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We had to pull together elements of drug promotion, physician education, ordering and fulfillment systems and good old physician detailing in a single comprehensive program.

Objective
Establish McKesson as a preferred source for medications used and dispensed in physician offices and ambulatory surgery centers.

Elements
• Market assessment
• Sales kit
• Site start-up kit
• Direct mail
• Newsletter
• Reference guides
• Quick order forms
• Fax blasts
• Premiums

Big Idea
Physician offices liked the idea of one-stop simplicity for all of their medical supplies and pharmaceuticals, but were wary of breaking with established routines. This was especially true in areas such as vaccines where back-orders or other stocking problems could cost them real money. By distinguishing McKesson from their current vendors with our high level of organization and knowledge, we could build their confidence and make them want to work with us.

Results
Sales management called it “the most professional and comprehensive program in company history.” We achieved our first-year goal of doubling Rx business within 6 months of launch.

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84 State Street, Suite 660 | Boston, MA 02109 | (617) 482-8228