Siegel+Gale Designs New 'HOPE Portal' for Childrens Hospital Los Angeles

Tuesday, March 11, 2008 General News
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LOS ANGELES, March 10 Siegel+Gale, one of the world'spremier strategic branding companies, has created an innovative, inviting,child-friendly web-based portal that allows sick children and their familiesto easily find online resources about childhood cancer, blood disorders, andother rare diseases or conditions.

Launched in February, the HOPE Portal ( wascommissioned by Childrens Hospital Los Angeles to radically expand the breadthand accessibility of its Patient & Family Education Resource Center.Siegel+Gale created, designed, and developed the portal to combinecomprehensive information access with a design using illustrated drawingsreminiscent of children's books.

"This site is talking about the toughest topics in the world -- severechildhood illnesses -- to the most vulnerable audiences in the world -- thechildren themselves and their parents and families," says Alan Siegel,Chairman and CEO of Siegel+Gale. "We had to strike a balance between not beingscary and not backing away from reality. We found our answer in whimsy thatappeals to both children and adults.

"We loved this assignment," Mr. Siegel continues. "Very rarely do we getthe opportunity to really help those in need -- and the HOPE Portal is anauthoritative online resource that truly benefits patients and the healthcarecommunity."

"As one of the few hospitals with a dedicated patient education resourcecenter and staff health educators, we are committed to helping patients andtheir families understand and locate resources to guide them throughdiagnosis, treatment, and survivorship," say Susan Gantan, MPH, senior healtheducator from the Division of Hematology-Oncology at Childrens Hospital LosAngeles, and Kathleen Ruccione, MPH, RN, FAAN, co-director of the Hematology-Oncology Psychosocial and Education (HOPE) Program at Childrens Hospital LosAngeles and professor of clinical pediatrics at the Keck School of Medicine ofUSC.

"We were eager to partner with Siegel+Gale on this project. We arethrilled that with the launch of the HOPE Portal, we are now able to extendthese resources to a much broader community of patients and families."

Funding for the project was provided by Ronald McDonald House Charities.

To explore the HOPE Portal, go to For more informationon Siegel+Gale or the HOPE Portal, please contact Davia Temin or Megan Creydtof Temin and Company at 212-588-8788 or

About Siegel+Gale

Siegel+Gale is one of the world's premier strategic branding companies.Since it was founded by Alan Siegel in 1969, the firm has applied the art andscience of simplicity to create branding programs that have helped many of theworld's best-known organizations excel. Driven by its philosophy of "Simple isSmart," Siegel+Gale has led the way in bringing innovation to the corporatebranding field, including transforming complex, incomprehensible customercommunications into plain English; helping clients create distinctive brandvoices across all their communications; transporting brands onto the Internet;and aligning the brand experience for customers with the brand promise.

The firm has worked with an array of blue chip organizations, includingAmerican Express, Bayer, Lehman Brothers, Medtronic, Dell, Harley-Davidson,Lexus, Merrill Lynch, Yahoo!, Caterpillar, Sony, Motorola, the NationalBasketball Association, 3M, Dow and The Four Seasons Hotel Group.

Siegel+Gale has full-service offices in New York, Los Angeles, London andDubai and strategic partnerships around the world. It is part of the OmnicomGroup Inc. (, a leading global marketing and corporatecommunications company. Omnicom's branded networks and numerous specialtyfirms provide advertising, strategic media planning and buying, direct andpromotional marketing, public relations, and other specialty c

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