Customer Engagement
McKesson
The Ask
Create Microsite for Business of Pharmacy

Customer Engagement

A Prescription for Better Health Care Marketing

  • Educate Customers
  • Generate Interest
  • Modernize Brand

The McKesson Business of Pharmacy was launched in response to industry consolidation and changes in federal health care policies. BoP’s goal was to serve large hospital systems with pharmaceutical purchasing, distribution, and inventory. McKesson asked us to build a site that was both captivating and effective. So we aimed to create a compelling story that converted curious learners into serious buyers.

Highlights

  • Competitive Landscape Research
  • Audience Personas
  • Messaging Matrix
  • User Experience Design
  • User Interface Design
  • WordPress Development
  • Content Workflow & Governance
  • CMS Training and Documentation
Customer Engagement
McKesson
The Challenge
Address Multiple Audiences and Personas

We built a message platform based on three key audience personas: pharmacy, supply chain, and executive leader. In our research, we realized we needed to target a range of decision-makers, including CEOs, CFOs, COOs, Directors of Pharmacy, and others. McKesson challenged us to deliver a scalable web experience that appealed to buyers across all audiences. Our design team crafted a new website with a clean, modern feel that made the content crystal clear and easily digestible.

Customer Engagement
McKesson
The Results
34% Page Rank Increase
34%

spike in persona-based page rankings

The site provides a tool for engaging and educating key decision makers at the right levels of influence and purchasing power.

Thank you

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