Philips was launching VentAssist, a superior clinical decision making system for hospital ventilators. However, they were third to market and had to overcome the feeling among critical care physicians that the previous competitive systems didn’t live up to the promise. Their target audience was very skeptical and busy. Philips had to develop an engaging marketing technique to get attention and drive credibility.
183 Strategic Solution:
183 developed a multi-media sales program to help Philips’ reps make their case. A video generated excitement around the technology along with credible support from KOLs that brought clinical studies to life. Interactive iPad and trade show apps allowed reps to show physicians how Vent Assist decisions compared favorably to their own and were better than competition. This all helped Philips win best of show at the 2011 AARC conference and drive hundreds of leads for VentAssist.