Flyrcado Heart Month: Closing Women's Cardiac Awareness Gap

Heart disease kills 1 in 5 women in the U.S. every year — more than all cancers combined — yet only about half of American women recognize it as their number one health threat. For GE HealthCare, American Heart Month presented an opportunity to close that awareness gap while spotlighting a real diagnostic advantage: Flyrcado (flurpiridaz F 18 injection), a cardiac PET imaging agent that offers clearer, more accurate detection of coronary artery disease in women than traditional SPECT imaging.
Women's smaller hearts and breast tissue attenuation have long made SPECT imaging less reliable for them, contributing to missed diagnoses and unnecessary patient anxiety. Cardiac PET with Flyrcado addresses this directly, delivering higher-resolution images with fewer false positives and false negatives than SPECT. VIVO Agency's challenge was to translate that clinical nuance into creative that would resonate emotionally with patients and caregivers, while still landing with the cardiologists who make imaging decisions every day.
VIVO built an integrated digital campaign under the platform message "Flyrcado is bringing diagnostic certainty to more women, in more places." The campaign was timed to launch alongside the national "Go Red for Women" movement, embedding Flyrcado into the broader cultural conversation around women's heart health during Heart Month.
The activation included three animated digital banner ads, three targeted social posts, a dedicated email — all unified by a bold red-to-purple gradient identity that stood apart from typical clinical imagery. A curated Heart Month Spotify playlist added an unexpected, human touch that extended the campaign's reach beyond a purely clinical audience.
Messaging was tailored across every format to drive emotional engagement, while clinical proof points — including that medical societies like ASNC and SNMMI recommend cardiac PET as first-line imaging when available — built credibility with cardiologists and health system decision-makers.
The result was a cohesive, multi-channel platform that made Flyrcado visible everywhere heart health was being discussed, filling the sales funnel with cardiologists and health systems ready to learn more about bringing diagnostic certainty to more women, in more places.