• Trade Print Ad Campaign & Teaser Campaign
  • Trade Print Ad Campaign & Teaser Campaign
  • Trade Print Ad Campaign & Teaser Campaign
  • Trade Print Ad Campaign & Teaser Campaign
  • Trade Print Ad Campaign & Teaser Campaign
  • Trade Print Ad Campaign & Teaser Campaign
  • Direct Mail Campaign
  • Direct Mail Campaign
  • Direct Mail Campaign

McKesson HBOC

Looking to introduce themselves to new markets and promote various product lines, McKesson’s recently acquired HBOC health care software division enlisted our help. After numerous acquisitions and mergers, the perception of HBOC in the health care industry was inaccurate and confused. Many providers saw them only as a large, faceless conglomerate that spent more time buying companies than concentrating on the specific problems of medical managers. Response to HBOC's previous marketing efforts was minimal; many prospective clients didn't even remember receiving their materials. "HBOC was a virtual unknown," said Carin Carlson, Vice President of Marketing. "That's why we must build name recognition and then move forward into advertising our comprehensive suite of business system and medical management solutions.'"

Since choosing software products of this magnitude is a costly – and vitally important – decision, we knew the advertising had to do more than simply tout product benefits. Based on one-on-one research, our strategy was to communicate that McKesson HBOC understood the concerns of customers and had the software to help. To encapsulate our thinking, we created the tagline, " McKesson HBOC. We know what's at stake."  For their Payor Solutions Group, we developed a print campaign that consisted of image ads that linked the effects of stress – such as gray hair, sleeplessness, and pencil-chewing – with workplace dilemmas that payors faced everyday. To promote other product lines, we created unique direct mail pieces that demonstrated the specific product benefits of using McKesson HBOC software. In one example, we sent out fake lawsuit documents that explained how a particular product could reduce the risk of inadvertent – and illegal – Medicare billing mistakes.

The campaign was a success by all measures. Appointments to demonstrate the software increased. Calls requesting more product information were also way up compared to previous efforts. One potential client requested 30 additional copies of the "lawsuit" direct mail piece to give out at a presentation. The campaign succeeded not only by establishing McKesson’s stable ownership of HBOC in the market, but by demonstrating that McKesson HBOC was attuned to the problems they faced on a daily basis – and had the solutions to help.

Produced while at First Strategic Group.