Clear the Way: Humanizing Unclear Imaging

"Clear the Way," GE HealthCare's market-shaping platform for Flyrcado (flurpiridaz F 18 injection), was built to live everywhere a cardiologist might encounter the case for cardiac PET. VIVO Agency extended the platform beyond print and digital into a physical, interactive patient gallery, deployed at major cardiology conferences and even into airport terminals along attendees' travel routes.
At the center of the experience is a multi-sided digital totem introducing real, de-identified patient cases. "Meet Alan," a 67-year-old retired warehouse manager with chest pain and multiple risk factors including diabetes and peripheral artery disease, anchors one case: attendees swipe through his actual PET MPI scans, discovering how cardiac PET revealed multivessel disease that led to urgent revascularization. A prompt asks directly, "What would happen for Alan if cardiac PET hadn't revealed his multivessel disease?" — turning an abstract clinical advantage into a concrete, human stake.

The totems also carried third-party validation, quoting the American Society of Nuclear Cardiology's recognition of PET MPI as the preferred modality for all patients who meet MPI criteria, and an interactive U.S. expansion map inviting attendees to find a Flyrcado radiopharmacy near them via QR code.

The campaign's signature visual device — a blurred, obstructed figure resolving into a sharp, confident portrait — carried through every surface, reinforcing "Clear the Way" as a physical, walk-up experience rather than a static ad. The same creative appeared on large-format digital screens in airport baggage claim areas, meeting cardiologists and health system administrators during travel to and from the very conferences where the gallery lived, extending the platform's reach well beyond the show floor.

Together, the airport placements and the interactive gallery gave "Clear the Way" a physical presence that matched its ambition: a market-shaping campaign that met its audience wherever they were, making the case for cardiac PET access impossible to ignore.