. In that case, users don’t want to navigate away from the cart page, so a new window is acceptable. In such cases dynamic tooltips are usually better than pop-ups, which are again better than opening new windows.
• Link interrupts an ongoing process. For instance, if users are filling a web form and the form provides the link to terms of service or privacy policy below the form, it is reasonable to enforce this link to open in a new window to not interrupt the ongoing process. This is important in sign-up forms and crucial in checkout forms. Otherwise, users may lose the information they’ve already typed in and close the browser window in response.
• Link leads to a non-html-document: for example, PDF files, MP3 files, RSS files and other uses of raw XML, executable files, and so on. Warn users in advance that a new window will appear. When using PC-native file formats such as PDF or spreadsheets, users feel like they’re interacting with a PC application. Because users are no longer browsing a website, they shouldn’t be given a browser UI. Best of all, prevent the browser from opening the document in the first place. Jakob Nielsen explains how it can be done.
• Link opens a large image which takes time to load. Opening this image in a new window allows users to focus on your content while the image is being loaded in the background. This guideline may seem outdated since so many have broadband connections nowadays, but around the world, connections are much slower; and mobile users also experience delays loading large images.
Production
1. Use CSS over HTML tables: HTML tables used to create page layouts. With the advent of CSS, there is no reason to stick to them. CSS is faster, more reliable and it offers many more features.
2. Do not use FrontPage: This point extends to other cheap HTML editors and SharePoint Designer. They may appear to make web design easier, however the output will be poorly crafted code that’s incompatible with different browsers and likely buggy.
3. Avoid JavaScript links: Those links execute a small JavaScript when the user clicks on them. Avoid them since they can create problems for some uses, and search engines don’t recognize them.
Infrastructure
1. Avoid complex URL structures: A simple keyword-based URL structure will not only improve search engine rankings, but it will also make it easier for the reader to identify the content of pages before visiting them.
2. Do not confuse the visitor with many versions: Avoid confusing the visitor with too many versions of the website. What bandwidth do I prefer? 56Kbps? 128Kbps? Flash or HTML? Too many of even the most well-crafted choices distract users from what they came for - content!
3. Make sure the site is cross-browser compatible: Not all browsers are created equal, and not all of them interpret CSS and other languages on the same way. See McKesson Browser Standards.
Content Structure and Style
Marketing Messaging Guide
Educate (Customer Needs Based Content Messaging)
Product and product suite pages should include clearly labeled content elements to help readers find the information they are looking for easily and quickly. This section should answer these questions:
1. What does this product do?
2. What business challenges does it solve?
3. What type of business is this product right for?
Engage
The use of active and compelling language is encouraged when explaining ways to engage with the product. Include at least one clear call-to-action in the main body of page, so that it is obvious to readers what the recommended next step is.
1. Avoid generic “contact us” information.
2. Let readers select a next step that best matches the information they are seeking.
3. Identify the type of information readers will receive in exchange for giving their contact information.
4. Contact readers in response to their needs.
5. Collect the least amount of information needed to provide the information that was requested to encourage trust.
Explore
Supporting information for the featured product should be displayed in a consistent format and style so that site visitors begin to learn where to locate this information on the site. This section should answer these questions:
1. How is this product differentiated?
2. What use-cases or environments would this solution be best for?
Links
1. If a link leads to an external site that does not have the header and footer, it should NOT be followed by an icon indicating this. This rule is different from the wireframes and supersedes them.
2. Links that lead to a file download should show the file type and download size after the link title; e.g., Product Guide (PDF, 586 KB)
3. Icons that further specify or indicate the type of link should appear in front of the link title.
4. Links that lead to anything other than a webpage or popover, for example links to PDFs, should either be accompanied by a file type icon that is displayed in front of the link title, or the file’s extension should be listed in parenthesis after the link title.
5. Clicking on an e-mail address opens the user's default e-mail program to compose a message, with the "To" field pre-populated with that email address.
Navigation
1. All pages other than the home page include breadcrumbs above the page title that reflect the current page's position in the hierarchy of the site map. Breadcrumb elements that have landing pages and are clickable should be visually distinguished (underlined) from those that are not. Clicking on a clickable breadcrumb element takes the user to the corresponding landing page in the same window.
2. Interaction with forms is limited by the CMS's form features. Currently, "Request for more information" forms on open in a popup window, and this behavior was modeled in the prototype. However this may change depending on how the new CMS handles forms.
Template Strategy
Customer / Segment / Sub-Segment Pages
Customers want to see solutions/offerings that are relevant to them without wading through a lot of irrelevant content. Customers are looking for solutions to their business challenges; solutions should be organized and explained by which customer need or challenge they address. These pages support segment-targeted or more specific role-targeted messaging (i.e. Director of pharmacy, Radiologists, Independent physicians).
Template Goals
• Messaging targeted towards a sub-segment of potential customers.
• Provide a location/space to share audience-specific messaging.
• Educate prospects about how their peers are handling the challenges that their business is facing, and about the solutions McKesson offers.
• Educate prospects about McKesson's breadth/reach in this sub-segment (85% of all private payers work with McKesson).
• Link to index pages of resources, events, news etc. all focused on this sub-segment.
• Peak customers interest into selecting a solution.
• Addressing a customer’s need, and leading them to the next steps.
Solution / Services Pages
Potential customers are looking for a solution to help address their business challenges. They want to understand what the solution is meant to address, the related products, how it is differentiated (how they should compare it to other solutions), and what the results typically are for customers. They may be interested in how this solution has helped customers like them.
Returning customers may be looking for a companion solution to one they already have or a new solution to help them solve a different problem. Information about what products are compatible and interoperable should be included.
Template Goals
• Provide solution details
• Have customers decide whether this solution is for them
• Provide the next step by leading them to the individual products, and understanding what they do.
• Provide additional content about this solution in other formats (webinars, case studies, industry articles, blogs, etc.) so that the prospect can educate themselves about this type of solution.
Product Pages
Customers are highly interested in this particular product or solution, and maybe be ready to purchase. They want to know all the details of this product, how to purchase it, and what kind of support they can expect.. Returning customers may be looking to login and reorder, or may be looking for help and support.
Template Goals
• Provide a consistent way to present product information to customers so they can learn how this information is presented on and where to look for it as they navigate across segments or solution areas.
• Provide a way to incorporate a depth of product detail in the site in a user-friendly way.
• Provide a template that can accommodate product-level branding.
• Market the product by its features and benefits, and how the product will directly affect their businesso Provide the next step:
o If this product is for them, guide them on how to purchase it
o If this product is not for them, guide them to some related products, that may be more appropriate
Products and Solutions page formatting
1. Font size for solution/offering categories shown in bold white is 14 pt Arial.
2. Font size solution/offering/products listed as bullets is 12 pt Arial.
3. The use of Arial is deliberate and aligns with the header, footer, breadcrumb, body copy and right-rail font style; Arial is used because it allows for tighter spacing while maintaining readability.
4. White font on blue background meets WCAG and AFB AA accessibility guidelines.
5. The Providers mega menu differs from the Pharmacies menu in that it has a secondary level of navigation at the top that allows this menu to essentially contain 5 megamenus. The current allowed brand architecture for the Providers segment necessitates this extra layer of navigation.
6. Up to 5 "tabbed" navigation items can be added to any of the mega menus. Currently, Providers is the only menu that needs this.
Page Component Models
Sub-segment Page
• Featured Solution Marquee The squares in the lower represent a selector for multiple messages. The messages refresh in linear sequence as the same [cookied] user returns to the page, with the selection highlighted. Optional full page width, or partial page width.
• Messaging Area Targeted segment messaging in separate component than overall solution messaging.
• Customer Need Category Special marketing “needs” categories used to target a specific type of customer. Each need” is composed of a title, a short description, and a carousel of solutions. Each solution includes a title, short description, and an image.
• Resources Component A library of resources will be available to reference resource materials from more than one page. It may reference and display links to pages, documents, and multi media. Contains optional “more” link to full listing landing pages.
• Video Component Includes short optional description of videos, video title, and video image. Opens into a modal overlay.
• News Component News items can be displayed on a given page by the author by either hand selecting news items from a library or setting metadata business rules and display parameters per page component. Includes the date published and the news title. Author can also chose to display a “more” link that takes users to a full listing page.
• Events Component Event listings are managed from a single source. Includes the date, and event title. Authors may choose to display a “more” link which will direct to a full listing landing page.
• Video Showcase Videos are displayed within the carousel. Videos include image, video title, and short video description. Videos open into a modal overlay.
Solution Page
• Media Messaging Area Video or banner, optional. Optional full page width, or partial page width.
• Solution Overview Short description detailing what the solution does, what business challenges it solves, and what type of business it is right for.
• Product Carousel For multiple products, includes picture and product name. Product
• name links to appropriate product landing page.
• Page Tools A combination of share and page utilities such as print or download.
• Purchase Component Includes title, small description of the next step in purchasing the product/solution, and a link (optional) that may guide the user to the next step (such as registering to become a new customer).
• Sales Representative Locator For products that require contact with a sales representative to move forward. Includes small description (optional) about McKesson use of sales representatives and zip code entry box.
• Reseller Locator For products that are sold through resellers. Includes small description (optional) about McKesson resellers and zip code entry box.
• Benefits A bulleted list of what impact the product may have. Authors may display up to three categories. Category titles are editable.
• Request a Quote For products that may offer a quote after customers have submitted a required form. Form link will open a modal overlay window where uses can fill in the appropriate information.
• Customer Portal Login is available to existing customers of the product/solution. Actual customer login will be performed on a supplementary page. Includes title of the portal, description of portal, and a link to the appropriate customer login page.
• Support Includes a small description of instances when the following contact information should be used, and followed by appropriate contact information (this may contain a phone number, email address, and/ or form link).
• Resources Component A library of resources will be available to reference resource materials from more than one page. It may reference and display links to pages, documents, and multi media. Contains optional “more” link to full listing landing pages.
• News Component News items can be displayed on a given page by the author by either hand selecting news items from a library or setting metadata business rules and display parameters per page component. Includes the date published and the news title. Author can also chose to display a “more” link that takes users to a full listing page.
• Events Component Event listings are managed from a single source. Includes the date, and event title. Authors may choose to display a “more” link which will direct to a full listing landing page.
• Newsletter Sign Up For products related to a specific newsletter, or McKesson newsletter. Includes description of newsletter, and email form box.
• Webinar/Event Registration Includes description of webinars and links to webinar/event page, where customers may view webinars/events, and sign up to attend.
• Related Solutions A list of similar solutions that a customer may be interested in. Automatically pulled based on metadata tags given to each solution.
Product Page
Goal Templates that support product branding, product-specific marquee content and a flexible page layout are what the content owners told us they wanted. What site visitors want is more detailed product information, how to buy info, and customer support contact info.
Product Page Strategy: Provide a flexible template structure with engaging product data components based on customer needs as well as research and support materials including video and a clear call to action for a customers next steps.
• Optional Targeted Messaging Area Targeted segment messaging in separate component than overall solution or product messaging.
• Product Overview Short description detailing what the product does, what business challenges it solves, and what type of business it is right for.
• Page Tools A combination of share and page utilities such as print or download.
• Purchase Component Includes title, small description of the next step in purchasing the product/solution, and a link (optional) that may guide the user to the next step (such as registering to become a new customer).
• Customer Portal Login is available to existing customers of the product. Actual customer login will be performed on a supplementary page. Includes title of the portal, description of portal, and a link to the appropriate customer login page.
• Benefits A bulleted list of what impact the product may have. Authors may display up to three categories. Category titles are editable.
• Support Includes a small description of instances when the following contact information should be used, and followed by appropriate contact information (this may contain a phone number, email address, and/ or form link).
• News Component News items can be displayed on a given page by the author by either hand selecting news items from a library or setting metadata business rules and display parameters per page component. Includes the date published and the news title. Author can also chose to display a “more” link that takes users to a full listing page.
• Events Component Event listings are managed from a single source. Includes the date, and event title. Authors may choose to display a “more” link which will direct to a full listing landing page.
• Photo Gallery A carousel of photos related to the featured product. Users may scroll between photos. Each photo opens up into a modal overlay.
• Related Products/Solutions Component For displaying similar products. Includes image, and name of product. Name of product links to the appropriate product landing page.
PageBuilder Templates Sprint 2
Product template is pre-defined: components and page layout is fixed.
1. Pages will have the same layout and be consistent across the site
2. Less work for content author – enter input parameters for components using Smart Form
3. Content ID driven ( re-usable content )
4. Field driven ( content is specific to the page )
5. Page validation rules are enforced ( i.e required components )
Template Components (fixed): Header, Mega Menu, Breadcrumbs, Page Title Bar, Right Rail Icons, Internal Page Footer.
• Body Components delivered with Sprint 2
• Basic Body Text ( Required ) - FIELD
• Product/Service Benefits/Features ( Optional ) - FIELD
• Video ( Optional ) - ID
• Portal Link ( Optional ) – Content ID
• Right Rail Components delivered with Sprint 2
• Contacts/Support ( Required Top Widget ) – Content ID
• Related Products/Solutions ( Optional ) – Content ID
MCKESSON TO DEFINE STYLES THAT CONTENT AUTHORS CAN USE – THIS WILL BE IN GLOBAL CSS
DETERMINE PERFORMANCE IMPACT ON PAGE LOAD FOR THIS OPTION – Drew on point for this.
Solution template components ( fixed ): Header, Mega Menu, Breadcrumbs, Page Title Bar, Right Rail Icons, Internal Page Footer
• Body Components delivered with Sprint 2
• Basic Body Text ( Required ) - FIELD
• Product/Service Benefits/Features ( Optional ) - FIELD
• Link Navigation ( Optional ) – Content ID
• Product Listing ( Optional ) – Content ID
• Video ( Optional ) - ID
• Right Rail Components delivered with Sprint 2
• Contacts/Support ( Required Top Widget ) – Content ID
• Related Products/Solutions – ( Optional ) – Taxonomy ID
McKesson needs to define taxonomy before content migration
Breadcrumbs display – folder vs taxomomy
Home Page
• Header Header portion is reserved for McKesson standardized header.
• Marquee (optional)Campaign pages may include an optional banner that can be either an image or a video.
• Main Message and calls to action Messaging and actions directed towards audience.
• Additional Components or Content Additional supportive content may be placed in body of page using various components
• Right Rail Composed of configurable components. Authors may choose which components to place within the right rail.
• Footer Footer portion is reserved for McKesson standardized footer.
• Main Navigation Area This area includes 2 levels of navigation. Some top tier items may or may not have a landing page.
• Solution Listing It is recommended that solutions listed under sub-segments or solutions categories be listed in alphabetical order for scanability.
• Close Link Closes mega menu when clicked. Upon open, mega menu will close after 3 seconds when the user is no longer interacting with menu.
Content Components
• Product Component
• Product Carousel
• News Component
• Resource Component
• Video Showcase
• Customer Needs Category
• Events Component
Functional Elements Component Library
• Messaging Marquee Optional banner or marquee. This may be in the form of an image or flash animation. Optional full page width, or partial page width.
• Product Overview All products pages are to contain a brief description of the product. Authors may select which product to display an overview of from a library of products. All products within the library will contain a title, description, and optional image. Authors are able to choose whether to display an accompanying product image or not.
• Product Features All products may have features added to their descriptors. Each feature includes a title and description, and is directly correlated to a product. Features may include an optional “More” link, that authors may use to link to a fully dedicated features page. In this case, the description is used as a teaser for the feature, with full description available on the dedicated features page.
• Product Benefits All products may have benefits added to their descriptors. There are three types of benefits that an author may choose to display: clinical, operational, and financial. When selecting a type of benefit to display, authors may list out the appropriate benefits in a bulleted list. A small list, or large list of benefits can be displayed.
• Promo Promotional content may be displayed within the page body. This component should support both image files as well as flash animation files. Authors may select the appropriate promo, from a library of current promos, to display on a given page.
• Resources Component Related information of all types can be created in this component. It should be designed to reference and display links to pages, documents, and multi-media. Contains optional image and description text areas as well as “more” link to full listing landing pages.
• News Component News (or event) items can be displayed on a given page by the author by either hand selecting new items from a library or setting metadata business rules and display parameters per page component. Author can set 1-5 line items and select to display date or not. Author can also chose to display a “more” link that takes users to a full listing page.
• Events Component Event listings are managed from a single source. Configurable event listing components are to be made available for various page types. Authors can chose to display future or past events as well as target the display by date, event type, industry, and Business Unit along with the number of line items to display.
• Related Products/Solutions Component Products and solutions are managed from a single source. Configurable related products and solutions are to be made available for various page types. Authors can chose which products or solutions to display manually, or they may choose a category to automatically feed products/solutions with appropriate metadata. Authors may choose up to 4 related products/solutions to display.
• Solution Overview Component All solution pages are to contain a brief description of the solution. Authors may select which solution to display an overview of from a library of solutions. All solutions within the library will contain a title, description, and optional image. Authors are able to choose whether to display an accompanying solution image or not.
• Product Carousel Solutions are managed from a single source, containing their title, description, optional image, and list of underlying products. Authors may select which solution to display products for, as well as whether or not to display accompanying product images with the products. Product names will link to the appropriate product landing page.
• Customer Need Category Component Each segment contains a variety of specific customer needs. Each customer need category contains a title, description of that need, and a carousel of solutions. Authors may choose which solutions belong in which need. Each solution within the carousel includes a solution name, short solution description, and an image.
• Purchase Component For products or solutions that can be purchased by phone, a purchase component is available. Component includes title, description of next steps in purchasing a given product/solution, phone number, and name of individual or organization to contact. Purchasing information should be reusable for related solutions or products.
• Sales Representative Locator For products or solutions that have dedicated sales representative, a sales representative locator will be available. Includes a title, description of next steps to purchase from a sales representative, a form for a zip code, and “go” button. Upon entry, a modal overlay may appear showing the closest set of sales representatives for a particular product or solution. Authors should choose which solution or product the locators is to search for.
• Reseller Locator For products and solutions that can be sold through a reseller, a reseller locator is made available. Component includes a title, description of next steps to purchase from a reseller, a form for a zip code, and a “go” button. Upon entry, a modal overlay may appear showing the closest set of resellers for a particular product or solution. Authors should choose which solution or product the locator is to search for.
• Request a Quote Component For products and solutions that can provide a quote before purchasing. Includes title, description of next steps to request a quote, and a form link. Form link should open into modal overlay where users supply the minimal amount of information needed to retrieve quote. Authors may determine what fields to include, and what is necessary from the user to retrieve a quote. Quote information should be reusable for related solutions and products.
• Customer Portal For products or solutions that support a customer login/portal. Includes title, description of portal, optional link to sign up for an account, and a “go to portal” button. Button will link to the appropriate portal login page. Portal information should be reusable for related solutions and products.
• Support Component Support information should be reusable for related solutions and products. Includes title, description of steps to receiving support, optional phone number, optional e-mail address, and optional form link.
• Newsletter Signup Authors may choose to display a dedicated newsletter signup for either McKesson general newsletter, or a specific product/solution related newsletter. Includes title, description of newsletter, e—mail form, and “submit” button.
• Webinar Registration Includes title, description of webinars, and “go” button. Button links to appropriate webinar registration site. Specific webinar may be linked or reserved for specific products and solutions, and should therefore be reusable.
• Video Component A library of videos will be available to host across several pages. Authors will be able to choose videos to display within the video component. Video links will open into a modal overlay.
• Comment Component For blog or news type items, an additional comment component may be provided. McKesson visitors may leave a monitored comment of a given blog or news item. Requires the visitors name and e-mail address in order to post a comment.
• Countdown Box Authors may choose the date and time to which they wish the box to countdown to. Acceptable measurements of time includes years, months, days, hours, minutes, and seconds.
• Embedded Video Single videos may be embedded within body type content (text). Video may be played within the context of the page, or may open into a modal overlay.
• Video Showcase Video thumbnails are displayed within a carousel. Videos include image thumbnail, video title, and a short video description. Videos open into a modal overlay.
• Image Gallery Image thumbnails are displayed within a carousel. Includes image thumbnail and optional image title, Images open into a modal overlay.
• Live Feed Displays latest items from a select feed (RSS feeds, Twitter feeds, Facebook feeds). Automatically updates when a new item has been added to the feed. A “more” link is optional, and opens into a landing page.
• Poll Component Survey type questions may be displayed within a poll. Includes question, answer options, and a “See Results” link.
• Social Buttons For additional Twitter, RSS, or Facebook buttons. Represents a singular button related to one social network
• .Page Tools A combination of share and page utilities such as print, e-mail, or download.
• Podcast Component Includes title, and list of relevant published podcasts. Each podcast include optional image, title, and short description. Title links out to the host of the podcast
• .Ranked Links For lists of links that can be categorized or prioritized in a meaningful manner. Includes “top” or “new” lists of items.
Body Components
1. Basic Body Text*
2. Product/Service Benefits/Features**
3. Banner/Marquee – Single*
4. Executive Detail**
5. Body Form*
6. Executive Listing*
7. Contact Information**
8. Event Listing**
9. Search Result*
10. Products/Services Listing Index*
11. Link/Resource List *
12. Link Navigation*
13. Multimedia Press Kit Filter
14. Multimedia Press Kit Search Result
15. Related News**
16. Portal Link**
17. Press Release Filter
18. Press Releases**
19. Press Release Search Result
20. Product Listing
21. Related Products/Solutions Carousel
22. Solutions Overview
Right Rail Components
1. Contacts/Support**
Phone numbers are the preferred method of contact for customers and should be provided whenever possible. If a phone number is not staffed 24 hrs/7 days, please indicate what hours it is staffed. Use “Mon-Fri,” not M-F Use “PT” or “ET,” not (EST) Use “24 hrs/7 days”, not 24/7, 24/7 365 days, or 24-hour hotline
2. Events**
3. Event Finder
4. Related News**
5. Newsletter Sign-up**
6. Promo**
7. Quick Links**
8. Related Products/Solutions**
9. Resources**
10. Live Twitter Feed*
Executive Officers Page
If there are more than 3 committee members, say 5 for instance, then the layout will be 3 in row 1, and 2 in row 2 (below row 1).
• Order will be manually configurable.
• Committee member position is based on order of precedence (title/rank), followed by alphabetical order of member names.
• If there are two committee members with the same position, they will be listed alphabetically.
President, Julie Brown
President, SteveWest
Investor Relations
Update with details. Nicole
Iframe content from Thomson Reuters; no Add This on iframed pages.
A right rail is optional.
Investor Relations of section is managed by an internal McKesson business owner in the IR organization and Account Specialist, Liana Taylor Liana.taylor@ who:
• Maintains relationship with McKesson Investor Relations (IR) business owner and provides best practices guidance in the IR space, including implementing technological enhancements to TR services
• Maintains the website through adding data in internal systems as well as coding some areas (HTML, CSS and minimal XML) of the client’s site.
• Gathers and set ups client requirements for webcasts and teleconferencing particularly for earnings and other investor related events
• Facilitates client training (webcasting, Thomson One, telco, event research, release publishing tool etc.)
• Communicates on site activities : Thomson Reuters Guide for the Site Building Process; Thomson Reuters – The XML Solution
Careers
Update with details. Nicole/Stephanie
Iframe content from PeopleSoft application; no Add This on iframed pages.
Right Rail
Almost every page includes a set of page tools displayed on the right, at the top of the page’s right rail components. Clicking on these tools allows the user to e-mail or print the page, or use a number of other services like sharing on social media platforms.
Add This Plugin:
Decided 10/18/12: Manage icons for sharing activities on through the Add This widget.
Provide users with a consistent and predictable experience for sharing. The universal icon designs in Add This are recognizable and the Add This scenario helps manage user expectations for the extra steps required to log into social sites the user’s own page (Twitter, facebook, etc) if McKesson does not have a centrally managed page.
Do not display text. Display icons only. REFERENCE: User Story 12
Icon set: [pic]
Code source:
1. Visitors can share and print content from anywhere in the site by using standard icons that are in the upper right quadrant of the page, under the banner. Print, Email and Share. Icons are managed by Add This, as described above.
2. The icons are displayed in the following order:
a. RSS ( displays only in Newsroom Landing and Press Release pages )
b. Email
c. Print
d. Stumble Upon
e. Digg This
f. Twitter
g. Facebook
h. + ( View More Services )
3. The site visitor clicks on an icon
4. The correct user interface is displayed
5. The site visitor fills in the required fields and clicks the “action” button (i.e. send, print, tweet)
The action is successfully executed (i.e. emailed page, printed page, social media post with link to content page )in the design comp below are used in contact boxes and not as part of the global page body.
Reference
Annotated Wireframes Example:
From page 4) Almost every page includes a set of page tools displayed on the right, at the top of the page’s right rail components. The current site uses a code snippet provided by AddThis to display these tools. Icons indicating when a link leads to an external site are not added automatically by the CMS. The author must select the icon from a graphics library in the CMS and add it manually to the link.
[pic]
HTML Visual Design
[pic]
Restrictions
Do not display text. Display icons only.
[pic]
RSS feeds:
Open item. Stephanie.
Print This
The printed page is in a printer-friendly format. The new site will no longer have a left nav so this will not be included in the print version. The breadcrumbs are what is displayed above the page title.
[pic]
a. Only the McKesson logo and breadcrumbs are on the header
b. All of the body content and right rail content is included in the print version
c. The RSS, email, print and social media icons are not included in the print version
d. The footer is not included in the print version
Sidebars
We recommend five guidelines that apply to all templates.
1. The Contact Us sidebar should stay at the top, as it is now. We also suggest adding more visual impact to this box to draw the eye to it.
2. Additional sidebars should be flexible. They may be added, removed or reordered; choices are:
• Resources / Product Resources These include appropriate sub-categories, including: fact sheets, white papers, case studies, brochures, news, events, videos, articles, related topics.
• Custom Sidebar For unique situations, use a custom sidebar that follows standard guidelines in terms of header style and labeling format and links.
• Related Products. List related products in the sidebar and keep the subhead name consistent with Products & Services (i.e., not Solutions).
These changes will create consistency among product pages across , so users can expect to always find the same information in the same place.
3. Limit the number of items to three in each sidebar element (Resources, Related Products, and custom sidebars). If a sidebar element needs to accommodate more than three items, use a “more” link that triggers an expanded sidebar.
4. Limit the sidebar to only the most current, relevant or exciting information. Consider cycling non-essential assets, like press releases, videos or related topics, on and off of the page. Cycling assets raise the perception of “content freshness.
Editorial Guidelines
Ordering bulleted lists
When determining the order of the listed information, consider what order is most logical from a user's point of view. For example, lists can be ordered chronologically, numerically, by most requested, by most important, or alphabetically.
Avoid alphabetical order as a strict requirement unless the lists are commonplace proper names, such as States, or if the list serves as an index.
Linking
External Links: Whenever we create content on a McKesson site we should actively consider which external sites it may be editorially justifiable to link to. We offer external links from the editorial pages of the external sites, for example to provide additional information, source material or informed comment. McKesson sites that cover matters of public policy, political or industrial controversy, or any 'controversial subject' should normally offer links to external sites that represent a reasonable range of views about the subject.
We must not give the impression that we are endorsing a product or service when linking to a commercial site. We should not include a link within the editorial text of a commercial site, in return for cash, services or any other consideration in kind.
The links we make must be editorially justified and should lead to sites which are:
• clearly relevant to the content of the McKesson page where the link is placed
• suitable for the likely audience
• regularly updated and refreshed, if appropriate
• normally free to access
• normally factually accurate.
Interactive executive editors should review the suitability of maintaining these links as appropriate.
Inbound links and feeds: Pulling third party content onto pages is in some ways more editorially sensitive than linking externally. Following an external link takes you away from the McKesson site and users have a chance to adjust their expectations in the light of that journey. But as third party content sits with McKesson content on McKesson branded pages on , users are more likely to expect it to have been through a rigorous editorial examination and to comply with McKesson editorial standards before being published on our site.
Transactional Links from to Commercial Products Related to McKesson: To further our vision of “Advancing the health of the health care system by advancing the success of our partners” may offer users the opportunity to purchase selected McKesson-related content from a range of online commercial suppliers.
The following conditions apply:
• Pages containing trails may offer editorially relevant links to begin the journey from to a suggested retailer's site
• No transaction can take place on
• It must be clear to users when they are leaving the McKesson site and entering a commercial site
• Suggested retailers must be chosen according to robust, objective and transparent criteria
• Suggested retailers must not make any payments to McKesson for being listed on the service or for links from to their commercial sites
• The user experience, including the way retailers are selected and presented, must be fair and non-discriminatory for all suggested retailers
• It must be clear to users that responsibility for the transaction lies with the suggested retailer
• The list of selected retailers must be revisited on a regular basis to avoid discrimination.
Links to pages for booking tickets for events sponsored by McKesson are not normally acceptable.
Editorial Responsibility
The person who is editorially responsible for the page on which the feed or embed appears will be responsible for the content from that feed or embed. This principle will apply whether it is a bespoke feed to a single page or a general feed to many pages.
Risk assessment
As this material is not under McKesson editorial control, the editorial owner of the relevant page or pages will need to make a very careful assessment of the risks before deciding whether and on what terms to enable the feed or embed .They will need to decide what level of editorial monitoring is appropriate and whether they have the necessary resources to carry it out.
It may be worth running a live trial outside , or one which is only visible to McKesson staff, to help assess the risks and the editorial value first.
The material may be supplied by a commercial organisation, a community of volunteers or by a single individual. It may be provided entirely by professional journalists (a Press Association feed of match reports) or it may be user generated content (blog, status update or message board comments about specific McKesson products and business from third party sites that link to those McKesson sites).
pages that publish inbound feeds need to be regularly reviewed and the editorial impact of any changes or updates should be considered. The frequency and depth of review should be based on an editorial assessment of the likely risks and audience expectations.
Third party content which is likely to be sensitive may need to be checked more often. Regular spot checks may also be necessary to monitor quality. In cases where the risks are particularly high, it may be necessary to check the content before it is published.
Factors to take into account when deciding whether and, if so, on what terms, to enable a third party feed or embed on include:
• How much third party content do we intend to display. Is it a title, a short headline or a paragraph? Is it only text or will it contain stills or video content?
• The overall quality, consistency and accuracy of content provided by the supplier
• The sensitivity of the content e.g. harm and offence and privacy
• How far that content is likely to match the expectations of the users on that page
• The level of filtering and monitoring done by the supplier
• Availability of contact details for technical support on supplier sites
• The supplier's proven ability to remove inaccurate or inappropriate content or to fix a broken link promptly
• Legal risk
Transparency
Where we take in content from an external supplier, we should be transparent about it with our users. They should be able to tell who is editorially responsible for third party content on our pages, where the supplier's content has come from and, in general terms, how it has been made or selected. Attribution should be as close as possible to the content in question. This can usually be done with a simple text credit. A "What is this?" or FAQ page may be useful.
Online
On rare occasions, where proportionate and editorially justifiable, it may be appropriate for McKesson to operate a website which appears to have no connection with the company.
For example, we might do this as part of an extended online game where clues are hidden on third party sites for players from to discover. In such cases, we must ensure that non-participants who come across such a site can find out its real purpose quickly and easily.
In the case of websites created for an investigation, we must ensure that there is no significant detriment to those who discover the website but are not the subject of the investigation.
Any proposal to create a website which appears to have no connection with McKesson must be referred to a senior manager.
Anyone actively intervening to steer the course of an online discussion for a McKesson purpose, without revealing their link to the BBC, must be acting in the public interest and must refer to a senior editorial figure or, for independents, to the commissioning editor. In the most serious cases, referral must also be made to Director Editorial Policy and Standards.
Impartiality
If one supplier is known to favour or advocate a particular view or position, then we should normally take care to offer a reasonable range of views from different suppliers at the same time. If you are thinking of adding a single supplier whose content deals with political or public policy issues who may not generally be seen as an impartial source of information, for example, a government run health site, refer to Editorial Policy before establishing the feed.
Feedback
We should be clear about what our users can do and where they should go if they see a mistake or find something offensive.
We can either take responsibility ourselves for removing or altering the feed or the content or we can direct users straight back to the site which is hosting the content. In that case, it may still be useful for us to know the substance of the user's complaint so that we can act if necessary.
Where we are importing text feeds from a site run by a community of volunteers, we should normally point our users directly to the originating website so that they can rectify a mistake at source. We may also wish to offer our users an FAQ about why we are doing this and a McKesson feedback route, particularly where we are trying out new suppliers.
Where there is a bigger risk, for example where pictures are being fed live from a third party and they are due to be published immediately by McKesson, we may need to check each one before we publish it. See the risk factors above.
If the third party supplier of pictures already has proven effective measures in place and the risk to McKesson’s reputation from publication of any inappropriate pictures is low, it may be possible for us to rely instead on spot checks by the producer and an alert button.
In this case, a prominent user alert button could automatically cut the feed of a specific picture to our site immediately a user activated it, 24/7. A moderator could then check the picture later and reinstate it if the user's complaint was unjustified. Alternatively, if the material is first published on a McKesson space on a third party site (for example, on a picture sharing site like Flickr), we could use the "favorite" functionality on that site to preselect suitable images to go on the feed to our site.
Feeds and embeds require the approval of the relevant Interactive Executive. If you have any doubts about what measures we should put in place, refer to Editorial Policy before establishing the feed or embed.
Embeds
Inbound embeds, for example of a social networking site video player on a page, may be a useful way to display non-McKesson content to visitors.
It should be clear to a casual user that the embed part of the page is not under the editorial control of McKesson and is not primarily the responsibility of McKesson. But we are clearly editorially responsible for deciding what non- McKesson content to embed on pages and we should be alert to the possibility that the original content on the third party site may change or be removed - and to rights issues. If the content changes, we may need to remove the embed quickly.
Links from within the embed are not technically links from a page. They sit within a window which shows part of a page on a third party site. But these links should preferably lead directly to editorially relevant content, such as the user's profile page where that video content is hosted, rather than to a generic site home page or to other content which is not directly relevant to the video content.
Very strong third party content may require a short content label, close to the embed. We should aim to apply the same principle to third party embedded content on as we do to our own content: that users should be able to take an informed decision about what content they wish to consume before they do so.
While third party branding is one way to signal that the content is not under the editorial control of McKesson, prominent third party branding within the embed is likely to be unacceptable. Where the embed is a bespoke or negotiated or commissioned presence, a text credit is likely to be preferable because it does not risk unduly promoting the third party.
Content managers and writers should review the suitability of maintaining these links as appropriate.
Logos and Credits
Editorial references to companies or other organisations on McKesson websites should not normally contain any use of their logo. Use of commercial logos in the editorial content on McKesson sites must be editorially justifiable. McKesson seeks to offer fair and appropriate credits on McKesson websites. We may give production credits, credits for the supply of material by third parties, credits for some outside events and credits for some software providers. On occasion, it may also be appropriate to credit outside information for reasons of transparency.
Any credits are given at the McKesson’s discretion. In addition:
• they should be editorially justifiable.
• they should not be unduly prominent.
Caution needs to be exercised over third party logos, which should only be used in specific circumstances.
Support for Online Sites
When we create web pages offering support material for programs, they may sometimes contain links to external organisations. Any such external links within the editorial content on McKesson websites should be justified by the relevance and value of the content linked to for the audience. If we provide a link to an outside advice agency, we should normally provide links to a reasonable range of other agencies as well.
Joint Initiatives
We may produce support services with an appropriate partner, such as a professional body, charity or educational institution. In such cases it may be editorially acceptable to credit the involvement of the partner on air, and/or credit them on support material.
Online Links to Third-Party Websites
Part of McKesson’s role is to act as a "trusted guide on the web". Whenever we create content on a McKesson site we should actively consider which external sites it may be editorially justifiable to link to. We offer external links from the McKesson corporate site and from the editorial pages of the commercial sites, for example to provide additional information, source material or informed comment. McKesson sites which cover matters of public policy, political or industrial controversy, or any other 'controversial subject' should normally offer links to external sites which represent a reasonable range of views about the subject.
We must not give the impression that we are endorsing a commercial product or service when linking to a commercial site. We must never include a link on a public service website or within the editorial content of a commercial site, in return for cash, services or any other consideration in kind.
The links we make must be editorially justified and should lead to sites which are:
• clearly relevant to the content of the BBC page where the link is placed
• suitable for the likely audience
• regularly updated and refreshed, if appropriate
• normally free to access
• normally factually accurate.
Interactive executive editors should review the suitability of maintaining these links as appropriate.
Impartiality
News online must be treated with due impartiality, giving due weight to events, opinion and main strands of argument. The approach and tone of news stories must always reflect our corporate and editorial values, including our commitment to impartiality.
Reporters and media professionals can have a significant impact on perceptions of whether due impartiality has been achieved. Our audiences should not be able to tell from McKesson output the personal prejudices of our public relations or public affairs presenters on matters of public policy, political or industrial controversy, or on 'controversial subjects' in any other area. They may provide professional judgements, rooted in evidence, but may not express personal views in McKesson output, including online, on such matters.
We should not automatically assume that contributors from other organizations (such as academics, journalists, researchers and representatives of charities) are unbiased and we may need to make it clear to the audience when contributors are associated with a particular viewpoint, if it is not apparent from their contribution or from the context in which their contribution is made.
Where McKesson is the Story
When dealing with controversial subjects concerning McKesson, our reporting must remain duly impartial, as well as accurate and fair. We need to ensure McKesson’s impartiality is not brought into question and presenters or reporters are not exposed to potential conflicts of interest. It will be inappropriate to refer to either McKesson as "we" or the content as "our". There should also be clear editorial separation between those reporting the story and those responsible for presenting McKesson’s case.
Heading Styles
Headings express the site’s voice, both in the words used and in how they are styled.
Sites that comprise many sites and properties, as does, make it difficult to ensure a consistent heading style throughout. Instead, make heading styles consistent within each site area or sub-site.
Design may dictate how many characters you can allot to headings. Whether to capitalize headings as you would a sentence, or as a title? Full sentences or fragments? Heading style choose is important, and so is sticking with it consistently throughout the entire site.
Consider the following when deciding on a heading style.
Capitalization
The three main styles of capitalization used in headings are sentence case (Governor signs the Virginia school tax bill), title case (Governor Signs the Virginia School Tax Bill), and all uppercase (GOVERNOR SIGNS THE VIRGINIA SCHOOL TAX BILL), which you should reserve for headings in plain-text emails. Whichever style you choose, be sure to use it consistently across your site. See “Capitalization” for more information on applying capitalization styles.
Punctuation
Headings don’t generally include periods or other ending punctuation. If you want to include question marks and exclamation points, be stingy with them.
• Question marks can be effective if the content answers the headline’s question. Generally, though, a direct statement is better.
• Exclamation points usually mark an attempt to add excitement that should be conveyed by strong words instead.
Examples:
Are polar bears in decline? (For an article about a study finding that, yes, the polar bear population is in decline)
Scientists debate fate of polar bear population (For an article about a summit called to debate this issue)
Example:
Before
Dolphin helps diver find sunken treasure!
After
Dolphin leads diver to sunken treasure
Parallel structure
Are all your subheadings sentence fragments (one word or short phrases), or are they complete sentences? Used consistently, either choice is fine. But—unless there’s a very good reason for including it—one long sentence among several fragment subheadings will stand out, and not in a good way. Grammatically and aesthetically it can look sloppy.
• Headings of the same level should be consistent, but they need not match other levels. For example, you may decide that second-level subheadings will all be imperative sentences and third-level subheadings will all be questions.
• Try to start most subheadings with the same part of speech, such as a verb or a noun. This will make them easier to scan.
Examples
Before
Holiday Gift Gadgets for Everyone (Headline)
Point the way with GPS (Subheading that starts with a verb)
Accessorize a mobile device (Subheading that starts with a verb)
Compact cameras with big features (Subheading that starts with a noun that could be misread as a verb—especially when it follows other subheadings starting with verbs)
After
Holiday Gift Gadgets for Everyone (Headline)
GPS devices for finding the way (Subheading that starts with a noun)
Accessories for mobile devices (Subheading that starts with a noun)
Compact cameras with big features (Subheading that starts with a noun)
Follow these steps for effective headline writing:
1. Review the content thoroughly
Read the story, watch the video, click through the slideshow. Before you start writing, make sure you thoroughly understand the content so that you can give it an accurate headline.
2. Identify the content’s tone
Is the content serious or lighthearted, professional or confessional, matter-of-fact or over-the-top? Give your headline a tone that suits the content. For example, if you’re writing a serious story about a natural disaster, the headline should not be frivolous. The tone should also be appropriate for your audience and true to your site’s identity, standards, and voice.
3. Determine the point of the content
Why are you publishing this content? Why will your readers be interested in it? Figuring out the larger significance of a story, its unique angle, or what makes it different from similar webpages will help you write a headline that speaks to your audience. Consider the following examples focusing on a fictional product.
Examples:
Griblak’s “CoolBlue” face moisturizer poses health risks (An article targeting health professionals highlights medical findings about a questionable product.)
Griblak’s “CoolBlue” moisturizer: Get out of my face! (A report and warning on the same product, for a breezy teen beauty blog, aims at preventing the product’s use.)
You should be able to find the story’s point in the first paragraph. If you can’t, edit your page to put the most important point at the beginning.
4. Consider where the headline will appear
Is the headline for the homepage, for a category or section page, or for an article? Will the headline turn up in RSS feeds, on mobile devices, in search results? Make sure your copy will work wherever it appears. Some tips:
• Story-level headlines are important to readers and search engines, and they show up in newsreaders and other content aggregators as well. Focus on search keywords for SEO purposes. If you have to choose between being clever and being clear, choose clarity.
• Section-level headlines should appeal to engaged readers who are interested in that section’s topic, helping them scan stories to find what they want. The headlines should balance keywords with enough intrigue to inspire clicks.
• Homepage headlines are often promotional: They sell content to casual readers. Again, favor clarity over cleverness, and employ search keywords to draw readers to your site.
• Mobile headlines should be as brief as possible, focusing on keywords and linking to the website for more information.
5. List five or six keywords that should be in the headline
If you have done keyword research for your page, you already know the words to target. Otherwise, ask yourself which words you would use in a search to find this story. Proper nouns—the names of people, places, and things—are good. Avoid abbreviations, because people tend to spell out words in searches. Then use those five or six keywords in a short sentence, which you will later trim to headline length.
Example:
Your keywords
Fab-U-Loz Chocolate, baby boomers, heart attack prevention, longevity
Draft sentence
Study finds Fab-U-Loz Chocolate prevents heart attacks in baby boomers.
If you’re stuck, try pulling something out of the first paragraph of the story. But don’t cheat by repeating a sentence verbatim for the headline. Readers don’t want to see the same verbiage twice, and search engines won’t like the repetition either.
When you have a draft of your headline, enter the phrase into a search box and compare the results:
• Is your wording more compelling than your competition’s?
• Has anyone else used identical wording? If so, you probably want to change yours—you’d be competing directly, and the other story has already built up some search momentum.
• Look at the top results: Which keywords do they have in common? You probably want to use those, too.
• Is there a keyword or a story angle that the top results aren’t using? Take advantage of it.
6. Use a verb that’s strong, active, fresh, and accurate
Subject-verb-object (Hercules slays Hydra!) is often the best structure for a headline, because it puts the actor (subject) and the action (verb) first. Every word has to pull its weight in a headline, and a dynamic verb can do a lot of heavy lifting. Assuming both are accurate, which headline would you be more likely to click: “Peace talks end” or “Peace talks collapse”? Seek verbs that are:
• Strong. Use short, staccato, urgent, muscular verbs in your draft headline. The strongest have just one or two syllables, with stress on the second syllable to propel the rhythm forward. Examples: duck, win, hail, free, extol, sing, lash, reject, rout, stomp, shellac, seize, switch, destroy, save, urge, revive.
Example:
Before (weak)
Greeks gain entry to Troy, win
After (strong)
Greeks seize Troy
• Active. Use the active rather than the passive voice, and the present tense unless past tense is necessary. Active verbs put the actor first and sound livelier than passive verbs, which can sound static or abstract.
Example:
Before (passive)
Hare beaten by tortoise in footrace
After (active)
Tortoise beats hare in footrace
• Fresh. Choose a verb that hasn’t been overused. Check a thesaurus when you need a shorter or more interesting verb, but be careful to choose a synonym that means exactly what you want to say. Synonyms can have slightly different connotations. For example, one word-processing program suggests airy as a synonym for fresh, but airy wouldn’t make sense as the bold heading of this bullet item.
• Accurate. Make sure your strong, active, fresh verbs represent the story accurately. Consider: The headline “Stocks crash” conveys a different idea than “Stocks fall” does. Remember: Your headline may surface in a feed on its own, with no accompanying story or image to give it context. Could someone misunderstand it?
7. Be concise, be specific
Refine your draft headline to make it brief, to the point, and more informative. Put the two most important words first, where they’re most likely to be read.
Example:
Before
Gold medal goes to Jones (The gold medal is important, but it’s not the real point of the story.)
After
Jones wins gold medal (Even if this headline is shortened for space, the first two words will tell the story.)
8. Edit and proofread your headline
When you have a headline that’s complete, compact, and compelling, walk away from it for a few minutes—and then edit and proofread it one more time. Ask:
• Does the headline summarize the content accurately?
• Are the voice and tone appropriate?
• Are the most important pieces of information—the actor and the action—first?
• Is the sentence structure simple and easy to understand at a glance?
• Do strong, intriguing words compel a reader to keep reading?
• Is there any ambiguity?
• Have you checked the grammar, punctuation, style, and spelling, especially the spelling of names and keywords?
• Your headline might end up in an RSS feed or an aggregator the instant it’s published. Make sure that there are no embarrassing typos or other errors before you push the content live.
Company and product names
Within reason, follow an organization’s conventions for how it capitalizes and punctuates its names. Many organizations (for example, FedEx) incorporate intercaps, or capital letters in the middle of the name. Other organizations, Yahoo! included, incorporate punctuation characters in their names.
With brand names used in text in a noncommercial context, you may have some leeway with how faithfully you need to reproduce an organization’s trademarked name. For example, you probably don’t need to write product or company names in all uppercase (unless they’re acronyms, like UPS), or use complicated graphic symbols in a name.
In some cases, you may not be able to replicate a graphic symbol used in a name, particularly in a plain-text email. Example: WALL·E is difficult to reproduce and is generally spelled with a hyphen, WALL-E. When in doubt, look at some of the organization’s press releases or at its copyright page if it has one—you may find an alternative way to write the title using only standard keyboard characters.
Examples:
iPod
iPod shuffle
IHOP
PayPal
Visa
MasterCard
Digg
YouTube
For company, product, and website names that use all-lowercase letters, you may find it necessary to use an initial capital letter as you would for most other proper nouns. Otherwise, the names are hard to distinguish in text. But for company names that include a capital letter somewhere (for example, eBay and iPod shuffle), follow the company’s capitalization in most situations—even an internal capital letter will alert the reader that the word or phrase is a proper noun. (For information on how to capitalize names like eBay and iPod in titles and at the beginning of a sentence, see “Capitalization.”)
Abbreviations in company names
Abbreviations such as these may be included as part of a business’s full name:
|Abbreviation |What it stands for |
|Co. |company |
|Corp. |corporation |
|Inc. |incorporated |
|LLC |limited liability corporation |
|LLLP |limited liability limited partnership |
|LP |limited partnership |
|Ltd. |limited |
|Mfg. |manufacturing |
|Mfrs. |manufacturers |
|PLC |public limited company |
|Pty. Ltd. |proprietary limited |
It is rarely necessary to write a business’s full name—Inc. and the like can usually be omitted. When the context does call for a business’s full name, omit the comma before these terms or their abbreviations, including Incorporated or Inc. and Limited or Ltd.
Examples:
Toy Captain Pty. Ltd.
Azore Sports LLC
Bootleg Bäby Inc.
Abbreviations in McKesson names
Abbreviations such as these are used to refer to McKesson business’s full name:
|Internal Abbreviation |What it stands for |Type of Group |
|MTS |McKesson Technology Solutions |Division |
|MDS. |McKesson Distribution Solutions |Division |
|MCK |McKesson stock symbol | |
|MPT |McKesson Provider Technologies |Business Unit |
|MHS |McKesson Health Solutions |Business Unit |
|RMS |Revenue Management Solutions |Business Unit |
|PPS |Practice Partner Solutions |Business Unit |
|Relay |RelayHealth |Business Unit |
|IOG |International Operations Group |Business Unit |
|Canada |McKesson Canada |Business Unit |
|Pharma |US Pharmaceutical Distribution |Business Unit |
|MMS |McKesson Medical-Surgical |Business Unit |
|MSH |McKesson Specialty Health |Business Unit |
|MPS&A |McKesson Pharmacy Systems and Automation |Business Unit |
|Global Sourcing |McKesson Global Sourcing |Business Unit |
|MIG |Medical Imaging Group |Solution |
|MPRS |McKesson Patient Relationship Solutions |Solution |
|Plasma & Biologics |McKesson Plasma and Biologics |Solution |
|Automation |McKesson Automation Solutions |Solution |
|ZEE |Zee Medical | |
|Moore |Moore Medical | |
| | | |
| | | |
Pronouns to refer to companies
When referring to your own or another company, use the third-person singular pronouns it and its. In the United States, a company is treated as a collective noun and requires a singular verb and a singular pronoun. Referring to a company in the plural (they, them, their, theirs) is chiefly a British convention.
Example:
Before
The company anticipates an increase in their third-quarter spending. (Uses a singular verb but a plural possessive)
After (U.S. style)
The company anticipates an increase in its third-quarter spending. (Singular verb, singular possessive “its”)
After (British style)
The company anticipate an increase in their third-quarter spending. (Plural verb, plural possessive “their”)
When referring to McKesson, it may also be acceptable (depending on your site’s voice—see Chapter 3) to use the first-person plural pronouns we, us, our, and ours. Individual bloggers may also use I, me, my, and mine.
Examples
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Web Publishing Principles
1. Websites should meet a clearly defined audience need
2. They should do one thing really well
3. They shouldn't duplicate what's already been published
4. Any website is only ever as good as it's worst page
5. Accessibility is not an optional extra
6. Provide maximum routes to content
7. Allow people to take that content away with them (“don't reinvent Facebook or Bebo”)
8. Don't attempt to do everything yourselves, provide other high quality links instead and allow people to leave.
9. It doesn't have to be one size fits all (if your organization has more than one site), but users need to know where they are
10. Make personalization unobtrusive and transparent, respect privacy
1. Build web products that meet audience needs: anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards. (from Google)
2. The very best websites do one thing really, really well: do less, but execute perfectly. (again, from from Google, with a tip of the hat to Jason Fried)
3. Do not attempt to do everything yourselves: link to other high-quality sites instead. Your users will thank you. Use other people’s content and tools to enhance your site, and vice versa.
4. Fall forward, fast: make many small bets, iterate wildly, back successes, kill failures, fast.
5. Treat the entire web as a creative canvas: don’t restrict your creativity to your own site.
6. The web is a conversation. Join in: Adopt a relaxed, conversational tone. Admit your mistakes.
7. Any website is only as good as its worst page: Ensure best practice editorial processes are adopted and adhered to.
8. Make sure all your content can be linked to, forever.
9. Remember your granny won’t ever use “Second Life”: She may come online soon, with very different needs from early-adopters.
10. Maximise routes to content: Develop as many aggregations of content about people, places, topics, channels, networks & time as possible. Optimize your site to rank high in Google.
11. Consistent design and navigation needn’t mean one-size-fits-all: Users should always know they’re on one of your websites, even if they all look very different. Most importantly of all, they know they won’t ever get lost.
12. Accessibility is not an optional extra: Sites designed that way from the ground up work better for all users
13. Let people paste your content on the walls of their virtual homes: Encourage users to take nuggets of content away with them, with links back to your site
14. Link to discussions on the web, don’t host them: Only host web-based discussions where there is a clear rationale
15. Personalization should be unobtrusive, elegant and transparent: It’s your users’ data. Respect it.
Site Standards and Policies
Design
Editorial
Accessibility
Technical
Infrastructure
Legal
Communications
Security
Index of McKesson Web Policies and Guidelines
|Date |Version |Title |Category |Author |
| |v.1.0 |Third Party Hosting Requirements |Infrastructure |Tracy Thomsic |
| | |Third Party Maintenance Process and Procedures |Infrastructure | |
| | |Third Party Access and Maintenance Authorization |Infrastructure | |
| | |External Hosting Questionnaire |Infrastructure | |
| |TK |Technology Service Incident Classification and Communication |Infrastructure | |
| | |Standard | | |
| | |Development, Testing, Install & Maintenance |Infrastructure | |
| | |Use of Color |Accessibility | |
| | |Flicker and Movement |Accessibility | |
| | |Games |Accessibility | |
| | |Keyboard Access |Accessibility | |
| | |Multimedia Access |Accessibility | |
| | |PDF Accesibility |Accessibility | |
| | |Screen-Reader Testing Guidelines |Accessibility | |
| | |Self-Voicing Guidelines |Accessibility | |
| | |Subtitling Guidelines |Accessibility | |
| | |Text Equivalents |Accessibility | |
| | |Text Links |Accessibility | |
| | |Branding |Design & Editorial | |
| | |Digital Identity Style Guide |Design & Editorial | |
| | |Metadata |Design & Editorial | |
| | |Mobile Design Guidelines |Design & Editorial | |
| | |Tone of Voice |Design & Editorial | |
| | |URLs |Design & Editorial | |
| | |Application Development |Technical | |
| | |Audio Visual Standard |Technical | |
| |V 1.0 |Browser Support |Technical |Tracy Thomsic |
| | |Coding |Technical | |
| | |Clickthrough |Technical | |
| | |Cookies |Technical | |
| | |CSS |Technical | |
| | |Database Design & Development |Technical | |
| | |Downloads |Technical | |
| | |Email |Technical | |
| | |File Extensions |Technical | |
| | |Fileserving |Technical | |
| | |PHP Coding |Technical | |
| | |RSS |Technical | |
| | |Semantic Markup |Technical | |
| | |XHTML Integrity |Technical | |
| | |XSSI (extended Server Side Includes) |Technical | |
| | |Coding |Technical | |
| | |Clickthrough |Technical | |
| | |Definitions: Must/Must Not; Should/Should Not, May |Glossary |Tracy Thomsic |
| | |Definitions: Best Practice, Standard, Policy, |Glossary |Tracy Thomsic |
| | |Guideline | | |
| | |Definitions: Symbols indicating document location or status |Glossary | |
| | |McKesson content owners – names, group, contact information, |Contacts | |
| | |content or site managed | | |
| | |McKesson customer Login Site oOners |Contacts | |
| | |McKesson third-party site hosting providers and contact |Contacts | |
| | |managers (ie, TopRank Online Marketing, Thomson Reuters, | | |
| | |1and1, etc) | | |
| | |Trademark list |Legal | |
|10/1/12 |v.1.0 |Web Publishing Policy |Design & Editorial |Tracy Thomsic |
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