Putting Customers at the Heart of Philips Mission to #makelifebetter

At Philips, improving people’s lives is in our DNA. To continue our efforts, we unveiled the Better Me, Better World initiative at the Social Good Summit.

The needs and wants of the consumer are fluid and constantly evolving. Over the last few years we have seen a shift from consumers looking for an easy way to connect with brands, to demanding a connection on a much more personal level. With this, consumers also show a desire to associate with brands that, in a nut shell, are viewed as making the world a better place. This is highlighted in a report by Canvas8 showing that 85% of consumers think brands should play a larger role in society.


In the age of connectivity it’s never been easier for consumers to engage with brands by going online, using apps or messaging on social media. But having the ability to connect with consumers in a way that resonates with their social conscience is something that brands need to get right. While many businesses are doing fantastic work to make the world a better place, often there is a big disconnect when it comes to directly involving customers in the process.


Here at Philips, improving people’s lives is in our DNA. We believe there’s always a way to better the world for others, and this is one of the reasons we set the goal of improving the lives of 3 billion people each year by 2025.


We’ve come a long way since setting that goal, recently hitting the 2.1 billion mark for 2017 through leading campaigns such as the United Nation’s Every Woman Every Child initiative, which aims to improve the lives of women and children in Africa and South East Asia. To continue our efforts and reaffirm our commitment to this goal, today we unveiled the Better Me, Better World initiative at the Social Good Summit in New York.


The Better Me, Better World platform provides users with personal benefits, while giving customers the opportunity to help prioritise the additional health and healthcare causes that Philips will support in 2018 through the Philips Foundation.

Better me better world video

Once customers have purchased a product and registered, they will be directed to the Better Me, Better World page where they are given access and information about the additional causes that Philips is supporting. Customers will then be able to share their preference on where Philips should focus its world changing efforts in healthcare.


By joining, our customers can help make a difference while enjoying personal benefits and offers from Philips. What’s more, those who sign up for any other Philips marketing program will also receive an invitation to share their personal interests and preferences in this space via email. Once again, adding a truly personal aspect to the customer experience journey.


By providing consumers with the choice of which initiative Philips should prioritize via the Better Me, Better World initiative, consumers are given an opportunity to make a direct impact on the world as we know it.

Whether choosing to support causes caring for mothers and children at risk, community access to healthcare, social entrepreneurs, healthy lifestyles for children or first aid education, Philips will be empowering customers with a program that is creating a bond between brand and consumer unlike any other that has come before it. And we can’t wait for you to share your thoughts with us on #makelifebetter via the Better Me, Better World program.

The author

Blake Cahill

Blake Cahill, Global Head of Digital Marketing and Media at Philips


Blake Cahill is the Global Head of Digital Marketing and Media at Philips. A senior executive with more than 20 years of business development experience, Blake is helping to lead the Dutch company’s international rebranding and expansion into new technologies and markets. With a strong background in executing highly complex and results-oriented strategies, Blake has led a series of marketing, creative, client management, product innovation and thought leadership projects for both Fortune 500 organisations and digital start-ups. In each case, he has demonstrated a great ability to acquire and retain customers through innovative engagement techniques and product development programmes.


Prior to joining Philips, Blake was President at Banyan Branch, the world’s fastest growing social media and digital agency, and now part of Deloitte Digital. He has spent much of his career in increasingly high-profile marketing roles in companies such as AT&T and Belgacom, and was CMO at Visible Technologies, one of the world’s leading ‘social listening’ firms. He has also served for 4 years on the Board of Directors at the Word of Mouth Marketing Association, WOMMA, a global non-profit trade association dedicated to the word of mouth and the social media marketing industry.


Throughout his career he has proven himself adept at building, managing and leading high-performance teams, tackling increasingly challenging technological projects and engaging with governmental and C-suite partners to deliver best-in class results. Other specific areas of expertise include sales, publicity and press strategies, and analyst relations. Blake is currently 2+ years into a global digital transformation at Philips.


Innovation Matters delivers news, opinions and features about healthcare, and is focused on the professionals who work within the industry, as well as Philips as a cutting-edge health technology organization. From interviews with industry giants to how-to guides and features powered by Philips data, our goal is to deliver interesting, educational and entertaining content to empower and inspire all those who work in healthcare or related industries. 

Contact innovationmatters@philips.com