StarGuide : Tiny Signs of Hope

Theranostic technology changes the world of diagnostic imagery for cancer researchers and patients with precise imaging technology that offers more accurate treatment than previous scanners allowed. GE HealthCare wanted to launch its new Theranostic technology, StarGuide, in American markets in an impactful way that showcased the difference this technology can make in the cancer treatment field with a human-centric video series featuring patients, their families, and researchers.
We worked closely with the team at BAMF (a treatment center for precision medicine) and GE to explore, ideate, and then execute this mini-series, Tiny Signs of Hope. The ultimate goal? Introducing the concept of Theranostics and the real people it’s helping to the public (both professionals and patients) in a concise way that also encourages social engagement. GE wanted to focus on the ‘human’ aspect of this technology and we helped develop the concept into a series of short videos that illuminates StarGuide from several perspectives.
The six episode series takes viewers on a journey through the new technology from an incredibly human-centric perspective, leading with an episode where the personal impact of the new tech is felt for a patient that previously would have had little hope of cancer recovery. The series goes on to bring in the researchers’ personal backgrounds and why they’re passionate about Theranostics, to the patient-facing clinicians who see the daily impact on their patients. These experts tell their stories in authentic ways, which allows the information to be relayed topically but also emotionally.
Throughout three days of shooting, many interviews, and multiple sets (including patients’ homes), a moving narrative was crafted to explore the personal patient stories as well as the medical future made possible with GE HealthCare’s technology. The reception to these videos has been astounding, gathering more than three times the views of similar content on GE’s pages, and tens of thousands of views throughout the series. Everything from the full-length videos themselves, to the crafted promotional teasers led to incredible success introducing StarGuide to a new market – a tiny hope with a huge human response.