SUCCESS STORY

Meet BOP

McKESSON BUSINESS OF PHARMACY CAMPAIGN

CHALLENGE

McKesson, the largest pharmaceutical distributor in North America, faced specific challenges growing market share and profitability within their clinical market.

Pharmaceuticals remain among the top expenses for hospitals. With the development of newer, more effective medications, costs continued to increase. This led to most hospitals shifting financial management of this expense away from the pharmacy to hospital executives.

In addition to flawless distribution, McKesson offered evidence-based solutions specifically designed to reduce drug spend and optimize hospital pharmacy operations. However, unfamiliar with the nuances of pharmacy operations, executives missed this opportunity in favor of contracts based on the lowest cost, overlooking McKesson's differentiating solutions.

SOLUTION

It was clear that a shift in perspective was needed.

Pharmacists needed to shift valuable time spent on pharmacy business to making clinical decisions for the safety of patients.
C-suite executives needed to see the pharmacy as an untapped resource where smart decisions could ultimately lead to considerable savings.

Starting with a comprehensive Messaging Framework, we focused on three pillars to pharmacy business success:

Financial Performance
Operational Efficiency
Patient Care

As the only distributor with the expertise to solve these business aspects of the pharmacy, we dubbed the campaign the Business of Pharmacy. The campaign would highlight how savings in the pharmacy benefitted the entire hospital system - more funds for nurses, equipment, and more - while improving patient care.

NATIONAL ADVERTISING

RESULT

Using a thoughtfully-constructed design strategy that focused on the proof of our claims, and a carefully-designed go-to-market plan, our collaborative efforts yielded remarkable results.

Seven hospital executives contacted McKesson directly, leading to $700 million in incremental revenue within six months
McKesson realized a 5% market share gain within 3 years

This success underscored the power of communicating the broader impact of pharmacy optimization on the overall healthcare system, resonating with the priorities of executive decision-makers.