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Philips Healthcare
Advertising Update
October 5, 2011
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Advertising Team
Brigitte Franssen
Global Branding and Advertising
Lisa Jenei
Advertising Manager
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Amanda M. Brown
Advertising support
Agenda
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Review of our agency partners
Introduction to new creative concept
Process for ad development
Ad development costs
2010 media spend summary
Process for requesting a media schedule
Advertising Order Site refresher
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Philips Healthcare, DRAFT
Advertising Partners
Carat – media planning and buying agency
Carat researches opportunities, provides recommendations, secures
media placements and provides post campaign data for our online
campaigns.
Anderson DDB & DDB Bovil – creative agencies
A-DDB in Toronto and DDB Bovil in the Netherlands are the creative agencies
commissioned by Philips Healthcare for the development of all print and
online advertisements.
Creanza – post production agency
Creanza has all ads on file. Creanza reformats the ads to fit the mechanical
specifications required by each publication and delivers them by deadline.
Creanza also manages our ad order site, keeping it updated with current ads
and handling requests submitted online.
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New creative concept 2011
Objective: Building on the new Brand experience
• The New creative campaign was developed to build on the new Philips
brand look and feel.
• It reinforces the strong “People Focus”
• The campaign visualizes how the Philips focus on people translates into
the best outcome possible.
• Each ad is designed to highlight the one “key insight” that differentiates
our product.
• These insights go beyond the clinical benefits and highlight the higher
level benefit to either the patient or the physician
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New creative concept 2011
The idea
• Uses a series of images to tell the story and demonstrate how we get to
the primary objective– better patient outcomes
• This concept brings emotion to the clinical world
• Non-clinical images adds softness and warmth
– in keeping with the Philips brand
• This concept uses the new photographic style and leverages the look
and feel of the new Imaging 2.0 website
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Philips Healthcare, DRAFT
Images-Telling the Philips Story
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Philips Healthcare, DRAFT
Images-Telling the Philips Story
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Philips Healthcare, DRAFT
Images- Telling the Philips Story
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Philips Healthcare, DRAFT
Images- Telling the Philips Story
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Philips Healthcare, DRAFT
Images
Telling the Philips story
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Concept is comprised of 4 elements:
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The Inset Image
The Portrait Image
The Clinical or Product Image
The Copy Box
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4
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Philips Healthcare, DRAFT
Images
Telling the Philips story
1. The Inset image:
a) Introduces a warm human element showing
the interaction between a patient and
a caregiver (doctor, nurse, technician etc.)
b) It puts the focus on the patient rather than
the machine
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Philips Healthcare, DRAFT
Images
Telling the Philips story
2. The Portrait Image
a) This represents the high level
benefit- a patient with a
favorable outcome.
b) A head-on, close-up shot of
the patient in their natural
lifestyle setting helps to evoke
emotion.
c) In cases where the benefit
relates directly to the
clinician- a portrait of the
medical professional can be
used. (see example next slide)
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Philips Healthcare, DRAFT
Images
Telling the Philips story
Example: Portrait Image featuring
a medical professional.
•Portrait Image can be either patient
focused or health care professional
focused.
•It is important that we use images
that are most appropriate for telling
the story effectively.
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Philips Healthcare, DRAFT
Images
Telling the Philips story
3. The Clinical or Product Image
Clinical Image does three things:
a) It highlights the problem
b) It provides an element the audience can
relate to
c) It represents the important role of PHC in
a successsful diagnosis
d) It reinforces the high quality of the images
Very important:
The clinical image must be relevant
to the patient shown.
In this case a Pediatric Image
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Philips Healthcare, DRAFT
Images
Telling the Philips Story
3. The Clinical or Product Image (cont.)
Product Image:
a) To be used
• By a non-imaging modality
• When a clinical image is not available
b) Preferably be an image of the product in use
or just a beauty shot of the product
• It captures the system/solution we are
talking about
• It highlights PHC’s involvement in the
category
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Philips Healthcare, DRAFT
Images
Telling the Philips story
4. Copy Box
a) The headline captures the Insight/High level benefit & ties the story together
b) The copy:
a) Provides the support points
b) Connects to Imaging 2.0 (as appropriate)
c) Has a clear call to action
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Philips Healthcare, DRAFT
Images- Telling the Philips Story
Online banners
Introductory Series
Transition to Imaging 2.0
View the animated banner ad
here:
Sign-off and call to action
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http://www.addbinteractive.com/Philips/
Images_Campaign/index.html
Philips Healthcare, DRAFT
Images- Telling the Philips Story
Deliverables for Marcom Team
• Creative Brief – complete using the new, standardized Marcom brief
• Images (all images must be Hi res)
– Inset Image
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Image depicting interaction between a patient and a caregiver (doctor,
nurse, technician etc.)
– Portrait Image
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A head-on, close-up shot of the patient in their natural lifestyle setting
– Clinical or Product Image
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Clinical images must relate directly to patient featured in ad
Non-imaging modalities can submit a product image
• Call to action. The landing page must be designed to pay off the call to
action
• URL www.Philips.com/xxxxxxx
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Philips Healthcare, DRAFT
Philips Healthcare New concepts 2011
Image Sourcing
• If a photo shoot has already been done or “on brand” images exist
– Select a few images of the patient and technician/physician
interaction
– Try to find some portrait shots of the same models in the
discard bin
• If a portrait shot is not available the agency will source a stock shot
• If you are planning to do a photo shoot following the new
photographic style
– Direct the photographer to take “Portrait” style photographs of
each model used in the shoot (A head-on, close-up shot of the patient in
their natural lifestyle setting)
– Would be best to have agency to provide creative direction prior
to shoot
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Philips Healthcare, DRAFT
Process: Development of Ads
Briefing
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Marcom manager to complete brief (use new standardized Marcom brief)
Brief is sent to agency (DDB) for review
T-con call to discuss brief between DDB and Philips Client
Agency (DDB) to make revisions to brief based on discussion
Agency forwards final briefing document to Philips for approval
IMPORTANT: the following key stake holders should be involved in the
briefing process:
– Marcom Manager
– Senior Director or V.P. of Marketing
– Product Manager
The key to creating a great ad is to provide DDB with a clear and
detailed creative brief.
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Process: Development of Ads
Development
• Marcom Manager signs off on cost “estimate” giving approval
• Agency (DDB) creates ad concepts based on the approved brief
• Agency presents concepts to Philips Client
– Concepts typically include 3 draft headlines 1-2 drafts body copy
• Philips to discuss internally and choose one concept to move forward with
• Philips directs DDB to make any changes necessary
– For online ads, all changes must be received prior to programming
• Agency makes the requested revisions (1 round is included in cost)
• Philips gives final client approval
– Final approval must include legal & regulatory approval
A-DDB cannot begin the development of any ads until they have
received a signed “estimate” from the Marcom Manager.
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Process: Development of Ads
Production
• Agency (DDB) to produce final files
• Agency proofreading and internal approval
• Agency forwards final ad to Creanza for resizing & delivery
– Agency must receive approval from client on final art prior to upload
• Ad is complete!
A few things to note…
Timing: DDB's turnaround time for the completion of an ad is 3 to 4 weeks (from
briefing to final file delivery).
Revisions: The cost of your ad includes one round of revisions, any changes
beyond this will incur additional fees.
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Anderson DDB Advertising development costs
We have negotiated a package rate for all Businesses using Anderson DDB.
• Print ad:
$11,500 to $14,500
• Online ad:
$10,100 to $13,200 (includes Flash)
• Online ad when a print ad for this product already exists: $5,961 to $7,461
(includes Flash)
The cost of ad development can vary based on multiple factors. An estimate for your
specific ad will be provided by DDB at the beginning of each project.
Costs shown include briefing, development, one round of revisions, stock
photography, & production.
Marketing Materials: DDB can also be commissioned for the creation of marketing
materials such as brochures, mailers and campaigns surrounding product
launches.
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2010 Media Spend Summary
Total Spend- $3.6MM
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Philips Healthcare, DRAFT
BU Media Spend Implications
• $3+ Million spent annually on Advertising by Philips Healthcare
• Split amongst 25 businesses
• Many targeting the same audiences, utilizing the same publications/sites
• In Q4 2011, overarching Imaging Campaign was executed in support of
Imaging 2.0 concept
• Aunt Minnie
• Hotel Networks
• Major radiology-specific publications and sites
• High impact units such as page takeovers, consecutive RHP ads
and belly bands
• Major trade show support with Outdoor advertising
• When related businesses work together and leverage budgets, more value
can be delivered via larger investment media partnerships
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Philips Healthcare, DRAFT
Media: Process for Booking Media via Carat
– Marcom Manager completes media briefing form (we are still using a
specific media briefing form)
– Philips Advertising Manager submits completed form to Carat
– Carat uses completed media brief to research and provide a media
recommendation
– There is generally a two week turn around for all media requests
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Media: Process for Booking Media via Carat
– Completed media recommendation is then sent back to the Marcom
Manager to review and request any changes
– Marcom Manager to approve final schedule
– Advertising Manager works with Carat to book media
– Advertising Manager submits your media schedule along with
creative rotation to Creanza
– Creanza works off of this schedule to deliver the correct advertising
materials to each publication by deadline
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Philips Healthcare – Ad Order Site
All completed ads are housed on the
new Ad Order Site and made available
to all of Marcom.
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Philips Healthcare – Ad Order Site
Print ads and online ads that have been
developed by the BU’s are available to order
on this website.
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Philips Healthcare – Ad Order Site
Ads can be searched by modality,
language, or by keyword.
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Philips Healthcare – Ad Order Site
Choose an ad by clicking the
shopping cart icon, this saves the ad
in your shopping basket.
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Philips Healthcare – Ad Order Site
Open your shopping basket to finalize
and order your ad.
Provide details for size needed and
delivery instructions.
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THANK YOU!
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