A Prescription for Better Healthcare Marketing

  • Health care
  • Strategy
  • Web & Mobile
The McKesson Business of Pharmacy was launched in response to industry consolidation and changes in federal healthcare policies. BoP’s goal was to serve the needs of large hospital systems for pharmaceutical purchasing, distribution and inventory management. McKesson asked us to create a site with a compelling story that converted curious learners into serious buyers.


We discovered the need to target a range of decision makers including the CEO, CFO, COO, Director of Pharmacy and more. McKesson challenged us to deliver a scalable web experience that appealed to buyers with a story that could be translated across all audiences.


Following a competitive review, we created a message platform based on three key audience personas: pharmacy, supply chain and executive leader. Our design team gave the new site a clean look that made the content clear and digestible. The site was developed on Wordpress so McKesson’s internal team could quickly and easily manage content.


The new site experienced a 34% spike in persona-based page rankings. Strategically, the site provides a tool for engaging and educating key decision makers.

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