THE PRESCRIPTION FOR A HEALTHIER BUSINESSCase Study


INSIGHT

McKesson Pharmacy Management Systems (MPS) support daily operations, medication adherence, retail point-of-sale and patient wellness programs for independent pharmacies. Each year, they participate in McKesson ideaShare, a conference designed to help independent pharmacy owners and their staff improve their knowledge, performance and profitability. It’s an opportunity for them to ask questions and gather recommendations while interacting with MPS leaders, industry experts and other successful pharmacy owners. It’s also an opportunity for MPS to showcase and sell their industry-leading pharmacy technology solutions and services.

SOLUTION

While McKesson ideaShare has always been a success attendance-wise, MPS wanted to use this platform to draw more people to their booth and close more sales of their software and tech services. To that end, we designed a multi-faceted campaign targeting current customers and prospects under the theme of “You’ve Got Questions, We’ve Got Answers” to address the challenges independent pharmacies face as they battle the big chains. The messaging directly targeted the competition’s weaknesses and positioned MPS products as “the answer.”

Starting weeks out, we generated interest in the show and MPS products with emails and print ads showcasing the fact that MPS has answers to their toughest questions. We designed the booth graphics and even helped develop an interactive Product Selector Tool that provided customers with a guided path to recommended products and add-on services based on questions they answered in pre-show communications. An MPS sales rep would schedule an appointment at the show and initiate a demo for the customer, which helped close sales.

IMPACTResults


41.27%

AVERAGE CURRENT CUSTOMER EMAIL OPEN RATE

33.5%

AVERAGE PROSPECT CUSTOMER EMAIL OPEN RATE

145%

INCREASE IN CONTEST ENGAGEMENT

28

QUALIFIED LEADS GENERATED

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