[This blog post was originally posted on the Philips internal blog on November 30, 2016]
Written by Andrea Hofer and Pita Keeney
This year Philips is celebrating selling our 1.5 millionth Automated External Defibrillator (AED) as well as 20 years in the AED business. The PCMS global team worked together to create an integrated marketing campaign to help get the word out about our AED business and provide education on sudden cardiac arrest (SCA) for World Heart Day on September 29.
The team kicked the campaign off with a presentation at the first North American DigiSummit in Andover on the history of Philips AEDs, the importance of AEDs in treating SCA, and offered a live demonstration of how easy our AEDs are to use.
The integrated awareness and education campaign included PR, media pitches, adding updated save stories, a social campaign involving Twitter, LinkedIn, Facebook, and PhilipsVoice, an educational quiz, an infographic, a NA-focused search campaign, and a free employee AED training campaign.
The social content focused on driving interest to our site, positioning Philips as a professional thought leader and innovator of AEDs and nurturing relationships with industry influencers. Our own Carla Kriwet shared a thought leadership piece in LinkedIn to help get the word out! The campaign successfully reached our target audience and was retweeted by paramedics, professors and MDs. Total social reach was 1.3 million and total engagements were 9.2K (source: Sprinklr). PR efforts resulted in 20 pieces of coverage, generating 6.2 million impressions.
Our message is clear: Philips AED solutions act as your personal coach to guide you through a cardiac emergency with a simple, step-by-step process. With access to the right equipment and support, everyone can help save a life.
Betwixt & Between 