INTERNATIONAL: H&K to aid Philips in Euro heart care launch

EINDHOVEN: Electrical giant Philips is embarking on a PR drive as

it launches a revolutionary heart monitoring device across mainland

Europe.



Philips' heartcare telemedicine services division is to launch a remote

service, which enables medics to monitor those at risk of heart attack

or disease without requiring them to be hospitalised for long

periods.



Vulnerable consumers purchase the device which connects them to a

Philips-run monitoring centre, and contacts both patient and medical

services at the first signs of distress, sending an ECG to medics to

assess the situation.



Hill & Knowlton, led by global president Paul Taafe, has been hired to

support the launch, which began in Switzerland last week with a campaign

aimed at healthcare professionals swiftly followed by a consumer

launch.



The product will roll out across Europe over the next three years.



The agency's London office leads the account, working alongside Swiss

associate agency Dr Peter P Knobel. H&K's Frankfurt office will assist

the German launch in December.



H&K director Tara Jenkins leads an eight-strong team on the account,

drawing on the agency's consumer, healthcare, crisis and financial

offerings.



According to Jenkins the agency is to target consumers - who pay for and

subscribe to the service - as well as healthcare professionals who will

be called upon for advice and treatment.



She added that the agency's brief is complicated by its broad nature:

'Our first priority is to launch it across Europe and make sure the

messages are consistent, despite the healthcare systems across the

continent being very, very different.'



The appointment with the Dutch technology giant, which is based in

Eindhoven, was made following pitches from eight agencies, including

international and local consultancies.



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