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Philips Healthcare
Advertising Update
Global Advertising & Bovil DDB, October 5, 2011
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
Brigitte
Chris Lund
Lisa
Lisa
Amanda
Amanda
Lisa
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 & Bovil DDB – creative agencies
A-DDB in Toronto and Bovil DDB 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
1
2
Concept is comprised of 4 elements:
1.
2.
3.
4.
The Inset Image
The Portrait Image
The Clinical or Product Image
The Copy Box
3
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 banner ad here:
Sign-off and call to action
http://www.addbinteractive.com/Philips/
Images_Campaign/index.html
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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
•
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
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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
DDB Development Phases
Phase 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
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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
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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
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Bovil DDB Advertising development costs
We 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.
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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 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
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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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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.
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Philips Healthcare, DRAFT
Media: Process for Key Markets Booking Media
Although some of you will no doubt have good relationships with certain
media 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.
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Philips Healthcare, DRAFT
Media: Please Share your schedules
The Philips advertising team would be grateful if you
could share any media schedules that you have planned
for 2011 in order to have full overview of our advertising
presence worldwide.
Please send this information to Lisa Jenei:
[email protected]
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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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