Case Study: Philadelphia College of Osteopathic Medicine

Gaining audience share required quick action

The Philadelphia College of Osteopathic Medicine understood the important role their website played in enrollment marketing. Solutions and recommendations for providing prospective students with the web experience they expected required more than a makeover or quick fix. But there was also a sense of urgency. PCOM needed their website to impact enrollment quickly.

PCOM engaged PS&L for website assessment.  The first step was the development of a detailed set of research assignments created to structure a timely solution to the problem of declining site visitors. We would find out why. PS&L was also tasked with the exploration and implementation of an adaptable content management system, along with research and recommendations for workflow and staffing.

PS&L visited the Philadelphia College of Osteopathic Medicine Philadelphia campus to conduct meetings and focus groups as part of the website assessment project. Video conferences and interviews were conducted with faculty, staff, and students at PCOM’s Georgia campus. In addition, three quantitative online surveys were conducted:

  1. Prospective Doctor of Osteopathic Medicine Students
  2. Prospective Graduate Students
  3. Prospective Pharmacy Students


The main emphasis of these focus groups, meetings, and online surveys was the current PCOM website: the overall navigation, functionality, integration with the College’s marketing and messaging, and relevance of content. The intent was to understand what was working on the current site for each audience, and where improvements could be made to better serve each of the primary audiences.

PCOM_social media

What we learned: Current perceptions, expectations and what matters to prospective students?

Organization and navigation
Quality and quantity of content about faculty
Admissions information
Overall accessibility
Presentation of content

What we did

Redesign of admission section of PCOM website including:
Branded interface design
New site structure/navigation
Development of marketing-centric content
Implementation of new content management system
Workflow and staffing recommendations (positions and responsibilities)



Visit the site


A nationally-renowned osteopathic medical school, Philadelphia College of Osteopathic Medicine boasts a history that spans more than 110 years. PCOM offers the Doctor of Osteopathic Medicine Degree in addition to graduate programs in clinical and school psychology, physician assistant studies, forensic medicine, organizational development and leadership, and biomedical sciences. PCOM is located in Philadelphia, Pennsylvania and Suwanee, Georgia.

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Robert Oxman,

Bob is the Creative Services Team Leader with more than 18 years experience of delivering creative solutions in higher education marketing. Works mostly in print publications, video production, and advertising (print, radio, and broadcast). Most people call him Bob, but he responds to other terms of endearment.