Launch of Philips SaveLives.net

Royal Philips ElectronicsEvery minute-and-a-half in the U.S., and every 45 seconds in Europe, a person dies as a result of a sudden cardiac arrest (1,2) - if you witnessed a cardiac arrest, what would you do? Royal Philips Electronics (NYSE: PHG, AEX: PHI) has launched the Save Lives website, an online campaign to inform people across the world about sudden cardiac arrest and to empower them to act.

Using award winning design to provide user-friendly information on key aspects of the condition, www.SaveLives.net aims to educate people on the importance of acting quickly when someone suffers from a sudden cardiac arrest. It includes advice on the use of automated external defibrillators (AED), which are simple to use, available in an increasing number of public places and when used correctly with cardiopulmonary resuscitation (CPR), significantly increase the chances of saving a life.

It is estimated that globally, approximately seven million people die of sudden cardiac arrest every year,(3) including an estimated 325,000 deaths in the U.S. and 700,000 across Europe.(1,2)

"Through SaveLives.net, Philips is looking to inspire and empower the general public to take action in cases of sudden cardiac arrest," commented Anthony Jones, Head of Marketing, Patient Care and Clinical Informatics, Philips Healthcare. "For the majority of people who suffer a cardiac arrest, a member of the public will be the first person onsite and able to provide treatment. SaveLives.net aims to ensure the action they take is the right action, and that they’re ultimately able to help save lives."

A sudden cardiac arrest leaves the heart unable to beat regularly and for every minute before a victim is defibrillated, the chances of survival are reduced by between seven and 10 percent.(4) It is only by resetting the heart's rhythm with an electric current, delivered by a defibrillator, that a normal heart rhythm can be regained.

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About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people's lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "sense and simplicity." Headquartered in the Netherlands, Philips employs approximately 122,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.6 billion in 2011, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare.

1. Heart Rhythm Foundation website - http://www.heartrhythmfoundation.org/facts/scd.asp (accessed May 2012)
2. Koster et al. European Resuscitation Council Guidelines for Resuscitation 2010. Section 2. Adult basic life support and use of automated external defibrillators. Resuscitation 2010;81: 1277-1292
3. Mehra R. 'Global public health problem of sudden cardiac death.' Journal of Electrocardiology 2007; 40 (6 Suppl):S118-22
4. Callens D.J. New England Journal of Medicine 2004; 351:632

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