GE Healthcare launched #GetFit, a global competition, on
multiple social media platforms - Twitter, Facebook and Sina Weibo - to raise public awareness
about cancer prevention. Over a period of six weeks, the campaign
encouraged people from all over the world to share their own health and fitness activities and what
they are doing to help reduce their likelihood of developing cancer, a leading cause of death.
"Prevention and active participation in our own better health are the first steps in improving health
outcomes," said John Dineen, President and CEO, GE Healthcare. "Leveraging the power of gaming
and social networks to encourage lifestyles that can help prevent cancer isn't just a good idea -- it's
part of our original healthymagination commitment to bring actionable health content to consumers
and our employees."
By tracking progress against specific health challenges or by
posting comments about healthier lifestyles (eg. cycling to work, eliminating smoking, eating a
healthy meal), individuals and teams in countries throughout the world competed against one
another while accumulating "healthy" points and badges. #GetFit ambassadors -- real, inspiring
people who have committed to healthy living and/or individuals who have made strides in the fight
against cancer -- cheered players on and shared their personal stories.
Why is GE Healthcare using gaming and social media for a cancer prevention awareness campaign? What is the goal? What are you measuring to determine if you have reached your goal? What products does GE Healthcare market that might benefit from a disease awareness campaign? Is there any evidence that SM and competition gets better results than more traditional campaigns?
What are some of the challenges to launching a global online campaign -- Languages, regulations? How do you deal with special challenges in some countries with tight control over social media such as China?
How has GE Healthcare prepared internally to manage social media campaigns? Does it have guidelines or a "playbook?"
Do you envision a day when GE Healthcare migt use social media and gaming to promote branded products?
Ángel González is an advertising practitioner with 30 years of experience, the last 15 years in
the Healthcare sector. He has been co-President of Publicis Healthcare
Spain, heading the Madrid office by managing its change and bringing
innovation to lead it to be "the reference of the market on a global scale."
Afterwards, he joined the Madrid office of Global Healthcare as partner and
In January 2009, Angel set up Ideagoras, the first fully
independent Social Media in Healthcare company established in Spain.
Verónica Botet is Digital and Social Media Manager for the Global PR team at
GE Healthcare. She drives the social media strategy for GE Healthcare
globally and successfully leads several social media initiatives across
multiple platforms like the #GetFit campaign, a worldwide competition to
raise public awareness about cancer prevention recognized with external
As part of her job, Verónica also developed and currently
manages the Enhanced Online Newsroom for GE Healthcare. She has over 10
years PR experience across different industries, both client side and in