Monday, October 26, 2009

Philips Healthcare connects its RSNA presence to online audiences

One way health, science, and technology marketers can extend the impact of successful events is by bringing the immediacy of real-world brand experiences to life online.

In 2008, Philips Healthcare debuted a new website at RSNA. On it, customers can browse its portfolio of products and watch videos, click to see what’s new at live events and use an email tool to share their experiences with friends or colleagues.

To differentiate its website from competitors’ sites and to create a sense of consistency, friendliness and human contact from the live event to the web, Philips hired an actor to deliver its messages both on and offline. The voice belongs to Aaron Weiner, the actor hired to do the introduction on the internal and external website, as well as appear at live events.

Jeffrey Masters, senior manager-global event marketing for healthcare at Philips, told EVENT MARKETER magazine, “It’s important to our customers that we speak in one voice all the time, and Aaron is somebody they can connect with. The concept for the websites is to make this a continual context strategy, so that if current and prospective customers came to us and saw us at RSNA and came back to us at another event they’re going to see Aaron again and start to build a connection.”

Click here for more information of what's new with RSNA.

Over 650 companies will exhibit at the RSNA 2009 meeting being held November 29 to December 4 at McCormick Place in Chicago.

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