Capturing an authentic moment matters more than achieving a perfectly composed frame.

Avoid staged environments, flawless lighting, dramatic framing or exaggerated performances. Our videos should feel documentary in style, grounded in real settings where the subject and story unfold naturally.

Show:

• Genuine moments of connection
• People who feel comfortable and at ease
• Impromptu scenarios rather than posed interactions
• Natural behaviors and gestures that clearly demonstrate how to use the product

When showcasing hardware, present products in their real-world environment with honesty and accuracy.

Many of our videos speak to customers, including clinicians, administrators, researchers, scientists, investors and technical decision-makers. Focus on helping them achieve their goals and create the video they want to watch.

Most audiences are short on time. Deliver the core message early and avoid burying the key takeaway. 
Make the first moments clear, direct and concise.

Match the story and level of detail to the audience’s expertise. Simple visual and narrative approaches help busy viewers stay focused.

From pre-production onward, define both primary and secondary audiences and plan the content accordingly.

Our videos should demonstrate expertise grounded in experience and evidence. They should position GE HealthCare as a trusted, strategic partner committed 
to advancing innovation and enabling precision care.

Tone
Strike a balance between:

• Professional and pioneering
• Informative and inspirational
• Compassionate and empathetic
• Concise and clear

Avoid:

• Arrogance
• Unnecessary complexity
• An overly casual or overly formal tone

Using high-quality stock footage is acceptable and can strengthen your content when used thoughtfully.

When licensing stock video, secure the appropriate permissions and rights for the intended use, distribution and duration. Footage must be royalty-free and approved for sharing across channels, international regions and external agencies in perpetuity.

Share licensed stock video and all supporting documentation with the brand team for upload to the Image Library. Contact the brand team at brand.health@gehealthcare.com.

We show real people in real environments. Our photography takes an intimate, realistic approach that highlights our products, the people behind our innovations and the professionals and patients who use them.

Visit the Image Library to explore available photography.

When depicting our technology, avoid overproduced or layered visual effects.

Our digital solutions are as important as our physical products. Ensure screenshots of user interfaces are high quality, accurate and crisp across screens and devices.

Music is a powerful storytelling tool. It works subtly in the background to shape emotion and strengthen engagement.

The right track can add energy and pace, create drama and urgency or convey poignancy and warmth. Select music that reflects the emotion you want to evoke, enhances the creative execution and aligns with our brand personality.

When sourcing from stock libraries, choose licensed or royalty-free tracks that meet usage requirements.
Never use unlicensed music.

When producing narrated videos, define preferred voice-over characteristics early, including gender, age range, accent and nationality to reflect our global organization. Develop a shortlist of talent options during the selection phase.

Deliver narration in a professional and concise tone. The delivery should reflect our experience principles by feeling approachable, compassionate, optimistic and visionary.