McKesson helps healthcare Meet the Moment
Healthcare
Develop a digital marketing campaign to highlight how McKesson’s capabilities support the healthcare ecosystem.
The Brief
Without true differentiation in the marketplace, McKesson was caught in a sea of sameness, which led buyers to perceive them as commoditized and driven by a race to the bottom on price. Therefore, our first goal was to reimagine their value proposition through a GTM lens.
Strategy
Competitive Audit
Campaign Strategy
Advertising
Campaign Identity
Campaign Design System
Digital Advertising
Video
Storyboards
Scriptwriting
Producing
Post-Production
Meet the Moment
We discovered that the support McKesson provides—and the healthcare workers they support—often drives the most critical work, yet receives the least recognition. Enter: Meet the Moment. A campaign theme that put a spotlight on the people, places, and tasks that often go unnoticed, but are instrumental in creating better health outcomes for patients.
A Scalable Campaign Identity
We delivered a full campaign identity and design system flexible enough for a multi-channel approach with a suite of assets, ranging from CTV ads and custom photography to key messages, campaign guidelines, and digital ads.
Digital Marketing Campaign
With carefully orchestrated visuals and pointed copy, every aspect of this digital campaign was designed to build confidence that McKesson would be there in every moment.
Results
2x
better click-through rate than display benchmarks
23%
lower cost-per-click than display benchmarks
8k
landing page visits attributed to the CTV campaign
64%
lower cost-per-visit than industry CTV benchmarks