DEVELOPING BRIGHT IDEAS FOR OUR FUTURE by Fleishman Hillard for Philips

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DEVELOPING BRIGHT IDEAS FOR OUR FUTURE

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Industry Hospitals, Healthcare facilities & Medical Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Released August 2012

Credits & Description

Category: Corporate Communication
Advertiser: PHILIPS
Product/Service: THE PHILIPS CENTER FOR HEALTH AND WELL-BEING
Senior Vice President: Rosalinde van de Wall (Fleishman-Hillard)
Senior Vice President: Orla Burke (Fleishman-Hillard)
Senior Vice President & Senior Partner: Karen Van Bergen (Fleishman-Hillard)
Account Executive: Koen Droste (Fleishman-Hillard)
Media placement: Press Release - Time Magazine - November 2010

Summary of the Campaign
Philips is a leading global company in the health and well-being domain that plans to transform people’s lives across the globe. The Philips Centre for Health and Well-being was created as a platform to drive this transformation. Through the development of think tanks, specialist research and expert analysis the Centre identifies barriers that affect quality of life and seeks to find meaningful solutions to these problems.

It leads the global debate on two megatrends – rapid urbanization and our aging society. Numerous insights and recommendations from the Centre have influenced policy makers, scientists and academics around the globe.

It informs innovation and builds reputation and credibility for Philips.

Its first year report card is remarkable.

Its highlights include launching a 23 country health and well-being index, building a dynamic online community and committing to pilot programs that will directly improve the lives of city dwellers around the globe.

The Situation
Philips creates value for its customers through meaningful innovations, designed to improve people’s health and well-being. Two megatrends will significantly impact Philips business in the coming decades.

• As the number of people aged 60 and over grows from 500 million today to 2 billion by the year 2050, what role will home healthcare play in preparing for the future?

• With approximately 50% of the world’s population living in urban areas - predicted to rise to 66% by 2050, how can we build sustainable, beautiful and safe environments with high health status? What role can lighting and healthcare play?

The Goal
The Philips Centre for Health and Well-being was created to:

• Create an ecosystem of influencers in areas of strategic importance to Philips
•Drive Philips thought leadership and reputation in health and well-being
• Contribute to Philips innovation agenda
• Generate business opportunities through new relationships

The initial concept was tested with key stakeholders and feedback was positive particularly in emerging markets. The concept of the Centre was further endorsed by global experts in home healthcare and livable cities, at two consultation events held by Philips.

The Strategy
The following strategy was then agreed:

• Engage global key opinion leaders (KOLs) on aging and urbanization as endorsers for the Centre
• Utilize social media tools to build communities of global experts
• Generate dynamic and regular dialogue and content on key themes to drive the debate and conversation
• Engage employees directly through participation in the centre communities and develop materials and insights that can used as part of the Philips brand campaign, sectors and country activities
• Collect innovation insights that can inform Philips business

Execution
• The Centre created two Think Tanks:
- Livable Cities Think Tanks: Georgetown University; Harvard School of Public Health; Global Health Council; European Patients Forum; The Institute of the Future; American Association of Nursing
- Active Aging Think Tank: members from the World Bank; Keio University, Tokyo; ISOCARP; ARUP; Institute of International Affairs
- Numerous insights, recommendations, reports have been generated.
• Philips Global Index: Megatrends in health and well-being were examined in a survey of 30,000+ individuals in 23 countries with 7 more countries currently underway.
• Judging at the Philips Livable Cities Award: a global initiative designed to generate practical, achievable ideas for improving the health and well-being of city-dwellers. The winners (announced on 27 April 2011) will receive grants to help realize their visions.
• Vibrant online communities developed – website blog www.philips-thecenter.org, two LinkedIn communities (Creating Healthy, Livable Cities and Innovations in Health) and Twitter #PhilipsCenter.

Documented Results
Thought leadership and reputation:
- Philips Index for Health & Well-being research reports, global media launch (in 10 countries; 110million media impressions)
- Philips Livable Cities Award – developing pilot programs to improve cities
- Multiple insights created and implications communicated through media, online communities and at key conference e.g. CNN webcast

Ecosystem of influencers:
- Dynamic community: Centre website (12,000 visitors per month, no media spend); Twitter stream (potential reach to 318,000 followers): LinkedIn groups (37,636 professionals): webcasts, regular updates internal magazines; Blog, Think Tank members.
- Established series of joint partnerships with key organizations - the World Bank, World Cities Summit, AARP, International Society of City and Regional Planners (ISOCARP), World Conference of Demography and Aging, European Patients Forum.

Innovation Agenda:
- Visionary communications from Philips Design was used to inspire Think Tank activities
- Innovation signals were fed back into Philips through steering committee and internal media