Finalist
Philips BlueSeal Feel the Freedom - Turning Innovation into Impact
by Langland on behalf of Philips
Summary of work
MRI departments are at breaking point, overwhelmed by patient volumes, staff burnout, and the demand for faster diagnosis. Despite its revolutionary potential, Philips’ BlueSeal, the industry’s first helium-free 1.5T MRI system, was struggling to gain traction. Awareness was low (~10%), lead generation minimal and sales stagnant at 1,111 units.
When marketing efforts focused solely on ‘helium free’ alone HCPs saw it as a far-off sustainability solution rather than one that could solve their immediate, personal challenges. The Feel the Freedom campaign changed that. By shifting to a user-centric proposition, we demonstrated how BlueSeal could impact their every day.
The results were transformative. The campaign reached +2 million HCPs and increased awareness to 27% in key markets. The business impact was equally impressive generating 52 MQLs - representing ~$40 million in revenue, while increasing market share by +6% in Growth and +3% in Europe.
This campaign proves that even groundbreaking healthcare innovations require communication that connects on a personal level and through smart omnichannel execution. Feel the Freedom transformed Philips’ culture and set a new standard for product launches enabling them to deliver on their promise of Better Care for More People.
Judges’ comments
The judges were impressed with Langland and Philips’ project. It had a brilliant introduction, covering all the challenges faced. The creativity was strong and they used the insights to reposition and reinvigorate the idea. A great take on lightening the load, with good results and great reach.
