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CASE STUDY - Bringing Innovation to
the Marketplace
CLIENT:McKesson,
a $50 billion company ranked the 20th largest industrial company
in America.
GOAL:
Successfully introduce a new automated pharmaceutical
product into the hospital healthcare market.
CHALLENGE: To
overcome established and ingrained hospital procedures and
convince hospital pharmacy directors that new technology would
result in both cost savings and an increase in accuracy.
ACTION: Cavanaugh
designed and implemented a direct mail concept to hospital
pharmacy directors attracting their attention to this new
product and its features. The success rate of follow-up contacts
by the McKesson sales force to secure appointments and demonstrations
for the new technology dramatically increased.
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