GE Medical Systems
MEDIA EXPERTISE
GE Medical Systems – Indiana Heart Hospital
CHALLENGE
Selling Indianapolis as the Epi-Center of the Latest, Greatest Heart Health Technology
In early 2003, the first-ever film-less, paperless, wireless heart hospital featuring GE Medical Systems innovative technology prepared to open its doors in Indianapolis. The hospital’s technological advancements combined with growing debate about the role of specialty hospitals seemed sufficient to generate significant media attention. Yet, in line with GE’s neck-in-neck market race with Siemens, another Indianapolis-based hospital appeared to offer similar technology. In addition, initial media “soft-sounding” showed meager interest among key national reporters and producers, who had become accustomed to looking to Cleveland Clinic as the ultimate authority on cardiovascular advancements. GE sought out Perry Communications Group to generate national media attention that would support investor relations and galvanize heart hospital ventures throughout the United States.
SOLUTION
Package Public Safety and Technology Angles for National Broadcast Outlets
Perry Communications Group countered media challenges by creating a targeted broadcast media strategy, which included distinctive angles for major outlets based on timely topics and their historical coverage (i.e., reduction of medical errors, the nursing shortage and future of digital health care). This focused effort kicked off with desk-side interviews in New York City that coincided with GE executives ringing of the New York Stock Exchange closing bell. Next, the media team worked closely with health producers to create a series of high-profile features that ran from the hospital’s initial launch and extended throughout its first quarter of operations.
RESULT
Targeted Media Coverage Supports GE Business Plan
- Desired “hospital of the future” segments ran at launch on major cable news outlets – CNN Headline News and CNBC.
- TODAY traveled to Indianapolis to tour the hospital and compile a facility profile, which ran a month post launch.
- Following the media push, GE secured additional heart hospital technology ventures.
