Philips Healthcare for ASEAN
DoseWise Digital Campaign
The Challenge
World Radiography Day 2010 offered The International Society of Radiologists and Radiological Technologists (ISRRT) and Philips Healthcare the opportunity to award the radiographer or radiologist who contributed most in the field of dose management and safety in 2010.
Reading Room's challenge was to develop a global digital campaign for the award, promoting dose management, safety awareness and good practice, and facilitating peer-to-peer clinical discussion. The campaign also promotes ISRRT objectives and further strengthens Philips' leadership position in the field of dose management and safety solutions.
The Solution
The central strategy to encourage radiographers to participate was the creation of a dual-branded campaign site centred around a highly interactive and dynamic application for the "Radiographer of the Year" award. Testing both applicants knowledge and contribution. The award cross-linked to in-depth content around dose management and safety as well as discussion on the Philips "Innovations in Health" LinkedIn platform.
To promote access to healthcare in developing countries, a specific section was created including e-learning and gaming modules.
The Results
The campaign exceeded expectations on the back of a strong digital campaign and social media integration. The campaign built meaningful visibility around Dose Management & Safety linked to the business objectives. The quiz attracted radiologists and radiographers from around the world. In a few weeks time, hundreds of submissions were received. The site went from 0 to 1000s of unique visits in just a few weeks leading up to World Radiography Day, while page views on average 50% higher compared to benchmarked sites. The average time spend on the site was over 7 minutes per visit, again, outcompeting industry benchmark.
Conversion on the award, to the LinkedIn platform and ISRRT and Philips sites were all higher than industry benchmarks, averaging around 5-6%.
