Case Study
Philips Healthcare, a global leader in intravascular diagnostic imaging and cardiovascular and endovascular therapies
Client Snapshot
Industry: Medical Devices and Healthcare Technology
Stage: Global Enterprise with Recent Acquisition
Project Type: Post-Acquisition Brand Integration and Patient Education Platform Development
The Challenge
Following the acquisition of Volcano Corporation, Philips needed to rapidly integrate an extensive portfolio of vascular intervention products into its corporate brand framework. Beyond brand transition, Philips faced the challenge of educating both healthcare providers and patients about peripheral arterial disease (PAD), a highly underdiagnosed condition. The goal was twofold: standardize product assets under Philips’ global brand and build a multi-tiered education platform to support awareness, diagnosis, and treatment pathways for PAD.
Our Approach
We embedded as the agency of record, leading the full transition of Volcano’s portfolio into Philips’ global brand standards. Working closely with cross-functional Philips teams, we rewrote and restructured content for more than 50 acquired products, ensuring full compliance with Philips’ corporate identity and digital frameworks. Simultaneously, we built a comprehensive disease state education platform — *Take the Step* — designed to drive PAD education across patients, clinicians, and referring physicians. The campaign included a full suite of in-office and at-home patient education materials, sales enablement tools, and marketing assets to extend reach and impact.
Solutions Delivered
- Transitioned and rebranded over 50 product assets into Philips’ corporate brand standards
- Developed and launched *Take the Step*, a standalone PAD disease state education platform
- Created a corporate website section integrating the entire acquired product portfolio
- Designed comprehensive in-office and take-home patient education materials, including:
- Symptom checklists and symptom reporting tools
- Patient discussion guides for physician conversations
- At-home educational materials for ongoing disease management
- Produced a complete sales enablement toolkit featuring:
- Sales enablement presentations
- Patient education materials bundled into branded distribution kits
- Created print and digital assets, including press release templates, newspaper ad templates, and digital display ad templates
- Built peer-to-peer education toolkits for healthcare professionals
- Developed referral education materials targeting primary care and specialty physicians
- Executed comprehensive conference materials to support field engagement and brand visibility
- Provided ongoing digital content calendaring for annual conventions and field deployment schedules
Outcomes & Results
- Successfully transitioned the entire Volcano product line to Philips branding within aggressive acquisition timelines
- Built a fully integrated PAD patient and HCP education platform adopted across the commercial sales teams
- Increased awareness and early detection of PAD through multi-channel education initiatives
- Equipped Philips’ commercial teams with enhanced peer-to-peer and referral engagement tools
- Expanded Philips’ footprint in the vascular intervention market through stronger physician, referrer, and patient outreach
