Starting in 2012 and continuing through 2014, Brigham and Women’s Hospital
(BWH) is celebrating its past, present, and future with a multiyear celebration called “BluePrint: The Architecture of Innovation. Celebrating our History of Transforming the Future.”
BWH developed a mobile app—BWH BluePrint Tour
—to help tell that story.
The app is a self-guided tour of the hospital designed to run on smartphones and other mobile devices. The tour is narrated through 17 stops, which can be accessed in any order, depending on where the user is located in the hospital.
The app’s design and success earned the hospital top honors in the Best Mobile App category of PR Daily’s 2013 Digital PR Awards.
The Communication & Public Affairs team wrote and recorded a script for each stop along the tour. They conducted user tests of groups of patients and staff from several departments to learn how they each used the app. They gathered feedback to improve the tour.
The tour has 16 stops along the second floor hallway, known as the Richard Nesson Pike, of the main hospital campus. Each stop on the mobile tour corresponds with a sign located along the Pike. Users can learn more about a particular stop by scanning a QR code located on each sign or entering the URL for the mobile app using a smartphone.
iPods are available for people without smartphones or mobile devices.
The app was promoted through an article in the hospital’s weekly print and online edition, digital signage across the campus, flyers and cards in waiting areas, and a “Brigham News” video featuring BWH President Betsy Nabel, M.D. The video appeared on YouTube, the home page of brighamandwomens.org
, and on its intranet.
Since its February 2013 launch, the app has garnered 4,000+ page views, 164 unique visitors, and more than 100 QR code scans.
Find out about Ragan and PR Daily’s award programs here.