athenahealth

Augmented Reality Experience

Paper-free healthcare. Encouraging the industry to simplify and go green.

Augmented Reality Experience

We created a 20-foot, 2.5-ton, Dr. Seuss-eat-your-heart-out sculpture constructed of several stacks of paper caught by a strong wind.

Paperwork is burdensome. It’s costly. And, it’s inefficient. Yet, the healthcare industry is encumbered by it. athenahealth is on a mission to free the industry from it. So, before the year’s most important health IT conference, they asked our digital transformation team at Genuine to find a creative way to tell their story in a way that stands out above the noise made by larger competitors and big-name healthcare disruptors.

Stand out we did. We created a 20-foot, 2.5-ton, Dr. Seuss-eat-your-heart-out sculpture constructed of several stacks of paper caught by a strong wind. We surrounded the sculpture with iPads, all loaded with a rich, augmented reality experience to tell four distinct stories about athenahealth and the problems they help to solve.

For three days, the visual grandeur and physical stature of the sculpture drew thousands into the booth to get a closer look and understand the significance of the art. Multiple healthcare reports and influencers engaged with the activation, amplifying the buzz around athenahealth and continuing the conversations on LinkedIn and Twitter.