McKesson Keeps Business Healthy by Hitting the Road
McKesson’s Health Across America tour was a prescription for a healthy mobile marketing program as the health care company brought its message to two groups: in the b-to-b realm, existing and prospective pharmacy franchisees for its network of 2,500 independent Health Mart pharmacies; and in the b-to-c arena, current patrons and new customers. Throughout the tour, diabetes care served as the unifying theme, with an emphasis on engaging and identifying “at risk” consumers. The tour also met McKesson’s goals of providing community pharmacy advocacy (versus chain drug patronage), brand awareness, franchise loyalty and growth and increased pharmacy and franchise sales.
A custom-fabricated mobile health vehicle parked in Health Mart parking lots or set up at local festivals and senior centers served as the centerpiece of the nine-month program. At each stop, it engaged attendees at four specially designed screening stations staffed by a traveling team of medical professionals who delivered a full suite of complimentary health screenings, including glucose, A1c, blood pressure and total cholesterol.
The experience began as a host welcomed attendees who then viewed a multimedia presentation before proceeding to the screening stations where sponsor brand messaging via light boxes, posters and staff dialogue were woven into each interaction. The screenings featured cutting-edge equipment provided by sponsors, such as the A1c Now meter from Bayer Diabetes Care. Besides potentially life-saving test results, each guest received a premium gift bag upon exiting the experience. To expand program reach and drive increased sales, in-store screening and education events were made available to pharmacies in 44 states.
To promote franchise growth and franchisee loyalty, the tour incorporated 70 Town Hall meetings. These regional gatherings showcased program details, best practices and continuing education activities to existing and prospective franchisees and reinforced the value of pharmacy participation among these critical audiences. Attendees toured the vehicle, networked with fellow pharmacists and were asked to consider program activities in their own pharmacies, increasing program reach and driving incremental results, which were pretty healthy in their own right.
The tour delivered approximately four million tour impressions and nearly 50 percent of participants were new customers.