At Arab Health 2010 Royal Philips Electronics will demonstrate a solution to create a patient-friendly environment by presenting its state-of-the art high field open MR system: the Philips Panorama 1.0T. Not only does this MR system offer physicians high-field image quality for advanced applications, it also offers a completely open design that makes getting an MR scan a more positive experience.

Many patients suffer from feelings of claustrophobia in a closed MR system. The Panorama 1.0T features the widest open patient space of any high-field MR system. Physicians will also appreciate the high-resolution images possible from the high-field-strength magnet within the Panorama 1.0T that enables them to make better diagnoses.

“The Panorama 1.0T MR system that we will have on display during Arab Health 2010 offers an unprecedented combination of clinical excellence and patient acceptance. The open design gives the clinicians a lot of flexibility. The radiologist is able to see more patients, give them a comfortable experience and get the most effective results from their work. This system can be of tremendous diagnostic benefit to clinicians,” said Diederik Zeven, Senior Director and General Manager of Philips Healthcare in the Middle East.

Philips high-field open MR will be showcased in a Philips Ambient Experience solution which integrates architecture and design such as lighting, sound and projection. This will allow patients to personalize their environment and wrap themselves in a relaxing positive ambience. Feedback from clinicians who have used Ambient Experience solutions indicates that providing a relaxing environment makes a real difference for the patients. It speeds up the procedure, as patients are more comfortable and relaxed, and in some cases it reduces the need for sedation – in particular among children.

The combination of the Panorama 1.0T open MR along with the Ambient Experience will together create a complete solution for a patient-friendly environment, making hospital visits a more pleasant experience. To date, the combined solution has been installed in several hospitals in the United Arab Emirates, the Kingdom of Saudi Arabia and Kuwait.

The Ambient Experience can also incorporate other solutions like CT Scanners and Cardiac Cath Labs.

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At Arab Health 2010 Royal Philips Electronics (NYSE: PHG, AEX: PHI) will demonstrate a wide range of its healthcare solutions designed to directly address the needs of healthcare providers in caring for their patients. “A close partnership between caregivers and healthcare solution providers is essential to ensure workflow efficiency and patient comfort.” said Diederik Zeven, General Manager of Philips Healthcare for the Middle East. “From prevention and screening to diagnosis, treatment and long-term disease management, Philips provides solutions that enable caregivers to provide the best quality of care to their patients.” At Philips, we simplify healthcare by combining our unique clinical expertise with insights into how patients and clinicians experience healthcare. In response we can develop more intuitive, and in the end better technology solutions to help take some of the complexity out of healthcare. This helps to drive better diagnosis, more appropriate treatment planning, faster patient recovery and long term health.

Philips has participated in Arab Health since its inception and has been a sponsor for the last nine years. This year Philips is the Platinum commercial supporter of the Diagnostic and Imaging congress and a Gold commercial supporter of the Cardiovascular Diseases congress, Endovascular congress, Surgery congress and Molecular Imaging and Nuclear Medicine congress.

Philips Healthcare will showcase its solutions for three clinical segments at Arab Health 2010 which runs from January 25 – 28 2010:

Simplifying Cardiac Care

Every year more people die from cardiovascular disease than any other cause of death. To cope with the growing demand for healthcare, healthcare productivity must rise. For cardiology, that means focusing on entire cardiac disease, rather than isolated silos of technology. Our philosophy is simple: People focused. Healthcare simplified.

In cardiology we are focusing on four important areas that will help us improve healthcare delivery for patients with cardiac diseases: timely triage (solutions for fast, non-invasive evaluation of high risk cardiac patients) discovery to treatment (solutions that reduce door to balloon times for acute cardiac patients by clearing a path from discovery to treatment), minimally invasive interventions and connected healthcare solutions in the home for chronic heart patients.

Simplifying Women’s Health

Globally, breast cancer is the leading cause of cancer death amongst women. Philips offers leading-edge imaging and information management tools to help detect breast cancer, enhance clinical decisions and streamline workflow. Philips also has a complete portfolio of leading edge cardiology products, including non-invasive solutions to help detect heart disease symptoms in women.

Simplifying Home Healthcare

In Home healthcare, our aim is to improve comfort and compliance for those who suffer from sleep disordered breathing and chronic respiratory diseases. We are transforming home healthcare through innovative thinking pioneering new solutions and improving the quality of life for patients in the home.

As part of the company’s focus on people-centric healthcare, Philips pays special attention to strategies that create patient-friendly environments. At Arab Health 2010, Philips will present its Ambient Experience solutions. Philips Ambient Experience provides a positive environment for patients and healthcare professionals to enhance clinical processes and patient care. Feedback from clinicians who have used Ambient Experience solutions indicates that providing a positive environment makes a real difference for the patients. It speeds up the procedure, as patients are more comfortable and relaxed, and in some cases it reduces the need for sedation – in particular among children.

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Royal Philips Electronics (NYSE: PHG, AEX: PHI), in partnership with Smit Mobile Equipment, will introduce a mobile breast cancer screening vehicle specifically adapted to the requirements of patients and healthcare providers in the Middle East. Smit Mobile Equipment is part of the Oshkosh Corporation and is a leader in mobile medical diagnostic units, mobile hospitals and mobile clinics. The vehicle (Mobile Mammography Screening Unit) will be showcased at the upcoming Arab Health 2010 show.

“This innovative mobile screening vehicle is specifically designed to reach remote areas in the Middle East and is built to take into account the desired level of privacy and the often severe weather conditions in the region,” said Diederik Zeven, General Manager of Philips Healthcare for the Middle East. “This is yet another example of Philips commitment to patient-focused healthcare solutions, improving the accessibility of professional screening facilities in the region.”

The incidence of breast cancer is common in the Middle East – for instance, in Saudi Arabia, over 20 percent of total cancer cases are breast cancer[1]. Awareness of the need for preventative screening is growing and medical professionals in the Middle East are searching for new ways to cope with the increasing need for early diagnosis of the disease.

Philips and Smit Mobile Equipment partnered closely with breast screening program operators to translate their experience into a solution designed to meet the specific needs of patients and care providers in the Middle East. The design of the Mobile Mammography Screening Unit thus includes dressing facilities, a staff room and an examination room, as well as a self supporting air conditioning system. The vehicle also includes a built-in Philips Ambient Experience[2] lighting system that contributes to a more pleasant patient experience and significantly reduces anxiety levels.

In addition to providing a high level of patient comfort, the vehicle contains state-of-the-art screening equipment such as the Mammo Diagnost DR, Philips digital solution for mammography, designed for efficient high-volume screening. It provides excellent image quality and the streamlined intuitive user interface at the console makes working with the system comfortable and efficient for the radiographer and allows for a quick and easy examination for the patient.

The Mobile Mammography Screening Unit takes into consideration the care cycle from the screening of patients to transmission of data to medical centers, reporting and immediate follow-up. This could include making further appointments at hospitals where treatment may be provided.

Philips solutions for the Mobile Mammography Screening Unit reflect a people-focused approach to innovation in healthcare, adapted to the needs of both patients and care providers.

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Philips is delivering on their commitment to be the leader in health and well-being with the launch of Philips DirectLife, a new customized, interactive fitness program that offers a fun and simple solution to people eager to adopt a more active lifestyle. The DirectLife program was borne out of a desire to directly appeal to the more than 60 percent of the global population who fail to reach the minimum levels of moderate daily physical activity to deliver health benefits, as recommended by the World Health Organization.

DirectLife records a person’s daily movements via a discreet, wearable state-of-the-art Activity Monitor which tracks both the duration and intensity of a user’s daily activity. Information is then easily transferred in one simple step via USB to a personal web page that keeps track of progress against both daily targets and longer term goals. The program offers a number of unique features, including a personal coach to help people set balanced and achievable goals, provide individual feedback and deliver advice on how to make easy healthy lifestyle changes, some in as little as a few minutes a day.

It is the use of all three mechanisms of support together – monitoring, measuring and motivating through a personal coach – which Philips DirectLife believes will lead to healthier everyday decisions and longer lasting, more active lifestyle change.

Features include:

• A small, lightweight and waterproof Activity Monitor that records daily movements using 3D digital accelerometer technology
• Online personal coaches to give that extra push when needed, with expertise in sport science, personal training and behavioral psychology
• A personal web page that provides stats, tips, activity ideas and allows participants to track themselves amongst family and friends and anonymously against other users
• A personalized activity plan, with realistic goals
• Weekly feedback summaries by e-mail

“The DirectLife approach is based on a shift in focus towards a more active everyday life, becoming fit through more consistent activity versus exercise alone,” said Jennifer Dowdeswell, one of the full time Philips DirectLife Coaches with extensive health and fitness experience.

“With DirectLife people learn that being active doesn’t just have to mean a daily gym routine. For most people even adding more activity and movement into their daily lives can make a big difference – such as going for a walk, taking the stairs, or dancing with the kids.”

Philips is also working closely with corporations to highlight how employee health and well-being programs including DirectLife also makes good business sense.

“Leadership in corporations and institutions are recognizing that they need to change the way wellness is addressed,” said Erik de Heus, CEO, Wellness Solutions, Philips Electronics.

“Physical activity is increasingly being seen as the core component of a balanced corporate wellness plan, and DirectLife addresses this significant opportunity with an innovative solution combining the best of smart technology and personalized coaching.”

Increasing employee activity levels offers a number of benefits including:

* A healthier workforce. The Surgeon General’s report states that Americans can substantially improve their health and quality of life by including moderate amounts of physical activity in their daily lives, which leads to a lower risk for coronary heart diseases, diabetes, high blood pressure and obesity.

* Cost Savings. Studies show a cost saving effect from the DirectLife physical activity program. An active workforce is associated with lower levels of absenteeism and health care costs. 27 percent of national healthcare charges for individuals aged 40 or older are associated with physical inactivity, being overweight and obese.

* Increased employee productivity. Physical activity programs in the workplace improve job satisfaction which leads to improved energy levels, employee morale, productivity and job attitude. Regular physical activity also allows daily tasks to be accomplished with greater ease and comfort due to less fatigue.

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Royal Philips Electronics ( PHG, AEX: PHI) today launched its Activa portable audio player at the Consumer Electronics Show (CES) 2010. With a focus on motivating people to improve their fitness, the Philips Activa is the latest innovation in the company’s family of solutions to help people lead healthier, more active lifestyles. In addition to the Activa, Philips also announced that its DirectLife daily activity monitor and personal coaching will be launched in key European markets in early 2010.

Activa helps motivate people to work out more frequently and intensely by providing real-time vocal feedback on their performance, and music that automatically adjusts in tempo to match their pace. When people increase their speed, faster music from the music library is selected. Slow down, and Philips Activa offers words of encouragement. Featuring a sleek exterior designed to offer durability and style, the Philips Activa will be available worldwide in April 2010 at a suggested retail price of $129.99.

“At Philips, we understand that people struggle to find the time and motivation for physical exercise, even though we all appreciate its importance,” said Bret Furio, Senior Vice President, Philips Consumer Lifestyle North America. “Our Activa portable fitness device is the latest in a line of innovations from Philips that help solve that issue by turning good intentions into actual behavior.”

TempoMusic feature ensures that song selection matches workout intensity

TempoMusic is proprietary software developed by Philips and built into Activa that automatically matches music to a user’s workout pace. It starts by analyzing the user’s music library, storing a detailed set of characteristics for each song, including several related to tempo, to help choose motivating songs for working out. The software also asks users to identify a song that inspires them to work harder and also reflects the type of music they like. By combining these features, TempoMusic is able to choose songs for uploading that are similar to this selected song, ensuring that each user has a library of performance-inspiring workout music that matches their own unique preferences.

The Activa difference: Features for getting the most out of your workout:

• A set of pre-loaded songs ensures that Activa can be used for a workout right out of the box
• TempoMusic matches music with workout pace
• Audio feedback means that users don’t have to break their stride to see how they are doing
• Progress monitoring lets users track performance against goals and beat previous records
• Works in conjunction with Philips Songbird, providing workout result and access to a user’s entire music library by syncing seamlessly with their computer
• Designed for sport: sport headphones with ear hooks, clip-on design, protective pouch, cable clip management

The latest step in Philips’ commitment to health and well-being

The launch of Philips Activa is the latest step in Philips’ commitment to be the global leader in health and well-being, and follows the B2B launch of Philips DirectLife in October 2009. A customized, interactive fitness program, Philips DirectLife offers a fun and simple solution for people eager to adopt a more active lifestyle. DirectLife records a person’s daily movements via a wearable state-of-the-art Activity Monitor. Information is then transferred to a personal web page that keeps track of progress, and a personal coach is available to help users set goals, receive individualized feedback, and obtain advice on making healthy lifestyle changes.

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