Philips 2011 Annual Report Download - page 22

3 Our strategy in action 3 - 3
22 Annual Report 2011
concentrated in North America, Western Europe and
Japan. The substantial growth of higher-income segments
will drive growth in emerging markets. And as populations
in developed markets continue to age, their oral
healthcare needs will increase. And it’s not just health
concerns that are driving growth in the market –
consumers are increasingly turning to oral healthcare
solutions that help them both look and feel good.
We can win in this market
In recent years we have seen good single-digit and now
double-digit growth in oral healthcare. And the business
is set to continue to grow faster than the market. We have
strong relationships with dental professionals, who are
key in driving consumer awareness of the benefits of good
oral care.
We will drive growth by investing in innovation, branding
and our relationships with dental professionals. We will
expand into new channels such as online and pharmacies,
and we will leverage Philips’ global market capabilities and
make value-adding acquisitions. In 2010, for instance, we
acquired the leading tooth-whitening firm Discus Dental,
providing a strong foundation for growth in cosmetic
dentistry and strengthening Philips’ position as a leading
oral healthcare brand amongst dental professionals and
consumers.
Sonicare AirFloss and Sonicare DiamondClean
Innovations delivering clinically proven
superiority
In 2011 we launched two of our most innovative product
developments to date. Sonicare AirFloss is an easy, hassle-
free alternative to regular flossing: its patented micro-
burst technology releases a tiny burst of air and water
between the teeth which removes 99% more plaque than
brushing alone (with a manual toothbrush). And the
Sonicare DiamondClean takes sonic tooth brushing to its
most sophisticated level and provides the best clean yet,
removing up to 100% of plaque from hard-to-reach places.
As we continue to reshape the
sector for profitable growth in health
and well-being, professional
endorsement is becoming
increasingly important for our
business. Already, more than 50% of
sales of Philips Sonicare toothbrushes
can be attributed to endorsement by
dental professionals.
Professional endorsement also plays
an important role for our mother
and childcare business. For example,
this year we launched our first
Advanced Orthodontic Soother,
which has been designed together
with a leading dentist to stimulate
healthy oral development for babies.
Working with skincare experts is also
a key part of the way we market
RéAura, our innovative skin
rejuvenation solution.