Cardinal Health

Maintain status as world-class, cutting-edge marketer and drive unprecedented growth through marketing excellence.

Strategy

  • Develop word-of-mouth channels for product trial and marketing.
  • Generate coverage in peer-reviewed journals and trade publications.
  • Differentiate Cardinal’s late-entry product from other established products.
  • Facilitate sales through hospital sample and trial kits.
  • Engage buyers and users to request and try the Cardinal glove.

Results

  • Identified and engaged product advocates in 16 major markets to facilitate product trial.
  • Reintroduced Cardinal as a product innovator after years of being portrayed only as a distribution company through features in Infection Control TodayMedical Laboratory Observer and Outpatient Surgery News over a 90-day period.
  • Generated more than 5 million targeted impressions.

ComBlu’s Role

  • Created overall messaging framework for launch marketing and media to leverage Cardinal’s legacy of excellence and
    unique product features.
  • Identified local hospital advocates and provided them with product sample and user engagement tools.
  • Executed an aggressive influencer program with specific focus on leading supply, infection control and clinical media to create a buzz around the product launch.