Background

McKesson wanted to use direct marketing to drive sales of medical supplies. It enlisted West Cary Group (WCG) to produce a turnkey approach—creation of strategy, list recommendations, creative, campaign management, print and customer experience (inbound phone, Web).

The Approach

In the Definition phase, WCG internalized the expectations of the client and set clear goals:

• Drive new sales leads through direct mail
• Reinforce the McKesson brand

In the Discovery phase, WCG gathered data and insights about McKesson’s current customers and prospects by interviewing McKesson employees throughout the entire value chain (marketing, sales and operations). These sessions led to a solid understanding of the McKesson process and provided the data to create a profile of the “highest value” customers; that is, small- and medium-sized long-term health care facilities in the Mid-Atlantic region. In addition, a strong value proposition was constructed that differentiated McKesson Medical from its competitors. McKesson was positioned as the “consultative medical supply company” that, in addition to commodity supplies, provided free business consulting services. The core benefit was that business managers could spend less time worrying about managing supplies and constantly researching the regulatory environment, and more time focusing on business growth and caring for patients.

In the Development phase, WCG designed a direct mail strategy optimized for the highest possible response. Key levers in its effectiveness were outer envelope format, copywriting of the DM letters, and the inserts and package components that were in the DM package.

The communications solution included:

a. Multiple options for the DM outer envelope

b. Multiple DM variable copy options that were matched to prospect profiles

c. Personalization of materials through digital printing technology

d. Premium and Insert Design (calendar, buckslips, etc.)

e. A Web mini-site designed to convert inquiries into sales

f. Call center telephone scripting and management

Once the communications components were developed, WCG managed the entire campaign process, including printing of the creative elements, application of postage and launch into the mailstream. WCG also consulted with McKesson on the customer experience created when prospects responded to a direct marketing piece, including scripting for the call centers and a Web design for those prospects who chose to respond through online channels. Finally, WCG managed direct marketing list selection, hygiene and mail merging.

The Impact

In the Assessment phase, WCG managed the analytics that determined the campaign’s performance. While actual figures are confidential, WCG’s campaign generated a better-than-industry-average gross response rate.

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