Following the Accelerate! program by 2014 Philips split in two stand alone companies: HealthTech and Lightning Solutions (Philips, 2014). The HealthTech company integrates technologies and designs into people-centric solutions. To do so they have to be at the center of thought leadership and connected to their key audiences to make them aware of Philips B2B healthcare offerings. From this, the challenge emerged how to generate insights from their key audiences and increase brand affinity and engagement (LinkedIn, 2011).

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