philips healthcare advertising update global advertising & bovil ddb, october 5, 2011

Philips HealthcareAdvertising Update

Global Advertising & Bovil DDB, October 5, 2011

CONFIDENTIAL

Advertising Team

Brigitte Franssen Global Branding and Advertising

Lisa Jenei Amanda M. Brown Advertising Manager Advertising support

CONFIDENTIAL Philips Healthcare, DRAFT

Agenda

– Review of our agency partners Brigitte– Introduction to new creative concept Chris Lund– Process for ad development Lisa– Ad development costs Lisa– 2010 media spend summary Amanda– Process for requesting a media schedule Amanda– Advertising Order Site refresher Lisa

CONFIDENTIAL

Advertising Partners Carat – media planning and buying agencyCarat researches opportunities, provides recommendations, securesmedia placements and provides post campaign data for our onlinecampaigns.

Anderson DDB & Bovil DDB – creative agenciesA-DDB in Toronto and Bovil DDB in the Netherlands are the creative agenciescommissioned by Philips Healthcare for the development of all print andonline advertisements.

Creanza – post production agencyCreanza has all ads on file. Creanza reformats the ads to fit the mechanicalspecifications required by each publication and delivers them by deadline.Creanza also manages our ad order site, keeping it updated with current adsand handling requests submitted online.

CONFIDENTIAL

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


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


Images-Telling the Philips Story


Images- Telling the Philips Story


ImagesTelling the Philips story

Concept is comprised of 4 elements:

1. The Inset Image2. The Portrait Image3. The Clinical or Product Image4. The Copy Box

12

4

3


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



2. The Portrait Imagea) 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)



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.



3. The Clinical or Product Image

Clinical Image does three things:a) It highlights the problemb) It provides an element the audience can

relate toc) It represents the important role of PHC in

a successsful diagnosisd) 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


ImagesTelling 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



4. Copy Boxa) The headline captures the Insight/High level benefit & ties the story together b) The copy:

a) Provides the support pointsb) Connects to Imaging 2.0 (as appropriate)c) Has a clear call to action


Images- Telling the Philips StoryOnline banners

Introductory Series

Sign-off and call to action

Transition to Imaging 2.0

View the banner ad here:

http://www.addbinteractive.com/Philips/Images_Campaign/index.html

http://www.addbinteractive.com/testing/PHILIPS/F01699_PET-CT/L-1/Philips_F01699-PET-CT_300x250.html




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• Image depicting interaction between a patient and a caregiver (doctor,

nurse, technician etc.)– Portrait Image

• A head-on, close-up shot of the patient in their natural lifestyle setting– Clinical or Product Image

• 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


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

CONFIDENTIAL

DDB Development PhasesPhase One - BRIEFING• Philips client completes brief with input from internal team• 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 /build a Springboard based

on discussion• Agency forwards final briefing document to Philips for approval

Phase Two - DEVELOPMENT• Agency (DDB) creates ad concepts based on the approved

brief/Springboard• Agency sends ad concepts to Karin and Brigitte for feedback• Agency presents concepts to Philips Client • Philips to discuss internally and choose one concept to move

forward with• Philips directs DDB to make any changes necessary • Agency makes the requested revisions (1 round is included in

cost)

Phase Three - 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

CONFIDENTIAL

Ad Creative Process for Key Markets • Ad Order Site

– Key Markets should first search the Ad Order Site to locate existing Healthcare ads in the new campaign style.

– These existing ads can then be localized for use in your own country/language.

• Translations– The Philips Translation Team in Boeblingen, Germany can handle all

advertising translations for you– There are two ways for KM’s to request a translation

• Translations can be requested via the Ad Order Site in the remarks section– All translations entered into the AOS will be sent to the Philips Translation team

for approval before translated ad can be delivered to requester.• KM’s can contact the Boeblingen team directly with a translation request

CONFIDENTIAL

Ad Creative Process for Key Markets

• New Ads– KM’s who require a product ad that is not available on the ad order site

should first contact the BU Marcom Manager directly• It is possible a new product ad is already in development by the BU

– If there are no plans to develop an ad for a product the KM can move forward with new ad creation.

• KM is required to use a DDB office to develop any new ads – Contact Lisa Jenei for more details

• KM should keep the BU involved in the new ad creation process to ensure consistency with the product’s overall messaging

• KM should uploaded the completed ad into the Ad Order Site for future use

CONFIDENTIAL

Bovil DDB Advertising development costsWe have negotiated a package rate for all Businesses using Bovil DDB.• Print ad: € 6.892,50 to € 9.240• Online ad: € 6.575 to € 8.365 (includes Flash)• Online ad when a print ad for this product already exists: € 2.825, to € 3.455,-

(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.

CONFIDENTIAL

Anderson DDB Advertising development costsWe 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.


2010 Media Spend SummaryTotal Spend- $3.6MM


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 2010, 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

CONFIDENTIAL

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

CONFIDENTIAL

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


Media: Process for Key Markets Booking Media

All media must be booked via Carat.

This is for a number of reasons:– Philips have appointed Carat as their single media agency

responsible for all planning, buying, negotiation and execution. We (inc HC) pay a global fee to cover all their work.

– Carat have thousands of dedicated media specialists, tools etc. to best in class select, book and buy media.

– Carat are not only media buying experts they are also leading in strategy.


Media: Process for Key Markets Booking Media

Although some of you will no doubt have good relationships with certainmedia and this should continue.

We would recommend to:– Seek Carat’s advice when you are planning to spend money on

advertising (or want to get PR via paid media)– and not rely on those relationships alone. Media owners have one key target and that is sales.

– If no planning advice is needed it is possible to use Carat for booking and executing media orders. They are paid to do so and we avoid unnecessary admin hassle.

CONFIDENTIAL

Media: Please Share your schedules

The Philips advertising team would be grateful if youcould share any media schedules that you have plannedfor 2011 in order to have full overview of our advertisingpresence worldwide.

Please send this information to Lisa Jenei:[email protected]

mailto:[email protected]

CONFIDENTIAL

Philips Healthcare – Ad Order Site

All completed ads are housed on the new Ad Order Site and made available to all of Marcom.

CONFIDENTIAL


Print ads and online ads that have been developed by the BU’s are available to order on this website.

CONFIDENTIAL


Ads can be searched by modality, language, or by keyword.

CONFIDENTIAL

Philips Healthcare – Ad Order SiteChoose an ad by clicking the shopping cart icon, this saves the ad in your shopping basket.

CONFIDENTIAL

Philips Healthcare – Ad Order SiteOpen your shopping basket to finalize and order your ad. Provide details for size needed and delivery instructions.

CONFIDENTIAL

THANK YOU!

philips healthcare advertising update global advertising & bovil ddb, october 5, 2011

Documents

philips story concept

philips focus

philips brandthis concept

new philips brand look

draftnew creative concept

new imaging

new photographic style

clinical benefits