Case Study

Case Study: Philips Transforms Marketing Around Audiences To Drive Healthcare Value

March 8th, 2022
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Sara Corey , Drew Zalucky

Summary

To address the needs of a rapidly changing healthcare industry, Royal Philips needed to transform its entire marketing organization. By reorganizing around care settings and clinical services, Philips realized it could better address customer and buyer needs. Portfolio marketing assumed a critical role and defined “suites of solutions” that satisfy the needs of specific buyers. As a result, Philips has streamlined the go-to-market planning process and enabled the development and delivery of solutions that help its clients expand access to services and treat and prevent illness. In this report, we show how Philips transformed its marketing organization to enable a relentless focus on the audience.

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