McKesson Case Study

Project Description

Building Better Health

Objective

Drive national interest and awareness of McKesson’s Better Health Tour

Position McKesson as the convener of stature for critical conversations taking place around the future of healthcare in the U.S.

Secure national and trade media coverage of the Tour, and key themes and trends emerging from each event

Strategies

Develop business-worthy storylines leveraging McKesson executives and SMEs to drive thought leadership

Create and leverage Tour content, emerging trends and featured innovators as a hook to attract local media and analysts to each Tour event

Utilize marketing technology to boost promotion of earned media coverage

Results

Total media coverage resulted in 124 million impressions

Secured 24 pieces of unique coverage, including a feature in U.S. News & World Report, and a byline by McKesson CEO John Hammergren in the Harvard Business Review online that was also syndicated by Bloomberg News

Secured 14 briefings for McKesson executives and SMEs and 10 additional media briefings with featured event speakers

2,275,054 tour-related social media impressions and more than 1,100 social shares of tour media coverage

Project Details

Client: McKesson

Tags: Healthcare

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