Case study: GE Healthcare
Life Sciences

Launching a new western blotting product for GE

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GE Healthcare Life Sciences has a portfolio of instruments and consumables that simplify the research process with no loss of accuracy, or reliability of data. The main challenge was to overcome customers’ being content with their existing brands and their incentive to change. Our aim was to leave the customer confident that with GE Healthcare Life Sciences their results would be reproducible and never compromised.

Location

United States

Sector

Life science

Service

Branding & communications / Digital marketing

Background

GE Healthcare Life Sciences has a portfolio of instruments and consumables that simplify the research process with no loss of accuracy or reliability of data. The company enables its customers to gain access to some of the industry’s most respected brands (such as; Amersham, AKTA, Cytell, BIAcore and Whatman).

The brief

In an effort to drive multiple audiences who work within Research and Applied Science across a wide range of industries choose GE Healthcare Life Science brands, the main challenge was to overcome customers’ contentment with their existing brands. Our aim was to leave the customer confident that with GE Healthcare Life Sciences their results would be reproducible and never compromised.

The solution

We searched for a unique insight that would help us solve this challenge. Digging down into what really matters we realized the simple truth: that researchers dedicate their lives to advancing knowledge. Accuracy of data is critical to making sure they have the foundations to make this happen and GE’s product range and partnerships can help them achieve that. We distilled our thinking to a core strategic thought of ‘enabling your pursuit of knowledge’.

GE was insistent that technology was not the hero in this story, but rather the scientists, their work, and the findings that direct our future. GE’s role was to advance their research to reach the most powerful and accurate conclusions.

Our first task was to create an overarching platform from which we could tell this story, raising awareness of all five GE brands around the world. We based the work on a powerful creative theme: Change Tomorrow Today. We then carried this across a variety of channels including brand and product advertising. A distinctive visual style helped keep GE top of mind, and the individual brand and product messages resonated with audiences across continents and languages.

The work included demonstrating how the platform can be taken through each brand right down to the product level. We were asked to ensure that at the brand and product level, the message was to the point, simple and not ‘fluffy’, and always connected to the core idea.

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Child's play

The theme of the advertising and videos for the product launch was "child's play."

Let your imagination run wild. Not your western blotting data.

 

The results

Our incisive platform message was carried through all levels of communication for the GE Research and Applied Markets Business. It was simple and easy to execute through any channel and by a number of different teams, from the product-level up to brand messaging.

The Change Tomorrow Today statement and concept provided a resonant and unifying message for the GE Healthcare Life Science brands, teams and customers.

By merging the communications of five product brands, GE saved significant amounts of time and money. GE first applied the ‘Change Tomorrow Today’ platform in 2013 and it was still in use at the time of writing.

 

[GE Healthcare is now part of Cytiva.]

UP created a microsite for the product launch

The "Child's Play" theme was the focus of the video and microsite for the ImageQuant LAS 500 launch and video, as well.

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