When MRI becomes a marketing brief

Siemens Healthineers in India kicked off the ‘Knowing is Comforting’ campaign to address Scanxiety. This is the heightened anxiety, fear, or distress that people may experience before, during, and after a medical imaging scan.

The campaign aims to raise awareness and ease patient anxiety around diagnostic imaging such as Mammography, MRI, CT, and PET CT scans. Through a series of awareness videos in English and nine regional languages including Assamese, Bengali, Hindi, Gujarati, Kannada, Marathi, Malayalam, Tamil, and Telugu, the campaign seeks to empower patients with a better understanding of modern imaging, highlighting how recent innovations have made scans better and more comfortable for everyone.

Hariharan Subramanian, managing director of Siemens Healthcare added, “Early and precise diagnosis leads to better outcomes, timely treatment, and effective management of lifestyle diseases. Driven by years of listening to healthcare practitioners, patients, caregivers and understanding the challenges they face, we strive to deliver solutions that truly meet their needs. 

Pranav Patil, head of communications-zone India at Siemens Healthineers, stated, “By offering simple, relatable, and easily accessible information in multiple languages, we aim to reach diverse communities across India. Our goal is to help people understand that today’s diagnostic imaging is not only highly advanced but also significantly more patient-friendly than ever before.”

The video content is tailored to highlight how healthcare and technology have evolved over the years to meet the diverse needs of patients. Each video series breaks down the technology into simple, relatable explanations across different scan modalities.

This 360-degree campaign covers all touchpoints by integrating messaging and strategy across digital, offline, media, and additional key channels.

Campaign’s take: Scanxiety isn’t just a clever portmanteau—it’s a lived reality for thousands who dread medical imaging. The tight tunnels of MRI machines, the mechanical buzz of CT scans, or even the thought of being immobilised can be enough for patients to defer appointments.

That delay, however, carries risks: early diagnosis remains the cornerstone of effective treatment. Siemens Healthineers’ latest campaign, Knowing is Comforting, recognises that the barrier to scanning is not technology but perception.

With videos in ten languages, the brand frames advanced imaging not as a cold, clinical process but as an experience where patients and caregivers feel informed, reassured, and in control. It’s an attempt to move healthcare communication away from sterile jargon and towards relatable storytelling.

The campaign is a reminder that healthcare marketing today is as much about empathy as efficacy. By showing how innovation has made scans quieter, quicker, and more comfortable, Siemens isn’t selling machines—it’s trying to reset expectations.

Executed across digital and offline touchpoints, the creative choice to lead with everyday anxieties rather than glossy tech demos may prove the real differentiator. After all, comfort isn’t a feature spec. It’s a story patients need to hear.