FINANCIAL REVIEW AND GE HEALTHCARE CASE STUDY
Creating thought-provoking conversations.
Campaign Period:
March – July 2014
The Campaign:
Through the power of both brands, GE and the Financial Review set out to identify, discuss and resolve some of the nations’ toughest healthcare challenges. Over a 20 week series via an interactive platform, we put the magnifying glass on Australia’s healthcare industry in a big way and asked “what can we do better?”
Content was specially produced for multiple platforms including:
- Afr.com (desktop and tablet)
- Financial Review newspaper
- Events
- GE owned channels
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Campaign Objectives
Heathcare Leadership
Position GE as solution focused, supporting and driving productivity, innovation and leadership within the healthcare sector.
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Target Audience
Visionaries
They are the movers and shakers at the top end of town. They work in large companies with revenue over $100 million or 1,000+ employees.
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Strategy
Solving the toughest healthcare challenges
Create thought-provoking conversation with healthcare experts, academics and business leaders, pushing them to consider what’s possible and how we can work together as a nation to create change in the healthcare sector.
Smashing Results:
- LinkedIn Group
740 LinkedIn Members
20% growth in members
Highest trending discussion had 15 comments - Content
444 articles posted on the Hub
3 filmed expert roundtables (Health Policy, Role of Big Data, Healthy Ageing) - GE Brand Integration
880,000 ad impressions (7% uplift on forecast)
16% average CTR on brand advertising
1,796 total clicks on the GE reports links on the Hub Event - Event
31 healthcare industry experts attended the Symposium from across political, research and education fields