In a competitive landscape, where B2B healthcare brands can be very cut and dry, I saw an opportunity for the McKesson brand to connect to a deeply human emotion: Hope.
We needed to do more to connect with biopharma customer audiences, capitalize on our common goal of advancing healthcare for patients everywhere and elevate the authentically emotive side of our brand. All work was created and filmed with in-house talent, from script to film production, from internal and external communications to media strategy.
Our campaign series launched with an anthem-style video, When Hope Becomes Reality, and was quickly followed up with a documentary short, Hope for Noah. Video teasers drove audiences to complete the videos on mckesson.com and engage further with more content.
With a small media budget for social, our campaign smashed benchmarks set by LinkedIn Healthcare campaigns, with a click-through rate over 800%, an engagement rate over 700% and video completion rate over 150%. We also launched an internal campaign for our 50,000+ employees to garner further organic support with brand champions sharing on their own social channels. The Hope strategy, in tandem with our business-specific content, has created further relevance for our McKesson brand with customers, community leaders and potential future employees.
