Omnichannel campaign
Health systems daily navigate increased demand for cardiology services, and they face an ongoing challenge to provide quality patient care while adjusting to an increased focus on outcomes, efficiency, and costs. They are required to do more with less and cardiology leaders are looking for partners that can help them resolve these tensions.
This B2B, omnichannel campaign positioned Philips as a cardiology leader and a collaborative partner that can help solve cardiology’s daily challenges and move delivery of care into a connected future.
The challenge
Through strategic acquisitions, Philips expanded their cardiology capabilities, adding industry leaders like Volcano, PathXL, Wellcentive, Spectranetics, TomTec, and others. These new products and services enrich Philips' portfolio, but many retain their own brand, identity, and messaging framework. This poses significant challenges when marketing an enterprise cardiology solution to the same customer segmentation. Customers want to know who they are working with and they want one seamless experience from beginning to end.
The solution
Leveraging market research and Philips brand strength in cardiology, we created a cohesive, distinctive, and relevant campaign that positioned Philips as the global cardiology leader and preferred partner for health systems in the United States. The campaign results showcase a significant increase in marketing qualified leads (MQL's), conversion rates, and paid media impressions.
The global cardiology toolkit included twelve webpages spanning reputation, demand generation, and loyalty programs. Leveraging our market research, we focused our efforts on three priorities for North America, the cardiology hub, coronary artery disease, and structural heart diseases pages. We consolidated five landing pages into three, creating a more user-friendly flow, eliminating missing or frustrating information loops with improved copy and clear calls-to-action. These thoughtful and strategic decisions rendered +20% over target increase in site visits and +3.5% conversion rate.
Cardiology hub landing page acts as the portfolio overview that branches off into specialties and child pages.
Coronary artery disease landing page
Structural heart disease landing page
Created over 45 digital display ads that drive to the cardiology hub, coronary artery disease, and structural heart disease landing pages
The cardiology video provides a quick overview of Philips innovative cardiology solutions and cardiology messaging. It visually demonstrates the depth, breadth and connectivity across the cardiology care pathway. Created for omnichannel use, the video was a cornerstone at in-person events, virtual experiences, paid social, and embedded on the cardiology hub landing page.
Nurture emails (11K total) driving to customer testimonials, challenges, and trend videos rendered +14.39% unique open rate.
Created over 80 Linkedin, Facebook, and Twitter social drivers to create awareness and change perception of Philips from being a product seller to a partner.
Digital cardiology brochure targeting interventional, clinical, and imaging cardiologists showcasing Philips suite of solutions
Virtual and in-person cardiology events are crucial customer touch points integrated into the wider cardiology campaign. Example: TCT 2022 in Boston, MA
In booth content experience reinforces campaign messaging
Event landing page with messaging, schedule with featured presentations, sessions, and products
Event social drivers highlighting campaign messaging, key dates and times of on-site activities. These were used for both earned and owned social campaigns including employee advocacy platforms for maximum benefit.
