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.
