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Philips Pulse: Transforming Digital Marketing through IoT
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Consumer Goods
- Healthcare & Hospitals
Applicable Functions
- Sales & Marketing
The Challenge
In the traditional advertising landscape, the roles of the marketer and the agency were clearly defined. However, the advent of digital marketing and the evolving needs of the modern consumer necessitated a new approach. Philips, a global leader in healthcare technology, recognized the need to shift its brand focus from 'health and wellbeing' to 'innovative healthcare'. The challenge was to engage with consumers and staff through more relevant digital touchpoints and social content. The company needed a team that could blur the lines between marketer and agency, turning data into insights, online trends into content marketing ideas, and digital interactions into brand personality.
About The Customer
The customer in this case study is Philips, a Dutch multinational conglomerate corporation headquartered in Amsterdam. Philips is one of the largest electronics companies in the world, currently focused in the area of healthcare. It was once one of the largest producers of consumer electronics in the world but has since shifted its focus towards health technology. Philips aims to improve people's health and enable better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment, and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions.
The Solution
Philips partnered with iris to form PULSE (Philips Unified Landscape for Social Engagement), a team of marketer and agency experts who collaborate closely to transform data into actionable insights. The team includes Analysts, Content Planners and Creators, Social Media Managers, Project Managers, and Digital Services who implement content and tracking on Philips.com. The team interfaces and extracts insights from a media wall, operates a fully-fledged content production team and studio, and works together to create, distribute, and amplify engaging and relevant content for their audience. With a strong focus on healthcare, PULSE has been instrumental in shifting Philips' brand focus and engaging with consumers through more relevant digital touchpoints and social content.
Operational Impact
Quantitative Benefit
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