A healthy dose of empathy
goes a long way.
Context
Globally, more than half of radiologists suffer from burn out symptoms. How can we connect with them and offer services that might increase productivity?
About the product
Philips Compressed SENSE is a software upgrade to existing MRI-machines. The innovation lies in innovative image compression technology, enabling radiologists to speed up their MRI-machines without losing image quality.
Challenge
We had a few challenges to tackle. Firstly, we knew the target group is extremely time-pressed and are very skeptical towards sales initiatives of healthcare partners. Second, since Compressed SENSE holds a relatively high price point, sales cycles are long, requiring a long term campaign approach. Internally, the campaign had to appeal to global, interdepartmental Philips teams. The Binding Trust method turned out to be key in adressing all these challenges.
A selection of the trust tactics in play
Empathize before communicating
Like with human-to-human relationships, growing trust begins with listening. It’s only through having a shared understanding and common values that a brand earns the permission to move the relationship to another level.
Thats why - early on in the design of the campaign - we’ve dedicated a large portion of our time to investigating the pains and gains of radiologists. We discovered that while healthcare providers paint a sunny picture of radiologists lives, things aren’t that smooth. In fact, a large portion of radiologists (and their direct colleagues) struggle with burn-out symptoms. Those, and other insights proved to be foundational in the programme.
Growing relevance over time
Trust grows when interactions between two parties lead to one (or both) of them showing increased relevance towards the other. In this case, research discovered that different hospitals crave different product benefits. Some wanted more time so they can diagnose with more accuracy, others cared more about providing a better patient experience. Early in the campaign the target audience had to choose between three benefits, their main benefit then informed the personalisation of the remainder of the campaign: advertising, on-site messaging, sales follow-up. This increase in relavance boosted campaign results.
Functional competence
Fundamental to every trusting relationship is a clear, relevant answer to the question what a company can do for it’s customers. What kind of competence creates a functional bond? Showing the functional benefits is therefore a crucial tactic. For Philips, we visualized the competence of Compressed Sense, by comparing the technology with it’s conventional counterpart. Animations showed how machines with Compressed Sense are extremely quick, while producing the same result.
Campaign Results
6:1 ROI
Convertion Rates
Rated Top 5 Best
B2B Marketing Campaign
Dutch Marketing Awards (source)
