Philips Healthcare: Marketing the HealthSuite Digital Platform

In June 2014, leading healthcare and consumer technology company, Royal Philips ("Philips"), announced its HealthSuite Digital Platform to house healthcare data and enable applications used by physicians and patients. Philips had strong equity in the healthcare technology space, due to its extensive portfolio of medical devices and related software sold primarily to hospitals. Philips designed the first two apps for the platform (eCareCoordinator and eCareCompanion) in-house, but it planned to open it up to third-party developers who would create an array of health-focused apps. Healthcare had long lagged behind other industries in adoption of technology as well as patient-relationship management. However, many health players had recently increased investment in new infrastructure and data analytics. Would the new Philips HealthSuite Digital Platform find success in the rapidly evolving industry?