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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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EXCERPTS

DESIGN THINKING: AN EMPATHETIC VIEW ON HEALTH

Since the early 2000s, GE Healthcare had been focusing on building a world-class, award-winning design team. The company’s main design hub was in Buc, near Paris, where product designers, ergonomists, and researchers contributed to product development keeping in mind the comfort and satisfaction of the patients. At GE Healthcare, products were developed from the perspective of the patients who would use the product. This was the foundation of GE Healthcare’s design philosophy, ‘The Magic of Science and Empathy’. “It’s all about empathy. How do we reach the hearts and minds of patients? How do we make the experience better for technologists and clinicians? How do we help them deliver high-quality healthcare with greater access at a lower cost?” said Bob Schwartz (Schwartz), General Manager for Global Design at GE Healthcare...

 
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THE ADVENTURE SERIES – CREATIVITY DRIVEN BY EMPATHY

Magnetic Resonance Imaging (MRI), CT (Computerized Axial Tomography) scans, and PET (Positron Emission Tomography) scans were integral to the early diagnosis of advanced diseases including cancer or neurodegenerative disease, and were therefore relied upon by healthcare professionals worldwide. ..

 

CHANGING THE MAMMOGRAPHY EXPERIENCE

According to the World Health Organization (WHO), mammography could reduce breast cancer mortality rate by approximately 20% in high-resource settings. Early detection and early treatment of breast cancer not only led to high survival rates but also helped save costs. ..

 

MORE INNOVATIONS AT GE HEALTHCARE

In September 2019, GE Healthcare announced that it had obtained the US Food and Drug Administration’s (FDA) clearance for the Critical Care Suite, an industry-first collection of artificial intelligence (AI) algorithms embedded on a mobile X-Ray device...

 

EXHIBITS

Exhibit I: Basic Steps of Design Thinking
Exhibit II: Operational Overview-GE Healthcare
Exhibit III: The Discovery IGS 730
Exhibit IV: The Adventure Series Radiology Solution
Exhibit V: GE’s Senographe Pristina Mammogram Machine
Exhibit VI: GE Healthcare’s AIR™ Coils