Omni-channel media buy strategy for language learning app.
Explore
Project Overview
Philips Healthcare partnered with Carney for medical device marketing strategy and execution. B2B and B2C campaigns drove awareness and purchases in a highly regulated industry.
Client
Philips Healthcare
Industry
Consumer
Healthcare
Technology
Services
IA
UI/UX
Email Marketing
Custom Apps
Market Research
SEO
Strategic Support
Carney served as an agency partner for Philips Healthcare. We supported design and development of digital tools, websites, internal company communications, and product research and innovation.
Create Downward Push and Upward Lift
For prescription-based medical equipment, the user journey is complex and highly regulated. We provided a combination of B2B and B2C marketing support. Educational tools and resources help physicians and medical equipments providers to communicate treatment options, while consumer awareness moves patients to ask for Philips products by name.
B2C Digital Ads and Dynamic Landing Page
To showcase a high-end, direct-to-consumer piece of equipment, we provided creative and technical support to maximize creative options across digital ad campaigns. Visuals and content from the ads were dynamically reflected on the landing page, allowing one page to speak to various audiences.
B2B Sales Tools
From explainer videos and custom calculators to native apps showcasing product features, we created B2B sales tools to quickly and clearly demonstrate the advantages of Philips medical devices and services.
SEO/IA Audit and Strategy for Sleepapnea.com
What do you do with a URL named after a health condition affecting one 1 out of 5 adults in the United States?
Research into the consumer mindset allowed us to create and organize content that was in-tune with public awareness. We gathered data from existing Philips analytics, keyword research, user surveys, card-sorting activities, and workshops with key stakeholders to progressively iterate and refine the website.
Next-Generation Branding, Voice, and Positioning
Innovating new products and services means more to Philips than just iterating on hunches. Carney guided Philips and their Advance Innovations Group through audience research and developing go-to-market strategies for new medical products and services. Targeted surveys, A/B testing, and research into the consumer mindset helped Philips avoid costly communication pitfalls, identify realistic price points, and create the next generation of products and services.
