GE Puts Healthcare First


Following the company’s recent commitment to making the world a more eco-friendly place with its Ecomagination campaign, General Electric, a diversified technology, media and financial services company last week launched a new initiative to protect the people who live in it. GE’s latest campaign, coined Healthcare Re-imagined, as the company explains it “highlights GE’s unique abilities to leverage technological and biological breakthroughs to transform healthcare delivery from treating ‘late disease’ to a focus on ‘early health’ – where prediction, diagnosis, and information management are key to prevention and pre-symptomatic disease detection.'”

The campaign, which also included TV placements that premiered on NBC during the 2006 Winter Olympics, launched an interactive website called “Picture a Healthy World” that invites visitors to contribute photos and stories describing what they do to stay healthy. GE plans to collaborate and then broadcast these photos on the site in Times Square during World Health Day on April 7.

“Early Health will mean more accurate diagnosis, earlier, more effective treatment and better outcomes for more patients and will be key to our efforts to improve cost efficiencies for the healthcare industry,” said Joe Hogan, president and CEO of GE Healthcare. “These new advertisements are just one of the ways to illustrate how GE Healthcare is helping clinicians re-imagine new ways to diagnose, inform and treat — so that their patients can live their lives to the fullest.”

The microsite, which is Flash-enabled, features GE’s healthcare Products and Solutions offerings including Bone Densitometry, Molecular Imaging, Maternal – Infant Care, Cardiology, among many others. Additionally, the site offers multiple healthcare financial services listings, informative articles and the ability for users to get online quotes.

GE, which is the worldwide ultrasound and MRI partner for the Torino Olympics also posts news stories of athletes who have been helped by using its machines. The GE Healthcare Olympic Sports Medicine site, which was designed in collaboration with renowned radiologist David Stoller M.D., and physicians from the American Orthopaedic Society for Sports Medicine (AOSSM), is an interactive page where users can choose a sport (i.e. snowboarding), an injury (i.e. shoulder), and then learn about pathology, diagnostic options, treatment options and rehabilitation and recovery times. Magnetic Resonance (MR) is the imaging technique used on this Web site for the evaluation of Olympic injuries where users can see the actual image of soft tissue, muscle and bone.

Judy Hu, GE’s Global Executive Director of Advertising & Branding, said in a statement, “GE Healthcare’s advanced technology provided us with many opportunities to use our ‘imagination at work’ campaign to position GE as an innovative company with a diverse portfolio of products and services. The ‘Healthcare Re-imagined’ ads provide an optimistic look at the future of healthcare for everyone.”

Explore GE’s interactive healthcare initiative.


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