GE Healthcare
Case Study
Case Study
Pop Squid MKG was retained to design and deploy a multichannel marketing program to build the brand awareness of Edison, GE Healthcare’s intelligence platform. As a tactical deliverable, PSM was engaged to promote a partnership with the RSNA (Radiological Society of North America) and HIMSS Media. Information regarding these two organizations are available at www.rsna.org and www.himssmedia.com.
GE Healthcare’s Edison is a platform that enables improved efficiency in patient outcomes and access to care. Embedded within existing workflows, Edison applications can integrate and assimilate data from disparate sources. The solution also applies analytics and advanced algorithms to generate clinical, operational, and financial insights. Information regarding this GE platform can be located at www.gehealthcare.com/products/edison.
GE Healthcare
Case Study
Case Study
Pop Squid MKG was retained to design and deploy a multichannel marketing program to build the brand awareness of Edison, GE Healthcare’s intelligence platform. As a tactical deliverable, PSM was engaged to promote a partnership with the RSNA (Radiological Society of North America) and HIMSS Media. Information regarding these two organizations are available at www.rsna.org and www.himssmedia.com.
GE Healthcare’s Edison is a platform that enables improved efficiency in patient outcomes and access to care. Embedded within existing workflows, Edison applications can integrate and assimilate data from disparate sources. The solution also applies analytics and advanced algorithms to generate clinical, operational, and financial insights. Information regarding this GE platform can be located at www.gehealthcare.com/products/edison.
Introduction
With more than 150 years as a leading provider in the healthcare industry, GE Healthcare desired to enhance its position as a diagnostic innovator in the MedTech sector. The firm was advancing its position through the use of artificial intelligence, applications, and devices through the use of the Edison Platform. From the PR and marketing perspective, the GE’s executives wanted to ensure their customers and the industry were aware of innovations and advancements in GE Healthcare technology.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
Introduction
With more than 150 years as a leading provider in the healthcare industry, GE Healthcare desired to enhance its position as a diagnostic innovator in the MedTech sector. The firm was advancing its position through the use of artificial intelligence, applications, and devices through the use of the Edison Platform. From the PR and marketing perspective, the GE’s executives wanted to ensure their customers and the industry were aware of innovations and advancements in GE Healthcare technology.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
The Challenge
GE Healthcare’s customers include C-level executives, IT Departments, Clinical Departments, and Clinicians. The C-level executives were seeking methods to reduce organizational costs, improve hospital satisfaction ratings, and increase employee contentment. This audience tends to be focused on brand awareness, internal efficiency, and return on investment. Clinicians were seeking to increase their efficiency, improve care quality, and increase patient access. This audience tends to be loyal to particular brands based on device purchasing standards within their healthcare organization.
Both groups are continuously looking for investments in vendor-agnostic solutions that improve their day-to-day operations. Pop Squid MKG built a comprehensive strategy that consists of traditional and digital marketing. This strategy was designed to leverage GE Healthcare’s legacy brand and highlight the advantages of the Edison Platform to provide a holistic set of applications.
Our communications program deployment approach continually fed a growing audience with fresh content. The content included information regarding global events, social media discussions, tech talks, and email content that rewarded engagement. A long-term nurturing approach ensured the retainment of new followers, increased brand trust, and deepened brand loyalty.
Both groups are continuously looking for investments in vendor-agnostic solutions that improve their day-to-day operations. Pop Squid MKG built a comprehensive strategy that consists of traditional and digital marketing. This strategy was designed to leverage GE Healthcare’s legacy brand and highlight the advantages of the Edison Platform to provide a holistic set of applications.
Our communications program deployment approach continually fed a growing audience with fresh content. The content included information regarding global events, social media discussions, tech talks, and email content that rewarded engagement. A long-term nurturing approach ensured the retainment of new followers, increased brand trust, and deepened brand loyalty.
Our Implementation Approach
PSM’s multichannel marketing program was deployed as a global campaign focused in North America, Europe, China, and Japan. The initiatives in each geographic region included omnichannel media investments and internal employee activations.
The program’s deployment was timed in coordination with Edison’s 2019 RSNA annual meeting schedule. Dedicated, persona-based messaging, imagery, animations, and videos anchored the campaign.
Core program messaging was supported through omnichannel communications composed of social media, programmatic/endemic social videos, CRM-driven emails, events, and public relations. Additionally, internal human resource activation reenergized employees around the brand and company purpose.
The program’s deployment was timed in coordination with Edison’s 2019 RSNA annual meeting schedule. Dedicated, persona-based messaging, imagery, animations, and videos anchored the campaign.
Core program messaging was supported through omnichannel communications composed of social media, programmatic/endemic social videos, CRM-driven emails, events, and public relations. Additionally, internal human resource activation reenergized employees around the brand and company purpose.
The Challenge
GE Healthcare’s customers include C-level executives, IT Departments, Clinical Departments, and Clinicians. The C-level executives were seeking methods to reduce organizational costs, improve hospital satisfaction ratings, and increase employee contentment. This audience tends to be focused on brand awareness, internal efficiency, and return on investment. Clinicians were seeking to increase their efficiency, improve care quality, and increase patient access. This audience tends to be loyal to particular brands based on device purchasing standards within their healthcare organization.
Both groups are continuously looking for investments in vendor-agnostic solutions that improve their day-to-day operations. Pop Squid MKG built a comprehensive strategy that consists of traditional and digital marketing. This strategy was designed to leverage GE Healthcare’s legacy brand and highlight the advantages of the Edison Platform to provide a holistic set of applications.
Our communications program deployment approach continually fed a growing audience with fresh content. The content included information regarding global events, social media discussions, tech talks, and email content that rewarded engagement. A long-term nurturing approach ensured the retainment of new followers, increased brand trust, and deepened brand loyalty.
Both groups are continuously looking for investments in vendor-agnostic solutions that improve their day-to-day operations. Pop Squid MKG built a comprehensive strategy that consists of traditional and digital marketing. This strategy was designed to leverage GE Healthcare’s legacy brand and highlight the advantages of the Edison Platform to provide a holistic set of applications.
Our communications program deployment approach continually fed a growing audience with fresh content. The content included information regarding global events, social media discussions, tech talks, and email content that rewarded engagement. A long-term nurturing approach ensured the retainment of new followers, increased brand trust, and deepened brand loyalty.
Our Implementation Approach
PSM’s multichannel marketing program was deployed as a global campaign focused in North America, Europe, China, and Japan. The initiatives in each geographic region included omnichannel media investments and internal employee activations.
The program’s deployment was timed in coordination with Edison’s 2019 RSNA annual meeting schedule. Dedicated, persona-based messaging, imagery, animations, and videos anchored the campaign.
Core program messaging was supported through omnichannel communications composed of social media, programmatic/endemic social videos, CRM-driven emails, events, and public relations. Additionally, internal human resource activation reenergized employees around the brand and company purpose.
The program’s deployment was timed in coordination with Edison’s 2019 RSNA annual meeting schedule. Dedicated, persona-based messaging, imagery, animations, and videos anchored the campaign.
Core program messaging was supported through omnichannel communications composed of social media, programmatic/endemic social videos, CRM-driven emails, events, and public relations. Additionally, internal human resource activation reenergized employees around the brand and company purpose.
Project Timeline
Pop Squid MKG divided the campaign into three time periods: pre-meeting, intra-meeting, and post-meeting. The campaign extended nine months (April 2019 through December 2019) and continues to be activated today.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
Delivery Results
As compared to all previous campaigns, brand search increased by 73%. Total site arrivals increased by 62%. Industry-reach metrics were exceeded in Europe, China, and Japan.
There was a quantitative increase in social media penetration. Increases totaled 5.5M impressions across global platforms, 243K clicks through to Edison.com, a 3.5% increase in social media followers, and an addition of 4,020 new contacts through direct engagement.
Of equal importance, the engagement led to a deepened partnership with HIMSS Media and the global reach for their audience.
There was a quantitative increase in social media penetration. Increases totaled 5.5M impressions across global platforms, 243K clicks through to Edison.com, a 3.5% increase in social media followers, and an addition of 4,020 new contacts through direct engagement.
Of equal importance, the engagement led to a deepened partnership with HIMSS Media and the global reach for their audience.
Project Timeline
Pop Squid MKG divided the campaign into three time periods: pre-meeting, intra-meeting, and post-meeting. The campaign extended nine months (April 2019 through December 2019) and continues to be activated today.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
GE desired to challenge traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its new Edison brand. This case study relates Pop Squid MKG’s deployment of a multichannel marketing program to achieve these objectives.
Delivery Results
As compared to all previous campaigns, brand search increased by 73%. Total site arrivals increased by 62%. Industry-reach metrics were exceeded in Europe, China, and Japan.
There was a quantitative increase in social media penetration. Increases totaled 5.5M impressions across global platforms, 243K clicks through to Edison.com, a 3.5% increase in social media followers, and an addition of 4,020 new contacts through direct engagement.
Of equal importance, the engagement led to a deepened partnership with HIMSS Media and the global reach for their audience.
There was a quantitative increase in social media penetration. Increases totaled 5.5M impressions across global platforms, 243K clicks through to Edison.com, a 3.5% increase in social media followers, and an addition of 4,020 new contacts through direct engagement.
Of equal importance, the engagement led to a deepened partnership with HIMSS Media and the global reach for their audience.
About Pop Squid MKG
Pop Squid MKG was founded in New York City in 2014. We are a boutique digital marketing + creative agency that brings the power of impactful digital marketing capabilities to our B2B clients.
About Pop Squid MKG
Pop Squid MKG was founded in New York City in 2014. We are a boutique digital marketing + creative agency that brings the power of impactful digital marketing capabilities to our B2B clients.
Miami, FL
New York, NY
