Herhausen, DennisDennisHerhausenTrumann, MarkusMarkusTrumannSchögel, MarcusMarcusSchögel2023-04-132023-04-132011-12-14https://www.alexandria.unisg.ch/handle/20.500.14171/9307010.1007/s11621-011-0094-1Healthcare is at a crossroads. There is enormous pressure on governments to reduce costs; hospitals and clinicians are looking to improve quality; and an increasing population is striving to get access to medical care. Current healthcare models are in many ways not fit to meet these challenges. The " healthymagination" strategy of GE is designed to meet the growing demands of the market. This initiative that emphasizes customer-driven innovation, stakeholder orientation and multiple communication channels significantly helps reduce costs, improve quality and increase patient access.enjournal article