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Voice and messaging
Communicating with clarity and purpose
Our brand voice reflects our passion for reshaping the industry around people, our determination to push boundaries and our vision to pursue new possibilities in healthcare.
Voice principles
Writing tactics
Principles
Our writing principles define the overall direction and tone of our copy. They serve as guideposts for writers to apply consistently across the brand.
Tactics
Each voice principle is supported by practical tactics that bring it to life in writing and help reinforce a consistent brand tone.
Apply principles and tactics as appropriate for your piece. You will not use all of them every time.
Embody compassion
We’re here because we care
Push the envelope
Our passion and compassion drive us forward
Evoke possibility
We create new potential in healthcare
Tactic 1
Use inclusive, relationship-driven words (let’s, our, together, connection) to foster the sense that we’re here with you every step of the way.
Push boundaries that people take for granted in healthcare. Ask whether the way we’ve always done it is truly the right or best way.
Demonstrate curiosity by helping our audiences understand how we see beyond traditional healthcare our methods, approaches, mindset to envision what’s not yet possible.
Tactic 2
Lead with empathy. Try to understand what all of our audiences patients, providers, administrators and others are feeling, to build trust and common purpose.
Speak fearlessly by using inspiring, emotive language that shapes the conversation around new possibilities in healthcare.
Spark imagination by probing healthcare’s limits. Feed the patient’s imagination and inspire them to envision a range of new possibilities.
Tactic 3
Use authentic, down-to-earth phrases that everyone we serve can understand. Don’t use a ten-dollar word when a simple, clear one will do.
Celebrate our spirit by being transparent about our passion, what we’re working on, and how we’re creating a world without limits.
Speak innovation’s language by using dynamic words and verbs. Create the impression that we’re always on the cutting edge.
Messaging
What is brand messaging?
Messaging translates our core strengths into a single source of truth and a clear, overarching story for how we talk about the brand. It serves as the foundation for audience- and business-specific messaging, keeping all communications aligned and consistent.
Messaging pillars
Messaging is built on pillars, the foundational themes that shape everything we communicate. These pillars define our essential ideas, highlight our key offerings and clarify our points of difference in the marketplace. They anchor the GE HealthCare brand experience.
GE HealthCare reshapes the industry around people, inventing tools that transform and humanize care, enabling healthcare professionals to go above and beyond.
We reshape the industry around people
We invent tools that transform and humanize care
We empower healthcare professionals to go above and beyond
Messaging pillars
We’re continuously seeking smarter ways to help clinicians keep people healthy. Today, we’re engineering a future where technology transforms the reach of healthcare, to improve all our prospects. We’re broadening the information caregivers have for the patients they treat and deepening their understanding so every care decision is more informed.
Partnering with practitioners, we’re working toward a day when technology is an effortless companion, solving the greatest challenges in their work, expanding the impact of care in our lives.
We’ve developed breakthrough technologies for well over a century, and the more we’ve pushed, the further it’s taken us. At the center of clinicians’ work today are GE HealthCare’s tools that reveal the person behind the patient, for a clarity and specificity in treatment we could only dream of a generation ago. New tools usher in new ways of caring. Clinician work is streamlined. Individual patient needs are identified and addressed faster. Care becomes increasingly precise and personalized. We listen to the needs of today to create the tools of tomorrow.
Information is power, and as GE HealthCare harnesses it, we unleash it. When clinicians have at hand the smartest, simplest roadmaps to prevention, cures, and recovery, the outlook for patients changes. What couldn’t be hoped for previously, suddenly is within reach. As we advance the possibilities of healthcare, caregivers find greater confidence and satisfaction in their work. Communities can serve the healthcare needs of everyone, not just the most advantaged. And every day we live in a world of ever better outcomes, where you’re always living your healthiest life.
Before and after examples
The before and after examples shown demonstrate our verbal writing style and illustrate how our principles and tactics work together to create a more human approach.
About Us for website
Before
We help clinicians provide the best patient care possible
As a leading global medical technology, pharmaceutical diagnostics, and digital solutions innovator, GE HealthCare enables clinicians to make faster, more informed decisions through intelligent devices, data analytics, applications, and services, supported by our intelligence platform. We are committed to fostering an inclusive culture of respect, transparency, and unyielding integrity.
After
The brightest ideas for your best care
At GE HealthCare, we’re partnering with clinicians to create the leading edge of healthcare, anticipating their needs through innovative medical technology, diagnostic drugs, and digital tools. We love the challenge. Because the better the tools a caregiver has—in ourgroundbreaking intelligent devices, data analytics, and services—the further their care can go. With curious minds and in partnership with our customers, together we’ll always be creating the next, best answers for a healthier world.
Care area description
Before
Elevating patient care in the ICU
The Intensive Care Unit (ICU) is a challenging environment. It has the most critical patients in the hospital, and there is continuous demand to increase staff efficiency and reduce costs.
Let GE HealthCare support you in elevating your patient experiences, clinical outcomes, and workflows. We offer solutions that take the technology in your facility to the next level by providing an innovative and flexible ecosystem of secure, interconnected devices and systems. Workflows optimized, economic efficiencies uncovered, and clinical capabilities taken to new heights throughout the care continuum. Elevate your patient care with GE HealthCare.
After
Do more for your patients in the ICU
In an environment as challenging as the ICU, GE HealthCare’s tools help you be there for the patients who need you most. Our ecosystem of secure, interconnected devices boosts clinical capabilities so your best efforts lead to even better results. But our technology does more than just help improve patient outcomes. By optimizing workflows and uncovering efficiencies at every step, it helps you balance demands for productivity with the care you provide.
Let’s give your patients the best care you can.
Product description
Before
Empowering point-of-care medicine
See clearly. See quickly. Guide precisely. Those were the values users requested that drove the creation of the NextGen LOGIQ™ e Ultrasound. Its imaging engine comes from GE HealthCare’s flagship console systems, delivering crisp images in a portable package. Point-of-care ultrasound-specific software and transducers help to see the needle to administer a block or perform an aspiration quickly, even in an obese patient. When productivity matters, you can control the console from the transducer—potentially eliminating the need to have a second person assist.
After
Innovating for easier, more effective care
Rethinking our point-of-care ultrasound started by talking with clinicians and hearing their wish lists. The result is the NextGen LOGIQ™ e, with clear, instant-read views and extremely precise guidance—changes that can dramatically reduce time spent reading exams. Now, images come from the same engine as our console systems and the needle is always clearly in view, even in obese patients, so administering a block or performing an aspiration is less challenging. A radiologist, for example, can analyze thyroid images 25% faster using it, making it easier to provide confident care and streamline operations at the same time.
Dos and don’ts
Using our brand voice correctly is essential for maintaining brand consistency. Review our dos and don’ts to guide your writing.
Dos
Write in a manner that closely resembles how you speak in a conversation—person-to-person, which reflects a more informal style of writing.
Look for the conversational way to phrase ideas and concepts so they’re understood right away.
Find ways to enliven our writing with richer, more energetic word choice, especially in areas we talk about all the time. As innovators, we think about familiar things in new ways.
Demonstrate our understanding of the day-to-day issues clinicians and patients face we’re not inventing in isolation; we’re a part of their world.
Speak to possibilities by indicating what’s not yet achievable today. Give a sense of where we’re exploring, even if we don’t have the answers yet.
Don’ts
Don’t let the energy or boldness in our writing overtake its goal: clear communication from an established, trusted brand.
Don’t use jargon where everyday language can substitute, and try not to use more than one word of jargon in a sentence.
Don’t let our sense of compassion drift into softness, dreaminess, or “mushiness” in our writing. We have empathy for the hard parts of healthcare, but we’re here confidently to improve or eliminate them.
Don’t let our passion become self-conscious: we show it rather than say it.
Don’t let our inclusive, relationship-driven tone become chummy or overly casual. We’re not formal, but we’re always professional.
