The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Philips Healthcare appoints USP Creative to children’s hospital project


By Michael Feeley | Founder and chief exec

September 12, 2014 | 3 min read

Sponsored by:

What's this?

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team.

Find out more

Philips Healthcare, the medical division of the technology company Philips, has appointed USP Creative to design and deliver environmental graphics for the radiology department of Our Lady’s Children’s Hospital, Crumlin.

Environmental graphics can reduce stress for patients undergoing treatment.

The graphics will form the basis of distraction therapy for children while the scanner is being used, reducing stress and lessening the need to administer sedatives which could lead to overnight hospital stays. By asking patients to take part in a visual challenge during their treatment, they are more likely to feel comfortable and are less likely to feel intimidated or overwhelmed by the scanning process.

The graphics feature an underwater theme with various sea-creatures, shipwrecks and hidden treasures to distract the children when they are receiving treatment. A vinyl wrap with an underwater design will be applied to the MRI scanner, and the room and entrance walkway will be decorated using the same theme to give an immersive experience.

Alex Rose, managing director at USP Creative, said: “We are delighted to partner with Philips Healthcare in addressing the patient experience and mitigating the need for unnecessary administration of drugs and overnight stays. It’s no secret that hospital patients are influenced by their surroundings, which can often be visually stark and intimidating places. Altering the surroundings has a direct influence on a patient’s mood which consequently reduces their stress, allowing medical staff to get accurate results in one session.”

Larry Keaveney, director at Philips Healthcare Ireland, said: “A hospital visit can be a very unsettling experience for a child. It’s important that they feel comfortable and settled during their treatment particularly when using the MRI scanner. The graphics and illustrations help to turn the equipment into something friendly and non-threatening making the children’s experience more pleasant.”

This is the second project of its kind which USP Creative has undertaken with Philips Healthcare. The agency produced environmental graphics for a similar MRI scanner at Alder Hey Children’s Hospital in Liverpool.

Content created with:

USP Creative

USP is a creative consultancy run by business minded creatives for creatively minded businesses.


For over 25 years we have built brands that power businesses internally and externally, by changing the way people think, feel and act.


Combining business insight with imagination, our team of senior consultants partner with ambitious companies both strategically and in execution - winning hearts and minds to deliver lasting results.

Find out more


Industry insights

View all
Add your own content +