A top GE HealthCare marketing exec reveals the brand strategy that helped the GE spinoff become a $35 billion company two months after going public
GE HealthCare built a brand campaign that helped the company hit a $35 billion marketing cap.The company was known for medical devices, but needed to hit the emotional component of healthcare.
, and it now has a market cap value of $35 billion. The company makes medical technology products and competes with companies like Philips Healthcare, ResMed, and Siemens Healthineers. Color also played a key role in the launch. Colors like coral, teal, and yellow were already prevalent among the company's competitors, Fallon said, so GE HealthCare picked purple, which was a mix of GE's famous blue color with a warmer red.
GE HealthCare is also building a social presence, mostly focused on LinkedIn. A video of the ringing of the Nasdaq bell on the day of the split generated 50,000 views, and content posted to the page between January 1 and January 4 had 400,000 impressions.
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