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Children’s Hospital Boston
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Children’s Hospital Boston
Website | May 2011
Children’s Hospital Stem Cell
Website | Mar 2010Children’s Hospital Boston
Introducing Children’s Hospital Innovation to the World
Genuine’s comprehensive redesign of Children’s Hospital Boston helps bring its world class researchers and their discoveries to the forefront to show the world the innovation that comes out of the hospital.
Technologies Used
The Power of Science-Driven Care in Digital Formats
Children’s Hospital Boston wanted to showcase its science-driven care in a way that was more welcoming to parents and prospective employees. But this simple trajectory for the redesign meant a serious undertaking for Genuine Interactive. Children’s Hospital is not just one of the world’s leading pediatric hospitals, it’s one of the world’s leading research institutions producing inventions, drugs, instruments, and research that extend outside of the world of pediatrics, and so Genuine needed to capture the full scope of the hospital’s efforts in digital form.
How We Helped
Rather than focusing on building an online brand around the institution itself, Genuine turned its focus on the people within the organization who make it special. We created a home page that features world-changing Children’s Hospital Boston inventors as well as their inventions in an XML-powered Flash carousel. Our goal was to think about the site more as the cover of Time rather than the front page of your average website.
We also created the TIDO Invention Database to help Children’s Hospital keep its inventors and researchers fresh in the minds of venture capitalists. The database opens a continuous line of communication between Children’s TIDO office and potential partners. This custom-developed application is designed to let partners easily search for inventions and researchers through a number of criteria. The active filtering allows the partner to change criteria and change results in real time.
Children’s Hospital Stem Cell
Digital Marketing at the
Service of Science
Genuine gives Children’s Hospital Boston the tools to educate the world about stem cell research, highlight Children’s Hospital’s contributions to science, and position the hospital and its researchers as thought leaders while encouraging donations to fund future projects.
Stem Cell Research Brought to Life through Engaging Stories
The Stem Cell Program at Children’s Hospital Boston had a mission unlike any institution in the world: Educate the public about the nature of stem cells while encouraging donations from visitors to fund research. Genuine sat down with Children’s stakeholders to design a content strategy that would corral the hospital’s library of data into web-ready chunks of content.
How We Helped
Genuine developed a content strategy to sieve out of a mountain of heavily technical articles a set of documents that would serve as an educational guide to laymen, concerning science of stem cells. Using WordPress as a CMS, we created a site that incorporates both emotional testimonials of stem cell patients in text and informative explanations of the nature of stem cell research by doctors in Flash-based video presentations. An XML-driven front page Flash carousel houses an engaging video introduction to the program.
In addition to the educational purpose of the website, the website was designed with strong “Give Today” calls-to-action to attract philanthropists to become benefactors of the project.