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At Issue } essential reading

For G.E., a Human Face on Its Role in Health Care

Stephanie Clifford
Friday, February 12, 2010

General Electric, for one, still believes in advertising. As the Olympics begin, the company is introducing its biggest campaign ever aimed at consumers. Called Healthymagination, it publicizes G.E.’s role in the world of doctors and hospitals. In the United States alone, G.E. expects to spend more than $80 million this year on the campaign. Its role in health care is technical: G.E. makes and sells medical devices, like machines that measure bone density and perform M.R.I. scans. But the advertising focuses on the personal.

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