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Case Studies /GE Healthcare

GE Healthcare – PR-support for the IN Cell Analyzer Image Competition

GE Healthcare's IN Cell Analyzer comprises a range of modular imaging systems for fast and automated High Content Analysis (HCA). The instruments are not only fast and versatile, but they also produce beautiful, high quality images. This provided GE with the opportunity to promote its IN Cell Analyzer range through an Image Competition. College Hill advised the Company to use PR and other marketing tools effectively in order to promote the products to the scientific community and beyond.

Objectives

Increase the awareness of the IN Cell Analyzer system in general and the Image Competition in particular
Drive traffic to the website in order to obtain a high amount of registered votes that may also represent potential sales leads
Use the Image Competition as an important news hook for global trade PR

Methods

Negotiated a contra-deal with one key trade publication that supports GE through PR and other marketing communication tools
Developed a proactive PR-campaign that includes press releases announcing the launch and the results of the competition.
Supported the GE team on various items including interviews, further use of the competition, etc

Outcome

College Hill won the key trade publication, BioTechniques, to act as sponsor of the Image Competition
A targeted Third Party Emailing was distributed that drove a significant amount of visitors to the website who could then vote for their preferred image.
One of the two winning images was published on the front cover of the March issue of BioTechniques.
Coverage of the PR included key publications such as The Scientist, BioTechniques, PharmAsia and more.

Client Endorsement

Nicola Simpson, Senior Program Manager, GE Healthcare Life Sciences: College Hill's advice and support has been very successful in increasing the effectiveness of our image competition campaign.

February 2008

To discuss our capability in this area please contact:
Lorna Cuddon, Portfolio Director
+44 (0)207 457 2020
lorna.cuddon@collegehill.com

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