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

20041942 19921986 200319341930 1969195019001890s

100-year-plus of brand building1980s+

We Bring Good Things to Life1970s

Progress for PeopleMen Helping Man

1960s+

Progress is Our Most ImportantProduct

1950s

We’ve Got A Patent on Progress1940s

You Can Put Your Confidence inGeneral Electric

1930s+

Live Better Electrically1920s

Initials of a Friend…GE1915

Largest Electrical Manufacturer

in the World1912

The Guarantee of Excellence on Goods Electrical

•

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

Attributes of a Strong Brand

Your task: Make a purchase

How would you spend your money?

20GB5,000 songs12 hour battery5.6 ouncesWhiteSleek, cool design$299

Mp3 Player A Mp3 Player B

20GB5,000 songs24 hour battery7.8 ouncesWhiteSleek, cool design$249

Apple’s 92% market share is mostly due to brand strength

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

iPod$29992% market share

Zen Touch$2493.7% market share

BA

A strong brand attracts customers

Starbucks100% Arabic from Latin AmericaTravel cup with dome lid.12-ounce Price (NYC):

$1.40-1.65Market share (NYC):

17.1%

7-Eleven100% Arabica from South AmericaTravel cup with dome lid.12-ounce Price (NYC):

$0.89Market share (NYC):

2.8%

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

Strong brands build revenue

our brand philosophy

Of all the assetsa company owns,its brand is the mostimportant 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 relatedactivity 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

recruitmenadvertising

BRANDCONNECTION

exhibits

web

customer service product

naming

publicrelations

service delivery

literature

facilitiesforms

products

sales teams

Every customer related activity and communication either strengthens or weakens the brand

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.

*GE brand tracking study, February 2007.

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

“When you think of major global companies, what names come to mind?”

(unaided)

# Ranking Change Brand BV ’08 ($m) BV ’07 ($m) % chg 08

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%

Second Most Valuable Brand

a modern challenge

In early 2001, GE was facing several tough challenges.ExternalThe aftermath of 9/11/01

Enron scandal significantly disrupting business practices

Global emergence of China and India

Aftermath of the dot.com bust

Internal

A new CEO

A rebalancing of the portfolio

Shifting target audiences

Shifts among the ranks of its senior talent.

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 great brand

Targets people with a specific need

Is clearly differentiated from its competitors

Stands for a simple, clear, consistent idea

Supports sales

A renewed focus on brand

became a key element

of GE’s growth strategy.

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

Commercial Finance

Healthcare NBC Universal

IndustrialInfrastructure

Consumer Finance

Reorganize the Businesses

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 theoutside world to understand

Simple, flexible, unified:

1. Brand………………………GE

2. Market…………………….Healthcare

3. Business………………………..Diagnostic Imaging

4. Solution Platform…………Computed Tomography

Minimal to no equity

Moderate equity

Strong equity

A

B

C

If the acquired brand has: Convert brand to:

For acquired brands that have more equity than GE, Acquired brand temporarily retains its distinctive typeface. The brand would then be moved to model B or C as soon as market feedback supports the transition

Brand put in GE font and madesecondary to GE. Market feedback determines when toconvert to model C

Acquired brand immediately folded Into GE. Acquired brand name can be then leveraged as a product line brand

Branding Acquisitions

GE Healthcare

GE HealthcareAmersham Biosciences

Now part of GE Healthcare

Imagination at work

change the way we talk, look and feel.

Research

We needed to learn about ourselves by listening to:

EmployeesCustomersShare ownersOther stakeholders

We needed to evolve our image

External

American

Like a parent

Appliances and lighting

Trusted and dependable but not inspiring

Not known in key growth markets

Internal

Fighting hard, but to what end—the numbers are not enough.

Needed meaning given the sacrifices people are making

Wanting to understand, “who we are and where we come from.”

products & services

What our customers imagine, we can make happen.

environments

corporate officesfactoriesretail

packagingproduct designsolution offers

brand architecture, monogram, tone, tagline, typography, imagery, color

communications behaviorsales

customer servicehuman resources

philanthropy

Additional attributes of our brand

TrustedLeaderDependableContemporaryGlobalInnovativeDynamicApproachable

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 brandAnyone 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 Immelt47 /

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

Beijing Vancouver London

$40 B

$2-4 B

$7 -10B

Host City Olympic Investment

• 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

Leveraging the sponsorship

road to Beijing

GE Business Involvement

•Energy Power GenerationSystems

•Energy Distribution SystemsLighting Fixtures and Systems

•Security Equipment and Systems

•Water Treatment Facilitiesand 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’’ athletesLeverage learnings

from Olympic research and apply

to ‘’weekend warrior’’ Educate sports medicine community

Equipment donationsECG equipment donation programNew 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

66 /MDC /

2007

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

Global Recognition

• Double investments in clean R&D

• Reduce our greenhouse gas emissions

• Increase revenue from eco

products

• Keep the public informed

ecoimagination

GE’s big playsEfficiency Low carbon power Low carbon fuels

Buildings

Transport

Coal Plants Base LoadIGCC Cleaner CoalESBWR Nuclear

Renewables

Natural GasLarge-Frame TurbinesLM TurbinesEnergy Finance

CO2

CaptureBP H2 Joint VentureSynfuels Technology

BiomassEnergy FinanceWater Treatment

Fuel Cell H2

Broad participation in “carbon management”

Aircraft EnginesLocomotivesEquipment

Svcs.Aviation Finance

Energy ServicesWater TreatmentEnergy Finance

Wind TurbinesSolar PowerBiogas EnginesEnergy Finance

Water TreatmentAppliancesLightingEnergy Finance

Activating ecoimagination

Activating ecoimagination

Green

Hospitals

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

Leveraging ecomagination’s …

Rank CompanyRevenue($millions)

Brand Reputation Scale

Green Hospitals

IT –

All Hospital

Workflow –

All Hospital

Water treatment –

Physical plant

Lighting and Electric –

All Hospital

Energy –

Solar and Co-

Generation Physical Plant & Roof top

Security –Doors and access points

Fire & Safety –

All Hospital

UVC Lighting –

Patient Rooms

Digital Imaging -

Radiology

GE Africa Project

Dinamap Patient

Monitoring

CardioServ Defibrillator

BiliBlanket PhotoTherapy

Care Plus Incubator

Infant Warmer System

FREIBURG

LAURELMADISON

EL PASO

DUBAIGHANA

Dash 3000 Patient

Monitoring

MILWAUKEE ALARIS Infusion

Pump

Aestiva Anesthesia

Precision 500D R&F Room

VMX+X-Ray

Dental X-Ray OP100

TUUSALA

BUC

Logiq 200 Ultrasound

SOLINGEN

$10M in product donations

Ghana Hospitals Project Success

12 Hospital upgrades completed Supported by Healthcare, Infrastructure and Industrial

Ready for Multiple CountriesSystem solution” proof-of-conceptwith first sites

Now expanding to nine additional African countries and Latin America

GE Hospital Projects In Ghana

repositioning a key GE business brand

ClinicianPressures

•

Time •

Patients who cannot pay for what they need

•

Requirement for faster, better patient information

•

Uncertainty over service reimbursement

•

Staying up-to-date on medical practice

Provider Pressures

•

Pay-for-performance •

Quality care/safety data transparency

•

Heavy financial constraints•

Staff retention•

Efficiency targets

The Healthcare Dilemma

Payor Pressures

•

Employer/customer demands

•

Competition for beneficiaries

•

Cost-cutting and profitability under the rising costs of healthcare delivery

•

Safety and quality of care

Challenging the ability to deliver better outcomesand patient care

Need For A Fundamental Change …

1 person dies fromCVD every 33 seconds

Heart Disease

One person in three will have cancer

Cancer

20% aged 75-84 suffer from Alzheimer’s disease

Brain Disorders

Aging populationPeople with multiple diseasesCost associated with treatmentProductivity loss

Datex Ohmeda

Major acquisitions to be integrated

GE Healthcare

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 ProcessMeet 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 UncoveredGlobal 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 toreposition 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 CriteriaIs 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 PlatformHealthcare 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 deliveredLeveraging our ability to help medical professionals predict,

diagnose,treat

and

monitor

disease earlier to improve patient quality of life

Prevention/predictionDetailed patient infoEarly diagnosisTargeted therapies

Symptom-basedIncomplete data Managing illnessStandardized treatment

From ‘Late Disease’ To ‘Early Health’

Changing the paradigm

Identify at risk patients earlier - before the onset of symptoms

Understand genetic and proteomic influences on disease

Leverage, family History/environmental Information

Analyze disease at the molecular level

Provide functional and anatomic information

Diagnose disease more precisely –

based on the individual patient

Develop more targeted and effective therapies

Aid in the development of new, drugs… faster

Enable earlier, less invasive treatment

Track the efficacy of treatment

Facilitate earlier treatment-modification decisions

Extend continuity of care -

both inside and outside healthcare facility

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

Corporate –

France Corporate -Americas

Corporate -

China

Japan

Building Consistency Across the Businesses

4

Consistency across initiatives

keeping the program fresh

Assessing new concepts

Bubbles Mesh Silhouette

Impressions Preference

Credibility

Set 1

Set 2

Set 3

Mesh is the most preferred of the three concepts

Mesh is preferred over our current program

Moving ForwardTransition program to Mesh

Re-evaluate the program over timeto ensure program is performing asPlanned-Monitor brand dashboard for impact

Execution –

P&L level ad

Flexibility –

Lifestyle and clinical

Focus on new productsLightSpeed HD, Motion Free PET, MR Breast, Essential, LOGIQ, Centricity family

Greater visibility for WIPsSpecial near term futures areas in AW/MR/CT/X-ray

Link to future with TechnologyPavilionWorkflow to product design to Early Health

Integrate Dynamic ImagingRe-brand booth, tie to Radiology Re-imagined

Increase customerengagementEnhanced training, Traffic managers, Multiple Info desks, more conference roomsHands on displays in Tech Pavilion

RSNA 2007 –

Drive Early Health

Innovation -

Tech Pavilion-Healthcare 5+ years out

More space, reduced costs

with new structure

One GEIntegrated displaysLarger footprint100+ products

Customer engagement

-

Open designfor easier navigation and crowd control

Consistent Messaging

enforcement

Be consistent

Annual report

On-line

Packaging

Advertising Collateral

Trade show displays

Maintaining ConsistencyBrand web site –

300+ hits/day

Guidelines aligned w/ corporate

Vendor access for design templates

Stationery & merchandise ordering

Maintaining Consistency

Maintaining Consistency

Exhibits calendar

Brand guidelines

Positioning Guidelines

Exhibits Guidelines

Image Library Literature Library

Manage and grow global brand value

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

GEHC Marcom Weaving all Regions/P&Ls into One GE

measuring the impact

Measuring the impactDevelop 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

Presenter

Presentation Notes

Questions.