Mis Essay - Ge Healthcare Case Study
ust seven congressional votes cast on 21 March
2010 brought to an end a bitterly-fought ideological battle over healthcare reform in the US, with President
Obama’s historic Patient Protection Affordable Care
Act passed through Congress. It had been an ugly slog, marred by bitter partisan politics from both Democrats and Republicans, that had brought to the fore one of the most pressing economic and social issues of the modern era: health.
Just a month earlier, as Congress was horse trading to get the act through, GE had launched a TV campaign created by BB DO, New York during the Olympic Games in Beijing to tell the world about how it was going to address that problem. Healthymagination – with a rousing tagline ‘better health for more people’ – was born in mid-2009 and unveiled with much fanfare by five
TV commercials and an accompanying print campaign at the Games, followed by a wealth of activity spanning mobile, user-generated content, branded utility, mobile apps and content.
The timing could hardly have been better. Not only are
Americans living longer but, in many cases, they are also leading unhealthier lives resulting in chronic illnesses.
As the burgeoning growth of healthcare in developing markets like China and India has proved, health has become big business. In January 2009, for example, the Chinese government announced a three-year, ¥850 billion ($128 billion) overhaul of the country’s healthcare system, while a recent report from Springboard Research projected IT spending in India’s healthcare industry to grow from $274.2 million in 2009 to $609.5 million in
2013.
The US has by far the most expensive healthcare system per capita in the world, at around $7,500 per person per annum, according to OECD Health Data stats for 2008, compared with around $3,100 pppa for the UK. A recent report for the Centers For Medicare and Medicaid projected the total healthcare expenditure in the US to rise from $2.6 trillion to a
2010 brought to an end a bitterly-fought ideological battle over healthcare reform in the US, with President
Obama’s historic Patient Protection Affordable Care
Act passed through Congress. It had been an ugly slog, marred by bitter partisan politics from both Democrats and Republicans, that had brought to the fore one of the most pressing economic and social issues of the modern era: health.
Just a month earlier, as Congress was horse trading to get the act through, GE had launched a TV campaign created by BB DO, New York during the Olympic Games in Beijing to tell the world about how it was going to address that problem. Healthymagination – with a rousing tagline ‘better health for more people’ – was born in mid-2009 and unveiled with much fanfare by five
TV commercials and an accompanying print campaign at the Games, followed by a wealth of activity spanning mobile, user-generated content, branded utility, mobile apps and content.
The timing could hardly have been better. Not only are
Americans living longer but, in many cases, they are also leading unhealthier lives resulting in chronic illnesses.
As the burgeoning growth of healthcare in developing markets like China and India has proved, health has become big business. In January 2009, for example, the Chinese government announced a three-year, ¥850 billion ($128 billion) overhaul of the country’s healthcare system, while a recent report from Springboard Research projected IT spending in India’s healthcare industry to grow from $274.2 million in 2009 to $609.5 million in
2013.
The US has by far the most expensive healthcare system per capita in the world, at around $7,500 per person per annum, according to OECD Health Data stats for 2008, compared with around $3,100 pppa for the UK. A recent report for the Centers For Medicare and Medicaid projected the total healthcare expenditure in the US to rise from $2.6 trillion to a