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McKesson Healthcare Marketing Case Study: Landing Page Consulting & Content Marketing

Company & Client Overview

McKesson is a pharmaceutical company that also provides medical supplies, care management tools, and healthcare IT services. It has been around since the 1830s, where the bulk of its operations were focused on pharmaceuticals. They are considered a leader in the healthcare and biotech space, and are involved in nearly every aspect of healthcare with vertical integration throughout the organization.

The Challenge 

 

While McKesson did not suffer from the typical brand awareness issues of many companies, they had challenges demonstrating their scope of services within their sales copy. As we dove into the sales copy we also discovered some issues due to the navigational structure of their website. The navigation and sales copy needed a refresh that aimed to showcase the features and benefits of a partnership with McKesson in an effort to maximize lead generation from organic and paid traffic sources.

Solutions

Digital Elevator took a goals-first approach to restructuring the website copy and navigation by working with their marketing team to determine the ultimate goals of the site. As it was discovered that their products had exceptionally long lead times, we made suggestions to help potential clients get into the top of their sales funnel with less friction by utilizing white papers and video marketing.

Upon further dissection of the divisions’ existing content, we discovered a fantastic performance calculator resource that was not being utilized. We worked to place this tool as a call-to-action within the sales copy to help prospects understand the savings they could potentially have by switching partners. This tool was also created into a dedicated landing page that we recommended be used as part of their existing, but poorly converting, pay-per-click campaign.

Full Scope of Services

Content marketing

Content marketing consulting

Website navigation consulting

Landing page consulting

Small Changes at Big Companies Have a Big Impact

0 %

Total

Lead Increase

0 %

Increase in PPC-generated Leads

0 %

Reduction in Lead to Meeting Time

"Dan and the Digital Elevator team initially helped us out with some new service page sales copy but took a vested interest in how that copy worked within our entire sales process. This led to evaluations into our overall sales cycle and how content and email opt-ins through white papers and our revenue calculator tool could be leveraged to generate more leads. They were careful not to step on anybody’s toes at our company, and seamlessly blended into our team adding extra value in several poorly performing areas."

Chris Morrison

Director of Marketing McKesson BPS

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