A new advertisement from GE has evoked a lot of comment in the US where it has aired, as well as real emotion. It records a meeting between cancer survivors and GE Healthcare employees in Wisconsin who manufacture medical imaging equipment — technologies used to help physicians detect, diagnose and treat cancer. The poignant encounter was entirely unscripted, and the video encapsulates genuine comments and interactions between GE staff and individuals affected by cancer.
Taking a patient-centered perspective, as opposed to product and technology perspective, is increasingly how GE Healthcare is talking about its business. The patient experience is therefore a thread that will weave through all of the company's news and activities at the year's biggest medical-imaging event, the annual conference of the Radiological Society of North America (RSNA), which opens tomorrow in Chicago.
"In our line of work, we rarely have any firsthand experience of GE technologies being used to provide patient care — except, of course, when it's needed for our own care or our family's," said Brian Johnson, Marketing Commmunications Leader at GE Healthcare, who was one of the people behind the GE ad. "So we set out, for this project, to bridge that divide."
"The challenge was to depict this powerful story with humility — humility around the personal experiences of the patients, and humility with regard to the important part that medical imaging plays in any care pathway. Based on the response, I think we succeeded."
Technology for Healthier Lives
During the coming week, as part of its activities at RSNA 2011, GE Healthcare is highlighting its continuing work to enhance care, comfort and usability for patients and their healthcare providers. These include new approaches to dose reduction, devices that improve comfort and ease of image capture, and solutions that can improve diagnostic confidence for physicians.
GE Healthcare will be releasing daily news announcements, video statements and news stories here on the GE Healthcare newsroom. Refer to the press kit for new content as the week progresses, and follow the stories that are lined up to bring the news and excitement from the event to people around the world.
On Monday, November 28th at 2pm Eastern Time, GE Healthcare will host a Tweet Chat titled 'Beyond Image Quality: The Future of Digital Imaging,' featuring GE Healthcare Chief Technology Officer Mike Harsh and Chief Medical Officer for GE Healthcare Americas, Douglas Hansell, M.D.
Journalists and others are encouraged to join in by following @GEHealthcare, @MikeHarshGE and @DougHansellGE on Twitter, and using the #GERSNA #RSNA11 hashtags.