Becker's Healthcare March 24, 2023
On Nov. 30, GE’s board approved the plan to spin off its healthcare business, GE Healthcare, and since then, the company has been working to establish itself as a separate entity by developing its branding, PRWeek reported March 23.
William Woduschegg, executive creative director of Interbrand New York, a brand consultant for GE Healthcare, told the publication that to develop the healthcare unit’s new brand, it conducted internal and external research from all its stakeholders.
This process included surveying its healthcare, aviation, and energy customers and its global employees, as well as an audit of competitor brands, to assess public perception of...
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Topics: Medical Devices