Marketing
I owe the incredible synergy between my right and left brain to my adventures in experiential marketing! Whether it was dreaming up wild concepts or orchestrating the logistical ballet of trains, pickups, deliveries, and courier services to ensure our goodies hit food festivals nationwide at just the right temp for sampling, every twist and turn has been a blast. My journey from building out the ops department at a top experiential agency to steering our key accounts has been a whirlwind of excitement.
From rubbing elbows with diverse folks and diving into countless places and programs, to crafting unforgettable brand experiences, I’m all fired up to tackle your marketing challenges in today’s dynamic and ever-evolving world. Let’s make some magic happen together!
Hire me to:
- Deliver effective B2B, B2C, and B2B2C campaigns
- Craft traditional advertising, digital, and social media strategies
- Plan tradeshow, meetings, and events
- Manage email communications
- Enhance user experiences
- Optimize website, app engagement, and SEO
- Craft compelling PR messaging
- Identify key sponsorship and partnership opportunities
- Implement operational improvements focused on delighting customers
Challenge:
Faced with competition as a distributor to independent pharmacies, McKesson sought to differentiate their value by increasing the brand equity of Health Mart, their independent pharmacy franchise brand.
Strategy:
We launched the Health Mart Healthy Living Tour to celebrate and recognize community pharmacists for helping to educate and counsel people managing diabetes. The tour, sponsored by Bayer Diabetes Care & Novo Nordisk, was scheduled to make stops at independent pharmacy franchise locations throughout 18 states, where opportunities were identified by McKesson’s sales force. Community PR events kicked off each region to announce locations where the 40-foot mobile screening unit would offer free diabetes health screenings (including blood pressure, cholesterol, blood glucose, and hemoglobin A1C tests) while McKesson sales reps coordinated the tour’s schedule and event promotions with franchisees and prospects. By making it a priority to publicly commemorate pharmacists who play the important role as trusted healthcare providers in their communities, Health Mart would become recognizable as the leading franchise brand.
Results:
The Health Mart Healthy Living Tour visited 90 independent pharmacy locations and screened a total of 3,400 patients. 49.7% of those screened were identified to be at risk for the disease and directed to their community pharmacist for further consultation. The success of the tour, generated on-site during events and through media coverage, allowed McKesson to increase revenue through strengthening relationships with tour sponsors and attracting new franchisees. Furthermore, the tour helped McKesson recognize how they could continue to increase value to their franchisee network, which reportedly increased by 50% in the three year’s following.
As the lead account manager, I accepted the Event Marketer’s Ex Award for Best B2B Mobile Marketing Program on behalf of our agency alongside our McKesson client in Chicago.