General Electric: How GE worked to transform oncology healthcare in KSA



Publication Details

Balakrishnan, M. Stephens. & Moonesar, I. 2013, 'General Electric: How GE worked to transform oncology healthcare in KSA', in M. Stephens. Balakrishnan, I. Michael & I. Moonesar (eds), Actions and insights - Middle East North Africa : East meets West, Emerald Group Pub, Bingley. pp. 69-95.

Link to publisher version (URL)

Emerald Group Publishing


Rania Rostom, Communications Director-Middle East, North Africa and Turkey, General Electric (GE), sat with her team and reviewed some of the outcomes of the recent brest cancer campaign conducted in the Kingdom of Saudi Arabia (KSA) as part of its healthymagination commitment. This initiative focused on GE's belief that sustainable health could work together to drive the company's growth, while taking on some of the world's biggest challenges. Rania was looking at the pilot rollout of the breast cancer awareness campaign in KSA. The focus of the meeting was to see if they could lend momentum to healthymagination across the region with the preliminary insights they had gathered and based on their findings, develop a communication campaign that would encourage women to screen early for breast cancer, seek treatment and reduce the discomfort associated with the process.

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