The Story

The Why
In the complex and evolving healthcare landscape, GE HealthCare needed a way to stand out from competitors and engage with new buying committees. With the recent GE HealthCare spin-off and a renewed emphasis on compassion and patient-centered care, I sought to create a campaign that truly embodied our dedication to empowering compassionate care for healthcare providers.

This vision led to the creation of the Ultimately Human campaign, which focused on the human side of healthcare. The campaign aimed to capture the "C" in compassion and inspire healthcare organizations to partner with GE HealthCare for their imaging needs.

The Approach
Collaborating with a leading agency, we developed the concept of Ultimately Human—a campaign that highlighted how GE HealthCare’s enterprise imaging solutions connect healthcare teams to every scan, report, and heartbeat, revealing the full patient journey and enabling more personalized care.

To drive engagement, I created a suite of educational content, including an e-book, case study, solutions guide, and checklist to support IT executives in starting their enterprise imaging journey. This comprehensive content strategy was designed to captivate, educate, and convince healthcare organizations to consider GE HealthCare's solutions. The campaign consisted of promotions through content syndication, LinkedIn advertising, 3rd industry sites such as Bulletin Healthcare, Cardiac Wire, DAIC, Trimed, webinars, events, and more.

The Result
The Ultimately Human campaign delivered impressive results, generating nearly 1 million impressions and over 10,000 engagements (click-throughs). It led to 92 qualified leads and 5 open opportunities, underscoring its effectiveness in capturing the attention of healthcare decision-makers.

The Impact
The campaign is ongoing and continues to play a pivotal role in nurturing new contacts within the healthcare IT space. Its emphasis on personalized and compassionate care has resonated with audiences, positioning GE HealthCare as a trusted partner in delivering innovative solutions that prioritize both patients and providers.