Strictly business: Philips enters the world of the health professionals

  • Click here to read the cover story relating to this ’Building a community is key to brand development’
  • Click here to read how social media is being used to turn campaigns into instant big hitters
  • Click here to read how Giffgaff’s customer service issues have been handed to its own community
  • Click here to read how Peperami is using freelance community Idea Bounty for creative spark
  • Click here to read how closed groups offer brands valuable insight

Tapping into a business community is helping Philips to reach health professionals. The electronics manufacturer, which produces radiography and cardiology equipment, wants to encourage brand advocacy in this niche community by using the LinkedIn networking tool.

Hans Notenboom, Philips global director for online customer relationship management, says working with LinkedIn is part of the brand’s strategy to be recognised as the thought leader in the health and wellbeing sector. “Hosting a LinkedIn community is creating more brand advocates by building relationships with clinical staff and facilitating dialogue,” he explains.

Notenboom believes that within two years, 95% of brand engagement will happen through websites that have already attracted a critical mass. Its own LinkedIn group has 11,000 members. “You have to go where the audience is,” he says. “Healthcare professionals are registered on LinkedIn in large volumes, so this is a good start for us.”

The frame of mind users are in when they visit the site is important, says LinkedIn’s European managing director Kevin Eyres. “Because LinkedIn is a site where professionals come to establish their identity and exchange information, they are already in a certain mindset. Philips takes advantage of that and initiates the conversation in the right way,” he says.

Seeing social networks in their context is important, he adds: “Facebook is for social sharing, Twitter for public broadcast and LinkedIn about professional connections.”

Standing out among the growing number of brands coming to LinkedIn to converse with a target audience comes down to the quality of the discussion the brand can initiate, having the right types of people in the group, and having effective moderators.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here