2013 philips healthcare medical device pr and corporate communications conference
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Transcript of 2013 philips healthcare medical device pr and corporate communications conference
Georgina Michael Philips Healthcare May 9, 2013
Enhancing Public Perception through Strategic Brand Reputation Management
2013 Medical Device PR & Corporate Communications Conference
Confidential
Overview
Depth and breadth
New vision, new strategy
1. World Sleep Day case study 2. RSNA case study
Inspiring and motivating employees
Effective outreach
Who we are
Our new CEO
Strategic Communications
Employee Engagement
Thought Leadership
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Introducing Royal Philips
Founded in 1891 Headquartered in Amsterdam, The Netherlands Sales of €24.8 billion in 2012
- 35% in Growth Markets - 65% in B2B - EBITA 6.1% of sales Globally recognized brand (World Top 50) Our brand value at $9.1bn in 2012
118,000 employees Sales and service outlets in over 100 countries $2 billion investment in R&D, 7% of sales in 2012
Who we are Our businesses Operating in >100 countries
Healthcare Lighting Consumer Lifestyle
Growth Markets Western Europe North America Other
24%
41%
35%
2012
26%
31% 8%
35%
2012
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North America
Other Mature Geographies
Growth Geographies2
Philips Healthcare
Philips Healthcare
Businesses1
Imaging Systems
Home Healthcare Solutions
Patient Care and Clinical Informatics
Customer Services
38%
€10.0 Billion sales in 2012
37,000+ People employed worldwide in 100 countries
15% 22% 25%
450+ Products and services offered in over 100 countries
8% of sales invested in R&D in 2012
Geographies1
Western Europe
44% 12% 24% 20%
1 Full year 2012 2 Growth geographies are all geographies excluding USA, Canada, Western Europe, Australia, New Zealand, South Korea, Japan and Israel 4
With a heritage of driving industry innovation
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Home healthcare Improving the quality of life for at-risk patients in the home
Imaging Early and confident diagnosis
Clinical IT Right information at the right time
Lifecycle services Optimizing your equipment and training your staff
Image-guided intervention Real-time visualization, workflow management, minimally invasive therapy
Clinical decision support Mobility, interoperability and CDS improves cost, quality and access
Partnership solutions Workflow consulting, clinical consulting, clinical education and healing environments
Managing transitions From hospital to home
+
+
+
+
Transforming health care
Confidential
At Philips, it was imperative that the communication team was re-structured to support new CEO vision
We designed a three- to five-year communications plan, aligned with new
business objectives
Key elements of our re-organization: • Philips Healthcare guiding statement • Global structure for integrated
communications programs • Restructured communications team
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At Philips, we believe people should be healthy, live well and enjoy life. As a
technology company that cares about people we challenge ourselves every day to deliver on this promise and help solve
the world’s toughest health care concerns and clinical challenges through
meaningful innovation. What drives Philips Healthcare is to create the future
of health care and save lives.
We do this by developing innovative solutions across the continuum of care in
partnership with clinicians and our customers to improve patient outcomes,
provide better value and expand access to care.
THE PHILIPS HEALTHCARE STORY
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Confidential
Integrated communications
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R E S U LT S Secured 260 original articles in more than 11 countries Launched global and localized sleep apnea
risk tests with 1,679 tests taken to date Matte article placed in 1,238 publications Social media efforts on Facebook, Twitter
and Google+ reached a more than 63,000 followers
A C T I O N • Leverage World Sleep Day as the launch
platform for a broader communications campaign around OSA
• Raise OSA risk awareness by pledging to test 1M at-risk people within the next 5 years
S I T U AT I O N For World Sleep Day on March 15, 2013, Philips Healthcare wanted to ignite a dialogue with global leadership and local markets to build their reputation as a thought leader and increase market activation around obstructive sleep apnea (OSA)
How have you been sleeping lately?
World Sleep Day 2013
R E S U L T S • RSNA: 52 original articles, 38 booth tours and
71 tweets. • HIMSS: 21 booth tours with key industry
reporters, live tweeting throughout the conference.
A C T I O N Develop multi-pronged, customized strategies for garnering media attention at shows throughout the year, specifically RSNA and HIMSS.
S I T U A T I O N Trade shows allow medical device manufacturers to showcase their products, research and innovations to industry members, potential customers and journalists. In a forum filled with competition, how can Philips distinguish its brand?
How can you distinguish your brand when the whole industry is watching?
inance Communications, December 2012
Internal Intranets
Knowledge repositories
Social Media
Leadership Dialogues
Online videos
CEO Video blogs
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Enhance employee engagement with integrated employee touch points
Creating the future of healthcare STEADY FLOW STEADY FLOW
Top 5 email
Live webcast / Townhall meetings
Newsletters D
IALO
GU
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IALO
GU
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Confidential
Social media facilitates regular online message flow and discussion touch points,
for proactive reputation management.
We live in a climate of rapid communications
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Confidential
Strategy - bring social media into the fold
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Social media characteristics differentiate from traditional media, such as quality, reach, frequency,
usability, immediacy, depth of engagement and permanence.
Visionary perspectives and insights connecting stakeholders
to the future of healthcare
Helps create and enhance relationships with key stakeholders
Needs to be built-in, not bolt-on
Positively positions company and helps establish points of differentiation
Builds reputation by increasing the perceived value of the organization
Driven by organizational culture, constantly evolving around societal challenges
Thought leadership: A Strategic Approach
Confidential
Its part of an organization’s marketing approach – Build thought leadership into your content marketing program – Thought leadership is a credible and authentic voice for B2B environments – Embed thought leadership into the customer life cycle
Owned Media • Website - hub • Blogs • Groups and forums -
Earned Media • Bloggers and
influences • Communities and
social sharing • PR and traditional
media
Paid Media • Speaking
engagements • Advertising
Thought Leadership channels
Strategy – incorporate results driven thought leadership
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Confidential 16
Thought Leadership examples
R E S U LT S • Launch of “Innovations in Health” LinkedIn
discussion group and four subgroups • There are more than 94,000 members across all
groups. Linked In Oncology and Radiology discussion groups are the two most active
• Membership continues to grow
A C T I O N Create a platform that will bring all of these discussions to one central location, while adhering to industry restrictions on two-way communication with customers
S I T U AT I O N Health care professionals discuss innovations and technological advancements with their colleagues and peers every day. We needed a way to more effectively listen to customers in order to understand the challenges they face.
How can you truly l isten … when you’re not invited to the discussion?
Confidential 18
Anthony Jones conversation achieved Top influencer status
70,000 influential members
LinkedIn engagement
Confidential 19
Today’s takeaways
• Reputation management is a proactive effort • Organizations are moving away from traditional
reputation management activities, to proactive ways to define and position an organization’s brand reputation
• Don’t forget employee engagement - your employees are valuable brand reputation ambassadors
• Audiences consume more than one channel - integrated communications is the framework to deliver consistent content across multiple audiences
• Social media is not going away – embrace it • Thought leadership enhances all stakeholder
relationships and increases an organization’s perceived value