Clear the Way: Cardiac PET for All People

Coronary artery disease is on the rise, but access to the gold-standard imaging that detects it has not been widely available. Cardiologists widely recognize cardiac PET as superior to SPECT, yet adoption has stalled — largely because the infrastructure behind it, expensive onsite cyclotrons, generators, and volume commitments, has kept it out of reach for many health systems and patients.
For GE HealthCare, this tension anchored a new market-shaping platform for Flyrcado (flurpiridaz F 18 injection). VIVO Agency was tasked with disrupting how cardiologists, imagers, and health system administrators think about nuclear imaging modalities, not with another feature list, but with a bold statement: "It's time to clear the way."
The creative used a striking visual metaphor: a blurred, obstructed figure resolving into a clear, confident portrait. That transformation embodies the platform's core idea: Flyrcado, delivered through a rapidly growing regional radiopharmacy network, removes the infrastructure barriers that have historically limited access to advanced cardiac imaging.
The stakes are real. Over 40% of women ages 40-74 have dense breast tissue that can compromise SPECT accuracy. Nearly half the population ages 46-59 is obese, a population where imaging is often more technically difficult. And 29% of adults 65+ live with diabetes, a comorbidity that raises the clinical cost of a missed or inaccurate diagnosis. Flyrcado is proven to deliver greater diagnostic certainty than SPECT across each of these populations.
The headline system reinforced the tension directly: "CAD is on the rise. But now, so is access to cardiac PET." Grounded in GE HealthCare's PDx brand guidelines, the platform was built to flex across audiences and across moments from American Heart Month to major conferences like American College of Cardiology (ACC) — achieving patient centricity without a conventional "smiling patient" trope.
The result is a distinctive campaign platform that reframes cardiac PET adoption as an equity issue as much as a clinical one, challenging the market to clear the way for broader, faster access to diagnostic certainty.