How differentiated storytelling helped combine a product & patient story for GE HealthCare

THE COMPANY

GE HealthCare is a global medical technology company offering pharmaceutical diagnostics and digital solutions committed to improving patient outcomes through innovative medical technology.

KEY BUSINESS DRIVER

With a steadfast approach to improving human lives with best-in-class medical technology, GE has been at the forefront of developing and designing innovative products to offer a fresh lease of life.

KEY RESTRAINT

GE Healthcare needed help to effectively communicate how its equipment can save the lives of stroke patients and greatly help healthcare professionals and potential patients. The goal was to create a compelling narrative that showcased the GE Optima IGS 320 and resonated emotionally with the audience, highlighting how timely medical intervention can save lives.

What did we solve for?

Developing the Narrative

InkSpeak collaborated with GE Healthcare to develop a poignant video that captures how the GE Optima IGS 320 plays a critical role in stroke treatment. The narrative was carefully crafted to subtly highlight the equipment while focusing on a true story and the emotions of an 80-year-old patient, who had suffered a stroke, and her family members.

Visual and Emotional Appeal

We crafted a narrative that weaves the patient’s journey with a typical day in the hospital, creating suspense and tension.

Our goal was to help the viewer envision the experience, fostering empathy for the patient and the doctors who treated her.

By gradually introducing the equipment used in her treatment, we emphasized the patient and her story as the heroes, with the equipment playing a vital yet supporting role.

Subtle Integration of Brand

In our video, we showcased the equipment used for thrombectomy procedures, subtly integrating its sleek design and advanced features without overshadowing the emotional depth of the story.

We focused on capturing the equipment in action, blending it seamlessly with shots of the doctor’s intense focus, underscoring the crucial role GE HealthCare plays in successful stroke treatment while maintaining the human element at the heart of the narrative.

The Outcomes

The video was shared across GE Healthcare’s digital platforms, including social media, YouTube, and the company’s website, reaching a broad audience of healthcare professionals, patients, and the general public.

Looking for a marketing team to scale your growth efforts?

Emotional Storytelling:

The emotional narrative intertwined with the scientific presentation positioned the equipment and its technology as effective, life-saving.

High Engagement:

Shared across GE HealthCare’s platforms, the video received strong engagement, with feedback praising its emotional depth and subtle integration of the brand.

Viewership metrics indicated a significant increase in engagement, with positive feedback highlighting the story’s emotional resonance and the subtle integration of the GE Optima IGS 320.