For a year and a half, hospitals and medical staff have had so many of their resources focused on one problem, Covid. Although the pandemic crisis is waning, people now have to wait even longer for planned surgery, while medical staff has been working harder than ever before.
These two realities have become the creative core of global medtech company, Getinge’s, latest campaign by Forsman & Bodenfors. Their campaign, Life on hold, reminds its audience that there are more ways to handle and prioritise hospitals’ surgical waiting lists than just hiring more staff and working more hours. Using artificial intelligence and machine learning, digital tools like Getinge’s Torin can help handle and prioritise the surgical waiting lists in revolutionary new ways.
The campaign commercial teases that idea and invites people to discover it.
“We all know someone in need of care, and with this campaign, we want to put focus on how the pandemic has affected elective surgeries, both from a patient and health care staff perspective. The past year has taught us that it’s possible to work in new ways and to jointly create new solutions fast. We want to showcase how we are a trustworthy, innovative healthcare partner taking a leading role in the digitalisation transformation of healthcare,” stated Lovisa Rohlen, head of brand and marketing communications at Getinge.
“It was very emotional to meet patients suffering for so long and hear the stories from doctors and nurses working so incredibly hard since the start of the pandemic. We felt that highlighting these two perspectives became very powerful and showed the need for new solutions,” commented Stefan Thomson, creative at Forsman & Bodenfors in Gothenburg, Sweden.
Getinge, a leading global provider of products and solutions that contribute to quality enhancement and cost efficiency within healthcare and life sciences, has just introduced the digital tool, Torin with AI, in the US.
At the same time, results from a Getinge survey of hospital executives and surgeons in the US shows that hospitals are taking steps to speed up OR turnover times, hire new staff and require staff to work longer hours to address backlogs. Among the participating hospitals, 41% reported significant backlogs and only 44% had implemented new digital tools that can improve proficiency in OR scheduling and patient management.
The campaign is the second global campaign Forsman & Bodenfors has created for Getinge. In October last year, the campaign called Life-defining moments highlighted Getinge’s ground-breaking ventilator technology through the real-life story of neonatologist, Sabina Checketts, once herself a premature born baby.
The new campaign is launching in the US, the U.K., Germany, France and Japan. It’s entirely digital and makes use of Getinge’s own channels, all relevant digital platforms and PR.
Credits:
Client: Getinge
Client Team: Lovisa Rohlen, Jette Juhl, Jenny Gillberg & Jeanette Hedén Carlsson
Agency: Forsman & Bodenfors
Creatives: Björn Engström, Stefan Thomson, Kris Bengtson, Mattias Berg
Copywriter: Jeff Hull
Client Director: Greger Andersson
Account Executive: Helena Lignell
Agency Producer: Åsa Hammer
PR Strategist: Bjarne Darwall
Planner: Maria Hallenborg
Designers: Jerry Wass & Milly Björkman
Media Strategist:Sara Björnung
Directors: Tally-Ho, Olle Toftenow, Mathias Rosberg & Nils Toftenow
Executive Producer: Lia Eliasson
Producer: Fiffi Kjell
DoP UK: Aaron Reid
DoP US: Vince Rappa
Line Producer Uk: William James
Line Producer Us: Sara Kaloudis
Editor: Johan Kjellberg
Grade: Johan Wiman
Sound: Fredrik Lantz
Online: Joakim Andreasson
Casting: (UK) Talent Talkes & (US) The Casting Company
Media Agency: Media Kitchen
