Science CommunicationGE Healthcare:
Complex Ideas in Clear Formats
GE Healthcare is a global leader in medical technology and innovation. The company developed new software for its radiochemistry devices, helping researchers and medical professionals work more efficiently while opening new market opportunities.
To introduce the software at an internal client event and build trust around the new technology, we created a short explainer animation presenting its key features and benefits.
-
GE Healthcare’s marketing team wanted to introduce the new software through a short explainer video. Having only two minutes to explain highly complex medical software was a significant challenge. We had very limited time to combine narrative and visual communication and make the most important features understandable.
Our team worked across animation and illustration, which meant that our first task was to understand the technology and the content well enough to translate it into a clear visual language. At the same time, we worked closely with GE Healthcare’s marketing team, who provided the content, helped shape the message and supervised the narration text.
The challenge was therefore not simply to make an engaging video, but to find a way to communicate complex technical information clearly without losing the substance of the technology.
-
After the first meeting, where GE Healthcare’s marketing team introduced the devices and the software, we developed the framework for the video. The backbone of the production was the narration: the animation was designed to illustrate and support the spoken message.
The narration had to follow strict time and content requirements. With only two minutes available, we had to identify the most important features and benefits and build a clear narrative around them.
The visual language combined animation and illustration with scenes inspired by laboratory environments and the software interface. One of the most challenging parts was representing the software in use, especially as some of its features were still under development. GE Healthcare’s engineers supported the process by providing technical insights and data that could be translated into the animation.
Because the device operates in a sensitive medical research environment, filming on location was not an option. Instead, we used generative AI tools to create the laboratory environments, giving the project a fresh and distinctive visual representation.
-
The result was a two-minute animated explainer video introducing the new software and its key benefits.
As the audience consisted primarily of researchers and medical professionals, we focused on creating a simple and accessible message without removing the complexity of the field in which the software operates.
The animation highlighted how the new tools could make research and everyday operations more efficient, while showing how GE Healthcare’s clients could benefit from the technology.
The combination of narration, animation, illustration and generative AI allowed us to communicate the software in a way that was both technically grounded and visually engaging.
-
The video was presented at GE Healthcare’s internal client event and received positive feedback from both the marketing team and the audience.
The project demonstrated how complex medical technology can be translated into a clear and engaging communication format without oversimplifying the subject matter.