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Company: Philips, Cambridge, MA
Nomination Submitted by: Trio Creative Communications
Company Description: Philips is a leading health technology company focused on improving people’s lives across the health continuum – from healthy living & prevention, to diagnosis, treatment & home care. Applying advanced technologies and deep clinical and consumer insights, Philips delivers integrated solutions to improve patient experience, better health outcomes, improve staff experience, and lower cost of care.
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Experiential Event
 Nomination Title: Philips at RSNA 2021
- Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:
Total 519 words used.
BACKGROUND:
- RSNA is the largest radiology congress. It was also Philips’ first live strategic show in 20 months.
- Having adjusted to more virtual experiences during the pandemic, it was an ideal opportunity to blend the physical and digital in a truly immersive hybrid approach.
- With a combination of live presenters and interactive virtual content, Philips took visitors through a COVID-19 patient’s care pathway to showcase how their radiology solutions make healthcare professionals’ workflows smarter and more efficient.
OBJECTIVES:
- Create a truly hybrid RSNA to reach the widest possible audience. (With travel restrictions still in place, virtual visitors wouldn’t have to feel they had a compromised experience.)
- Increase brand perception of Philips as a leader in health technology.
- Attract visitors.
- Enhance dwell time.
Measurable objectives:
- Increase MQL lead generation by 20%
- Generate 500 meetings (virtual and in-person)
- Draw 2,000 virtual experience participants
- Average in-person dwell time: 3-4 minutes
- In-person engagement rate: 40-50%
SOLUTION:
The design of the live and virtual environments offered visitors the opportunity to seek out solutions based on interest.
- The live environment was designed like a funnel, with a clear pathway from entry to exit.
- The virtual environment was designed using a similar layout, with a different color scheme in each room for easy differentiation.
Virtual Experience:
- Inspired by the 3D gaming world/360° architecture, Philips built a lifelike virtual environment using 3DVista technology to highlight key radiology solutions in an exciting and innovative way
- Visitors began in the lobby, greeted by a video host who welcomed them to explore 9 rooms/experiences
- Each room showcased Philips solutions improving radiology workflows for health care professionals
- A variety of content formats catered to diverse preferences and replicated typical face-to-face interactions
- Persona-led storytelling depicted challenges faced by patients, as well as solutions that help them remain connected, healthy and cared for
In-Person Experience:
Philips Live! Immersive Forum:
- Scheduled 4X/hour
- Led by professional presenters who invited visitors into the experience and facilitated technical question interactions with Philips staff
- The presenter interacted with pre-recorded onscreen personas as they told their own experiences of the Philips solutions in the care pathway
- A large immersive forum theater with surrounding LED screens positioned at the booth entrance served as a primary attract
- Layers of pop-up text, images and data added to a fast-moving and compelling experience
Promotion:
A landing page allowed visitors to access the 3D virtual environment, learn about webinars, demonstrations and symposiums, or book a meeting.
Philips supported the program with a comprehensive media strategy, including blog posts, press releases, press interviews, product launches and news articles.
RESULTS:
Virtual Experience Results:
- 3,175 virtual experience visitors
- More than 944 meetings both virtually and in-person, surpassing overall goal by 87%
- Average virtual dwell time of 5+ minutes
- More than 40k landing page visits
In-Person Experience Results:
- When surveyed, attendees overwhelmingly agreed they believed Philips was a leader in health technology
- Exceeded MQL target by 30%
- Nearly 11,000 visitors to the physical booth, with a 60% engagement rate (50% over goal)
- Average in-person booth dwell time of 33 minutes, exceeding target goal of 3-4 minutes
- 87 unique articles, generating approximately 148 million impressions worldwide.
- Optionally, list the appropriate creative and production credits for the nominated event, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
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