Emily's Press Coverage
CASE STUDY: EINSTEIN HEALTHCARE
A Social Good Hospital Turns 150
After extensive interviews with Einstein staff, research into the archives, and deeper research into first-hand experiences I then developed a large-scale narrative celebrating the Hospital, and positioning it for future success.
I undertook a highly immersive inspiration phase, identifying key personas in Philadelphia, reviewed years of archived material, including census, journals, and periodicals from throughout the 150 year history. I learned that many of the patients were generational, and even those who move away still returned to the hospital for treatment. I learned of the deep social need for social good
As I synthesized everything I learned, I began to formulate a voice, identity, and set of design principles for the content strategy. I came to some core principles that still guide Einstein today, ideas like Tikkun Olam,
I came up with a series of personas, each of them representing a key member of the Einstein experience from throughout the years, then invited stakeholders to review mood boards, hear life stories, and provide feedback on which character was the most important to the content program.