Siemens Healthineers~visual storytelling for medtech

Creating engaging graphics and video assets for brand channels.

Type
Internship

Timeline
Sept - Dec 2024

Skills

Graphic Design, Video Editing, Copywriting

Technologies
Adobe Premiere Pro, Adobe Photoshop

Mentors
Stephanie Boniberger, Michelle Lockett

Overview
During my time at Siemens Healthineers, I joined the visual storytelling team where I contributed to editing graphics, images, videos, and copy while also leading and executing 3 multimedia campaigns of my own.

Social Campaigns
Five Steps Towards Net Zero

Objective: Promote the “Five Steps Towards Net Zero” article across Instagram, Facebook, LinkedIn.

The article outlines 5 key steps the company site in Kemnath, Germany is taking towards achieving net-zero emissions.

Instagram Story, view the full version

LinkedIn Post, view the full version

Instagram Post, view the live post

Radiology Across Borders, Kenya

Objective: Promote the “Bringing prenatal diagnostics to life” article across Instagram, Facebook, LinkedIn, and corporate web.

The article follows the story of Stacy Otieno, a sonographer from Kilifi County, Kenya, where maternal and prenatal care is very limited. Through Radiology Across Borders, Stacy gained the training to bring life-saving diagnostics to her community.

Instagram Post, view the live post

LinkedIn PDF post, view the live post

Corporate Web

End of Year

Objective: Create a year-end wrap-up post to celebrate the stories and highlights of 2024.

For this campaign, I started by analyzing the year's top-performing posts based on engagement. Using media from the top 10 posts on each channel (Instagram, Facebook, LinkedIn), I categorized the content into the following key themes...

This year we...
Redefined Possibilities: Showcasing new product launches and groundbreaking technology
Improved Access to Care: Expanding healthcare reach in rural areas
Engaged: Connecteing with customers and partners at industry trade shows
Traveled Back in Time: Exploring the evolution of medtech and honoring past innovators
Embraced the future: Highlighting AI’s transformative impact on healthcare
Listened: Sharing inspring stories from patients
Celebrated: Honoring employees, holidays, and international observances

Using these themes, I developed two concepts:

A broad overview, grouping achievements into categories
A countdown to 2025, featuring the top 10 moments from this year

LinkedIn Post, view the full version and the live post

Other
Halloween

Instagram Post, view the live post

Takeaways
Designing within brand: I enjoyed learning about the history and visual identity of Siemens Healthineers’ brand and how to design within its guidelines. This experience taught me how to experiment and push creative boundaries while maintaining brand consistency.

Copywriting: Writing compelling copy for various digital platforms strengthened my ability to write professional, concise, and attenton-grabbing content tailored specifically for a medtech audience. I learned how to communicate complex topics, such as patient stories, in a clear and engaging manner for diverse audiences.

Platform-specific design: I learned how to adapt visuals, formats, and messaging to align with different digital channels(Instagram, Facebook, LinkedIn, corporate web), while optimizing for key metrics such as engagement, impressions, and reach.

Kaitlyn Zou