From the patient out. Not the EMR in.

EMR vendors are extending their reach into certain clinical specialty realms, and higher-level hospital administrators want to believe their stories in the interest of consolidation.

Our message strategy for GE Centricity Perinatal reframes the issue: This isn't about whether a department or enterprise offering is technologically preferable ⎯ it's about improving an organization's clinical and economic performance by creating the best experiences for mothers, babies, and their caregivers.

The umbrella theme of "Connect with what matters most" conveys the idea that Centricity Perinatal is designed to take work out of a nurse's day, so he/she can spend more time caring for patients rather than for their computer, a key insight uncovered during in-depth interviews with caregivers.

Labor and delivery departments are different than other parts of a hospital, for a host of reasons, including the fact that new mothers are not "patients." This is about relationships.

Consequently, our message strategy also highlights not only what GE provides but how GE provides it. Taken together? Extremely strong meaningful differentiation.

GE CENTRICITY PERINATAL

CONNECT WITH WHAT MATTERS MOST