McKesson wanted an impressive series of dimensional mailings to tout their Business of Pharmacy (BoP) service and new website. The target audience was C-level managers of hospitals and health-care facilities, and Pharmacy Directors. The first mailing was an attractive box of fresh oranges, branded with the McKesson BoP logo, to the C-level admins, or "gatekeepers," with a message to be aware of a future mailing coming their bosses' way. The second mailing, to Pharmacy directors, included a capsule-shaped flash drive, also branded with the BoP logo, that took the recipient to the new website. The third mailing, to the C-level executives, included a book on health and a compelling offer to meet with a McKesson rep. The mailings brought in enough new customers to be considered successful.
