Siemens Healthineers
Bringing complex healthcare projects to life.
BACKGROUND
Partnering with a leading healthcare brand catering to a demanding audience
Siemens Healthineers is a global leader in healthcare technology, designing, building, and delivering cutting-edge medical diagnostics equipment that empowers doctors, hospital managers, and healthcare providers to make more accurate and timely decisions. Their range of advanced imaging, laboratory diagnostics, and point-of-care solutions enables medical teams to enhance patient care and streamline operational efficiency.
To keep pace with the fast-evolving medical technology landscape, Siemens Healthineers constantly innovates, introducing new products and technologies that redefine standards in diagnostics and healthcare.
CHALLENGE
Building true connections through engaging content
One of the key challenges for Siemens Healthineers lies in ensuring alignment and effective information flow across their geographically dispersed commercial and project development teams in Europe. With team members spread across multiple countries, it’s essential to maintain a cohesive strategy and share up-to-date insights on projects and innovations. This is particularly important for keeping the team motivated and fostering a culture of collaboration that spans borders. However, conveying complex technical information in a way that is accessible, engaging, and easily digestible for employees working on the ground – many of whom have limited time – is no small task.
Furthermore, they wanted to extend this conversation to potential clients, like hospitals, to showcase their expertise and the benefits of their state-of-the-art offerings. Our task was to breathe new life into their internal communication strategy, making it more engaging and informative for both employees and prospective partners.
SOLUTION
Turning complex healthcare projects into fun and engaging content
To address the unique communication needs, Siemens Healthineers needed a structured approach to formats and storytelling. By focusing on digestible and engaging content types, the strategy was designed to capture attention and convey complex information in a way that resonates.
Making individual contributions visible across the team
To foster a culture of transparency and celebrate the innovative efforts within various departments, we captured the voices and experiences of team members through firsthand accounts. This approach allowed employees’ contributions to be showcased, building a stronger connection across distributed teams. Additionally, Siemens Healthineers sought to extend this visibility externally to clients, particularly hospitals, to reinforce their expertise and the real-world benefits of their cutting-edge solutions. Our task was to revitalize their internal communication strategy, ensuring it was not only informative but also engaging for both internal and external audiences.
Crafting engaging project podcasts
We centered the strategy on producing engaging podcasts, featuring interviews with team members to spotlight current projects, personal insights, and the company’s innovative spirit. These podcasts created an accessible platform where employees could share their stories, strengthening camaraderie and fostering pride in their contributions. This format was especially valuable as it allowed employees to tune in at their convenience, bridging geographical distances and keeping everyone updated on the latest developments, successes, and innovations.
Building community through internal newsletters
To maintain a consistent flow of information across the organization, we designed newsletters tailored to internal audiences, featuring updates on ongoing projects, department highlights, and inspiring success stories. These newsletters served as a unifying force, ensuring that every team member felt informed and connected to the broader mission, regardless of their location.
Repurposing internal content for external audiences
Recognizing the potential to extend this valuable content externally, we selected and adapted key insights from the internal communications to engage potential clients, particularly hospitals. This allowed Siemens Healthineers to communicate the practical benefits of their offerings to healthcare decision-makers, showcasing their commitment to quality and innovation in a way that resonates with the external audience.
“Working on this project was an exciting challenge. It was fulfilling to see how authentic storytelling could breathe life into even the most technical subjects and connect employees to their projects on a deeper level.”
Raquel Cruz, Project Manager, Articulate
RESULTS
Strengthening connections, boosting engagement
The rollout of this internal communication strategy brought a wave of positive changes for Siemens Healthineers. Employee engagement hit new heights as team members felt more connected to the company’s overarching goals and vision. The podcasts became a hit, with employees buzzing about their colleagues' stories and insights. This shared experience cultivated a sense of belonging and unity.
The newsletters played a crucial role in keeping everyone in the loop. Plus, adapting this content for potential clients, particularly hospitals, helped reinforce Siemens Healthineers’ relationships with healthcare providers. It showcased their unwavering commitment to quality and innovation in medical technology.
This project proved that effective communication isn’t just about sharing information; it’s about creating connections that drive engagement and strengthen relationships, both internally and externally.
