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?

Rehashing the Social Media Bylines

Restructuring the current content for EdgeVerve Website: We rehashed the bylines to appeal to decision-makers like CEOs and CFOs.

Leveraging New Data Points: Where applicable, we updated statistics, client outcomes, and performance metrics that reinforced EdgeVerve’s value proposition.

Emphasizing Continuous Innovation: Reframed the content to communicate that EdgeVerve’s solutions are not just for the present but also future-proof.”

Generating Thought Leadership Content

We took charge of their content strategy and designed the following:

Thought leadership articles and blogs targeting industry decision-makers and influencers. These articles and blogs provided insights on different subjects such as automation, AI, and blockchain, while addressing concerns about resilience, such as security, compliance, and scalability.

Customer success stories that showcased EdgeVerve’s solutions driving innovation without compromising on stability.

Incorporating Research-Based, Insightful Content

We knew that the right content was central to our campaign and worked on the following:

To position EdgeVerve as an industry leader, InkSpeak worked on a rigorous research-based content approach.
We developed comprehensive blogs and articles backed by market research, data analysis, and industry trends.

The Outcomes

InkSpeak’s tailored content strategy successfully conveyed EdgeVerve’s dual value proposition—delivering innovation that fuels business growth while ensuring the resilience needed to navigate complex, ever-evolving environments.

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Enhanced Brand Messaging:

The value-centric messaging framework effectively conveyed EdgeVerve’s dual proposition of innovation and resilience to key decision-makers.

Successful Content Strategy:

The comprehensive content strategy improved EdgeVerve’s market presence and boosted SEO performance, resulting in increased visibility and engagement.

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.