This is How GE Sells More Medical Devices

Medical devices–MRI machines, PET scanners, mammography machines–are huge, expensive devices purchased by large hospitals. They’re not something with which the average consumer interacts, except when getting a scan; when you do, you don’t know or particularly care whether it was made by GE, or Siemens, or Philips. You just know that you’re having a pretty unpleasant interaction with a large machine that could potentially tell you devastating news about your health.

But when GE approached branding and design agency Sub Rosa to ask for help in boosting its medical device business–specifically in terms of mammography machines–the agency told them to focus beyond the device and the hospitals buying it. Instead, focus on the people.