Member Article

USP Creative appointed by Philips Healthcare to children’s hospital project

Philips Healthcare, the medical division of the technology company Philips, has appointed Liverpool-based USP Creative to deliver ‘calming’ graphics at a Dublin hospital.

The design agency is producing the graphics for the radiology department of Our Lady’s Children’s Hospital, Crumlin.

Philips has commissioned USP to use its expertise to help reduce anxiety some patients feel while in hospital.

By asking patients to take part in a visual challenge during their treatment, they are more likely to feel comfortable and less intimidated or overwhelmed when undergoing an MRI scan. The aim is to help to calm young patients by creating a more positive environment, reducing the need to administer sedatives and the need for overnight stays.

The graphics, featuring an underwater theme with various sea-creatures, shipwrecks and hidden treasures, form the basis of this distraction therapy for children while the scanner is being used.

A vinyl wrap with a matching underwater design – also created by USP - will also be applied to the MRI scanner, and the room and entrance walkway will be decorated using the same theme to give an immersive experience.

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.

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.

“USP Creative did a fantastic job on the environmental graphics at Alder Hey, so were the ideal people to take care of our needs at Our Lady’s Children’s Hospital.”

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 surrounding has a direct influence on a patient’s mood which consequently reduces their stress, allowing medical staff to get accurate results in one session. We have undertaken a number of similar projects with fantastic results, and USP’s expertise in this continues to grow.”

This was posted in Bdaily's Members' News section by Simon Malia .