With a division contributing the annual revenues of a Dominos Pizza or an L.L. Bean, patient monitoring is a very significant business to GE Healthcare.
With GE Healthcare's commitment of $1 billion (US) in annual research & development, GE Monitoring Solutions offers an unmatched array of information systems, workflow solutions, medical devices, predictive algorithms, wireless technology and clinical partnerships.
And, supported by the Clinical Systems Services division, GE Healthcare seeks integrate its support solutions into hospital operations, situating themselves strategically for future investments in IT and durable medical equipment.
With offshore manufacturers bringing competitive pressure to medical information technology – and healthcare providers under rising pressure to perform clinically, operationally and financially – GE Healthcare sought to develop a platform for next-generation patient monitoring.
Heather Miller, founder of Mindpop Communications and now a Director at Stoke Strategy, has worked with GE Healthcare for over 10 years. As she can attest, as the challenges of differentiation become greater in healthcare technology, the value of a clear brand position becomes exponentially greater.
"Hospitals are really under enormous pressure right now," said David Freeman, Chief Marketing Officer of Monitoring Solutions for GE Healthcare. "Patients are sicker than ever before, and there is a chronic shortage of staff and an increase in regulatory demands… traditional patient monitoring has not been keeping pace."
At a leadership meeting convened in Hong Kong, GE initiated a global brand strategy program for monitoring solutions. Given the magnitude of changes and challenges in healthcare, the program began with market research spanning North America, Japan, Western Europe and China.
After analyzing the customer research, it became increasingly clear that GE's value-proposition was frustrated by the term "monitoring." More than just bedside boxes monitoring vital signs, GE's solutions have become the layer of information technology closest to the patient, able to sense, process, relate, gather and distribute information in ways previously unimagined.
The study made clear that the conventional term "monitoring" failed to sufficiently encompass GE's promise to Re-Imagine Healthcare.
GE has both the credibility and permission to own a unique position of leadership in the market – to re-imagine the entire monitoring category.
Central to its positioning strategy, GE adopted a new category name, "Clinical Information Logistics" (CIL), to articulate its broader role in procuring, interpreting, relating, managing, distributing and storing clinical information - from the point of origin to a point of consumption.
The brand name "Carescape" was adopted to reflect the principle of Clinical Information Logistics being applied through its solutions, across the clinical care landscape. Led by Heather, the Stoke team continues to bring definition and form to the story of Clinical Information Logisitics, including websites, global advertising campaigns, testimonial videos, tradeshow booths, sales presentation collateral and internal GE launch events.
Stoke's partners also worked with GE Healthcare's Clinical Systems Service, developing a strategic position, comprehensive brand architecture & nomenclature, and visual identity system for this global business.