In one of our most exciting and rewarding projects to date, 42group is working with a range of partners to develop the world’s first cognitive hospital at Alder Hey Children’s Hospital.

Alder Hey Children’s Hospital is always challenging convention, introducing new ways to help care for the 270,000 children who visit every year. In an incredible new project, Alder Hey Children’s Hospital is aiming to become the world’s first cognitive hospital – using digital apps and artificial intelligence technology to personalise treatment for children, and tailored support for their parents .

Working with Alder Hey Children’s Hospital, IBM Watson and the Science and Technology Facilities Council, 42group was tasked with developing a brand identity  for the project, creating a look that would appeal to children and adults, and a confident and reassuring tone of voice.

We worked with the experts at the children’s hospital to develop a strong content direction and a compelling tone of voice that worked across digital, print and social channels. To help Alder Hey Children’s Hospital explain the concept of the cognitive hospital we created a variety of materials including infographics, interactive flipbooks and printed collateral.

We needed to find a way to bring the story to life for people – so we decided to tell the story of Megan, a 5 year old girl who is worried about going into hospital.

When it broke, it went across the world. The story was picked up by mainstream press including the BBC and the Financial Times, as well as digital opinion formers like ZDNetWired and The Drum. When we crunched the numbers the results were staggering, with 79 pieces of content reaching almost 9 million people.

The results are incredible. 42group has helped Alder Hey Hospital to continue to push the boundaries of what’s possible – for the benefit of children and patients across the country.


Case Studies, Content, Strategy


August 31, 2016

acute trust communications, acute trust marketing, bristol communications agency, Children's hospital communications, healthcare communications, healthcare marketing, Healthcare Technology, NHS communications, NHS content