Putting the AR in art to tell a healthcare challenger's story

athenahealth is on a mission to free the healthcare industry from burdensome busywork and communication issues holding it back. Before the year’s most important health IT conference, they asked Genuine how to elevate their story above the noise made by larger competitors and big-name healthcare disruptors (hi, Apple and Amazon).

The Insight

Paper is the old way of tracking healthcare information: messy, inefficient, disconnected, costly. What better visual metaphor to represent the headaches athenahealth eliminates for doctors, nurses and entire healthcare systems?

The Solution

Genuine created a 20-foot, 2.5-ton, Dr. Seuss-eat-your-heart-out sculpture that appeared to be several stacks of plain white paper caught by a strong wind, which rose above the surrounding booths and attracted attention from far and wide. We then surrounded the sculpture with iPads, all loaded with a rich, augmented reality experience, that used the sculpture as a canvas to tell four distinct stories about athenahealth and the healthcare problems they can solve.

The Results

The visual grandeur and physical stature of the sculpture drew thousands of passersby into the booth to get a closer look and understand the significance of the art, and several hundred attendees engaged directly with the AR experience over three days.

Along with driving strong awareness of the athenahealth booth on the event show floor, multiple healthcare reports and influencers engaged with the activation, amplifying the buzz around athenahealth and continuing the conversations on LinkedIn and Twitter.


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