A first
for Philips
Philips Services - hospitals
Challenge
Philips Services has grown far beyond just offering maintenance and upgrades - and now offeri a robust suite of solutions designed to optimize hospital operations. Despite this profound transformation, the enhanced capabilities remain a well-kept secret in the market. To successfully shift from providing standalone services to a dynamic array of solutions, and to cement a reputation as the trusted partner in hospital operations management, Philips requires a refreshed strategy. This strategy should spotlight consistent messaging, a unified visual identity across all communications, and an always-on content engagement plan to keep the audience continually connected.
Solution
In this ‘first for Philips’ fully integrated global campaign that spans multiple markets, Creanza developed multiple assets and materials that covered every aspect of the sales funnel, with one idea that perfectly integrates the thinking. Materials ran in phases that covered building awareness, and led to demand generation. From white papers, articles, videos, case studies, animations, infographics, and social campaigns.
Results
The initiation of the audience-centric, always-on campaign has yielded remarkable results. The key metrics tell a compelling story: website visits and download rates have soared beyond benchmarks, and the CRM database has experienced notable growth, indicating that the integrated approach is reaching the right people at the right time. The cohesive strategy has sparked meaningful conversations with key customers
Philips Services
Operational Intelligence - Always On
A tailored approach to the individual while maintaining a fully integrated approach Philips Services has evolved from a focus on maintenance and upgrades to offering a comprehensive suite of solutions designed to optimize hospital operations. Despite this significant transformation, the enhanced capabilities have not yet been widely communicated in the market. To effectively transition from single offerings to the diverse suite of solutions, Philips require a fresh approach that emphasizes consistent messaging and a cohesive look and feel across all communications.
We needed to develop one common voice under one umbrella idea – we call this integrated thinking. As always, the first task is to understand the wants and needs of the target audiences - specifically, hospital COOs - to gain a deeper insight before shaping a campaign and content strategy.
Before crafting a strategy that we could then bring to life, we set out to:
Understand the COO’s role and challenges.
Identify key decision-making drivers and barriers.
Map out their information needs at each stage of their journey.
Draft a Customer Decision Journey (CDJ) to guide messaging and engagement.
Develop a tailored campaign, content, and activation strategy including budget and timelines.
Key Research Insights
What COOs Value in a Partner: They seek more than just technology; they need strategic collaborators who bridge operational silos, bring deep expertise, and enhance efficiency. Reputation and thought leadership are critical.
The Main Barrier:
Operational management often isn’t a top priority in hospital strategy, making engagement and education essential.
Armed with these insights, Creanza set about crafting a campaign that spoke directly to the COOs’ needs, positioning Philips as a trusted partner in operational intelligence.
Case study
Philips Services
Operational Intelligence - Always On
The strategy
At the heart of our Philips campaign lies "Operational Intelligence," an innovative concept that fuels our always-on strategy. This approach showcases our unique collaborative partnership, showcasing how Philips empowers customers to unlock value across their entire enterprise operations. The approach combines and synchronizes people, processes and technology to work as one team in the outcomes-focused delivery of the Quadruple Aim of healthcare.
“With our fully integrated global campaign, activated across 8 markets, we brouhght Operational Intelligence to life in a dynamic way - building reputation, driving awareness, and generating demand. Through a phased and modular approach, we crafted a diverse mix of content, from white papers and articles to teaser videos, case studies, animations, infographics, and social campaigns. Most recently, we’ve expanded into ATL, further amplifying our reach – and all under one big idea, with a common tone and voice – this is integrated marketing.”
Philips Services
Operational Intelligence - Always On
Fully Integrated Campaign
Phase One:
Emphasize the Importance of Operations
Phase Two:
Position Philips as a knowledgeable partner with a strong positive reputation
Demand Generation Phases:
Generate demand for the suite of solutions
Sales Enablement Program:
Equip sales teams to build continuous relationships throughout the lifecycle
Philips Services
Operational Intelligence - Always On
Driving Engagement, Delivering Results
The specially developed website was a standout success, fuelling an increase in downloads and contact growth. By delivering the right message to the right audience at the right time, we’ve not only boosted engagement but also created valuable opportunities across key markets.
This success is no accident - it’s the result of our cohesive, fully integrated approach to marketing and communications, with our always-on strategy. This ensured we stayed connected with the right audience through relevant, impactful content. By aligning our messaging and executing with precision, we have not only met but exceeded expectations, driving deeper engagement and forging stronger partnerships that bring real value.
At Creanza, we continue to evolve, and focus our efforts on delivering meaningful connections, building trust, and leading the way in digital excellence.
Results Count
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