GE asked branding and creative agency Sub Rosa to help boost its medical device business by making the mammography process more human.
Medical devices–MRI machines, PET scanners, mammography machines–are huge, expensive devices purchased by large hospitals. They’re not something with which the average consumer interacts, except when getting a scan; when you do, you don’t know or particularly care whether it was made by GE, or Siemens, or Phillips. You just know that you’re having a pretty unpleasant interaction with a large machine that could potentially tell you devastating news about your health.