Seizing Market Opportunity

When the world’s largest drug distributor, McKesson Corporation, acquired medical technology giant HBOC, the opportunity was ripe to launch an e-health business that aligned assets around an emerging market opportunity. Eight former operating units of the company were united under a single innovative subsidiary and new brand, iMcKesson. With more than 2,000 employees and $300 million in trailing revenues, our challenge was to define and build a unified brand, culture and value proposition around numerous product lines serving providers, payers and patients. Our mission – Connecting Healthcare and Improving Lives – inspired stakeholders over a year-long identity development and launch effort. Print marketing efforts, supported by a comprehensive medical meeting strategy and thought leadership program helped bring McKesson’s information technology innovation strategy to life. iMcKesson’s strong reception in the market ignited a new appreciation for brand strategy and a decision by its board of directors to revitalize the McKesson parent brand and integrate iMcKesson back into the core company with a new brand focused on “Empowering Healthcare” .

Our Role

  • Brand Naming
  • Brand Architecture
  • Identity Development
  • Vision, Mission and Values
  • Culture Building
  • Public Relations
  • Brand Activation
  • Thought Leadership
  • Corporate Marketing
  • Advertising Campaign
  • Medical Meeting Strategy

“As a founding member of the iMcKesson team, Kim championed efforts to define, build and launch the iMcKesson corporate brand and partnered with Amy to lead a comprehensive culture-building effort that inspired employees, engaged our stakeholders, and made me proud to be CEO.”

David L. Mahoney, former CEO, iMcKesson