The healthcare IT leader, McKesson, found their market position threatened by modality-based brands that, through acquisition, had bought their way into the market. To reinforce their leadership position, we helped McKesson highlight their industry-best experience and expertise through an online community for healthcare providers. Within the healthcare arena, winning the customer is a tricky proposition, but by establishing thought leadership through social media channels, McKesson positioned themselves as the market leader in an authentic, differentiating way.
