Client
Cardinal Health, third largest national drug wholesaler with sales over 12 billion, headquartered in Dublin, Ohio.
Project
Launch a new business segment to Cardinal customers
Challenge
Home health care had been unsuccessfully launched twice prior. Business re-reentry was now into an extremely competitive market. Program unification was challenged by divisions' autonomy and previous aborted attempts.
Solution
Comprehensive branding strategy and new retail business program, ExpressCare™ , with an integrated strategy of product mix, pricing and margin continuity, sales strategy, inventory support by independent business units (distribution centers) and a long term promotional and publicity program to maintain awareness.
Analysis
- Inventory analysis and product line assessment
Strategy
Contacts: Senior corporate executives, marketing executives/managers, division executives, national and regional sales managers, ITD, over 40 vendors, pharmacy, retail, and home care advisory customers.
- Marketing plan
- Integrate communications strategy with newsletters, direct mail telemarketing, and public relations.
Implementation
-
National business to business order catalog
- Retail consumer catalog, "FamilyCare"
- National marketing kit programs for retail departments launched every quarter
- National sales launch, trade shows, and video, home, remote business training programs
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