Care that can
Following one of the largest medtech spin-offs ever in January 2023, GE HealthCare launched a multi-channel activation to introduce its new brand identity focused on its heroes: patients, healthcare providers and the 50,000 GEHC colleagues working to improve health and care.
In partnership with BBDO, GE HealthCare launched Care that Can, which was brought ot life via multi-channel activations centered around the healthcare industry, and honoring care providers who work at the heart of healthcare.
I led the workstream for bringing the Care that Can to the market in support of GE HealthCare’s spin-off, rebrand and first year as a standalone company. Managed all creative executions, paid advertising, company’s first commercial, Nasdaq activations, website content, social media content development, paid advertising budget.
Launched the company’s first commerical ad spot and comprehensive toolkit (200+ assets), with localized translations and assets for global launch and campaign.
US Ad of the Day: GE Healthcare broadcasts its new brand ethos in ‘The Care Desk’
Scientists on Set: What Two Inventors Learned While Making a TV Ad
Key Results:
Achieved 150M+ impressions and 715K+ clicks to GEHC.com in Q1 2023. Partnered with key media outlets (CNN, Morning Brew, NYT, WSJ, Spotify, Nasdaq) to amplify our brand narrative.
Spin-campaign brand study found after being exposed to the campaign our target audience had a +27% uplift in the U.S. in perception of GEHC as an innovator, +44% lift in the UK for associating GEHC as providing innovations in healthcare
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