Recognizing that B2B healthcare brands often feel clinical and transactional, I identified "Hope" as McKesson's strategic emotional differentiator to deepen customer relationships and humanize our brand positioning.
I developed this integrated campaign to better connect with biopharma audiences by emphasizing our shared mission of advancing patient outcomes. Leading all creative development in-house, I managed scriptwriting, film production, communications strategy, and media planning with internal talent.
I launched the campaign with "When Hope Becomes Reality," followed by "Hope for Noah," using video teasers to drive audiences to mckesson.com for deeper engagement. I simultaneously orchestrated an internal campaign across 50,000+ employees, generating organic amplification through brand champion advocacy.
Results: Exceeding LinkedIn Healthcare benchmarks, the campaign’s click-through rates surpassed 800%, engagement rates topped 700%, and video completion rates exceeded 150%. "When Hope Becomes Reality" earned Communicator and Telly awards. The Hope platform strengthened McKesson's brand relevance with customers, community leaders, and prospective talent while establishing authentic emotional differentiation in healthcare.
