Health technology brand Royal Philips has sprinkled some Disney magic on its medical equipment by inviting Mickey Mouse and Ariel to help relax anxious patients as they undergo examinations.
The collaboration will see Disney attach its brand to the Philips Ambient Experience, which integrates lighting, projections and sound to embed custom animations within the clinical environment.
Why are Disney and Philips joining forces?
The unlikely alliance follows moves by Royal Phillips to deinstitutionalize the medical environment by offering patients a more personal experience accompanied by their favorite animation characters across six European hospitals.
By bringing some of Disney’s most iconic properties to life at a difficult time, the Philips Ambient Experience seeks to improve pediatric MRI procedures for both patients and staff.
Children will be able to choose from Marvel’s Avengers, Aladdin, Spiderman and Star Wars’ Yoda to gain a sense of control over the medical process, helping to distract young patients while clinicians go about their work.
Each character will enact a custom-drawn animation, with Aladdin shown riding a magic carpet or Spiderman web-slinging through New York.
By joining forces, Phillips can combine its medical expertise with Disney’s unique ability to transport viewers to alternate worlds, making the hospital experience as pleasurable as possible.
Why does it matter?
Kees Wesdorp, chief business leader of Precision Diagnosis at Philips, said: “A visit to the hospital can be quite intimidating for people, especially children, and a more patient-friendly, patient-centric environment could help improve the patient experience and help drive first-time-right imaging for improved outcomes.“
This human-centric approach dovetails with The Drum’s current editorial focus on health.
Health and wellbeing have never been more important in a world battling to overcome a rising tide of disinformation centred on vaccines and virus spread, leading The Drum to outline what measures the marketing world must adopt to win over anti-vaxxers.
We have also prepared an in-depth investigation focussed on the unseen mental health impact of lockdown, exploring how people have been making the best of a bad situation to avoid the pressures of working from home, homeschooling and job insecurity from boiling over.
Check out The Drum’s special Health hub, which examines how the key players – from health agencies to pharma firms to brands – are doing their part to return the world to normality.