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.

Combining the Sitecore CMS with Intelligent UX

Not-for-profit managed care organization BMCHP had two main goals for their redesign: they needed to make it easier for the uninsured to self-select the best subsidized health insurance plan for themselves and their families and debut a new, commercial insurance product aimed at small businesses and brokers.

How We Helped

Genuine biggest challenge in drafting BMCHP’s new look would be to clearly articulate differences between the not-for-profit’s three health insurance product lines—MassHealth, Commonwealth Care, and Employer Choice. The new look is friendly, clean, and straightforward and uses human photography to help users identify with each product, making the integration of BMCHP’s new Employer Choice / Commonwealth Choice insurance for small businesses seamless.

Central to managing the user’s clickstream was the development of the BMCHP Eligibility Quiz, which serves as a virtual guide for the uninsured who want to become educated about the complexities of subsidized health insurance. Instead of trekking to the BMCHP medical center or sifting through the state’s lengthy eligibility requirements on paper, users can click through the Eligibility Quiz and determine which of BMCHP’s insurance products meets their needs by simply answering a few questions.

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.

Backing zNode with Targeted Paid Search Marketing

Walpole Woodworkers prided itself on its fine degree of control over the consumer lifecycle of its products, from manufacturing to point of sale to delivery. Genuine’s challenge was to provide the home goods supplier with a website that afforded the same level of control over online orders.

How We Helped

Genuine migrated Walpole off its old ColdFusion installation and installed popular eCommerce software zNode to interface with a third party database of over 2,000 of the company’s products. Our redesign featured a wealth of product photos and a faceted on-site search that enabled visitors to apply very specific filters to get targeted results.

Our Online Marketing team worked closely with development to set up a paid search marketing campaign that would take advantage of the site’s new search-engine friendly architecture.

Client Advocacy Through Immersive, Flash-Based Video Experiences

Development titan Gilbane wanted to give a human face to its corporate infrastructure that went beyond a simple showcase of its development projects. Genuine’s challenge was to build a portfolio with a breadth of content without losing Gilbane’s focus on prospects, current customers, and potential employees.

How We Helped

Genuine’s Motion team set the tone for Gilbane’s new look by engineering a radically dynamic, full-page flipbook experience in Flash. Each panel of the opening animation features stories from Gilbane employees on important corporate values, from client advocacy and sustainability to safety.

We wanted Gilbane’s new website to not only enrich the brand’s image with a bold visual design, but provide a consistent, easy-to-navigate user experience that put the emphasis on content. Users can browse Gilbane’s extensive project portfolio, which illustrates each project in an attractive photography-driven case study format.

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.

Superefficiency in Search: LINQ-Based Filtering via Cached Datasets

Sullivan Tire needed two key features to succeed on the Web: a powerful online pricing and lead generation tool, and a more robust method for searching for tires online. Genuine also saw an opportunity to strengthen the tire company’s web presence through enhanced online marketing.

How We Helped

Just as Sullivan Tire’s needs were twofold, Genuine’s approach was two-pronged: We provided an engaging and creative new interface for the end user while building powerful integrations in the back end. We featured an interactive, Flash-based, behind-the-wheel front page design and streamlined navigation to guide the user seamlessly from point of origin to intended destination.

Behind the scenes, we optimized Sullivan’s tire search functionality to improve speed and efficiency, while creating an online tool that provides a tire diagnosis in real time. Our back-end developers created a LINQ-based searching and filtering module that queried a cached dataset in .NET which we parsed nightly into an XML dataset. Our goal was to cater to users’ needs by minimizing distractions and maximizing usability through carefully designed site architecture.

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.

How We Reduced Acquisition Costs by Turning
“Lead” Leads into “Gold” Traffic

MassMutual wanted to drive new applicants to a careers microsite, which it commissioned Genuine to build. But with the insurance giant’s nationwide reach, driving quality traffic was central to the campaign’s success, so Genuine decided to add a personal touch to the experience that would captivate many different audiences pursuing different careers in financial services.

How We Helped

Genuine’s Online Marketing team created an extensive, geographically targeted marketing campaign across all major search engines, which included paid search and banner ads.

In order to funnel quality leads into submitting their resumes through the careers site, we filmed real financial services professionals telling their story, and then integrated the video into an interactive carousel of agents on the microsite. The dimension of sincerity added to the campaign by these unscripted personal experiences in the field contribute hugely to the campaign’s success, which ultimately increased total quarterly resume submissions while reducing the cost per resume acquisition.