GE Healthcare

Branding & Positioning

some GE brand
history
The GE brand story begins with a
great inventor who was also a great
businessman.
The GE Brand Was Created in 1896…..
Evolution Of The GE Brand

1890s 1900 1930 1934 1942 1950 1969 1986 1992 2003 2004
100-year-plus of brand building
1980s+ We Bring Good Things to Life
1970s Progress for People
Men Helping Man
1960s+ Progress is Our Most Important
Product
1950s We’ve Got A Patent on Progress
1940s You Can Put Your Confidence in
General Electric
1930s+ Live Better Electrically
1920s Initials of a Friend…GE
1915 Largest Electrical Manufacturer
in the World
1912 The Guarantee of Excellence on
Goods Electrical
Attributes of a Strong Brand
• Appeals to the customer’s ego

• Projects a consistent, desirable image

• Quality is predictable

• Likely to be selected over competitors

• Adds intrinsic value – easier to sell

• Can help launch new products

• Can win and maintain market share

Your task: Make a purchase
How would you spend your money?

Mp3 Player A Mp3 Player B

20GB 20GB
5,000 songs 5,000 songs
12 hour battery 24 hour battery
5.6 ounces 7.8 ounces
White White
Sleek, cool design Sleek, cool design
$299 $249
Apple’s 92% market share is mostly
due to brand strength

A B

iPod Zen Touch

$299 $249
92% market share 3.7% market share

* Forbes, December 13, 2004 (Research conducted by The NPD Group)

A strong brand attracts customers

Starbucks 7-Eleven
100% Arabic from Latin America 100% Arabica from South America
Travel cup with dome lid. Travel cup with dome lid.
12-ounce Price (NYC): $1.40-1.65 12-ounce Price (NYC): $0.89
Market share (NYC): 17.1% Market share (NYC): 2.8%

Source: Study Logic, Eye-On Competitive Retail Study, Q2, 2006.

Strong brands build revenue
our brand
philosophy
Of all the assets
a company owns,
its brand is the most
important and valuable

Owen D. Young
Chairman, General Electric
GE’s Brand Strategy

Build a single corporate brand world-wide

• Consistent management of the brand throughout the world
• Reliance on GE components to support the corporate brand
• Treat every marketing communication and customer related
activity as part of the branding process.
The Core Promise Of The GE Brand

Better Living

Through its global human, technical and financial resources, GE applies the

power of the mind and its creative capabilities to provide products and

solutions that make life better

This promise has been consistently communicated by GE for over a century

The attributes of the GE brand

Trusted
Leader
Dependable
Contemporary
360 Degree Branding
Every customer related customer
activity and communication service product
either strengthens or web naming
weakens the brand
exhibits public
relations

BRAND sales
advertising CONNECTION teams
recruitmen

service
products delivery

literature
forms
facilities
consistently
strong results
GE compares itself to a global group
of cutting edge brands.
GE ranks among the top ten in
awareness in 20 countries.
“When you think of major global companies, what names come to mind?”
(unaided)
Rank Countries

2 India
3 US, Saudi Arabia
4 China, Dubai
5 Argentina, Germany, Netherlands,
South Korea
6 Canada, Hungary, Italy, Mexico,
Singapore, Thailand
9 Brazil, France, Russia, Spain, UK

*GE brand tracking study, February 2007.

Second Most Valuable Brand
Ranking % chg 08
# Brand BV ’08 ($m) BV ’07 ($m)
Change vs. 07

1 = Google 86,057 66,434 30%

2 = GE 71,379 61,880 15%

3 = Microsoft 70,887 54,951 29%

4 = Coca-Cola 58,208 49,612 17%

5 = China Mobile 57,225 41,214 39%

6 +3 IBM 55,335 33,572 65%

7 +9 Apple 55,206 24,728 123%

8 +3 McDonald’s 49,499 33,138 49%

9 +3 Nokia 43,975 31,670 39%

10 -4 Marlboro 37,324 39,166 -5%

a modern
challenge
In early 2001, GE was facing several
tough challenges.
External Internal
The aftermath of 9/11/01 A new CEO
Enron scandal A rebalancing of the
significantly disrupting portfolio
business practices
Shifting target audiences
Global emergence of
China and India Shifts among the ranks of
Aftermath of the dot.com its senior talent.
bust
GE had to ask some very sobering
questions.
“Do employees, customers, investors and other
stakeholders understand the GE of 2001?”
“Are we inspiring employees to grow?”
“Are we reaching the right people who will drive our
future success?”
“Are we best in class?”
A renewed focus on brand became a
key element of GE’s growth strategy.
Targets people with a specific need

Is clearly differentiated from its

competitors
A great brand
Stands for a simple, clear, consistent idea

Supports sales
If your customers see the
company you used to be
more than the company
you are, it’s not their
problem, it’s yours.
simplify the
company
Reorganize the Businesses
Commercial
Finance Infrastructure Industrial

Consumer
Finance Healthcare NBC Universal
simplify the
brand
Master brand strategy

GE family independent

GE brand GE endorsement Independent brand

Now part of GE Healthcare

Imagination at work
Brand architecture

Make GE easier for the

outside world to understand

Simple, flexible, unified:

1. Brand………………………GE
2. Market…………………….Healthcare
3. Business………………………..Diagnostic Imaging

4. Solution Platform…………Computed Tomography

Branding Acquisitions

If the acquired brand has: Convert brand to:

Acquired brand immediately folded

Into GE. Acquired brand name
A Minimal to no equity
GE Healthcare
can be then leveraged as a product
line brand

Brand put in GE font and made

B Moderate equity
secondary to GE. Market
feedback determines when to
GE Healthcare convert to model C
Amersham Biosciences

For acquired brands that have more

C Strong equity equity than GE, Acquired brand
temporarily retains its distinctive
Now part of GE Healthcare typeface. The brand would then be
moved to model B or C as soon as
Imagination at work market feedback supports the
transition
change the way
we talk, look
and feel.
Research

We needed to learn about

ourselves by listening to:
9Employees
9Customers
9Share owners
9Other stakeholders
We needed to evolve our image

External Internal
American Fighting hard, but to what
end—the numbers are not
Like a parent enough.
Appliances and lighting Needed meaning given the
Trusted and dependable but sacrifices people are making
not inspiring Wanting to understand, “who
Not known in key growth we are and where we come
markets from.”
communications behavior
brand architecture, sales
monogram, tone, customer service
tagline, human resources
typography, philanthropy
imagery, color
What our customers
imagine, we can
corporate offices make happen. packaging
factories product design
retail solution offers

environments products & services

Additional attributes of our brand

Trusted
Leader
Dependable
Contemporary
Global
Innovative
Dynamic
Approachable
how did we show
the world we
meant it?
Imagination at work - objectives

Capture people's imagination about GE

technology
Communicate GE’s breadth of innovative
products and services
Make advertising compelling enough to
signal change
Contemporize and humanize the GE image
Imagery style is open, active, and
fresh.
Tone of voice draws customers into a
conversation.

precise

optimistic

simple
Executions
All employees represent the brand
Anyone can be the first person from GE
that a potential customer meets
All are the face/voice of the company
All are measured on their “imagination at
work”
“Our brand is a promise.
For it to be authentic, that
promise must be brought to life
through each one of us.

At GE, “imagination at work” is

more than a marketing slogan.
It is a reason for being.”
– Jeff Immelt
47 /
Title or job number /
2007
brand
initiatives
Olympic Partnership
The Power of the Olympics Brand

A global study initiated by the

IOC showed...
-62% of participants believe
that Olympic sponsors are
leaders in their industries
- 42% state they would be
more likely to buy a product if
they knew it was made by an
Olympic sponsor
GE and ‘The Olympic Partner’ Program
GE’s TOP sponsorship was launched in January 2005
and will continue through the London 2012 Olympic
Games
GE Healthcare is the worldwide MRI & Ultrasound
partner
Host City Olympic Investment

$40 B

$7 -10B

$2-4 B

Beijing Vancouver London

Leveraging the sponsorship
• Expand our role in sports medicine
through development of real-life
applications with Olympic athletes

• Give Olympic teams access to try our

state-of-the-art ultrasound technology

• Agreements with Country teams to use

GE equipment at the Games
road to Beijing
GE Business Involvement

•Energy Power Generation

Systems
•Energy Distribution Systems
Lighting Fixtures and Systems
•Security Equipment and
Systems
•Water Treatment Facilities
and Services
•Transportation Systems
•Aircraft Engines
•Portable Structures
•Equipment and Transportation
Mngmt
•Medical Imaging Equipment
Clinical Research
Expand on clinical research programs:
Cardiac, MSK

Olympians: ‘’model’’ athletes

Leverage learnings from Olympic research and apply
to ‘’weekend warrior’’
Educate sports medicine community
Equipment donations
ECG equipment donation
program
New donations and
continued training for
NOCs with equipment
Promotion
Promotion
Showcasing GE
GE Imagination Center
GE Imagination Center
GE Imagination Center
moving forward
Brand focus
• Address critical global issues
- Environment
- Healthcare

• Regional…deeper engagement
- China, Middle East, India, Brazil

SM
is GE’s approach
to help solving
some of today’s
most pressing
environmental
and business
challenges.

66 /
MDC /
2007
Global Recognition
ecoimagination
• Double investments in clean R&D

• Reduce our greenhouse gas emissions

• Increase revenue from eco products

• Keep the public informed

GE’s big plays
Efficiency Low carbon power Low carbon fuels
Buildings Renewables CO2 Capture
BP H2 Joint Venture
Water Treatment Wind Turbines
Synfuels Technology
Appliances Solar Power
Lighting Biogas Engines
Energy Finance Energy Finance Biomass
Energy Finance
Transport Natural Gas Water Treatment
Aircraft Engines Large-Frame Turbines
Locomotives LM Turbines
Equipment Svcs. Energy Finance
Aviation Finance
Fuel Cell H2

Coal Plants Base Load

Energy Services IGCC Cleaner Coal
Water Treatment ESBWR Nuclear
Energy Finance

Broad participation in “carbon management”

Activating ecoimagination
Activating ecoimagination

Green Hospitals
Leveraging ecomagination’s …
Brand Reputation Scale

Revenue
Rank Company ($millions)

172 Avnet 14,254

173 ConAgra Foods 14,172

174 Fluor 14,079

176 Chubb 14,003

177 Enterprise GP Holdings 13,991

178 Qwest Communications 13,923

Green Hospitals
 Workflow – All Hospital UVC Lighting – Patient Rooms
IT – All Hospital

Fire & Safety – All Hospital Energy – Solar and Co-

Generation Physical
Plant & Roof top

Security –
Doors and access points

Water treatment – Physical plant

Lighting and Electric – All Hospital

Digital Imaging - Radiology

GE Africa Project
 Dental X-Ray OP100
Care Plus Infant
BiliBlanket Incubator Warmer
PhotoTherapy System
Aestiva
Anesthesia

Logiq 200
Ultrasound
TUUSALA

CardioServ
SOLINGEN Defibrillator
BUC FREIBURG
MADISON
MILWAUKEE LAUREL
ALARIS
EL PASO Infusion
Pump
DUBAI
GHANA
VMX+
Dinamap X-Ray
Patient
Monitoring
Dash 3000
Patient
Monitoring

Precision 500D R&F Room $10M in product

donations
GE Hospital Projects In Ghana
Ghana Hospitals Project
Success
9 12 Hospital upgrades completed
9 Supported by Healthcare,
Infrastructure and Industrial
Ready for Multiple Countries
9 System solution” proof-of-concept
with first sites
9Now expanding to nine additional
African countries and Latin America
repositioning
a key GE
business brand
The Healthcare Dilemma
Challenging the ability to deliver better outcomes
and patient care

Clinician Provider Payor

Pressures Pressures Pressures
• Time • Pay-for-performance • Employer/customer
• Patients who cannot pay • Quality care/safety data demands
for what they need transparency • Competition for
• Requirement for faster, • Heavy financial constraints beneficiaries
better patient • Staff retention • Cost-cutting and
information • Efficiency targets profitability under the
• Uncertainty over service
rising costs of healthcare
reimbursement
delivery
• Staying up-to-date on
medical practice • Safety and quality of care
Need For A Fundamental Change …
Aging population
People with multiple diseases
Cost associated with treatment
Productivity loss

Cancer Heart Disease Brain Disorders

One person in three 1 person dies from 20% aged 75-84 suffer from
will have cancer CVD every 33 seconds Alzheimer’s disease
Major acquisitions to be integrated

GE Healthcare
Datex Ohmeda
Challenge
Address the changing marketplace
Build awareness and value for a
new company
Simplify a complex business
architecture
Drive consistency across the entire
organization
Leadership already “knows” that they
want to position the new business
around “Personalized Healthcare”
Project Inspire
Look at our customers and our brand
Target/Life
• Goals, aspirations, values
• Sources of excitement, motivation
• Future vision

Brand/Category
• Brand perceptions – strengths, weaknesses
• Perceptions of key competitors
• Reaction to potential positionings
The Process
Meet with business leadership to
define vision
Global customer research
Assess employee perceptions
Qualify potential positioning platforms
Refine positioning platforms
Qualify positioning with targets

88
Reality
Opportunity Uncovered
Global customer research shows:
Customers are anxious for innovation from
breakthroughs in bio-sciences and technology

Tomorrow’s innovators will require: Business

Acumen, Engineering Skill, Scientific Knowledge

There’s a strong desire to diagnose and treat

disease earlier

…..but the term “Personalized Healthcare” doesn’t

pay-off the vision - too broad and not easily owned

GEHC has a window of opportunity, but needs to

reposition itself quickly
how do I
recognize a good
positioning when
I see one?
GE’s Evaluative Criteria
Is meaningful and relevant to external and
internal audiences
Unifies all of GE Healthcare – bioscience,
medical systems and information technology –
under one cohesive idea
Is a true and credible positioning for GE
Healthcare because it is supported by all of its
products and services – the positioning
translates to segments and modalities
Differentiates GE Healthcare from its
competitors in the eyes of customers, patients,
and employees
GE’s Evaluative Criteria
Is an ownable positioning that provides GE
Healthcare with a promise that can be leveraged
through all communications
Focused and coherent – it can pass the “bumper
sticker” test
Connects to and enhances the overall GE
positioning of “Imagination at Work”
Lives in the present because it represents what
GE Healthcare ‘is’ and bridges to the future
because it also makes a statement of what GE
Healthcare ‘will be’
Multiple platforms were explored
GE Healthcare’s Positioning Platform
Healthcare Re-imagined

It's our ability to see more, to think ahead, to continually envision a brighter future and
positive new realities.

That's why, when imagination is applied to GE's medical technologies and advanced
biosciences, the result goes beyond new discoveries and ideas - the result, in fact, is
helping transform healthcare itself.

It's a transformation that lets us work with our partners in healthcare, to fuel their passion
to discover. And perhaps even more importantly, lets us help them predict, diagnose,
inform, and treat like never before, so patients can experience what we call early health, a
more holistic view which focuses on early prevention as opposed to late diagnosis.

At GE Healthcare, we're not just inventing, we're re-inventing. We're not just thinking, we're
re-thinking. Uniting the mind of GE – our imagination - with the heart of GE - our
healthcare business – to re-imagine the future itself.
What are we Re-imagining?
Transforming the way healthcare is delivered
Leveraging our ability to help medical professionals predict, diagnose,
treat and monitor disease earlier to improve patient quality of life

From ‘Late Disease’ To ‘Early Health’

9 Prevention/
9 Symptom-based prediction
9 Incomplete data 9 Detailed patient info
9 Managing illness 9 Early diagnosis
9 Standardized 9 Targeted therapies
treatment
Changing the paradigm

Identify at risk patients Analyze disease at the Develop more targeted Track the efficacy of
earlier - before the molecular level and effective therapies treatment
onset of symptoms
Provide functional and Aid in the development Facilitate earlier
Understand genetic anatomic information of new, drugs… faster treatment-modification
and proteomic decisions
influences on disease Diagnose disease more Enable earlier, less
precisely – based on Extend continuity of care
Leverage, family invasive treatment - both inside and outside
the individual patient
History/environmental
healthcare facility
Information
Bringing the position to life

Corporate
launching the
positioning
Back it with leadership
Theme for kick-off meetings
and exhibits
Umbrella campaign moving
into key markets
Rapid global adoption
P&L’s transitioning to
Re-imagined program
Customer publication created

3
Re-imagined Message Integration
Building Consistency Across Regions

Japan Corporate – France Corporate -Americas

Corporate - China
Building Consistency Across the
Businesses

4
Consistency across initiatives
keeping the
program fresh
Assessing new concepts
Bubbles Mesh Silhouette
Mesh is the most preferred of the
three concepts
Credibility

Set 1

Set 2

Impressions Preference

Set 3
Mesh is preferred over our current
program
Moving Forward
Transition program to Mesh
Re-evaluate the program over time
to ensure program is performing as
Planned
-Monitor brand dashboard for impact
Execution – P&L level ad
Flexibility – Lifestyle and clinical
RSNA 2007 – Drive Early Health
Focus on new products
LightSpeed HD, Motion Free PET,
MR Breast, Essential, LOGIQ, Centricity family
More space, reduced
Greater visibility for WIPs costs with new structure
Special near term futures areas in
AW/MR/CT/X-ray
One GE
Link to future with Technology Integrated displays
Pavilion Larger footprint
Workflow to product design to Early Health 100+ products

Integrate Dynamic Imaging

Re-brand booth, tie to Radiology Re-imagined

Increase customer
engagement
Enhanced training, Traffic managers,
Multiple Info desks, more conference rooms
Hands on displays in Tech Pavilion

Customer engagement - Open design Innovation - Tech Pavilion-

for easier navigation and crowd control Healthcare 5+ years out
Consistent Messaging
enforcement
Be consistent

Annual report Advertising Collateral

Packaging
Trade show displays On-line
Maintaining Consistency
Brand web site – 300+ hits/day
Guidelines aligned w/ corporate

Vendor access for design templates

Stationery & merchandise ordering
Maintaining Consistency
Maintaining Consistency

Exhibits Guidelines
Brand guidelines

Positioning Guidelines Exhibits calendar

Image Library Literature Library

GEHC Marcom
Manage and grow global brand value Weaving all Regions/P&Ls into One GE

Ensure messaging, look and feel is

consistent with Corporate directives
- HCRI
- One GE Healthcare

Enhance overall promotion

effectiveness and quality across all
P&Ls and regions
-Common processes/operating mechanisms
-Best practice sharing
-Metrics
-Integrate Marketing, Marcom, PR and Orgcomm

Support marketing teams in delivering

key P&L NPI’s and Corporate business
initiatives
Liaison with Corporate GE advertising
measuring the
impact
Measuring the impact
Develop a scaleable research tool
that measures:

• Progress of overall GE Healthcare corporate

branding and Re-imagined positioning
strategies
• Brand attribution and customer perception
elements
• Brand loyalty and commitment patterns
• Advertising effectiveness
• Competitive positioning trends
• Key mind share measurements
The GE Brand Dashboard
The GE Brand Dashboard