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Case Code: MKTG414
Case Length: 17 Pages
Period: 2000-2020
Pub Date: 2020
Teaching Note:Available
Price:Rs.400
Organization : GE Healthcare
Industry :Healthcare and Services
Countries : United States
Themes: New Product Development/Brand Strategy
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Design Thinking and Innovation at GE Healthcare

 
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INTRODUCTION

In November 2019, Senographe Pristina, the mammography system of GE Healthcare, found its way into Time magazine’s Best Inventions 2019 list. In an effort to provide a more comfortable mammogram experience for patients, GE Healthcare, had introduced a new feature called Pristina Dueta in the system. This was an industry-first patient-assisted compression remote control device that enabled women to manage their own compression under the supervision of a technologist during the exam. Earlier, in 2018, GE Healthcare was also honored as one of Fast Company’s Most Innovative Companies in the Biotech list for Senographe Pristina. “The design strives to minimize women’s perceived pain and discomfort by giving them an active role in the application of compression. We know that compression can be painful. Senographe Pristina is more comfortable and the design helps improve patient comfort during screening. Because the imaging detector is thinner with rounded corners, patients say that it’s more comfortable because there’s less coming in contact with their bare skin,” said Aurelie Boudier (Boudier), Lead industrial designer at GE Healthcare...

 

 
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