A One-Stop Biopharm Relevancy Platform

Shire was tired of everyday, uninspired brochureware; instead, our pharma client was interested in opening a dialogue with its audience to create a very niche community for people who genuinely need the attention. Genuine’s challenge was to introduce these rare diseases to the lay reader with helpful resources while providing specialized education to healthcare professionals.

How We Helped

The focus of the new Brave Community was to provide comprehensive information and resources for all audiences on each disease condition. By customizing an instance of content-management platform, we enabled registered users to filter news feeds, share stories with each other, and sign up for an email newsletter with monthly updates about each of the conditions from behind the Brave Community login.

On the public-facing end of the website, visitors can read complete overviews of each disease, with in-depth information on everything from symptoms and day-to-day management of the disease to the genetics of the condition. For healthcare professionals, a wealth of specialized resources available on the website include disease modules, slide decks, case studies, and downloadable content to help providers better identify and provide care for each rare disease.

From Spectator to Subscriber: Driving Out-of-Market Sales

Always on the lookout for new sales drivers, DirecTV wanted to improve its annual NFL Sunday Ticket giveaway platform, Ultimate Displaced Fan (UDF). The satellite TV provider caters to existing and prospective out-of-market subscribers through its exclusive NFL Football Package, which provides a plethora of enhanced football content in a device-agnostic framework.  Genuine’s challenge was to boost sales for the NFL Football Package via the reinvented UDF platform.

How We Helped

The Ultimate Displaced Fan platform is a highly modular, PHP-based custom CMS that allows out-of-market NFL fans to sign up as contestants for the NFL Sunday Ticket contest. For the 2010 and 2011 iterations of UDF, we wanted to bring new life to the site’s look by making the platform more exciting for NFL fans. UDF’s administrative interface enables DirecTV and its PR affiliates to moderate and evaluate entries without leaving the site, while an array of voting features and Facebook integration tools on the front end enable contestants to rate entries based on quality and other criteria. From a systems perspective, we ensured that the UDF platform was built in such a way that DirecTV can reuse the CMS for campaigns from year to year by simply styling the front end.

Above and beyond UDF’s lead capture functionality, the platform is littered with analytics markers that enable Genuine’s Digital Media team to monitor performance and inform the strategy for future social media campaigns, such as DirecTV’s Quarterback Challenge and Snowballs of Flurry Facebook games.

2-Click Automated System Deployment

SurveySpot wanted to refresh the outdated look of their outdated survey website, as well as expand its functionality so that the website could function as a multi-instance application. Extracting value from SurveySpot’s audience involves seeking out and engaging with more and more narrow markets, so SurveySpot needed Genuine to extend their system so that it could deploy entirely new, consumer-facing instances of its front end all the while interfacing with a third party subscription database that stored consumer data.

How We Helped

By working with the Sitecore CMS in the .NET programming language and the VODCA framework, Genuine drafted a sophisticated integrations plan that involved hooking up the SurveySpot registration system with the brand’s existing third party repository for subscriptions. We designed the back end to rapidly sync with outside data sources while building multiple layers of system performance redundancy to handle the thousands of users whose interaction with the site could create crippling stresses on the entire system. Finally, we created an automated system deployment framework that allowed SurveySpot administrators to create new instances of the SurveySpot parent.

The end result was a two-click interface that made slicing up their consumer demographic a painless process. SurveySpot administrators can now deploy new instances of their survey collection website while sending all their data to the same centralized repository.

Self-Identification Through Practical UX Design

VPRIV is an enzyme replacement therapy prescription medicine designed for patients of Type 1 Gaucher disease. The complexity of the treatment option posed a challenge unto itself for Genuine to get across clearly and in an attractive format.

How We Helped

Key goals for the VPRIV desktop website included creating a welcoming, easy-to-navigate interface that uses photography of real Gaucher patients to outline the therapy process, providing resources and support for the drug. We chose .NET-based platform Sitecore as our content management system.

“Dressing up” highly technical information for the lay reader isn’t just about designing an attractive look and feel. Our UX experts broke down the wealth of data into discreet linear chunks which enable users to self-identify as either healthcare providers or patients and drill down to exactly the information they need. And accessing the third-party VPRIV Dosing Calculator is a cinch as the app resides in the iTunes app store with full prescribing information and sharing capabilities.

Manufacturing a Nexus of Care

Hunter syndrome is a genetically inherited lysosomal storage disorder that primarily affects males. Shire wanted to refreshthe look and feel of their web presence for the disease where patients and parents can connect, gather resources about managing the condition, find healthcare providers, and share their experiences.

How We Helped

Shire’s existing website featured content tailored to help families cope with Hunter syndrome, so Genuine redesigned several sections of the site to better showcase actual Hunter syndrome patients and parents. We also created a special section of the site devoted to all types of healthcare providers who may deal with the disease that provides introductory data about diagnosis and numerous case studies illustrating common signs and symptoms to recognize in a patient with Hunter syndrome.

Drupal and Flash at the Crossroads of the Web/Video Convergence

In redesigning the MFA website, Genuine wanted to capture the sheer size of the museum and its extensive collections in the user experience. The MFA wanted their new website to reflect the very personal, awe-inspiring experience visitors of the museum share when interacting with its collections. We did this through powerful photography, engaging full-screen video, and a clean, navigable user interface that encouraged exploration.

How We Helped

The museum experience is an interactive experience, so user interaction was a big part of the redesign. On top of implementing a comprehensive search that enables visitors to access all the museum’s artwork online, we carefully categorized all the museum’s collections to make it easy for visitors to find artwork. We also empowered visitors to tag individual pieces, store collections in their My MFA Account, and share artwork with the social web.

Driving Results with Comprehensive Search and Guided Navigation

Grand Circle Travel had attracted a large base of repeat customers with huge brand loyalty, but their existing website was not attractive, provided no way for customers to search for specific trips, and was difficult to navigate. Genuine’s challenge was to rebuild GCT from the ground up and to help travelers explore GCT’s amazing tours with ease.

How We Helped

Genuine’s first step was to zero in on GCT’s older demographic with usable IA and a powerful, comprehensive, site-wide search. Our extensive work on IA helped direct users to valuable information quickly, which increased sales and client engagement. As a result of the new website, GCT saw improvements in overall visits, an increase in time spent on the site, and an increase in returning visitors.

Audience Segmentation from a Home Page Ain’t Easy

Serving multiple audiences with very different goals can create a home page “turf war,” where different segments of companies engage in mortal combat for that valuable front-page real estate.  Genuine didn’t want the outcome of this struggle to result in a home page jammed with irrelevant content, busy call outs, and house ads, because the impact on usability would be a high bounce rate due to the confused user’s divided attention.

How We Helped

Careful research was central in redesigning ASA’s website. In order to rebrand ASA, Genuine had to fully understand ASA’s audience, their fears, and their motivations. We knew this would involve cultivating deep insights about ASA’s audience through user testing and persona development.

Genuine partnered with Bentley University to survey 100,000+ students with educational loans while conducting focus groups and running usability tests in order to develop new, user-friendly IA. In order to help the user self-select and dig deeper into the site, we created an innovative quiz that immediately seized control of that coveted first-click. In a few seconds, the user self identifies in an engaging fashion and is delivered to the internal page based on their user goals and persona. We transformed ASA into a warm, helpful guide for students struggling with loan debt by directing the site’s content strategy and reorganization. The end result was a comprehensive wealth of well-organized information architecture.

Increased Revenue Thru Organic SEO and Search/Display Advertising

During its “The Skinny on Mustard” marketing campaign, FRENCH’S® opened a dialogue with its consumers that required a central hub on the Web to facilitate the conversation. FRENCH’S® teamed up with Genuine to commit a big chunk of its media budget to online search and display advertising over two years. Genuine’s challenge was to make the most out of the massive traffic directed to the dotcom. Everything we did in the social media sphere needed to support the brand’s #1 objective: Get consumers to buy more product.

How We Helped

Through market research, we learned that 85% of moms who came to the site—a market that made up the largest slice of FRENCH’S® audience—were looking for recipes.  So Genuine created a community around the new recipe database with real-time search filtering capabilities and an emphasis on social sharing.

To support the concept of the all-American “FRENCH’S® kitchen,” we filmed FRENCH’S® own chefs cooking recipes and encouraged visitors to participate in the FRENCH’S® Cook-Off Recipe Contest, which gave away $25,000 to the first-prize winner. We also sought to improve recipe dissemination by drastically improving search results on Google for recipe entries and non-FRENCH’S® related searches.  Because organic SEO was a main strategy that guided site development and content creation, we created an SEO optimization plan that involved optimizing each of FRENCH’S® 2,000+ recipes individually.

Immersive Video Experiences Through Flash-Based 3D Architecture

Creat Studios wanted to revamp their brand with a portfolio that showcased their creativity and passion for creating digitally immersive games. They also wanted to foster social networking and video-sharing to enhance the experience for clients and extend their reach to potential employees.

How We Helped

Genuine created a powerful 3D wheel of games through a combination of Flash wizardry and Papervision3D as the initial front page experience. Visitors could select titles from this 3D wall of games to dive directly into Creat’s portfolio.

Individual titles in the portfolio have sharable widescreen video and interrelated title recommendations, which encourages users to further explore the site. Genuine also devoted a good portion of the website’s infrastructure to detailed team profiles and an in-depth company overview, so as to attract prospective hires to consider working at Creat Studios.

Driving Ticket Sales Online Through Comprehensive Online Marketing

Boston Harbor Cruises had a lot of value to offer its customers, but zero visibility on the web and no way to drive ticket sales online. BHC’s colorful selection of sightseeing cruises needed powerful illustrations and a simple solution for customers to buy tickets. And above and beyond the scaffolding, the company needed a way to consistently drive traffic to the platform.

How We Helped

Genuine built a custom CMS based in .NET as a foundation for the agency’s comprehensive performance marketing campaign, which would ultimately cause BHC to rank in the top three for searches in its industry. We also put together a WordPress-powered mobile site to capture mobile leads, which accounted for 10% of all traffic. Our attractive design featured Flash-powered visuals of visitors on sightseeing cruises. We provided a wealth of information, such as schedule rates, concierge, and candid photo galleries of cruises.

At the same time, Genuine helped Boston Harbor Cruises establish a fan database so it could reap deep insights about its audience to further drive ticket sales.