Philips USA operates as a global health technology company with an ambitious mission to improve 2.5 billion lives annually by 2030. The company’s Healthcare division spans three key areas: Diagnosis and Treatment (MRI, CT, ultrasound systems), Connected Care (patient monitors, respiratory products), and Personal Health (consumer wellness products). Philips holds a significant position in the medical device market, particularly in respiratory care through their Respironics brand.
What we did
Branding Collateral Development
Unified Visual Language
Created brand story
Enhanced product categorization
Improved navigation
Streamlined user experience
Credits
Tracey Felicidade Jones
Bruno Felicidade Jones
Leoni Joubert
Zelna Forsyth
Philips USA operates as a global health technology company with an ambitious mission to improve 2.5 billion lives annually by 2030. The company’s Healthcare division spans three key areas: Diagnosis and Treatment (MRI, CT, ultrasound systems), Connected Care (patient monitors, respiratory products), and Personal Health (consumer wellness products). Philips holds a significant position in the medical device market, particularly in respiratory care through their Respironics brand.
Challenge
Philips needed to strengthen their relationships with key opinion leaders and healthcare professionals in the respiratory care space. Market sentiment around their CPAP and BiPAP devices had declined, creating skepticism among the medical community about the brand’s position in respiratory care technology. Healthcare professionals were seeking more educational resources and deeper engagement with trusted brands. Without a strategic approach to rebuild these critical relationships, Philips risked losing their influence among decision-makers and missing opportunities to demonstrate their ongoing commitment to advancing respiratory care.
Strategy & Solution
Strategy
Trace Brand Building developed a relationship-strengthening approach centered on education and thought leadership. The strategy focused on demonstrating Philips’ expertise by providing valuable continuing education opportunities for healthcare professionals. The plan positioned Philips as a trusted knowledge partner by delivering genuine value to the medical community.
Content & Education Platform
Trace Brand Building created a comprehensive educational content ecosystem featuring monthly webinars led by specialized healthcare professionals and professors. These sessions covered sleep apnea treatment advances and respiratory care best practices. Attendees earned continuing education credits, creating genuine value that motivated participation. Supporting content included detailed blog posts and newsletters that allowed participants to reference key insights from each session.
Campaign Execution
The content served dual purposes – educating healthcare professionals while strengthening Philips’ thought leadership position. Blog content and email campaigns promoted upcoming webinars, creating anticipation and sustained engagement. Social media content, including educational reels and informative posts, extended the reach and reinforced Philips’ expertise in respiratory care.
