Employee retention was very high, and when the integration was complete the scope of the clinics had already increased by over 10%.
Media McKesson Canada Publication
October 2014 | Vol. 28 | N°3
McKesson Canada is a leading solutions provider for the Canadian healthcare industry. Aiming to launch a new specialty channel of patient care clinics (infusion clinics), McKesson Canada had to establish a strong and recognizable national brand, which would demonstrate its promise of quality care and efficiency in community-based healthcare delivery.
Multiple key targets
Specialized niche market
New business in constant evolution
4 weeks turnaround project
Build a new brand
Create a visual imprint
Display credibility, expertise and personality
Give the new brand an undeniable attraction force to generate key targets’ interest
Our mandate was to create, together with McKesson Canada’s team, a brand that can be activated across all newly acquired infusion clinics in Canada and successfully reach its key stakeholders.
In this case, the naming process was at the core of our challenge. The name had to clearly express the nature of the service provided while being flexible enough to ensure the additional services integration. It had to convey a sense of community-based health care delivery as well as state the strength of its national network and speak to multiple stakeholders (manufacturers, physicians and patients). The result: a name with a rich symbolic inspired by relief.
BENOIT D’AOUST LEAD STRATEGIST
1Establish an easily recognizable and identifiable brand positioning.
2Create a brand, which reflects its core brand positioning and also can integrate sub categories of products and services.
3Provide McKesson Canada with a credible brand that communicates the promise of access, care and efficiency.
National key account opportunities
Reinforce McKesson leading position with main partners
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