The Purpose of the Global Marketing Transformation

I often believe as a business transformer, if we want to achieve anything in this world, we have to get comfortable in the uncomfortable. And so, you know, I think what we successfully did was that against the backdrop of a global pandemic, which had huge implications for the healthcare industry already, we took it as an opportunity and moved Phillips from being that traditional product-centric approach to more of this needs-based customer-centric approach. We essentially were very thoughtful and deliberate about truly going deep and understanding our customers' individual needs," he said.